Reading Time: 4 minutes
Street signs that say home this way with arrow or office the other way with arrow.

The hot topic over the last year and half has been whether working from home is just as good, if not better than working from the office. While I am sure that many employees lean one way and their employers lean another, it might be a good time to examine the benefits and drawbacks to each.

Back in the 1930’s, famous economist, John Maynard predicted that his own grandchildren would only need to work fifteen hours a week based on technological advancement. His theory was that the average time to accomplish the same work could be done in a fraction of the time. Unfortunately, this hasn’t been the case. While technology has continued to improve over the years, the amount of time people put into work has only gone up. Maybe that’s why the movement to working remotely from home has become so popular and thanks to Covid, it has gotten the push it needed to be more acceptable.

Those that work from home all say the same thing…it allows for more flexibility. No more long commutes or time wasted in conference room meetings. People said that they felt much more productive working from home, compared to working in the office. But why is that? And is that really the case?

Working from the office promotes comradery. Face-to-face meetings with your colleges in person helps to understand better what is happening with those people, creates a more trusting environment and of course promotes teamwork. These are all things you would think any person would want from their job and working environment.

Instead, people today are perfectly fine if all they need to do is put on a decent shirt for a zoom meeting once in a while or have a conference call where they don’t even need to look at someone during the discussion. I get it, working in your pj’s is more comfortable and not shaving or doing your hair ads up to a ton of saved time. But I keep looking for the real reason as to why so many people are not just choosing to work from home but in many cases insisting on it. I keep coming back to the one word that I hear time and time again…FLEXIBILITY.

Professor of Sociology at Middlebury College, Jamie McCallum has been quoted saying, “We find ourselves working longer hours than ever, and our work is always expanding into every nook and cranny of our lives.” Even those that are working from home who appreciate the flexibility of their working environment, admit that sometimes they feel like they are putting in more time doing their work since they don’t have an official start and end time. I see people commenting about this on LinkedIn all the time. Removing the commute has just moved their day to starting before 7:00 am and finishing well after 6:00 pm.

In all the conversations I’ve heard and content I have read about the “working from home vs working form the office” debate, it’s clearly apparent that the real issue isn’t about where people are the most productive but rather how much time they spend working. A Gallup Poll  found that the mean for hours worked by Americans was just over 44 hours per week and another poll showed that 39% of Americans work more than 50 hours a week. Studies have even shown that excessive work and stress levels can create real illness in people.  Doctor Jay Winner, Director of the Stress Management Program for Sansum Clinic in Santa Barbara CA and author of Take the Stress Out of Your Life says, “Stress doesn’t only make us feel awful emotionally, it can also exacerbate just about any health condition you can think of.” According to the American Psychological Association, chronic stress is connected to a number of leading causes of death including cancer, heart disease, lung issues, accidents, and suicide.

If that’s the case, it makes perfect sense why people want and need more flexibility in their work life. Maybe it’s a good thing to have time throughout the day to start and stop, as need be to handle other things happening in life which ultimately helps deal with and ease stress. But don’t be fooled by those in their “work from home” environments that tell you they started work at 7:00 am and finished up around 7:00 pm. Just because they start their day early and end their day late, doesn’t mean they have been working straight through. They’ve simply been utilizing their time in a different way, than the traditional office, 9 to 5er.

Perhaps what we as society really need to evaluate, isn’t where we should be working from but how and why these different environments make us productive. Working in the office absolutely has its benefits and so does working from home. Maybe the future of the working environment should consist of a little bit of both.

While most of the work being done for A3 Media happens together in one office, there are absolutely times when working from home may be needed for our team. Luckily, we work in a very flexible environment where everyone is equipped to do either option.

Reading Time: 2 minutes

PRESS RELEASE                                                                                                                                                               
FOR IMMEDIATE RELEASE

November 2, 2021

TROOPER, PA:  Frank Gussoni, Co-Owner and CEO of A3 MediaCo, LLC. is proud to announce a pilot of SocialShelf with The GIANT Company, based in Carlisle, Pennsylvania. “We are extremely pleased to be joining forces with The GIANT Company, a local company and an industry leader!”  The ninety-day pilot is due to begin in mid-December at 15 GIANT stores in suburban Philadelphia for the implementation of Social Shelf.

SocialShelf® is an in aisle and ecommerce advertising tool, built to supply shoppers with relevant information on smaller and mid-size brands, before making their final buying decision. It’s like having a knowledgeable salesperson in every aisle.

“Nothing is forced on the consumer, that’s annoying. It’s not intrusive in anyway,” says, Gussoni. “It’s on demand and very social in nature. It’s not meant to be slick or salesy.”  SocialShelf® allows a brand to speak to a consumer one on one and deliver authentic differentiating information that brands want potential consumers to know, before making their buying decisions.

“I don’t believe brands could find a more opportune time to speak to a consumer. The consumers are shopping, curious, and requesting the information before making their purchase. Does it get much better than that?”

SocialShelf® is A3’s answer to a quest Gussoni has been on for more than a decade. To create an affordable advertising tool that builds brand loyalty, is free of digital fraud, and allows smaller quality companies to compete with larger national brands, while only paying for actual results. It guarantees a brand’s advertising budget is never wasted or untraceable. Media is trackable by message, retailer, date, and time.

“We decided to jump into the hardest category right out of the gate, alcohol. With it being so competitive and heavily regulated, if we can make it there, we believe we can make it everywhere in retail.”  “Utilizing what we learn from these beta tests, will help us walk before we run.” 

For additional brand or retailer information, please contact A3 Media, at sales@socialshelf.net or 855-466-8584. Learn more at www.socialshelf.net.

Reading Time: 2 minutes
Businessmen Shaking Hands

Would you be mine, could you be mine, won’t you be …my neighbor? For those reading this under the age of 40, that was a verse in the opening scene of Mr. Rogers Neighborhood.  Google it and watch the (:60) video after you read this blog about Partnerships.

A partnership is an arrangement where parties agree to cooperate to advance their mutual interests. The partners in a partnership may be individuals, businesses, interest-based organizations, schools, governments, etc.

As an adult you are reading this and reflecting on partnerships you have with friends, spouses, co-workers, clients, associates, club members, etc.….

The beautiful thing about partnerships is we all began to learn about them when we were born. The first partnerships we had was with our mom / caregivers and ourselves. The relationship was created so we can both excel and have the satisfaction of being together. It then evolved into crawling on the floor with play dates or siblings and learning to share and partner so both parties can benefit from the relationship.

Let’s fast forward to those of us reading this today. You are reading this on a blog in a social media channel that you are a member of to form partnerships.

There are some key components that are essential for a good partnership. First there should be an understanding how each party can benefit from being partners, so they have the chance to make 1 + 1 = 3. 

Key components to partnerships are CCA – cooperation, collaboration, and alliance. In a partnership you are working together because two sides have something different to give with the goal that they will build something better than they could have done alone. 1+1=3 (Not 2). (If you are an in-house agency, you are just 1)

Why am I writing about Partnerships? I am a new employee of A3 Media. I am here for one reason; A3 Media was my client for 20 years while I was at Comcast. Over those 20 years, even though I was a seller, and they were a buyer, there was one goal, do what’s right for the client and we together as partners will grow the business for Comcast (1) + Agency (1) = Client (that’s 3).

Being a good partner is like being a good neighbor. Be kind, be respectful, be courteous, cooperate, collaborate, and align for a common cause.

Reach out to us we would love the chance to be your Neighbor and Partner.

Written by:
Harvey Shapiro
Director of Retail Relationships

Reading Time: 5 minutes

“Programmatic advertising is the automated buying and selling of online advertising. Targeting tactics are used to segment audiences using data so that advertisers only pay for ads delivered to the right people at the right time…”

The method of programmatic advertising is an auction system that puts advertisers together with online and/or mobile properties with available ad space. The method allows the highest bidder to A) target their ad to be viewed by different demographic & psychographic potential customers on websites and applications those consumers visit. B) It also allows the ad to go out in real time and limit the cost of the ad placement to just a fractional amount greater than the second-place bidder, the purpose of which is intended to minimize the cost per ad placed.

This method of buying and selling ads has worked out for some and probably not as well for others. On average, click-through-rates for Facebook ads across all industries is 0.90% and runs about 0.46% for Google display ads. Facebook and Google are making money selling ad space with the programmatic platform. Sadly, for many advertisers, just because an ad ran, and they paid for it, does not necessarily mean it was viewed.

Many folks saw the profitability and ease of buying and selling ads in the digital world and decided… “Hey, if it works for them, why not for us!”. So, they got cozy with people in the OOH industry who on average have as much as 30+% of the 340,817 billboards and posters in the U.S. unsold during any given month. That’s 102,245 potential units that could be sold, but often end up becoming added value or public service announcements, neither of which are generating revenue.

Those folks and a few of the top executes at the big billboard companies said, “well you can’t skip a billboard like you can a digital ad, maybe we should try selling this unsold inventory as the digital ads do, programmatically!” Lightbulb!

So, in 2012 Broadsign established the first programmatic OOH exchange and called it Vistar, based out of Canada, which had access to about 90% of the United States digital OOH inventory. Today there are all kinds of companies offering programmatic buying of OOH and digital location-based advertising inventory through self-serve platforms.

So, here’s the rub… This method seems to be a logical way to sell unsold inventory for OOH companies. Digital boards that have an open week here or there can be sold at the last minute instead of being left unsold, so the OOH companies are able to get something for the space. As they say, something is better than nothing.

There are three inherent problems associated with programmatic buying of OOH, and they are related to TIME, QUALITY, & MONEY:
  • TIME – One key benefit to using a programmatic platform is supposed to be the time the buyer will save in having to source RFP’s, dig through options and select and negotiate the best group of locations. Now a buyer must learn a new ordering platform, but once learned, the process might be faster by as much as 2-3 days. That could be significant savings depending on the size of the agency. The agency might save a few dollars in labor, but will this savings be passed onto the client?  The price determined through the bidding must still be agreed to by the OOH company, which means they still set the price at a level they are comfortable accepting. It’s possible the price might have been lower had the agency just bought the property through the OOH company directly bypassing the programmatic method and costs. The agency must still pay the price the OOH company will charge for the units, but now the agency must figure out how to offset the additional expense of the programmatic platform’s commission or decide to just add it to the client’s final cost. I suggest the cost savings to the agency will ultimately end up in the pocket of the agency and result in the client paying the same or higher pricing for less than prime OOH inventory. In this case programmatic buying won’t benefit the client.   
  • QUALITY – There is a reason that some billboards and transit locations are sold all the time and a reason the bottom 30% remain unsold. Its because the advertiser, either through an agency or through an in-house buyer has sourced the best options that fit its targeted demos for OOH & transit options and has bought those locations and units first. Typically, the first sold are the best options and selections. That means the rest of the inventory available to be sold programmatically are likely not the highest quality options to select from. If a buy is made through the programmatic exchange, the units must be available, and if available it’s unlikely that the same units would not be available to be purchased directly through that OOH company in the first place.
  • MONEY – As mentioned above in the TIME section, most programmatic buying exchanges, need to make a living too. They must either get those revenue dollars from the agency/via the client or kick back from the OOH companies as a percentage of the sales made through the platform OR BOTH. I do not begrudge any company providing a service or a product the right to make a living. What I believe and what our company does is always look out for the best interest of the client. That means we rarely would use a 3rd party company for any buying activity, unless that cost associated with the 3rd party could be justified and not increase the cost to our client’s bottom line. So far, we have not seen a platform yet in this country or in others, that allows for programmatic buying of OOH and does not also carry the baggage of one or more of the three inherent problems of Programmatic OOH buying.

What I believe and what our company does is always look out for the best interest of the client.

Let me be clear, programmatic OOH buying still has value in some cases. For example. If a client is seeking a GRP buy, or if it is trying to blanket cover an area in a short period of time or at the last minute, then this can be achieved with programmatic OOH campaigns. If an agency is short on actual human buyers and have been tasked with a large amount of buying in a short turnaround time, again this might be a good option. It is certainly a viable option for a very small product or service company that does not have a huge media budget but wants to make buys themselves.

It is certainly a smart move by OOH companies as its gives them another chance to make money on boards that are unsold or are typically hard to sell.

Not all methods of media buying are transferable to all other channels. In the case of programmatic buying of OOH, its important from an ethical perspective that clients are informed before any campaigns are purchased, meaning disclosing the advantages and disadvantages as well as the costs associated with the buying method. 

Reading Time: 3 minutes
The word Software across computer image of employees

Changing software that your company has been using for years can be exhausting and intimidating, but change is inevitable in business, unless you want to be out of business. It can take weeks or even months to make the change and for everyone to learn and understand how to use it. The time investment can be staggering for the employer. I am saying this, and I’m the employee!

As the employee, should I not consider the cost of what it takes to do my job if something comes along that is equal to or better than something we currently have in place? Being open to change requires a certain mindset that I don’t often see.

We had a software system that works, already in place and it was adequate at best. It doesn’t do everything we would like it to do, and it comes with many headaches. We have learned to work around its shortcomings in our office and at times spend hours on the phone with tech support only to find out that the system can’t perform the way we want it to do.

In all honesty, the way we do things here in our office is not the norm. We spend more time on every aspect of our buys from the actual research prior to our campaigns to the maintenance during the campaigns. And don’t get me started on reconciliation of our clients’ buys and money. The details of these aspects we take benefits our clients. I haven’t seen a software program yet that has been able to check all of our boxes and not break the bank.

My employer recently asked me to do some research on a software program that is has become more popular in our industry over the last couple of years, that could possibly replace our existing system. One of the most important things we needed to keep in mind was our clients and we first had to ask ourselves, will our clients benefit from this change, or will this change make delivering information back to our clients become an issue?

After we had determined that the system could deliver what we needed for our clients it then became a process for each one of us to test this new system to make sure it would work for our individual duties. Most of us use the software slightly differently. It was during the information gathering and research on this new software that I saw anxiety, among its users. Change is hard especially when it’s something you have been doing for decades.

I was fortunate enough to have owned my own business prior to coming here to A3 Media. It was during this time that I was forced to look at things differently being the employer. As an employee you typically are not thinking of what it takes to keep a business running and the day-to-day operational expense and hassle. It’s important that the employees keep an open mind especially when it comes to vetting new companies and the employer to understand the tools their staff needs to effectively do their jobs. There are always two sides, and it really does have to work for both parties for success.

The amount of research on this new system and time spent was truly staggering. As I mentioned earlier there is a large investment associated with this entire process and this time from the employees is paid for by their employer. This investment should be treated with the same care we as employees would give to researching a college for our children.

For things to work, doesn’t mean it has to work equally as well for everyone, but it needs to work for everyone. Just because an employee doesn’t want to make the shift, if their employer is willing to invest the money into the new software and training necessary, employees need to embrace the changes. While everyone should have their input in the end a business can’t win staffed by a group of naysayers.

Business can’t afford to stay in one place and be complacent. Everyone can benefit when there is a fair and open-minded assessment. Sometimes you need to be willing to move out of your comfort zone with an open mind and no preconceived notions.

Because business cannot grow stagnant and still compete and at the end of the day, business employs us all!

Reading Time: 3 minutes

Why do Pilot’s execute a pre-flight take off checklist before every flight when they’ve completed hundreds or thousands of take offs previously? Because checklists are important tools that assist the flight crew in the safe and proper operation of the aircraft. Items can be missed because of distraction or being in a rush. Using the checklist every time helps them eliminate both types of mistakes and may even save lives.  In short, the pilot’s checklist ensures that everything is in order for a smooth and safe flight.  

How can we apply a pilot’s pre-flight checklist to our pre-flight duties on an advertising campaign?

Simple! At A3 we use a checklist for each vendor before each campaign. The checklist is a tool that helps us organize and prioritize our tasks. Like a pilot’s checklist, our checklist has been designed to reduce errors and ensure consistency and completeness of tasks required before the flight even starts. Our checklist doesn’t save lives like a pilot’s might, but it sure makes sure a campaign runs smoother!

In an ideal world, once the contract is signed, we would have plenty of time to complete our pre-flight duties before the flight starts, unfortunately, things aren’t always ideal. There are rush contracts, last minute changes and workload tsunamis that cause errors and impede the completion of our tasks. That’s the best time to use the checklist!

It’s important to use the checklist to ensure that all tasks are completed in order, expectations are set, and communication is in place before the flight starts. The checklist is a great tool for teamwork as well. At any given moment, it helps team members know what steps have been completed and what still needs to be done. This can be a life saver in the event someone has to unexpectedly “step in”.

Our checklist includes simple steps to ensure that everything is in place before the flight. We include the following number of steps, some are obvious, some more obscure, but all the steps collectively are necessary to avoid any in flight turbulence.   

Our steps include simply checking the accuracy of the buy and contract, making sure all the Ts are crossed and Is are dotted and that the information on the contract is accurately entered into our buying and accounting software. This is the time to pay particular attention to any special instructions on the buy. 

We also make sure that we touch base with each and every AE before the buy – yes, every time even if we’ve worked with them dozens of times before. The purpose is to introduce any new members of the team, set expectations and discuss reporting, proof of performance requirements, and invoicing timing and payment processes. Now is the time to get dashboard access, if available.   

Next, we proceed to draft, send, and confirm receipt of all traffic instructions and creative. Then, we request and review the IO to make sure it matches all the specs on the buy. Finally, we reach out on the first day of the campaign to make sure that everything is started and running. We do not want to be surprised by any late starts!

Completion of all these steps will ensure that the campaign starts correctly and that expectations are clearly set reducing miscommunication issues. It will decrease turbulence and surprises and increase the communication between the agency and vendor. Generally, completing all these steps will make managing the campaign in flight much easier. A little pre-work upfront will save you loads of time later and ensure a successful start to the campaign!

Written by:
Jennifer Vanisko
Reconciliation Specialist

Reading Time: 2 minutes

Prior to the Covid-19 pandemic it is estimated that only 6% of the US workforce worked remotely. Due to the pandemic that number jumped to a high of 70% in April 2019.

There are benefits to remote and/or hybrid work models for both business and the workforce.

What are the benefits on the workforce side?
  • Remote employees save an average of 40 minutes daily from commuting.
  • Since 2020 people have been meeting by video calls 50% more since COVID-19.
  • After COVID-19, 92% of people surveyed expect to work from home at least 1 day per week and 80% expected to work at least 3 days from home per week.
  • 23% of those surveyed would take a 10% pay cut to work from home permanently.
  • People are saving on average close to $500 per month being at home during COVID-19. Resulting in savings close to $6000 per year.
  • 81% of those surveyed believe their employer will continue to support remote work after COVID-19.
  • 59% of respondents said they would be more likely to choose an employer who offered remote work compared to those who didn’t.
What are the benefits of remote working for employers?
  • Surveys show companies save an estimated $11,000 per year savings per remote employee.
  • Geographic boundaries removed allow for a larger talent pool to fill positions
  • Lower absenteeism rates
  • Office “Politics” reduced or eliminated
Why don’t people want to return to a traditional work model?
  • Change in daily routine: 27%
  • Being away from family or pets: 26%
  • Office politics and distractions: 34%
  • Childcare or caregiver responsibilities: 15%
  • Lack of health and safety measures (i.e., wearing a mask, social distancing): 32%
  • Being required to adhere to health and safety measures: 21%
The negative impacts to business:
  • The belief that workers will slack off if “no one is looking.”
  • Employers are afraid employees are more likely to engage in improper behavior while working from home, such as visiting inappropriate websites.
  • Employees might misuse company equipment or information.
  • This kind of distrust often results in many employers trying to monitor their employees who work from home.

While this “new normal” has both positives and negatives there is also a serious risk associated with remote work. Removing a secure network environment can have unforeseen and potentially wide spread and costly consequences.

  • Phishing Schemes
  • Weak Passwords
  • Unencrypted File Sharing
  • Insecure Home Wi-Fi
  • Working from Personal Devices

Cybersecurity spending is expected to increase at a double-digit rate in 2021, driven primarily by the need to enable employees to work from anywhere. Gartner is forecasting worldwide spending on information security and risk management technology and services will grow 12.4% to reach $150.4 billion in 2021.

The long-term impact of a remote or hybrid workforce will be reviewed and analyzed for years but one thing has already emerged as a result, “…. what we’re seeing in the data is a shift in people’s mindset post-pandemic.” This new remote/hybrid work model has changed the landscape of employee – employer relationships. The 2nd quarter of 2021 saw the highest number of US workers voluntarily leaving their jobs as business started to reopen. The workforce has readjusted their priorities. Even workers who are not able to do remote work are feeling empowered to ask for more in terms of work-life balance. It would appear that a mutually beneficial relationship has taken a back seat, for now.

Reading Time: 3 minutes
Buisnessman with bitcoin block chain hologram

There is a new technology that has been in the works for many years and has recently been heavily invested in. This technology is known as blockchain and could potentially revolutionize the marketing and advertising industry. Google apparently thinks the same and as of 1Q2021, invested $120Million bucks into developing it further.

Theta Labs, a venture-backed blockchain company, has struck up a new partnership with Google Cloud, the rapidly-growing Alphabet subsidiary. Google Cloud will offer a new service allowing users to deploy and run nodes of Theta’s blockchain network. Perhaps more importantly, Google Cloud itself will operate a validator for Theta’s network — servicing all of Europe. It’s a baby step for Google but make no mistake about it: the company is now engaging in blockchain. “This is one of our first validators, but we have many crypto customers,” says Allen Day, Developer Advocate for Google. “We had already made Bitcoin, Ethereum and six other cryptocurrencies’ data available through our public dataset program. This is the next step.”

This is all possible skirting off the tails of the creation and solid history of establishing the iCloud as a foundation. The iCloud has proven itself to be the most secure network globally at this time.

Security is our number one priority,” says Lewis Tuff, Blockchain’s Head of Platform Engineering. “Google Cloud goes above and beyond to protect data, infrastructure, and services from external threats, while internally, the permission model integrated with Google Workspace gives granular control over access rights.”

Blockchain and the use of cryptocurrency in the ideal world, would be devoid and remove all digital ad fraud. Bots, ad layering, etc. would essentially never happen in the perfect blockchain advertising utopia. The kicker with using blockchain, besides getting the world to jump on their wagon to ride along, is standardizing a solid bitcoin or currency that doesn’t ebb and flow like a stock.

As of August 3, 2021, Google has already started transitioning their advertising business model using this method. Google is requiring ads placed on their platform to have both blockchain contracts agreed too (called Smart Contracts), as well as using cryptocurrency for payment. The United States is the ‘beta’ test with plans to go global as quickly as possible.

“Certification requires advertisers to be FinCEN registered in the Money Services Business and with at least one state as a money transmitter, or a federal or state-chartered bank entity. 

The advertiser also must comply with relevant legal requirements — including any local legal requirements, whether at a state or federal level — and ensure that ads and landing pages comply with all Google Ads policies. The new policy applies to crypto wallets based in the U.S. only, but the ads will serve up globally.”

The secondary advantage to utilizing this technology is enacting the privacy laws the U.S. has been floundering over enacting. The google blockchain advertiser contract will forbid any personal data without consent to be used.

How would this look for an Over-the-Top advertiser?

Content companies like Netflix NFLX -0.3% or Alphabet’s YouTube essentially keep the content in centralized data centers, dishing video out when a customer asks for it. For every customer request, there’s a big download.

Theta, however, has come up with a decentralized system that would move the content in small chunks around the extreme edges of the network. Their genius is the recognition that we’re all watching the same stuff.

If you decided to watch “Narcos” at noon and then a neighbor decides to watch the same thing fifteen minutes later and yet another wants to watch it in an hour, chunks of the content would jump from your TV to your neighbors to the next — even though you were the only one downloading Narcos from the central Netflix server. One server ping, many viewers.”

If you want to see a current list of where other countries stand with using blockchain technology click here.

Reading Time: 3 minutes
Man placing sports bet at home on mobile phone and laptop computer

Growing up in a top sports market like Philadelphia has had its ups and downs in terms of winning teams. But if nothing else, it’s always an exciting place if you love sports. Eagles, Sixers, Phillies, Flyers have provided year-round conversation, drama, and debate amongst me and my friends. One thing that goes along with those conversations is sports betting. What lines we like, what games to bet, which teams we think are a lock. As early as middle school my friends and I have been betting on sports. Fast forward to 2021 and now we can pick up our cell phones, download a sports betting app, deposit money from our bank account and away we go. And the best part, it’s all legal.

Working for A3 Media, I think about the following question and how it relates to our industry. What impact will the sports betting industry have on media and advertising opportunities?

First some background. In 2018 the Supreme Court overturned a federal ban on sports betting, striking down the Professional and Amateur Sports Protection Act (PASPA) which took away the federal government’s power to regulate sports betting. Sports betting is now legal in 22+ states, with more currently working on legislation. Since the PASPA ban was lifted, over $45 billion has been legally wagered in the U.S., according to Legal Sports Report. However, it is important to understand that there are no national advertising standards or federal agencies in charge of monitoring marketing activities. Rules and guidelines are ever changing. All sports betting practices, including marketing and advertising, are regulated by the individual gaming commissions in each state.

An Increase in Advertising Opportunities
One indicator that there will be growth in sports betting advertising and sponsorships are the number of recent mega media deals. More and more broadcast and cable networks are partnering up with sportsbooks. For example, Fox Sports invested in their own Fox Bet branded app, then there is CBS inking a deal with William Hill to make them their official sportsbook sponsor and both DraftKings and FanDuel are working on plans with Turner Sports.

The interesting thing about these deals will be how they will create a shift in content when it comes to TV, sports radio, social media, mobile apps, and even in-game commentary. Look for television commercials that promote betting apps and offer a bonus or a cash incentive to download their app. I expect an increase in network broadcasters and personalities discussing the betting lines, over/under plays, and even their picks before, during, and after the games. I read a recent article that satellite TV provider Dish Network has partnered with DraftKings to incorporate content into live sports games. Users can then use their DraftKings app to initiate bets, and then view live games that correspond with those bets on their TVs. US sports betting revenue is expected to increase from $2.1 billion in 2021 to $10.1 billion by 2028.

As advertising dollars and revenue increase, expect to see a greater number of things like podcasts and influencer marketing related to sports betting. There will be even more sponsorships from players across the different sports leagues promoting betting apps and websites. I also expect to see some stand-alone sports betting parlors open where patrons can view all the lines, place bets, and watch their games. Look for social media to play a greater role specifically with Twitter. As a real-time platform Twitter can help provide insight, commentary, and video all related to sports matchups. 

In conclusion, some may continue to view sports betting as a vice industry that lacks morals and pushes non-suitable content. However, the numbers don’t lie. It’s been shown that there is a rabid following for this industry especially with online and mobile betting. As each generation becomes even more tech savvy than the next, and things like bragging rights and social relevance become more important, sports betting will be commonplace.

In the next 10-15 years the outlook looks strong for advertising and media opportunities related to sports betting. This will lead to increased fan engagement and will ultimately increase overall viewership, making sporting events that much more exciting.

One thing is for sure, sports betting revenue and advertising opportunities are the odds-on favorite to increase for years to come. That’s a stone-cold lock.

Written by:
Bob Freas
Social Media Specialist