14
Affiliate Monitor Company by company Q4 results analysis
search engine optimisation and conversion skills . These have proven crucial to our next leg of the journey as we take on the sports media industry .”
He described Better Collective as being “ uniquely positioned ”. “ We are experts in growing audiences and monetising them efficiently ,” he said . “ It is no secret that large parts of the industry are struggling , and we see ourselves as the key acquirer and optimiser moving forward .”
Søgaard said Better Collective now sees an opportunity in “ building out and scaling ” the adtech platform as the company sees an “ untapped potential in brand advertising ”.
He went on , “ If we succeed with this , it will make us stronger as a group as we ’ ll be able to utilise not just performance marketing , subscriptions and sponsorships , but also direct advertising .”
The core focus on sports , Søgaard went on to say , meant the company can serve targeted and contextual content and advertising to both endemic and non-endemic partners .
“ If we are successful , the platform will optimise our thirdparty agency relations and will rid ourselves of most of the intermediary fees ,” he added . “ Being able to do more direct advertising , we also expect a significantly higher CPM rate than we currently have achieved .”
“ It is no secret that large parts of the industry are struggling , and we see ourselves as the key acquirer and optimiser moving forward ”
JESPER SØGAARD , BETTER COLLECTIVE CEO
He said the long-term ambition for the adtech business was to become the “ go-to partner for brands searching for sports audience exposure and sports fan engagement .”
He added that currently Better Collective only runs ads on its esports brands through agencies but increasingly this will become direct advertising and then subsequently expand to “ most ” of the company ’ s owned and operated sports brands and sites and “ ideally ” into the company ’ s media partnerships as well .
“ I want to stress that this is a new area for Better Collective , and there will likely be bumps on the road along the way ,” he added . “ However , it is something that makes me very excited about the future .”
In part this is about broadening the spread of customers beyond the betting and gaming sector . “ It ’ s a natural step ,” said Søgaard .
“ A part of that potential of improving our CPM rate is to increase the advertiser space , so who can advertise with us ,” he added . “ And we know for a fact that if you want to work with the biggest advertisers in sports globally , it ’ s also a size game where we need to reach critical mass .
“ And I do believe that we are getting there with the audience we have . So , we hope and believe it will unlock a new group of potential advertisers with us that are not necessarily endemic to the sports betting space .”
The platform would provide “ new ways of monetising the audience where we are not as much dependent on the performance marketing model ,” he added . “ There will be a waterfall flow of how we present ads and monetise with the AdVantage model .”
Søgaard explained that the adtech platform was also a way of preparing the way for the death of third-party cookies . “ That ’ s something we are preparing for and have models in place to manage . So , for us , it is natural that we see development and iGB Affiliate Monitor