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Casinos hire marketers to market their brand through various media channels to drive more people to their business. The reason casinos hire marketing agencies is that it is costly for them to manage the advertising. They need to handle numerous other things, including hiring staff, training employees, building rooms, purchasing equipment and technology, paying suppliers and vendors servicing the machines and tables while maintaining cash flow. Marketing managers charge casinos based on how much they spend in revenue each month; therefore, if you are talking about online gambling, which didn’t exist before 2006, most companies were not prepared for the influx of customers signing up for an account. To give you an idea of how big this industry is today, a report from Statista states that the online gambling revenue was over 60 billion US dollars in 2016.
It is best to use media buying on social media sites such as Facebook and Google Adwords for those specific individuals interested. For example, if you were targeting people between the ages of 18-35 with a bachelor’s degree, who lived within 25 miles of a central metropolitan area, you would place your ads on websites and social networks where those frequented so they could see your ad. It is essential because you wouldn’t want to waste money showing your ad to people who don’t care or aren’t interested in what you are advertising.
Although gambling seems like it’s strictly for adults, there are a lot of ads targeted towards adolescents, such as games, videos, and the casinos themselves. The reason why this happens is that teenagers possess spending power. Hence, marketers understand that if they capture their attention while growing up, then the chances of playing at an online casino when they get older increase exponentially. According to Statista, American gamblers between 18-34 spend nearly $9 billion each year on lottery tickets alone and purchase about 57% of all scratch-off tickets sold. It is because young adults have more disposable income to spend on their hobbies and interests compared to older demographics. For example, teenagers in the United States make an average of $480 per month while adults between 35-54 make about $4,223 each month, which is ten times the amount teenagers earn monthly, according to research from AdWeek.
For online casinos, media buying for gambling ads should target sports bettors who gamble on poker games. This target audience is the same as the first example. Still, instead of placing your advertisements on sites that 18-35-year-olds frequent, you would place your adverts on websites and social media networks that adults between the ages of 35-54 visit. This demographic is best suited for this type of advertisement because they spend more money than other age groups, according to research by Statista. It states that people between the ages of 35-44 worldwide spent over $4 trillion each year while people between 45- years old spent over $3.7 trillion and those between 25-34 spent over $3.2 trillion, making them the most desirable target demographic for gambling ads.
The last reason is to spend money on an ad campaign that targets people who gamble on poker games for a living or a hobby. Therefore, their kids have grown up and moved out of the house, giving them more time and money to make purchases such as playing casino games online, buying lottery tickets, or going out to Vegas for a weekend getaway whenever they want. That gives you the best chances of getting your gambling ads noticed by this particular audience compared to other age groups.
In conclusion, media buying for gambling ads is more complicated than just throwing up an advertisement and watching the money roll in from all of those clicks. Still, with proper research and a little bit of know-how, any marketer can figure out what their target audience is interested in so they don’t waste money trying to sell something that no one wants.
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