Don’t Gamble on Advertising Effectiveness

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. This has been cause for concern for some Canadians, who have expressed discontent with the volume and content of the messages.

Ipsos’ advertising research specialists have taken a close look at the efficacy of sports betting ads. Using our flagship creative evaluation solution, Creative|Spark, we tested six sports betting ads for various brands. The goal was to understand consumer response to the advertisements on several key dimensions. 

Revisit our recorded webinar to hear Ted Doering, SVP, Service Line Lead, Creative Excellence discuss insights from our research, and showcase best practices on how creativity can drive advertising effectiveness in the gaming sector. Learn more about:

• Memorability. Do the ads break through and stand out in the market?
• Branding. Are consumers able to distinguish between brands?
• Celebrities. What role, if any, do celebrities play in creative effectiveness?
• Gender Equity. Are female characters represented in an appropriate and relevant way?
• Brand Impact. Ultimately, how effective are the ads in driving short and long-term brand impact?

Want more insights from this research? Download our Lesson Learned #1, Branding Better for More Wins More Often.