Draftkings is proof that overexposure is perfect exposure for fantasy football players
If you have been anywhere near a cable or internet-connected screen since the start of pre-season football this year, odds are you have seen advertisements for fantasy football sites like Draftkings.com or FanDuel.com.
The ads are relentless, airing several times a game and found within Hulu video clips and YouTube uploads. Now that we have hit the NFL regular season, it appears that the ads have not only paid-off for fantasy football sites, but are doing wonders for the top-spenders. So no matter how many complaints about the ads you hear your friends make about the ads during the game, chances are they took the bait and checked-out the site.
According to the latest data offered by Compete.com for the month of August, DraftKings.com earned Compete’s number-one spot on the “Monthly Fast Movers list” with a 211% month-over-month (MoM) increase.
The site was even reported to have seen a 50% year-over-year (YoY) increase. DraftKings saw about 3.15M unique visitors last month alone, while FanDuel.com saw an almost 93% increase in visits when you look at MoM stats. Competing site FanDuel saw an estimated 3.12M visitors in August, the same as DK but with a much larger MoM increase when you compare the two sites.
Some of the worst moments in the growing trend is the sponsorship, with FX’s “The League” dedicating a few minutes of their series just to talk about Draftkings, and even showing parts of the commercial on the show. It’s a perfect fit I know, a show about a league of Fantasy Football players talking about a Fantasy Football site but it’s starting to wear me down.
With sponsorships paying for ads between ad-breaks, we have hit the fourth-wall of ad-nasuem. You can watch the forced banter of the Draftkings website and services within “The League” in the short clip we set-up below. Similar ads can be found in the paid-sponsorship pitches of co-star Paul Scheer’s podcast “How Did This Get Made”.
According to Compete’s research of the top five keywords for DraftKings.com over the last 90 days, the site largest keywords (4 out of 5) contain branded “draftkings” terms. In fact, “draftkings” was the top keyword driving traffic to the site, which was about 30% of site’s search traffic. This shows that people were most likely using the search term based off advertisements or word of mouth rather than researching other sites or fantasy football in general.
While we might complain about the ads, they stand as a terrific testimony for networks and content creators as they look to sell ad-slots for the Spring 2016 seasons. If you took the bait, we can’t harbor any resentment towards you, all of us break sooner or later to the power of the ads.