The sports data, content and software company, Sportradar, has today confirmed the signing of an agreement with the programmatic digital out-of-home advertising platform Adomni.
“In today’s modern advertising marketplace, advertisers are increasingly looking at new and better ways to reach their target audience with relevant, attention-grabbing content. We are excited to partner with Sportradar, the leading global sports data, and technology company, to make digital out-of-home ad content more engaging and actionable,” said Jonathan Gudai, CEO, Adomni.
Per the terms of the partnership, Sportradar will implement its full suite of sports data offerings into Adomni’s platform, allowing advertisers to include dynamic content such as odds and sports data in their campaigns.
“As consumer habits shift, it’s important to consider fresh perspectives for advertising and how we can maximize the data and technology that we have at our fingertips to deliver a more engaging experience overall,” added Arne Rees, US CEO, Sportradar.
“Digital out-of-home advertising is a powerful medium for dynamic ads, which is why it’s a key piece of our ad:s business and offering. We are delighted to partner with a market leader like Adomni to leverage our sports datasets and technology with their 500,000+ connected screens to deliver fresh, relevant sports and sports betting ad content, at scale.”
A number of North America’s largest operators have already adopted this marketing technique. For example, WynnBet has implemented the platform to turn ads on as soon as a state passes sports betting legislation, or turn them off when needed.
Kris Cichoski, head of Paid Media for WynnBet commented: “The ability to incorporate the odds that Sportradar is providing to WynnBet in our social ad channels and programmatic display ads as well as our out of home creative, gives us a nice mix of high-level branding and call-to-action performance which makes the creative more relevant. This is a game-changer.”
