"About That with Carl Mayer:" Shukmei Wong (Episode 13: Growth in Online Sports Betting)

About Shukmei WongShukmei is Senior Vice President Omnichannel Media at Involved Media She oversees strategic investments across all media channels including video digital audio and OOH By fusing data analytics with her marketplace insights Shukmei formulates measurable media campaigns that meet and exceed client objectives Beyond her extensive background in performance marketing Shukmei leverages the relationships forged over her career to create unique media partnership solutions for her clientsCarl Mayer It seems like you can39t turn on the TV open your phone get on the computer without seeing some ad for some online gambling site Which means with all that money being spent the industry is growing right Maybe notShukmei Wong is with us today SVP Omnichannel Media at Involved Media an AMS company Thank you for being here with usShukmei Wong Thanks for having meCM There is a lot of money being spent clearly How much really is being laid out in advertising for thisSW I mean just looking at revenue we keep seeing record numbers coming out of North America in US last year we saw gaming revenue hitting almost 79 billion dollars and that39s a nine percent growth year over year So if that pacing continues then we could be seeing revenue hitting 80 billion this year And in Canada Ontario saw revenue of 95 billion and that was just from December alone So obviously the category is growing and there39s a huge demandCM A lot of that growth would seem to come from more and more states legalizing gambling or reducing the restrictions on it There39s going to come a point where you hit a wall with that right where you just you39re going to run out of states that can legalize it Are you starting to see sides of that alreadySW We are And you can tell by the rising advertising costs in the category Early on every time a state legalized that39s a new pool of audience to reach We can run awareness play and you get new users in But now we39re starting to move past that phaseWe39re seeing more mature markets like New Jersey Pennsylvania Michigan Ontario is stabilizing too For those markets growth is less about getting new audience because they39ve already spent years targeting that same pool of people So for them growth is now more about competing harder for that same group of people and that naturally drive cost upAnd when you39re looking at advertising media optimization systems tend to favor the recent banners and the high frequency players and targeting users that might be already down the funnel When you39re looking at certain states that39s not really you know driving expansion that39s you39re just really throwing more ads at the same group of peopleCM How can an advertiser of an online gambling site find ways to expand beyond that goal to get users that aren39t being targeted over and over againSW Yeah I mean they have to shift the strategies and evolve Instead of thinking about broad exposure they have to be more deliberate and think about where are we showing up How often are we showing up and are we reaching the right people Because if you39re targeting the same people who already converted then you39re not really reaching you know you39re not growingA good example is for one of our clients gambling clients you know we look at sports because that39s such an endemic environment Everyone is buying sports But again everyone is bidding out trying to out bid each other for that same pool of impression that striking cost upSo it39s really getting harder to really play sports and get the returns from it But when we start to analyze beyond those CPA metrics because again performance looked really strong but when we pull back and say what is our retention rate you know what39s our churn rate Is this really growing You know for our clients that39s when we have to take a step back and go beyond those endemic environments like live sportsWe started looking for entertainments other values that is driving more femalebased gamblers and we saw the returns coming in tenfold You know brands have to just pivot their thinking and be more deliberate and look at incremental because that is a good way of measuring if you39re really reaching new users or you39re just recycling the same demandCM It39s definitely an exciting interesting topic You39ve written quite a few articles on this You39ve done other topics also but really focused on the online gambling beat lately Read the stuff she39s already written and read everything she39s going to write She is Shukmei Wong SVP Omnichannel Media at Involved Media an AMS company Thank you for being hereSW Thank youCM And when we39re done we39re going to come up as soon as we39re finished here we39re going to put some wagers on what the revenue will be You39ll let me know some OverundersSW Oh yeah I got youCM Thank you for being here for About That See you next timeClick here to view previous About Thatamp160episodesRead Shukmei Wong39s latest online sports betting article featured in Global Gaming InsiderPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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"About That with Carl Mayer:" Shukmei Wong (Episode 13: Growth in Online Sports Betting)

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