“That lifestyle content of people around a table who are really playing and betting can get the juices flowing in people’s brains” who could then become inspired to place a bet, said Matt Kalish, co-founder of DraftKings and president of North America, especially if they offer a new angle around why a prop bet makes sense. Josh Linforth, commercial director for Genius Sports Media, a part of the sports media buying agency Genius Sports Group, said that sports books do not ultimately care about attribution when they’re making a media buy. Through a series of internal surveys and research, B/R found that 59% of its national audience bet on sports, though it is unclear if that all happens in states where this is legal, or if this includes off-shore betting.īut it’s difficult to track these DraftKings customers as part of the B/R audience. Betting videos are also the most streamed pieces of live video content on the B/R app and users who bet are five times more engaged than users who do not bet, he said. Yanarella added that during the livestream, 16,000 people commented on the video, making it the second most engaged-with video on the publisher’s app in its history. Within 24-hours of streaming, the DraftKing Prop Reveal show received over 1 million views between the app and the social handles - five times the average number of views for B/R’s live videos, said Joe Yanarella, general manager of the publisher’s betting vertical B/R Betting.
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