Genius Sports Media, the media technology arm of Genius Sports Group, has today (Tuesday) has launched a new digital agency service for sportsbook and gaming operators, sports rights holders, brands and digital publishers.
The company said the new agency will enable advertisers to tailor their content and delivery of campaigns around the sporting calendar. Relevant content like real-time statistics, betting odds or video highlights will be embeddable into advertisers’ creative.
Genius Sports Media said the service will replace “scattergun” marketing with more non-intrusive and personalised messaging. Marketing channels will be driven by bespoke, proprietary technology to maximise efficiency of advertising spend.
The proprietary ad tech deployed by the Group’s betting arm, Betgenius, has been expanded and optimised so it can be applied to sports rights holders and brands targeting sports fans. As an example, NHL teams may use the new services to sell tickets or promote their OTT subscription packages.
Another example of how the technology might be applied is targeted marketing, whereby a particular brand might be promoted on social media when a team it sponsors scores an important goal. The key aim of the services will be to leverage the sporting calendar and Genius Sports’ portfolio of real-time sports data to deliver sophisticated, targeted campaigns.
Mark Locke, chief executive of Genius Sports Group, said: “We have been helping brands acquire customers for well over a decade and have subsequently built an understanding of how and when sports fans engage with media that simply can’t be replicated by traditional agencies.
“Using this expertise, in combination with our rapidly expanding live data portfolio, advertisers targeting sports fans can instantly connect with them in real time to build stronger relationships that significantly increase conversion rates.
“By unifying these capabilities with our new suite of publisher products, Genius Sports Media both extends and optimises the services we can provide for brands and publishers in this highly competitive marketplace.”
Additionally, Genius Sports Media has launched a portfolio of live data-driven widgets for digital publishers to engage their audiences, drive advertising revenue and tap into the growing opportunities presented by sports betting content. An easily-integrated odds comparison service and affiliate marketing platform will form part of the technology.
In the betting and gaming industry, Genius Sports works with the likes of Paddy Power Betfair, DraftKings and Ladbrokes Coral. Sports clients include the Premier League, NBA, NCAA and Nascar.