­Sportradar enhances ads with audio channels and digital-out-of-home screens

Global sports technology company Sportradar has introduced new advertising options, including audio channels and digital-out-of-home advertising screens.

The new audio channels will allow clients to reach digital listeners through podcasts, streaming services and Internet radio. Advanced AI and machine learning algorithms allow for the personalization of audio adverts tailored to individual listeners based on factors like their location, demographics and interests.

The company also has provided access to more than 600,000 DOOH screens in more than 100 countries worldwide. AI-driven marketing technology will strategically place relevant messages on screens in locations popular with sports fans, such as near stadiums and major travel routes.

“Sportradar is offering betting operators more opportunities to reach their target audiences. With audio consumption having increased by over 1,000 percent in the past seven years and global DOOH ad spend projected to nearly triple by 2030, these channels are ideal for operators to enhance brand recognition and improve the efficiency of their advertising campaigns,” said Niki Beier, senior vice president of marketing services at Sportradar.

Both channels utilize Sportradar’s specialized marketing technology to deliver targeted advertisements to sports fans and bettors in real-time in jurisdictions where betting is permitted. An integrated sports calendar also ensures that adverts are timed to coincide with their relevant events.

This month, Sportradar published its financial results for the first quarter, revealing a 28 percent year-over-year revenue increase to $288.7 million, but an overall loss of around $650,000, attributed to foreign currency loss and other costs.