SuperBowl Sunday is almost upon us and with that, a flurry of large wagers will be placed on who will be victorious in Los Angeles after the final whistle has been blown. Experts predict this could be the biggest Super Bowl ever for online betting. No one knows whether the Rams or Bengals will win. But one thing we can be sure of – sports betting companies will all win big.
Sports betting is becoming big business in the United States. It is currently live and legal in 30 states plus Washington DC. Now that legal betting is expanding from online websites to mobile apps, the market is set to expand even more rapidly in the years to come. Just look at the money spent on sports betting in June 2018 vs. October 2021:
In June 2018, sports gamblers wagered $310 million for the month. In October 2021, they wagered $7 billion for the month — a more than 20-fold increase. (Source: Sportshandle.com)
A major reason this year’s Super Bowl is one to watch for the sports betting industry is that it’s the first since New York legalized mobile sports betting. With that, Google also updated its ad policies to “accept and run ads for sports betting from certified, state-licensed entities in New York from January 8.”
Below is a map from the American Gaming Association that shows which states allow sports betting. In addition to the 30 states that are now open, 3 are close to opening up entirely (Oklahoma, Kansas and Georgia), with an additional 7 actively seeking to join their ranks in the near future. It won’t be long before the entire United States is open for business.
So, what is Google’s current position in the Sports Betting industry?
“We support responsible gambling advertising and abide by local gambling laws and industry standards, so we don’t allow certain kinds of gambling-related advertising.”
To comply, advertisers must adhere to Google’s Ad Policy, which states:
- Advertisers must receive the proper Google Ads certification.
- Gambling ads must target approved countries, have a landing page that displays information about responsible gambling, and never target minors.
- Check local regulations for the areas you want to target.
- Media buyers interested in promoting these “real money gaming” services must apply for certification through Google
So, how do Sports Betting companies grab their piece of the American Pie and come out on top as well-established players join the gold rush?
Firstly, US-based brands need to be aware of the massive competition that is sure to roll into town. The global sports betting industry was worth 203 billion U.S. dollars in 2020 (source: https://www.statista.com/), dwarfing that which was spent on U.S. soil. With that come well-established brands who will be looking to stake a claim in a highly competitive industry.
Competitors and affiliate brand bidding will no doubt flourish as brands look to capitalize on the massive growth opportunities. Price-led incentives to encourage depositing players will change dramatically as brands jockey for position as the best bet in town. URL hijacking may rear its ugly head as a surge in demand is too good an opportunity to miss. So, how can advertisers protect their brand in this highly competitive market and seek out new opportunities to win new customers?
To stay competitive and protect your brand, you need to track and monitor your competitors, partners and affiliates. So, here are The Search Monitor’s 5 Tips to ensure that you stay ahead of the game!
- Brand Bidding & Violation data – identify competitors, dealers and partners bidding on unauthorized keywords, intruding on your geo-graphic restrictions, out-ranking you on specific brand & brand plus terms and unauthorized offer language.
- URL Hijacking data – decloak those direct linking affiliates masquerading as your brand, and seriously harming your brand at a crucial time
- Email Enforcement – timestamped evidence and violation alerts to offenders that enable you to police your network with efficiency and speed.
- Write better ads – Score the relevancy of your ad content, view competitors’ top ads, uncover offers and promotions in your industry, and ensure your offer is the most compelling in the marketplace
- Geo-control – ensure you have state of the art tools in place with which to capture market at state, city and zip, localizing your offers and ensure you maximize your efforts and rewards.
The U.S. is opening up fast to sports betting. With the SuperBowl almost upon us, attention will quickly turn to March Madness, The Masters golf and major horse racing meets.
To ensure your brand is protected and positioned to win in 2022 request a demo today at sales@thesearchmonitor.com.
The Search Monitor – Precision Ad Intelligence
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