Paid search advertising in the gambling industry rockets around Summer of Sport

New data from Kantar Media shows Playright, Betfair and Bet365 race ahead in paid search whilst organic search remains steady.

London, 23 August 2018: The online gambling industry saw an uptick of nearly 95% in paid search advertising around this year’s Summer of Sport, according to research released today by Kantar Media. Estimated industry spend on paid search rose from £20.1m in April to £39.2m in June as businesses aimed to cash in on an upsurge in interest around sporting events, including the FIFA World Cup.

The study – which uses data from Kantar Media’s Digital Advertising Intelligence Solution, combining insights on both pay per click and organic search/display ad spend – identified Bet365 and Betfair as clear leaders in paid search by June of this year, after Playright, a gambling guide and advice site offering in-depth reviews and comparisons. Playright’s expenditure on PPC activity topped over £3million in June, with both Bet365 and Betfair investing well over £2million. Bet365 and Betfair in particular boosted expenditure in Q2, leapfrogging conventional high street betting shops with a 16% and 9% share of the market respectively.

This upsurge in paid activity does not however equal uniform results. Whilst Betfair and Bet365 spent similar amounts on paid search in June (£2.1m and £2.2m respectively), cost-per-click varied widely, at £2.65 for Betfair and £0.76 for Bet365, highlighting that increased spend alone isn’t everything when it comes to boosting consumer engagement.

Organic search activity in the period however remained steady. The sector continues to be dominated by sites like The Lottery and The National Lottery (estimated PPC value of £9.5m and £9m respectively) and more prominent high street gambling businesses like William Hill (£7.7m) and Paddy Power (£4.5m).

Casino gaming tops the keyword charts

Casino-related keywords dominated paid search between April-June, proving a key battleground for gambling sites. In June alone over £6million was spent on top-performing keywords, including ‘casino’ (16 advertisers) ‘online casino’ (20 advertisers), ‘online slot’ (19 advertisers) and ‘blackjack’ (17 advertisers).

After casino-related keywords, individual brands made up a significant proportion of keyword spend. Betfair invested heavily in the keyword ‘Bet365,’ whilst Bet365 itself focussed more on its own brand than its competitors, spending almost 10 times more on ‘Bet365’ than its next focus, competitor Skybet.

Richard Poustie, CEO, Kantar Media UK & Ireland, commented: “Competition in paid search advertising in the gambling sector is fierce – especially given heightened consumer interest around this summer’s sporting events. It’s important to remember, however, that size of spend isn’t everything, and brands really need to make sure their paid search complements a wider advertising campaign mix that is both creative and well targeted if they’re to make the best use of their spend.

“Whilst big brands battle it out over the lion’s share of the market, there’s clearly still space in the industry for smaller firms looking to innovate, whether it’s with new platforms or new ways of buying ads. Looking at these trends is a great way for businesses to take stock of the current situation and help them stand out and gain that crucial edge over competitors.”

Key players vary across platforms

Differences in display platforms and ad transaction methods are also marked. Bet365 and Betfair came out as the biggest players in online display advertising in June, however whilst Bet365 focuses primarily on desktop display, Betfair leads in desktop video and mobile display. Indeed, figures suggest Bet365 saw 142 million impressions in June for desktop display to Betfair's 70 million, whilst Bet365 saw 356,000 impressions in desktop video advertising to Betfair's six million.

Poker brand 888Poker takes first place in mobile video, with a 57% market share. 888Poker is also the only site to rely solely on programmatic for its ad transactions, with other companies continuing to use ad networks (91.24% of Betfair’s transactions) and direct deals (85.95% of Betfair’s transactions).

 

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Notes to editors

Press contact:

Emma Popham / Andrew Simmonds, firstlight PR

Phone +44 (0) 20 3617 7240

kantarmedia@firstlightpr.com

 

Methodology

Our search intelligence data is derived from observations on the marketplace – more than 2.5 billion search engine results pages measured each month. Data is collected at keyword level every day, on a specific set of keywords. It is important to note that data should be treated as directional and that spend data is estimated based on the insights and keywords we have available.

 

About Kantar Media

 

Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value.

 

For further information, please visit us at www.kantarmedia.com

 

 

Gambling industry paid search June 2018

 

Advertiser

Spend

Clicks

CTR

CPC

Playright.co.uk

£3,047,287

360,097

5.2%

£8.46

Bet365.com

£2,218,564

2,930,383

14.1%

£0.76

Betfair.com

£2,121,458

801,896

7.2%

£2.65

Toponlineukcasinos.com

£1,526,288

55,718

4.6%

£27.39

Paddypower.com

£1,277,001

825,879

8.1%

£1.55

Top10casinosonline.uk

£1,215,665

36,799

4.4%

£33.04

Bonus.ladbrokes.com

£1,171,926

285,268

5.3%

£4.11

Casumo.com

£1,092,032

58,857

5.4%

£18.55

Dunder.com

£929,055

27,981

4.2%

£33.20

 

 

Gambling industry organic search June 2018

 

Website

Impressions

Clicks

Est. PPC Value

Lottery.co.uk

71,225,017

14,499,099

£9,524,898

National-lottery.co.uk

77,822,405

12,245,625

£9,007,518

Williamhill.com

15,773,867

3,884,339

£7,741,219

Sports.williamhill.com

10,967,483

1,627,526

£5,814816

Skyvegas.com

17,976,121

2,329,315

£5,603,236

Coral.co.uk

8,177,752

1,367,649

£4,686,839

Paddypower.com

5,873,716

849,391

£4,475,794

888casino.com

2,570,457

149,008

£4,346,299

Whichbingo.co.uk

10,454,348

717,754

£3,746,719

Betfred.com

11,339,131

997,192

£3,632,132

 

Top performing gambling industry keywords June 2018

 

Keyword

Spend

CTR

CPC

No. of advertisers

Casino live

£1,455,431

3.69%

£59.43

16

Online casino

£1,117,958

4.42%

£42.99

20

Online casinos

£1,061,497

4.54%

£42.99

28

Bet 365

£1,016,570

11.90%

£0.54

10

Bet365

£1,000,544

12.97%

£0.60

9

Casino online

£739,672

4.07%

£48.01

19

Online casino

£707,127

4.12%

£48.01

24

Paddy power

£605,844

8.80%

£1.54

10

On line slot

£604,497

3.91%

£43.45

19

Black jack

£590,477

5.55%

£19.13

17

 


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