Better targeting and more web traffic for Betway

We found a way to drive online activation for a traditionally offline market.
670% increase in website visits
88% reduction in cost per acquisition

Challenge

Betway wanted to increase the number of horse racing online registrations made on their website during the 2019 Cheltenham Festival.

A sizeable portion of the market continue to gamble on horse racing offline and the problem was to reach all (on and offline) horse gamblers.

Betway required an innovative approach to its programmatic targeting efforts that would maximise its potential to reach all types of horse racing gamblers.

Approach

Betway and their agency (OMD) used Kantar’s syndicated TGI data to build a profile of their target based on key based on both online AND offline behaviours.

Using Eyeota’s audience technology platform, the TGI segment built for Betway was modelled into qualified, scaled audiences for online activation and programmatic targeting 

Insight

The realization that building and targeting consumer segments based solely on online behaviours is not enough.

Starting the process with rich, trusted datasets – such as Kantar’s TGI – enables brands to have a 360⁰ view of their consumers to build a more accurate picture of their behaviours, both on and offline. 

Impact

The campaign delivered a +670% increase in website visits from new users and an 88% reduction in cost per acquisition – surpassing Betway’s original KPIs for the campaign.

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