LADbible is revolutionising the world of online sports betting ads

LADbible is revolutionising the world of online sports betting ads

Thursday, November 9, 2017 Posted by Michael Lawson
It lists the likes of Ladbrokes and William Hill as clients

Social media and entertainment company LADbible has used Instagram’s story function to drive customers towards betting on high-profile sporting events.

The influential Manchester-based firm posted fan-focused content on ODDSbible, the betting vertical within the LADbible Group and the biggest social publisher in gambling, then linked this to deals and offers provided by its betting partners.

And the figures suggest this method has bore fruit, with a massive 2.1 million story views during Anthony Joshua vs Carlos Takam’s fight last month, and 1.8 million for the World Series of Darts final last weekend.

Alex Donohue, Brand Partnerships Manager at LADbible, told “Our strategy is to post content updates from the perspective of a fan – whilst integrating branding, odds and other messaging at intervals – in order to keep the audience as engaged as possible for as long as possible.”

“We tend to find that retention is pretty high, so long as we keep updating the story in real time in a manner in which the audience can relate to.

“This then means that on behalf of the sponsor of an event we engage a huge audience of recreational mobile-first betting fans throughout a far longer period than is possible through other means. We publish these on our own account, tapping into the huge reach that we have (491k followers).

“I believe our Instagram page is the largest in betting and gaming so we give the brands the opportunity to piggyback that to grow their own profiles too. People never thought you could use Instagram for betting as it was a platform for coffee, sunsets and yoga, but it actually works incredibly well.”

Totally Gaming says: LADbible has taken an innovative approach to driving traffic and attracting punters, and the results speak volumes. It’s clear that the partnerships it has struck with big-name betting companies such as Ladbrokes and William Hill have been mutually beneficial on both accounts, and it’s surely only a matter of time before rival companies mimic LADbible’s fruitful social media strategies.


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