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Sportradar has integrated live sports data and betting content into its ad:s paid social marketing service, allowing video adverts to pull data and update in real time. This allows operators to generate ads that shift depending on market movements and the odds of live sporting events.
Ads that can generate information based on live data are expected to provide further opportunities for personalisation, engagement and relevancy to paid social advertising, with video ads to initially be available across Meta platforms, including Instagram and Facebook. The videos will utilise Sportradar’s proprietary AI marketing technology to do so.
Casino and jackpot games can also utilise this technology with the hope of achieving similar results. Due to the highly targetable social media ads the technology can create, Sportradar advises clients to remove at-risk individuals from their digital and paid social advertising.
The update follows Sportradar’s other updates to its marketing services, including the offering of audio and digital-out-of-home (DOOH) channels.
On the update, Sportradar SVP Marketing Services Niki Beier said: “Our paid social media clients have already seen fantastic results using static creative ads informed by our live data. Now, by integrating real-time shifts in betting odds with Sportradar’s 23 years’ worth of historical data, we are maximising the potential of social media as a performance marketing channel for sportsbook and casino operators by delivering more relevant, engaging and better-performing video adverts.”
Recently, Sportradar also extended its partnership with UEFA, which enhanced the pair’s existing exclusive betting data rights deal to now include the non-exclusive right to provide data to non-betting media.
It also launched Safe Sport in partnership with ATP, a service designed to aid professional tennis players and their fans online in navigating hate and abuse.
