The online wagering market in Australia is the most competitive in the world, dominated by large multinational operators with media budgets over $50M AUD, with little differentiation.
Crossbet was looking to launch its brand and gain market share rapidly before its 2022 IPO. Given a relatively small media budget, Crossbet needed to leverage a highly targeted media strategy to avoid wastage and obtain SOV around vital sporting events when competitors ramp up advertising and acquisition volumes peak.
Crossbet searched the market for a full-service media agency that could prioritise media to deliver customer acquisition and engagement on a fixed-cost basis. This search led the online bookmaker to select Optimise to create and deliver its media strategy. Optimise stood out from the competition because of its flexible buying model and in-depth expertise across the media landscape.
_"As a new entrant to a very competitive market, effective media strategy has been crucial to our initial success. After an extensive process we appointed Optimise to lead this." _
Scott Cross, Founder & CEO, Crossbet