Fanatics Sportsbook recently adopted a different approach to its performance marketing, especially on CTV, after experimenting with ad tech outfit Cognitiv, which led it to move toward a more system-led approach.
For years, performance marketers have built campaigns around the premise of defining the ideal customer, identifying where that audience spends time, and then placing media buys accordingly.
However, after recent experiments, the sports betting operator found better results when it stopped defining its audience and adopted a more data-led approach, enabling it to increase projected customer lifetime value (LTV) by 19% from campaigns run with Cognitiv’s “full-funnel CTV solution.”
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