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Dugout launches unique ad platform providing rich contextual audience targeting for clubs, sponsors and brands


Dugout has launched Dugout FanPro, a unique and new fan profiling platform which will enable the football media company to further develop its audience targeting exclusively for its partner clubs, sponsors and global advertisers.

By pairing Dugout’s first-party data with Lotame’s data enrichment solutions, Dugout has built multi-dimensional fan profiles and audience segments – creating significant value to key partners by accurately placing branded content campaigns in highly relevant environments. Dugout’s unique audience targeting capabilities include historic and real-time content consumption patterns, psychographics, sentiment, environment, engagement levels and purchasing intentions.

With more than 85 million fans engaging monthly with Dugout’s football video content, clubs, sponsors and other advertisers have instant access to an established and highly engaged global audience – which will deliver greater ROI for branded content campaigns.

Dugout provides its partners with the opportunity to syndicate and amplify creative ad campaigns to Dugout’s global audience through an extensive network of more than 110 premium media publishers including Sports Illustrated, Le Figaro, The Independent, and Kooora.

Dugout’s global fanbase will benefit through an enhanced overall viewing experience that subsequently delivers the greatest engagement rates. Due to contextual targeting, video viewing completion rates on recent Dugout brand campaigns have reached 69% compared to an average 28% on the major social media platforms – a 41% increase.

Sebastian Gray, Co-Founder, Dugout, said: “Dugout continues to bring significant value to clubs, sponsors and other brand advertisers. Thanks to our unique position being co-owned by the world’s largest clubs, and working with international brands and sports publishers, we can implement highly targeted campaigns – that are contextualised and relevant – to reach specific audiences.”

He adds: “By analysing and collating our first-party fan and engagement data with third-party audience profiles we learn for example not just about them as a football fan but also whether they are a tech enthusiast – deploying the 3,500 videos across 2500 daily articles, we can find the right place at the right time to bring about the best brand engagement.

Gray concludes: “Clubs and brands that are looking to connect with an engaged audience around their passion point will also be able to utilise our well-established relationships with media partners to amplify content on a global and local scale.”

Chris Hogg, EMEA Managing Director, Lotame, adds: “Our partnership with Dugout supports our ongoing mission to help marketers deepen their understanding of a consumer’s digital journey and to engage with them in a meaningful and respectful way across digital platforms and channels. Through this integration, Dugout is strengthening its advertising offering with high-quality and relevant environments as well as its 360-degree view of the consumer’s ever-changing digital life.”

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