Squawka & RadiumOne UK Agree Audience Extension Partnership
RadiumOne UK, the programmatic advertising experts, today announces an audience extension partnership with Squawka, the web-based football statistics application.
The partnership will enable Squawka to harness and better understand its key social, mobile and web audiences in order to extend its advertising inventory, which currently sells out during key football events such as the World Cup.
Additionally, the deal will allow Squawka, which is now the 6th largest football site in the UK (SimilarWeb.com, August 2014), to sell audience segments both on and off site, for example: the audience segment interested in family cars within the Squawka audience, rather than just a blanket approach of targeting a general football audience as it is at the moment.
Squawka offers football fans a compelling second screen experience to enjoying football matches, giving them up-to-the-minute information on individual player performances with its proprietary algorithm and data from Opta. Fans can sift through the data on their second screen, share key statistics and talk to other fans watching the same game with their own insights on the performance as it happens.
Other benefits of the partnership will include:
- Increased social engagement by using a personalised domain, powered by Po.st
- An understanding of where engagement happens and what the audience looks like in detail
- Usable RadiumOne insights to assist in agreeing longer term partnerships and sponsorships with relevant brands
- The ability to spread its content wider using RadiumOne’s distribution capability and global access to inventory
Sanjit Atwal, CEO at Squawka, said “We’re immensely proud of both the technology platform we have created and the large and engaged audience that regularly uses Squawka to understand more about the world biggest sport.
The partnership with RadiumOne will allow us to identify and segment our audience by interest and is a very compelling proposition for advertisers who want to target relevant content to the right people at the right time.”
Abeed Janmohamed commented: “Squawka sits in a very exciting place, where analytics, social media and sports collide with an innovative second screen approach to keeping football fans up to speed during matches.
It has built a compelling and hugely successful proposition very quickly and RadiumOne’s industry-leading audience extension capabilities will help take its commercial objectives to the next level. In a world where connected audiences are everywhere, this partnership once again proves that collaboration and innovation in the digital space are priorities if you want to lead the way.”