Lessons from sports betting ads

Check out Lesson #1: Branding Better for More Wins More Often

Branding Better for More Wins More Often

With Ontario’s move to a regulated online gaming market in April 2022, sports betting has been placed squarely in the face of Canadians as one of the most newly publicized industries since cannabis legalization.

Ontario’s advertising market has been flooded with messages from major international brands in the sports betting category. Some of these ads used celebrities as spokespeople, while others tried to engage with humorous scenarios involving everyday people. All were designed to give their respective brands an edge.

The Key Question: Did Any Of These Brands Deliver The Winning Score?

To answer this question, Ipsos tested 6 sports betting ads in English Canada (with a focus on Ontario) using our flagship ad creative evaluation solution, Creative|Spark. Creative|Spark uses a distracted content environment1 to help understand whether ads and brands stand out amongst other ads.

Download our first Lesson Learned in this series now. For more insights from this research, please join us on April 19.

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The author(s)

  • Ted Doering
    Canada Lead, Senior Vice President, Creative Excellence
  • Vice President, Lottery & Gaming Research
    Scott Morasch
    Senior Vice President, Canada, Client Organization
  • Kim Short
    Senior Vice President, Canada, Brand Health Tracking and Creative Excellence
  • Mark Modeski
    VP, Service Line Lead | Social Intelligence Analytics

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