Interview: The dream of full marketing engagement with a captive audience

Interview: The dream of full marketing engagement with a captive audience

Monday, November 9, 2015 Totally Gaming
SignalShare's Aaron Dobrinsky sees growth for his company in the DFS market and beyond

Digital advertising at sporting venues could be revolutionised by audience engagement solution specialist SignalShare.

The company last week announced a new deal with DraftKings, which will see the daily fantasy sports (DFS) operator’s advertisements viewed en masse by mobile phone users at arenas which have partnered with SignalShare across the US.

SignalShare’s LiveFi platform uses an arena’s wireless network to provide advertisers the ability to place their content in front of fans on their mobile devices during the game. Company president Aaron Dobrinsky told that the ability to offer such exposure among sports fans made it an enticing prospect, not least because of the possibilities offered by detailed reporting data.

“We offer a captive audience where we can ensure that true eyeballs are viewing digital content versus bots, mis-clicks or bad AD serves,” said Dobrinsky. “Since this is a captured network we are able to offer the advertiser and venue owners better insight into what an attendee is doing on their device during an event. That data leads to better insight for targeting and engagement opportunities.”

SignalShare, which is headquartered in Morrisville, North Carolina, has partnerships with entertainment facilities giant AEG, Sands Expo and Convention Centre and NHL ice hockey franchise Detroit Red Wings. The company has already provided services at temporary events in the UK, and Dobrinsky said it would “look to expand our footprint of venues” with partners in the country.

DraftKings is certainly optimistic about the deal, with Jeremy Elbaum, vice-president of business development at DraftKings saying that it “opens the door for innovative advertising opportunities and greater connectivity to our customers”.

Dobrinsky, who has more than 25 years' experience in technology, finance and operating management, added that the DFS sector – which now makes up a huge percentage of advertising spend in US sport - is an obvious area of growth for SignalShare.

He said: “DFS is an area of particular interest for us, however we realise that our customers are looking for ways to monetise their networks and engage their attendees. DFS is a growing channel and represents a win-win for the operators of DFS services and the venues.

“We look forward to an expansive relationship with DraftKings for targeted marketing campaigns in many of our venues.”

Dobrinsky believes that SignalShare’s LiveFi network will become increasingly valuable to both advertisers and venue operators, not least with the likes of Apple continuing to explore methods of restricting digital marketing.

He added: “The ability to ensure digital content delivery to a defined audience is going to be increasingly valuable. Not only do we ensure content delivery but we can ensure this is a human interaction in addition to a targeted and defined audience.”


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