Gambling Advertising and Media: Channels, Buying and Measurement

How gambling operators plan, buy and measure paid media, taught from published figures and primary sources. The course sets the scale of the market from company filings and regulators' own data, then works through how Google, Meta, TikTok, X, Snapchat and the app stores certify gambling advertisers and why that layer changes every few months, how television, radio, out-of-home and sport sponsorship are bought under time-of-day bans, live-sport restrictions and shirt-sponsorship withdrawals, and how programmatic, connected TV, audio and creator partnerships are bought with under-18s and self-excluded customers kept out. It then covers creative that performs inside the rules and the evidence on safer gambling messaging, measurement through incrementality testing, marketing mix modelling and payback, and building and defending a media plan.

Written for paid media, performance, brand and sponsorship teams at operators, for the agencies and media owners who work with them, for finance and strategy people who need to judge a marketing budget, and for anyone moving into gambling marketing from another sector. It assumes you know the basics of digital advertising; the rules themselves are taught in Marketing Compliance and Advertising Standards and cross-referenced here rather than repeated.

Every figure carries its source and its date, and every worked example is marked as hypothetical. The through-line is that gambling media is defined as much by who must not be reached, and by what cannot be proven, as by who can be bought.