DAZN to let advertisers plug into real-time sports data

DAZN Media reveals ad suite DAZN Dynamics plugging into real-time sports data

DAZN Media has significantly scaled up its advertising platform with the launch of DAZN Dynamics, which will use the network’s real-time sports data to deliver contextually relevant digital ads to audiences.

The first product launch from the group, which was formed in March this year, comes in partnership with ad platforms Adform and Opta.

Brands now have the opportunity to activate upon DAZN's networks with insights like real-time sports data, live scores and in-play visualisations. In short, this will allow the brands to create and deliver assets in response to what is happening in each sport, forging a closer connection with the consumer across a range of digital formats, including cross-device display ads, video and digital out-of-home.

The commercial wing of the global OTT service has moved to consolidate ad buying across regions, sports and formats, to make it easier for brands to reach its audiences at scale. Notably it is in place for a bumper year of sport during which DAZN will in some markets display clashes from the Cricket World Cup, Women’s Fifa World Cup and the Rugby World Cup, as well as Formula 1, Uefa Champions League, Wimbledon, The Ashes and The British Open.

David Winstone, head of trading at DAZN Media said: “We’ve seen from earlier testing that by making an ad creative contextually relevant and informative you can drive user engagement. DAZN’s proposition is to change the way that fans see sport and in Media, we believe we have the tools to evolve the way that brands engage with fans – this suite is just the latest example of a much wider resource we have to deliver on that.”

David Hillier, senior director of creative solutions and innovation at Adform, added: “The use of data in creative is now offering up a wealth of opportunities to advertisers, in bringing real-time significance and creative sentience to ads. Adform has invested a lot into building out the most varied collection of dynamic creative tools and we are hugely excited about this unique partnership with DAZN and the use of their industry-leading Opta data.”

DAZN is headquartered in the UK and boasts nearly 3,000 employees across 30 countries. The service is available in Spain, Italy, Germany, Austria, Switzerland, the USA, Canada and Japan.

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