Tipico enlists Digilant as US media buyer
German market leader inks marketing deal ahead of US launch this autumn
Tipico has hired US omnichannel digital advertising services company Digilant as its main US media buyer to support its US sportsbook launch later this year.
Under the agreement, Digilant will be the main media buyer of record for the US division, responsible for digital marketing, advertising campaigns, marketing analysis and optimisation.
Digilant’s focus will be to reach US sports bettors across a variety of digital platforms, driving them to Tipico’s US site.
As part of this arrangement, Digilant is registered as an official vendor with the New Jersey Division of Gaming Enforcement (NJDGE).
EGR understands Tipico conducted a thorough competitive review in Q1 2020 before choosing Digilant to coordinate its US marketing strategy.
Tipico head of US marketing Keith Gormley described Digilant as the preferred choice for the German-headquartered operator as it readies its US debut.
“Digilant’s unique ability to bring together a best-in-class team across digital media buying, analytics and marketing technology made them the perfect agency to support our go-to-market launch strategy,” said Gormley.
“This omnichannel expertise and multifaceted approach to growing our business will be paramount as we reach sports fans and bettors across the United States,” he added.
Digilant, part of ispDigital, offers services including omnichannel managed service media buying, in-house media consulting, custom performance dashboards and end-to-end agency services.
The company employs more than 100 staff across US offices in Boston, New York, Chicago, San Francisco, Dallas, Denver, Los Angeles, Washington D.C. and Atlanta.
Digilant COO Colin Brown said the US marketing firm was thrilled to be working with Tipico on its US expansion plans.
“As they prepare for the US launch, we have an incredible opportunity to help them drive continued growth through transformative digital marketing solutions that include platform and campaign management, optimisation, cross-channel measurement, and analysis,” said Brown.
“We are eager to reach dedicated sports fans through digital media and can’t wait to work together to connect the Tipico brand with US audiences in the most compelling and effective ways possible,” he added.
Digilant’s existing client list includes several US and international brands including Thomson Reuters, Johnston & Murphy and Firefly Health.