Ads24 multi-platform campaign scores with South African soccer fans

By Marise van der Lith

Johannesburg, Gauteng, South Africa


Ads24 prides itself on innovative and exciting advertising plans that attract readers’ attention and generate optimal exposure for clients. So when Phumelela, South Africa’s leading tote-betting operator, approached Ads24 with the desire to expand its in-press betting vertical, Soccer 6, to see how it would fare across print and digital platforms, Ads24 declared the challenge “game on.”

The main goal was to find out whether readers of Soccer Laduma, the premier provider of South African soccer news, wanted to access Soccer 6 fixtures and content on digital and print platforms. This also would create an exciting, performance-driven user experience for readers that would increase pageviews, dwell time of fans on the site, and conversion rates to the Soccer 6 platform.

To meet this aim, Ads24 developed a 360-degree, multi-platform campaign that included a user interface for fans, incorporating innovative and flexible platform techniques to draw users to the site. This included live-data analytics and campaign optimisation, multiple opportunities for audience participation, live monitoring of campaign elements, and easy asset movement.

The comprehensive campaign reached across print and digital assets and had a strong social media component.
The comprehensive campaign reached across print and digital assets and had a strong social media component.

In addition, bespoke editorial content was created for print (weekly betting features) and digital (content migration based on relevance and engagement), which was integrated with weekly press, digital content, social media, and video content on Soccer Laduma TV and its Facebook page. Premium display ads were included to maximise brand impact and drive traffic.

The campaign ran from kick off in August 2016 to match end in April 2017,  generating such exceptional results that the it had to be paused after eight weeks because the Web site was unable to handle the high volume of traffic.

Betting tips articles had the highest month-on-month audience engagement and reengagement. The video content was viewed 41,356 times. There were 583 earned shares and retweets and 6,750 comments made across social media channels.

Importantly, there were 9 million page impressions across the campaign period. The premium display ads performed particularly well with an overall click-through rate that was twice the national average, with December and March performing the best.

Match Centre, a bespoke betting button created exclusively for Soccer Laduma, became a regular view for fixtures and betting opportunities, and was the third highest engagement area.

It’s always a welcome challenge for us when we are given the opportunity to push the boundaries of conventional thinking by coming up with campaigns that stimulate reader engagement and excitement and deliver results for our clients.

About Marise van der Lith

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