The Brief
One of Brazil’s leading Daily Fantasy platforms, Rei do Pitaco, approached Genius Sports with the following brief ahead of the Copa America and Euro 2024:
The Challenge
CONMEBOL reports that 85 million people watched 2024 Copa America matches in Brazil, up 82% on 2021. Meanwhile, TMG research show 61% of Brazilian were interested in Euro 2024.
With these two major sporting events providing clear opportunity, Rei Do Pitaco faced a fierce sports advertising landscape with rising CPMs and demand for key programmatic inventory. In order to convert new users and maximise ROAS, the brand had to optimise budget pacing and audience targeting.
The Solution
Designed by our media buying experts, the programmatic campaign began by identifying and targeting users interested in fantasy sports, retail sports betting, and football-related content.
Through unique access to behavioral data, sports audiences, and by creating lookalike audiences based on Rei Do Pitacto’s existing high-value users, we enabled the brand to target precise audiences of potential users with relevant ad creative.
Using our algorithmic spend pacing curve, our media buyers increased budget allocation to follow the Copa America and Euro 2024 fixture schedules, upweighting spend in the build-up to matchday to deliver maximum registrations and FTDs.
The Result
The campaign beat all targets, including brand awareness, engagement, and user acquisition benchmarks in Brazil.
