Despite scrutiny surrounding sports gambling and betting ads, the industry remains steadfast. Legal bets soared to nearly $120 billion last year alone. According to the American Gaming Association (AGA), Americans spent $10.49 billion on sports betting during this year’s Super Bowl, marking a 24.8% surge from the previous year.
Yet even with these promising figures, many sports betting companies remain cautious about advertising social media. Understandably so, given the constant change in gambling laws and advertising regulations. But shying away from this opportunity is not the answer.
From preparation to launch and beyond, this guide will ensure your campaigns run seamlessly, avoiding potential interruptions.
What’s the State of Advertising Sports Betting Today?
Despite a 21% decline in sports gambling ads in the US in 2023, sports betting advertising, in general, continues to experience significant growth.
The increase in the number of US states legalizing sports betting across various sporting events for adults aged 21 and above is largely responsible for this trend.
TikTok emerges as a prominent platform for engaging sports audiences with a remarkable 2.15% engagement rate, surpassing Instagram (0.75%) and Facebook (0.22%). Social media’s influence extends further to sports gambling behavior, with celebrities and influencers increasingly utilized in advertising efforts. Celebrities, sports journalists, former athletes, and betting experts engage specific sports communities, offering targeted content and authentic interactions that resonate with audiences.
With these trends in mind, brands in the sports betting industry must consider how to capitalize on these insights to enhance their advertising strategies.
Preparing Your Sports Betting Ad Campaigns Before Launch
Launching sports gambling and betting ads requires complexities and adhering to specific constraints. Before you hit “publish,” we recommend reviewing this checklist to ensure your campaign is primed for success.
Audience Targeting
Sports audiences have undergone a significant transformation, partly propelled by notable events like the Taylor Swift effect during the Super Bowl. For instance, the Chiefs-Bears game emerged as the most-watched NFL broadcast of the week, with 24.3 million viewers and a 63% increase in viewership among women aged 18 to 49.
On platforms like Facebook and YouTube, sports-related content commands significant engagement rates. Sports teams lead the pack on Facebook with an average engagement rate of 0.27%, followed closely by influencers at 0.23% and higher education at 0.15%. Moreover, the projected surge in sports viewership on YouTube will reach 90 million by 2025.
Limitations: Media buyers must recognize the varying legal age requirements for gambling across different US states, with some jurisdictions prohibiting it altogether. We recommend setting the minimum age for sports betting ads at 21 to ensure compliance and maximize reach. Refer to the table below for state-specific regulations:
Location Targeting
For sports betting apps or websites seeking a global audience, especially during major occasions like the Olympics, assessing the legal framework of the countries you intend to target is crucial. Each nation maintains its unique regulations concerning sports betting advertising.
Below is a summary of select countries and their positions regarding sports betting and gambling ads on YouTube. If a country is not included, it means that YouTube ads presently do not accommodate gambling ads in that jurisdiction.
For more detailed information on limitations in specific countries, click here.
Ad Platform Considerations
While you may have a preferred platform for advertising where your campaigns typically perform well, note that not all platforms permit advertising for sports betting, and each has its own set of guidelines to follow.
TikTok, for instance, prohibits the promotion of gambling or any related activities. Meanwhile, on Meta platforms like Facebook and Instagram, advertisers must seek written permission and are prohibited from targeting sports betting ads to audiences under 18 years old.
On YouTube, however, there’s more flexibility, as the platform allows the promotion of sites or content related to online gambling. However, advertisers must undergo Google certification before advertising sports betting apps or websites. For those looking to promote sports betting apps or sites on YouTube, you can apply through Google’s official platform certification here.
Feel like you’re ready to take the leap and launch your sports betting ads on paid social media?
Before you proceed, make sure your chosen platform permits this type of advertising. Download our quick guide to check platform compatibility and ensure you’re well-prepared to craft compelling ads and allocate your budget strategically.
Avoiding Mid-Campaign Disruptions For Your Sports Betting App Ads
After obtaining certifications and permissions and successfully launching your ads on your chosen platform, the next step is to ensure the continuity of your campaign. Here’s a closer look at potential issues that may arise mid-flight and how you can resolve them:
Disapproved Landing Page
- Problem: Your ad links to a landing page that violates platform policies, such as containing excessive gambling references or lacking responsible gambling resources.
- Resolution: Ensure your ad includes clear disclaimers, especially regarding age restrictions. Incorporate prominent visuals or audio reminders indicating that viewers must be of legal gambling age. Additionally, consider “pinning” a comment that outlines responsible gambling practices and resources associated with your brand.
Lack of Transparency or Misleading Claims
- Problem: Ads that lack transparency regarding odds, promotions, or terms of service or contain misleading claims may be disapproved of or restricted.
- Resolution: Avoid making exaggerated claims or omitting crucial information that could mislead users. Use clear and prominent disclosures to ensure transparency and foster trust with your audience.
Targeting Minors or Restricted Audiences
- Problem: Targeting minors or audiences not permitted to participate in gambling activities.
- Resolution: Be mindful that legal gambling ages vary by state. Consider creating separate campaigns or ad groups targeting states with differing legal ages. For example, one campaign could target states with an 18+ legal age for gambling, while another focuses on states with a legal age of 21+ for online betting.
Policy Changes Mid-Campaign
- Problem: Your chosen advertising platform may implement new policies mid-campaign, restricting your ad content and leading to rejection or disapproval.
- Resolution: Subscribe to alerts or industry blogs to stay informed about platform policy changes. Quickly adapt your campaign creatives and targeting to comply with updated regulations. This proactive approach helps prevent disruptions and ensures the smooth progression of your sports betting app ads.
Assessing the Effectiveness of Gambling Ads in Online Advertising
When it comes to advertising sports betting on social media, it’s natural to be skeptical due to the multitude of restrictions and limitations. Will it be too expensive? Can it achieve the same reach and efficiency? Let’s examine this further.
The data from YouTube’s Q1 2024 TrueView Instream Skippable campaigns reveals that gambling ads achieve a 10% lower CPV compared to the overall 2023 benchmarks of our US campaigns. Additionally, CPV for online gambling ads experienced a further 7% reduction, indicating a continued efficiency in cost-effectiveness.
In Facebook campaigns utilizing the Impressions objective, the CPM for gambling ads is strikingly 70% lower than our US campaign benchmark. This stark contrast highlights the potential efficiency that your sports betting ads can attain through paid social media advertising platforms.
Wondering how your sports betting ads can replicate this success? Connect with our team to explore customized social media advertising solutions tailored specifically for sports betting campaigns.
Get Your Sports Betting Ads In The Game
Regardless of the restrictions surrounding advertising sports betting on social media platforms, it’s clear that there are strategies to leverage the excitement and expansive reach available through this channel. With numerous upcoming sports events, social media advertising offers a prime opportunity to get your sports gambling ads seen.
Reach out to our team to discover additional ways to capitalize on paid social media advertising to enhance your sports betting campaigns.
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