WILLIAM HILL

William Hill aimed to boost app downloads and increase bet redemptions during live sporting events. To achieve this, they leveraged smarter planning and data-driven content, targeting sports enthusiasts at exactly the right moment. With a competitive and fast-moving market, it was critical for William Hill to deliver highly relevant, timely messaging that resonated with their audience.

The strategy was centred around reaching sports fans at key moments during live events, using real-time data to maximise engagement. The campaign focused on four key pillars:

1. PrOOH Activation
2. Venue Targeting
3. Dynamic Creative
4. Flexible Ad-Buying

PrOOH Activation: William Hill executed programmatic OOH ads during key sports moments, such as major football matches and races. This allowed for highly targeted, data-driven placements that reached sports fans when they were most likely to act.

Sports Venue Targeting: The ads were also strategically placed in bars and other venues where live sports were being shown, ensuring high engagement with a sports-focused audience.

Dynamic Creative with Live Odds: The ads featured dynamic copy linked to the live betting odds, providing real-time updates keeping the messages relevant and aligned.

Flexible Ad Buying: The ad inventory was bought based on the start times of games and races, allowing the campaigns to adjust to live schedules and maximise visibility at key moments.