Online gambling firm Sky Bet is exploring the “epicness” of football fandom ahead of the new season with a six week national real time digital out-of-home campaign.

Breaking today (11 August), ‘Not for everyone. For the fans’ will use bespoke audience segments and real-time cues to target male football fans aged 18 to 44.

The integrated campaign will include images of matchday experiences, with evocative copy such as ‘Not everyone gets this’, or ‘Last minute winners’ ahead of the new Premier League season, which kicks off on Friday (15 August).

“Our large format DOOH network encompasses 150 locations in 18 cities,” said Andrew Gibson, head of trading and investment at Ocean Outdoor.

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“Sky Bet’s campaign demonstrates how smart audience alignment and contextual timing create stronger relevance and campaign efficiency, allowing them to extend the impact of their campaign beyond the usual two week OOH cycle.”

Powered by more than 300 custom audience segments and real-time signals, including weather, traffic and live events, the campaign will use Ocean Outdoor technology to deliver more relevant placements. Media planning and buying was handled by EssenceMediacom and WPP Media.

Katie Bradshaw, marketing director at Sky Bet added: “For us, relevance and timing are everything. Ocean’s platform gives us the tools to act quickly, target smartly, and still guarantee coverage on the most premium DOOH locations.”