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Creating better betting ad campaigns with Epom

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Creating Better Ad Campaigns Epom

In this comprehensive guide, Epom, the ad tech product, explores the various ad formats and helps you make informed decisions about which ones are best suited for your betting ad campaign.

Understanding Your Target Audience

Before diving into the ad formats, it’s critical to analyse your target audience. The demographics and preferences of the users can significantly impact the ad campaign’s success. Are you targeting experienced bettors, newcomers, or a specific sector within the betting community? Knowing your audience will help you adapt your ad formats to their preferences and needs, as personalized ads generally boost CTR by up to 45%.

Best Ad Formats to Win the Users’ Hearts

Display Ads

Display ads are the most common ad formats in digital advertising. They rely on visual parts and can come in various sizes and shapes, including banner ads, and native ads.

Standard banners

These traditional rectangular or square website ads can still be effective when you need to deliver the message and get the broadest possible reach. While they can be effective, the competition for ad space is high, and banner blindness is a common issue. Use them sparingly and focus on eye-catching designs and engaging CTA.

Rich Media ads

These interactive ads can include videos, games, or other dynamic elements. Rich media ads may be particularly effective in heating the users’ excitement and capturing their attention, forcing them to play with the ad.

Native ads

Native ads blend seamlessly with the content, making them less intrusive. You can create informative and relevant content that doesn’t disrupt the user’s experience while still promoting your betting services. These ads can appear in various forms, such as sponsored articles, recommended content, or in-feed ads.

Tips on using display ads to gain bettors

  • Focus on the content that is informative, valuable, and relevant to the user.
  • Clearly label native ads as “sponsored” or “promoted” to maintain transparency.
  • Apply storytelling to connect with your bettors and encourage them to explore the offers.
  • Use high-quality visuals and engaging graphics.
  • Incorporate compelling ad copy to convey your message effectively.

In-App Ads

Mobile betting apps and games are ideal platforms for in-app ads. These ads can appear as banners, interstitials, or rewarded videos within mobile applications. They offer a unique opportunity to engage users in a contextually relevant manner, especially during live sporting events when bettors are most active.

Interstitial ads

These ads appear between content transitions when users actively interact with their smartphones, scrolling apps, or playing games. It’s probably the best ad format to incorporate on mobile, but remember to make interstitials closable so as not to annoy and deter potential bettors.

Tips on using in-app ads

  • Leverage data-driven targeting to reach your ideal audience.
  • Use real-time bidding to optimise your ad placements for the best results.
  • Employ retargeting to re-engage users who have previously interacted with your brand.

Video ads

Video ads have become increasingly popular and effective in the betting industry. Creating engaging video content that tells a story or showcases excitement can be a powerful way to connect with your audience. Of course, video production is more expensive than creating static banners, but this type of ad brings a 7x higher CTR than other ad formats.

Pre-roll video ads

These short video ads play before the main content and can effectively showcase the thrill of betting or exclusive offers you have. Make sure your video is concise and engaging to ensure better viewability.

In-stream video ads

These ads appear within the video content itself. They can be highly effective if they seamlessly integrate with the content and provide valuable information or entertainment.

Tips on using video ads

  • Keep videos short and concise for maximum impact.
  • Utilize pre-roll or in-stream video ads to reach your target audience while they engage with video content.
  • Incorporate strong CTAs guide viewers toward the desired action, such as signing up or placing a bet.

The Importance of Testing and Optimisation

Regardless of the ad formats you choose, continuous testing and optimisation are crucial for success in the betting industry. A/B testing different ad creatives, audiences, and ad placements can help you refine your strategies and improve your campaign performance.

A well-planned, comprehensive strategy often combines several ad formats to maximize reach and engagement. Experiment, analyse results, and adjust your approach as needed to ensure the success of your betting ad campaigns.

Wrapping Up

Choosing the proper ad formats for your betting ad campaign is a critical step in achieving your marketing goals. To make an informed decision, understand your target audience and their preferences. Then, consider which ad formats align with your goals, whether it’s raising brand awareness, acquiring new customers, or retaining existing ones.

By carefully selecting and optimising your ad formats, you can increase your chances of success in this competitive and highly regulated field. Remember to stay up-to-date with industry trends and adapt your strategies as needed to stay ahead of the game.

Hi, I'm Ross, founder of Talk Gambling. I've operated within the gambling industry for several years, primarily within the affiliate sector. I originally focused on design and user experience but in recent years I've pursued a passion for SEO, digital marketing and creating great content. Please feel free to get in touch and say hello!

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