Background
In the dynamic landscape of programmatic advertising, betting campaigns in the US have garnered significant attention due to their potential for high engagement and conversion rates. It is a high-stakes game - fast-moving, heavily regulated, and brutally competitive.
Our client, a major player in the betting industry, turned to our programmatic trading desk with a three-part brief:
Drive high-quality, high-volume traffic
Control cost with precision
Deliver real, measurable engagement
Campaign Goals
Acquire high-intent users across mobile web and app
Identify and scale the most cost-efficient creative sizes
Optimize across multiple exchanges to unlock broader reach and performance
The Strategy
Over a 3-month sprint, we executed a test-and-learn framework across creative formats, exchanges, and contextual placements. Our key moves:
A/B Testing Creative Sizes
To isolate formats with the best engagement-to-cost ratio
Exchange-Level Budget Shifts
Reallocated spend dynamically based on real-time efficiency data
Contextual Targeting with Smart App Categories
Ensured alignment between ad content and user environment
Quick Stats
Metric | Value |
Impressions | 2.02 billion |
Clicks | 2.65 million |
CTR | 0.13% |
eCPC | $0.10 |
eCPM | $0.13 |
Creative Performance: Bigger Really Is Better
Visual formats were the MVP of upper-funnel engagement. High-contrast image ads drove consistent impression volume and sustained brand presence - especially in static placements with longer dwell time.
Top-Performing Creative Sizes
Creative Size | CTR | eCPC | eCPM |
320x480 | 2.02% | $0.01 | $0.15 |
300x250 | 0.22% | $0.06 | $0.14 |
300x100 | 0.04% | $0.53 | $0.23 |
320x50 | 0.09% | $0.14 | $0.12 |
The 320x480 creative size exhibited the highest CTR at 2.02% and the lowest eCPC of $0.01, indicating strong engagement relative to spend. Smaller creatives like 300x100 and 320x50 showed lower performance metrics, underscoring the effectiveness of larger ad sizes in this vertical.
Larger formats not only commanded more visual real estate - they delivered more clicks at a lower cost. Smaller units, by contrast, struggled to earn attention.
Traffic Type Showdown: App Takes the Crown
App inventory was the clear winner, dominating on both engagement and efficiency:
Traffic Type | CTR | eCPC | eCPM |
App | 0.17% | $0.06 | $0.10 |
Mobile Web | 0.04% | $0.45 | $0.18 |
When targeting betting audiences, in-app placements deliver stronger ROI and deeper engagement.
Top Exchange Performance
Magnite DV+ (Rubicon) emerged as the top-performing exchange, generating significant impressions and clicks across various sizes. Chartboost and AppLovin also demonstrated robust performance, particularly in terms of engagement metrics, making them noteworthy choices for advertisers.
Mixing in mid-tier exchanges helped us uncover valuable pockets of underpriced inventory - crucial for budget efficiency at scale.
Audience Environment Insights
We went deep into where budget was actually flowing, and which environments were giving us real value.
Top Performing Content Categories:
Gaming environments delivered the highest value clicks. These users showed stronger post-click engagement. Casual Puzzle games - especially Word and Sort Puzzle - offer a strong balance of cost and clarity, with eCPCs as low as $0.11 and highly defined user environments.
Non-Gaming placements, especially those under 'Magazines' or 'Fun Content', had occasional spikes in CTR - likely due to lower intent behaviour.
What This Means for Media Allocation
Moving forward, we recommend prioritizing inventory in Gaming environments.
Non-Gaming content can supplement reach campaigns but should be tiered lower in the waterfall or filtered out in performance-focused bursts.
Takeaways
This campaign proved what we’ve always known: Data + Strategy = Scale Without Sacrifice.
This campaign is proof that programmatic isn't just a lever for reach - it's a scalable, controllable performance engine when wielded by the right team with the right tools. Our trading desk didn’t just react to data; we anticipated and engineered success through continuous feedback loops and strategic adaptation.
For advertisers navigating complex, regulated, and fiercely competitive landscapes like betting, this is how you win: not just with clicks, but with clarity, efficiency, and confidence.