Following the successful trial of a programmatic out of home campaign by William Hill during the penultimate stage of the English Premier League, the company will roll it out at other live sporting events during the summer.
The collaboration between OOH media agency Posterplan , Wavemaker and William Hill, allowed the bookmaker target TV screens within sports bars, strategically timing the campaign to coincide with the games. A dynamic element was also used which, William Hill says “redefined the betting experience.”
As part of the campaign, the creative called out each match alongside the real-time betting odds – creating levels of engagement and prompting consumers to download the app while in the consumption environment.
“ William Hill is delighted to partner with Posterplan to deliver a campaign that is more dynamic and real time than what we currently see in the market,” says Garreth Matthews, marketing manager, William Hill. “Engaging with the right customers pre-match, at the time that is most important for their user experience, is hugely important. The dynamic element of the programmatic OOH allows us to deliver up to minute creative and odds, relevant to the event,” he says.
According to Posterplan, the capabilities of PROOH have allowed brands like William Hill to drive consumers to online betting platforms seamlessly, “leveraging the perfect synergy between OOH and mobile devices.” A study by Outsmart demonstrates that high-performing OOH campaigns ive a 38% uplift in short-term brand actions taken via mobile devices, with an impressive 66% of all actions leading directly to the brand itself.
“We are excited to announce a category-first collaboration with William Hill, Wavemaker and Orb bringing live betting odds to in bars screens,” says Eoin Carroll, senior client manager, Posterplan. “By strategically placing dynamic content where live sports are being watched, we aim to engage fans in real-time and encourage app downloads for the new and improved William Hill app. Programmatic OOH allows us to buy inventory around key match and sporting events. The dynamic element allows for live betting odds across of number of sports including Premier League football, golf, GAA, boxing and other popular competitions across the summer.”
Niall McGee, account director with Wavemaker adds: “Our goal is to drive app downloads and ensure that live odds are readily available to the target audience. With Posterplan’s expertise and our strategic approach, we are confident that this campaign will make a significant impact.”
