Good news for marketers targeting the esports audience! A recent study by YouGov reveals that devoted esports fans are highly receptive to out-of-home (OOH) advertising. In both the UK and the US, these passionate consumers demonstrated a greater ability to notice and engage with OOH advertisements compared to the average adult.
YouGov’s research specifically focused on advertisements seen on public transport such as buses, trains, and airports. Astonishingly, the study found that esports fans were twice as likely to notice these advertisements compared to the average adult. Additionally, almost 70% of avid esports fans in the US searched for a product after seeing it on a billboard or poster, demonstrating their high level of interest and engagement. Over 60% of American respondents also admitted to discussing OOH advertisements with their friends and family.
An interesting finding of this study was that these trends were particularly prevalent among the younger age group, which is more technologically connected. Esports fans between the ages of 18-34 exhibited a significantly higher likelihood of noticing and engaging with OOH advertisements compared to their peers. This is great news for products targeting younger gamers who may be experiencing diminishing returns from digital advertising.
For sportsbooks in particular, this data holds immense potential. Almost 70% of esports fans between the ages of 18-34 search for a product on their phone after seeing a billboard, providing a direct correlation between OOH advertisements and betting interests. This trend also applies to esports fans as a whole, creating numerous opportunities for marketing strategies to tap into this emerging market of bettors.
The key takeaway from this data is that posters and billboards placed around events are essential for sportsbooks. As online sports gambling becomes legal in more US states, sportsbooks must maximize their conversion rate among esports fans. Similar to traditional sports events, allowing attendees to bet on the event they are attending enhances their overall experience. To capitalize on this, sportsbooks should concentrate on public transportation in the city hosting the event to connect with bettors and fans without tickets. Consistent reminders about the esports event and the available betting options at subway stations and bus stops will drive more traffic and revenue to the sportsbooks.
Furthermore, this data emphasizes the importance of diversifying the marketing strategy for sportsbooks. Relying solely on digital advertising may seem tempting given our technology-driven society, but OOH marketing has proven effectiveness. It not only generates interest in a product but also triggers word-of-mouth conversations among fans, enhancing its overall impact. Over 60% of fans discuss what they saw with family and friends, extending the reach of the marketing message. Therefore, sportsbooks cannot ignore this tool and must refine their OOH advertising efforts to fuel the growth of sports betting on esports.
