Esports’ banner management issues… not problems
Collect advertising statistics manually or entrust it to the system?
With gigantic strides esports have done in the last two years, old questions of tournament and event organization have arisen in a new light, but their essence still stays the same. As if there had been no shortage of business challenges before the pandemic gave an enormous rise to viewership rates. Well… there had definitely been no shortage of those. But the way the industry responds to these new challenges is a testament to its vitality.
The way advertising works wasn’t overlooked in the last few years. Although branded headsets and shirts, sponsoring individual esports players or content creators, occasional mention of a brand during live streams was and will remain a part of how it works, new changes demand new ways and how-tos. The good old-fashioned way is of course still very relevant, but this new level of online engagement with the audience gives stellar opportunities to businesses, even those that have zero in common with esports, to participate in this new booming market.
Ads are making their way into the industry though… Twitch and YouTube are, being a big part of how the body of esports functions today, has been running ads on major esports event streams for years. The movement started years ago, runs its course, and unites different markets on esports arenas. As a company that provides web and mobile solutions tailor-made for esports business, we are proud to hold in our portfolio a stake in the enormous work the industry has done. Our take on ads encomposes a variety of solutions in banner campaign management.
Most such systems of your choice have their pros and cons, but here’s a sidenote from our tech squad on the matter, that remained true in our observation: many advertisers are faced with the fact that when they buy ads from streamers, they cannot track reliable statistics. How long was the banner shown over time, how many people watched it, how many clicks, and so on, are real questions for advertisers at the moment when some SaaS system fails them. If the right statistics is available, as a rule, one needs to manually bring the arrays of statistics together, which complicates the work and process of obtaining data in order to understand how successful the advertising campaign was.
Not under our watch here in 27 Nerds though.
Our Twitch & YouTube banner campaigns management solution (Banner Management System) is a system developed by the 27 Nerds team, that allows the advertiser to manage banners during game streams or tournament broadcasts on their own. Developed entirely for one of our clients, due to the factor of its high KPI and successful testing, it was repurposed as SaaS (software as a service) for use by those, who may want to utilize it for their campaigns without exceeding their expenditure plan. In this solution, the payment for using the system is withdrawn on the basis of the payment made for one streamer. The system in SaaS mode lets one control up to 10 streamers at the same time. If the client understands that more streamers are needed, the system will be refined to the advertiser’s needs.
Here are some of the important needs we cover without giving you a full list of other functions we have made this SaaS to perform. Our banner campaigns management solution:
- disposes of one unified tool to create and manage all in-stream banner campaigns;
- let’s you conveniently assign banners to relevant streamer’s segments;
- accounts for flexible segmentation of streams by game, viewer statistics, tags, geography, etc;
- let’s you control a large number of partner streamers in real-time;
- let’s you assign banners to streamers, game discipline for different periods of time, and number of rotations;
- accounts for the rules-based embedding of dynamic data into static banners (promocode, betting odds, match scores, schedule);
- generates easy setup and simple to use the plugin for any number of streamers;
- auto-generates campaign reports with rich statistical data;
- custom-makes campaign performance analytics;
- accounts for full-featured banner rotation reporting.
It should be remembered that, despite the shortcomings of banner campaign systems, there are players on the market that have already tackled these problems you may have been struggling with in your business as an advertiser. The reason 27 Nerds streamlines the experience of how advertisers may interact with the streams in terms of their banner management ideas, is nested in our modus operandi that lets us keep our technology up on the curve of esports web and mobile solutions of today, and in a consistent effort to improve them both innovatively and exponentially.
If you feel like you’re interested in how our technologies may change your experience as an advertiser in Twitch & YouTube, don’t hesitate to contact us. Our Banner Management System is prepared to be up for your tasks, solving your problems with statistics once and for all.
