FanDuel Teams up with Smartly.io to Drive Down CPIs on Snap by 16%

KEY FINDINGS:

-16%

Decrease in Cost per Install

-16%

Decrease in Cost per Registration

-21%

Decrease in Cost per First Time Deposit

Contents

Industry

Gaming

Company size

1500

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.

CHALLENGE

Limited Bandwidth to Showcase Real-Time Betting Odds

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.

SOLUTION

Smartly.io's Managed Services Team Leverages Proprietary Tech for Automation

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 performane.

“

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

“

RESULTS

Lower Customer Acquisition Costs with Streamlined Dynamic Ads

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).

KEY FINDINGS:

-16%

Decrease in Cost per Install

-16%

Decrease in Cost per Registration

-21%

Decrease in Cost per First Time Deposit

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