Or consider introducing an unfamiliar sportsbook to an occasional gambler who hasn’t been fixating on upcoming sports gambling legalization in their state, too.īy strategically placing highly relevant ads next to the engaging subject matter about a user’s favorite team or player, contextual ads encourage these passionate fans to place bets, perhaps for the first time. Sportsbooks’ advertising should also appeal to sports fans and enthusiasts who may not have tried online sports gambling in the past. In a state-of-the-art contextual advertising campaign, creative content of an ad placement should dynamically adapt to a specific article’s subject matter.

Instead, brands should use advanced algorithms based on the principles of adaptive advertising and content alignment. Today’s advertising should go beyond simply matching fixed ad copy against related articles. The typical approach to advertising places sports gambling ads against sports content.

That means reaching them while they’re indulging their passion for sports, like when they’re devouring the latest updates on their favorite athletes and teams. From my experience as the founder and CEO of a contextual advertising company, the smart way for a sportsbook to grow its reach in a new geographic market is to approach sports fans in the most fruitful online setting for a conversion.

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