Horse racing is the latest sport to be added to our ad:s paid social offering, opening up additional revenue-generating opportunities for sportsbooks operators.
Horse racing is galloping out of the gate as the latest addition to our ad:s paid social offering. Sportsbooks can now engage customers with stand-out creatives and tailored betting opportunities for the ‘Sport of Kings’.
Until now, even for flagship horse racing events like the Cheltenham Festival or Melbourne Cup, operators have had their hands tied with largely undifferentiated ad visuals on social media.
The latest update, though, presents an unmissable opportunity to create dynamic, stand-out ad visuals that are delivered to the right people across Facebook, Instagram and Snapchat throughout the sport’s year-round calendar.
This can unlock additional opportunities in a sport that already generates a significant slice of sportsbooks’ net gaming revenue – often more than 30% in major markets like the UK, for example.
Ads that engage
With our new horse racing-focused paid social solution, we understand the betting options available on selected races thanks to integrations with clients.
These details are combined with our own data to build creative adverts that are specific to each race, featuring odds, runners, riders, form insights, and even vivid jockey silks to catch the eye.
The powerful algorithms of major social media platforms are then fed with structured data, ensuring the right people receive horse racing betting ads that are relevant to them.
Then, unlike most other marketing techniques, scaling media spend with the right content through the most effective social channels will typically lead to performance scaling too.
Targeted solution
Paid social is recognised as the most successful marketing channel in the UKi, while it is the fastest growing digital advertising sector in other global horse racing hotbeds.
Additionally, with an enormous pool of casual and committed betting customers, horse racing’s broad appeal tallies perfectly with the versatility of paid social, which is an effective tool for acquisition, retention and brand-building.ii
While betting is a common pursuit for horse racing fans – and as many as 97.4% of the sport’s viewers in the UK like to place a bet, for exampleiii – the sport also attracts spikes in interest among the wider population.
This is shown by events like the UK’s Grand National, which typically attracts bets from about one-third of the country’s adults each yeariv and is expected to pull in more than £250m in wagers for the 2023 edition.v
Our paid social product already enables sportsbooks to deliver targeted, cost-effective campaigns for football, American football, basketball, ice hockey, cricket, handball and rugby union.
To explore our new ad:s paid social offering for horse racing, contact us today.
