In June 2022, Premier Sports became the home of the UEFA Nations League, offering exclusive coverage of games featuring Scotland, Northern Ireland and the Republic of Ireland men’s teams. The role of Digital Playmakers’ was to drive conversions for Premier Sports growing content stack.
The UEFA Nations League is a biennial international soccer competition with 55 national association members worldwide. Based on key tournament dates, Digital Playmaker split the project into two phases, focusing on utilising video content to encourage subscribers to Premier Sports online offering. This approach enabled the campaign to reach the UEFA Nations League global fan base, across three different channels.
The CPM for Facebook has climbed 96% since last year. As a result, this has increased the cost of advertising significantly, decreasing spending efficiency by lowering impressions and reach for similar year-on-year budgets.
The introduction of the new App Tracking Transparency feature has had a huge impact on the digital marketing industry. The loss of trackable data means that it has become increasingly difficult to analyse data from Apple Users across Facebook and Instagram. The update has also caused unpredictable conversion rates, and fluctuating CPLs, making it more difficult to optimise towards the best campaign performance.
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Overall, the UEFA Nations League produced the strongest conversion rate we have seen to date. This was due to a strong product offering and precision targeting towards male audiences.
By replacing static images with exciting video content, Digital Playmakers were able to double the UEFA Nations League CTRs. This strategy enabled our campaigns to generate a significant amount of additional football fan traffic, who had the potential to repeatedly tune into Premier Sports coverage throughout the tournament.
