Tipico puts faith in proprietary tech ahead of US debut

More than two years after the first sports bets were taken in New Jersey, Tipico is playing catch-up, with operators such as DraftKings and FanDuel already well established across much of the US. Tipico has therefore turned to Digilant, which specialises in social media campaigns, to assist its development in New Jersey.

“This omnichannel expertise and multifaceted approach to growing our business will be paramount as we reach sports fans and bettors across the US.”

Keith Gormley, Tipico’s Head of US Marketing

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Digilant Enters Partnership with Tipico

“Having designed and developed one of the first trading desk data management platforms, Digilant has had a strong foothold in the programmatic media space for over a decade. Today, we are seeing a need in the market for complete omnichannel solutions. Digilant is at the forefront of not only providing a range of these types of services to clients but also doing so with transparency and measurable success.”

Raquel Rosenthal, Digilant CEO

Digilant, an omnichannel digital advertising services company, has partnered with Tipico, an international provider of sports betting and casino games.

Most recently, Digilant helped PopCorners, a well-known snack brand, increase its sales by 40% via a Facebook and Instagram campaign, as Digilant continues to expand into digital channels including Programmatic Audio/Podcasting, Facebook, Instagram, Snapchat, and Connected TV.

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Tipico enlists Digilant as US media buyer

“[Digilant’s] omnichannel expertise and multifaceted approach to growing our business will be paramount as we reach sports fans and bettors across the United States,”

Keith Gormley

Head of US Marketing, Tipico

Tipico has hired US omnichannel digital advertising services company Digilant as its main US media buyer to support its US sportsbook launch later this year. Under the agreement, Digilant will be the main media buyer of record for the US division, responsible for digital marketing, advertising campaigns, marketing analysis and optimisation.

Digilant’s focus will be to reach US sports bettors across a variety of digital platforms, driving them to Tipico’s US site. As part of this arrangement, Digilant is registered as an official vendor with the New Jersey Division of Gaming Enforcement (NJDGE). EGR understands Tipico conducted a thorough competitive review in Q1 2020 before choosing Digilant to coordinate its US marketing strategy.

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Digilant Announces New Partnership with Tipico for US Launch

Digilant Announces New Partnership with Tipico for US Launch; Supports PopCorners’ Growth as a Leading Better-For-You Snack Brand Via Social Media Campaign

BOSTON, July 09, 2020 (GLOBE NEWSWIRE) — Digilant, an omnichannel digital advertising services company, today announced its new partnership with Tipico, an international provider of sports betting and casino games. Most recently, Digilant helped PopCorners, a well-known snack brand, increase its sales by 40% via a Facebook and Instagram campaign, as Digilant continues to expand into digital channels including Programmatic Audio/Podcasting, Facebook, Instagram, Snapchat, and Connected TV.

“Digilant’s unique ability to bring together a best in class team across digital media buying, analytics and marketing technology made them the perfect agency to support our go-to-market launch strategy. This omnichannel expertise and multifaceted approach to growing our business will be paramount as we reach sports fans and bettors across the United States,” said Keith Gormley, Head of U.S. Marketing, Tipico.

In the past year, Digilant’s business saw 25% growth with 22% attributed to agency-managed service business. The company’s partner list spans brands including MOO, Bahamas Cruise Line, Firefly Health, and Thomson Reuters.

Recently, PopCorners — a leading better-for-you snack brand — tasked Digilant to raise awareness among consumers and help the healthy snack brand exceed its goals, reaching a click-through-rate that was seven times higher than the previous benchmark. Digilant created a strategy that utilized geo-targeting, offering new products at specific grocers, which funneled traffic to product-specific landing pages and the “where to buy” location finders by placing ads on Facebook’s News Feed as well as Instagram’s Feed and Stories. Throughout the campaign, audience targeting and ad placements were optimized to shift the budget to reach the most responsive audiences across the highest performing ad placements.

“Having designed and developed one of the first trading desk data management platforms, Digilant has had a strong foothold in the programmatic media space for over a decade,” said Raquel Rosenthal, CEO of Digilant. “Today, we are seeing a need in the market for complete omnichannel solutions. Digilant is at the forefront of not only providing a range of these types of services to clients but also doing so with transparency and measurable success.”

Apple iOS 14: What It Means for Marketers and First-Party Data

During the WWDC Conference in June, Apple announced iOS 14 – an operations systems update that will be coming to iPhones this fall. The update brings a variety of new features to iPhones and iPads, most notably for marketers are some major changes to privacy features. New features will protect users against location tracking and tracking on apps and websites. 

When iOS 14 goes into effect, mobile apps will need to request and receive permission from users via a pop-up opt-in to access a device’s Identifier for Advertisers or IDFA. IDFA is a device identifier that Apple uses to identify a user’s device without revealing Personally Identifiable Information (PII). Many advertisers rely on IDFA to find target users, deliver customized advertising, measure campaign performance, and more. 

The IDFA is not going away officially, but it’s critical that marketers start preparing for an IDFA-less world. It’s estimated that the majority of users will be wary of sharing data and will NOT opt-in – with only 0-20% of users expected to be willing to opt-in to IDFA tracking. 

In an IDFA-less world, for marketers to properly track mobile attribution, users will need to have opted-in to tracking on every app where ad impressions were served. 

As a result, fingerprinting and probabilistic attribution will become even more important and mobile measurement vendors like Kochava and AppsFlyer will respond with continued investments to innovate and deliver high demand solutions. 

One drawback to probabilistic methodologies is that they are more susceptible to fraud. Bad faith actors will see Apple’s privacy changes as an opportunity to deceive marketers on attribution. so marketers and strategic partners will need to focus heavily on fraud and brand safety measures. 

Looking Ahead To First-Party Data

If there is a single takeaway for marketers from Apple’s iOS 14 announcement it’s that the risk has never been higher for marketers who rely heavily on IDFA and other third-party data identifiers and tracking sources. Alternatively, the door to opportunity will open wider for marketers that are staying closer than ever to first-party data. 

While the IDFA is largely going away, marketers will still have access to the Identifier for Vendors or IDFV. The IDFV ensures that companies with their own app(s) can use an identifier to access first-party user data and to understand the audiences within the app(s) they own. 

Today, marketers can activate these first-party audiences and push them to many platforms for activation and media buying via the IDFA because it is universal. With the release of iOS 14, marketers will need to focus on identity resolution around hashed emails or households to integrate first-party data seamlessly into activation channels like Facebook and Google. 

The importance of first-party identifiers and data has steadily increased over the years, and Google’s Chrome and Apple’s iOS announcements have sent it forward exponentially. 

Next Steps

If you want to learn more about how to set your brand up for success in an IDFA-less world or you just want to chat through some of your concerns related to the iOS 14 release, contact us here.

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