Sportradar, the sports technology company, has added audio channels to its ad:s programmatic advertising service and extended its reach across additional digital-out-of-home (DOOH) advertising screens.

The Switzerland-based firm claims the solution will provide sports betting operators and brands greater reach and brand awareness in their campaigns.

The addition of audio to ad:s allows Sportradar’s clients to reach digital audio listeners through podcasts, streaming services, and internet radio.

In addition, the company will now offer access to a global advertising inventory of more than 600,000 digital outdoor screens in over 100 countries.  

The channels will use Sportradar’s betting industry-specific marketing technology to serve relevant adverts to sports fans and bettors in real-time in markets where betting is legal, and an integrated sports calendar that ensures adverts are scheduled around relevant events.  

Sportradar’s AI and machine learning algorithms, meanwhile, allow audio adverts to be personalized and delivered to listeners based on geographies, demographics, playlists, niches, and genres.

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The firm’s AI-driven marketing technology also places relevant messages on DOOH screens in locations frequented by sports fans, including near stadiums, entertainment venues, or travel routes, taking into consideration factors including coordinates, area codes, and weather-based targeting.

Sportradar launched its ad:s data-driven marketing platform in January 2019, with the range of services on offer including sponsorship consulting, search engine optimization, user interface and user experience consulting, programmatic advertising, pop-under ad networks, ad products, and affiliate marketing.

Niki Beier, Sportradar’s senior vice president of marketing services, said: “Sportradar is providing betting operators with even more ways to reach target audiences. Audio consumption has increased by over 1000% in the past seven years and global DOOH ad spend is estimated to increase nearly threefold by 2030.

“Both are ideal channels for operators to make their brands more memorable and will further increase the efficiency of advertising campaigns on behalf of our clients.” 

Last year, Sportradar teamed up with Snapchat to integrate ad:s into the photo and video messaging app.