Paddys claims “global first” with in-app live feed banners

Irish operator collaborates with Google to create dynamic in-app banners that display live feeds as part of its Brazil Nuts campaign

Paddy Power has claimed a “global first” with the creation of dynamic HTML banners that display live feeds for use inside the operator’s mobile applications.

The operator collaborated with Google and its DoubleClick advertising agency to develop the banners which form part of its Brazil Nuts campaign during the World Cup.

The banners have been in development over several months and display dynamic and editable content, with odds feeds supplied by the operator controlling which images are displayed.

The adverts can be used to respond to what may be happening in live sporting events and be used to push odds that constantly update themselves, allowing Paddys to market its in-play markets during World Cup matches.

It’s the first time a company has developed dynamic HTML banners that feature live feeds and the banners have now been rolled out across Paddy Power’s portfolio as mobile apps.

“Both Paddy Power Design and Google invested a lot of time and effort into producing dynamic HTML banners, overcoming many issues along the way to create a solution that is unique to the market and make our in-app banners stand out ahead of the game,” a Paddy Power spokesperson said.

“Both teams are proud of this momentous achievement and look forward to pushing the boundaries of what is possible in banner advertising in future projects.”