How Personal Is Too Personal? Display Advertising in the Gaming Sector
In an overcrowded and competitive marketplace, companies will do anything to make their brand and products stand out from the crowd. One of the many benefits of online advertising is the ability to tailor adverts based on first and third party data.
But is tailoring effective? Well, Latitude’s Display Team tested the effectiveness of tailoring ads and landing pages with one of our gaming clients and found that the cost per depositor dropped by 81% compared to a non-personalised display ad. The question therefore is not whether we should tailor ads or not, but how far can we go before it crosses the line?
Firstly, let’s consider some of the detail you could potentially get from placing remarketing tags on your website, depending on how the tags are set up and the legal implications:
- User’s account name
- Sport they last bet on
- How much they bet
- If they won or lost the bet
- How long since their last bet
Knowing all this information and using dynamic ads could lead to a very personal message indeed, such as:
Apart from creeping Bob out, what happens if it’s not actually Bob on the laptop tonight and it’s actually Mrs Bob, his wife, who had no idea he’d had a win or even gambles?! This could create some tension, even if he was keeping his win a secret so he could buy his wife something nice. Most marketers would think this type of messaging is a step too far. In fact, you can be much more subtle in your approach to personalisation.
Let’s look at another scenario. We know Jim visited our site two days ago for the first time and he took a look at the Premier League page offers. He likes what he sees and opens an account, but he doesn’t get round to placing a bet. A couple of days go by and alas, still no sign of Jim and that deposit. However, based on what we know about Jim, we can target him with a very relevant ad, such as:
Calling all new customers, why not use you’re £25 free bet on the Premier League? Bet now.
We don’t need to address Jim by name because knowing that he’s interested in the Premier League and is a new customer should be enough to entice him (if he can be enticed).
You could get even more sophisticated in your approach by layering on third party data. At Latitude, we have access to our parent company Callcredit’s data where, via census data, we can use information, such as post codes, to further refine targeting. Based on Jim’s post code alone, we could make an assumption on what the lifetime player value is likely to be and send him the most appropriate offers.
In summary, make use of your customer’s personal data, but don’t get carried away. Be tailored enough that it’s going to grab the user’s attention, but only for the right reasons