As a premier gaming destination in the United States, FanDuel allows consumers to engage with their favorite sports, teams and leagues across sports betting and daily fantasy sports. FanDuel has built a community of 8.5 million sports fans and gamers across 45 states.
Game days provide a massive opportunity for FanDuel to tap into new audiences on Snapchat, as showcasing game-specific betting odds performs higher than evergreen creative. However, Snapchat's best practices recommend running creatives for 2-4 weeks to gather enough impressions on an ad, making it challenging to promote and measure time-sensitive campaigns.
To avoid disrupting Snapchat's delivery algorithm, the FanDuel team needed an always-on approach to promote 12+ weekly games, each showcasing different teams and live odds, to reach their ambitious goals. However, this always-on approach was extremely manual, as each weekly game needed a new creative, which the team would manually add to ongoing campaigns.
"With the help of Smartly.io's Managed Service team and the platform's Dynamic Image Templates, FanDuel can now deliver relevant, time-sensitive creatives to our Snapchat audiences in a way that wasn't possible through the native tool. This has led to a 21% decrease in our main goal: Cost per First Time Deposit."
Sherrie Hang, Senior Manager of Media & Demand Generation, FanDuel
FanDuel turned to Smartly.io, tapping into Smartly.io's market-leading automation platform, as well as Smartly.io’s social advertising experts on the Managed Services team.
By leveraging Smartly.io's market-leading platform, the process of showcasing each week's matchup has been fully automated and now occurs within one Snapchat Dynamic Ads campaign to ensure maximum deliverability and performance.
Launching FanDuel's Snapchat Dynamic Ads campaign within Smartly.io supported the integration of their live betting odds feed to power creatives, whereas Snapchat's native tool is limited to integrating traditional shopping product catalogs.
The Managed Service team then connected the feed to a Smartly.io Image Template to dynamically update the creative with game matches and accompanying odds each week. Liquid Markup (an easy-to-use template language used to make edits in a feed) provided further flexibility, as the team could update additional dynamic elements to the Image Template directly from the FanDuel's live betting odds feed, such as:
This new setup ensured FanDuel's Snapchat ads were the most relevant matches and real-time odds, with minimal manual work and creation costs. Now, new game-specific ads generate in minutes simply by updating the live betting odds feed.
Within the first month of launching this Dynamic Ad campaign on Snapchat, FanDuel saw a 16% decrease in both Cost per Install and Cost per Registration, as well as a 21% decrease in Cost per First Time Deposit (FanDuel's number one KPI).