As the calendar moves into December, so attention turns to Christmas and the start of a new year. Every company and media outlet across the world will be churning out lists of achievements and learnings from 2024. And we at Sportradar are no different.

Here’s just one “high” from us: our industry-leading ad:s marketing service, featuring the most comprehensive suite of digital advertising channels on the market. 2024, and the last few months in particular, have seen us notch one win after another with our additions to ad:s resulting in a marketing offering as holistic as it is efficient.

Back in May, we added digital audio channels to our ad:s programmatic advertising service and also extended its reach across additional digital-out-of-home (DOOH) advertising screens. This enables betting operators to engage with more customers by serving relevant adverts via two of the fastest-growing media channels; digital audio consumption has increased by over 1000% in the past seven years, and global DOOH ad spend is estimated to increase nearly threefold by 2030.

Sportradar’s advanced AI capabilities allow audio adverts to be personalised and delivered to listeners across music and podcast streaming services, as well as internet radio, based on geographies, demographics, playlists, niches and genres.

Our technology allows us to strategically place locally relevant messages on DOOH screens in locations frequented by sports fans, including near stadiums, entertainment venues or travel routes, taking into consideration factors including coordinates, area codes, and weather-based targeting. No more Red Sox ads in downtown New York.

And we’re enhancing these capabilities even more through AI and the integration of our Live Odds feeds. Just last month, we announced ad:s Gen AI audio. Using the latest artificial intelligence capabilities, we can now automate the creation of live-data, informed audio advertising allowing relevant messages to be updated in real time, and scalable advertising campaigns to be produced without the need for internal creative teams or a huge budget. And the content, available in 25 languages, can be upgraded every three minutes, so messages will reflect the latest shifts in betting markets, or the latest sporting action.

By leveraging this technology and integrating our odds into more channels, we’re creating endless variations of adverts for our clients, across different teams, players, leagues, and more, all of which update in real time alongside developments in betting markets.

In late summer, we added paid search to ad:s, allowing operators to more effectively reach and acquire customers who are searching for betting and gaming-related terms online. Paid search is an enormous part of betting operators’ tools to acquire customers, receiving up to half of digital marketing budgets, and our beta tests demonstrated a more than 30% uplift in customer registrations and an over 40% increase in first-time deposits. Integrating premium content into dynamic landing pages

gives operators greater search coverage, increased ad relevance and more accurate targeting. This also addresses historical SEO challenges, ensuring search results now reflect customers’ interests and content preferences, providing them with a significantly improved user experience.

But we were not done yet. Last month, through the acquisition of North American media assets from XLMedia, Sportradar announced another incredibly powerful addition to our suite of marketing services with the capability of affiliate marketing, again truly differentiating us from all our competitors, creating a 360-degree value proposition for clients, across the entire customer life cycle.

From programmatic display, video, audio, DOOH, to paid social across Facebook, Instagram, X (formerly Twitter), TikTok and Snap, to paid search, sponsorship activation, and retention services, we have all major digital advertising channels covered.

It is after all the time of the year for over-indulgence, so there was still more to come. Just last week, we announced ad:s Gen AI audio. Using the latest artificial intelligence capabilities, we can now automate the creation of live-data, informed audio advertising allowing relevant messages to be updated in real time, and scalable advertising campaigns to be produced without the need for internal creative teams or a huge budget.

With our unrivalled sports data feeds, more than 20 years of experience delivering technology solutions to the betting industry, and multi-channel marketing service, only Sportradar can offer this comprehensive suite of betting specific marketing products. And there will be plenty more in 2025.

Reflecting on a successful year of growth and innovation, with each new addition to our ad:s marketing suite, we’ve set new standards for how operators can engage their audiences – whether through personalized data-driven ads, dynamic content updates, or seamlessly integrated digital channels. But this is only the beginning. As we look ahead to the new year, we are poised to further enhance our offerings, harnessing AI-driven technologies to deliver even more precision, relevance, and impact. The world of sports and betting marketing is evolving, and with Sportradar at the forefront, our clients can expect nothing short of game-changing solutions that will help them stay ahead in an increasingly competitive landscape. Here’s to more opportunities and innovation in 2025!