Betfair Introduces New TV Ad Format

Partnership with Channel 4 Racing comes to fruition A new marketing campaign has been employed by online betting exchange Betfair in cooperation with Channel 4 Racing. The 30-second Betfair “in vision” advert involves an experimental new format of TV advertising which will see it will appear with editorial content in the corner of the television screen prior to a race featuring on Channel 5 Racing. Regarding the format, the first of its kind in the UK, Chris Braithwaite, Channel 4 Agency Principal said: “We are delighted to create this UK media first with Betfair. The idea creates real cut through for the advertiser whilst ensuring minimum disruption for the viewer as the race is 'at the post'. It's an excellent model for us of how a broadcaster and client can work well together to create something different.” Another comment arrived from Andy Lulham, UK head of sports brand marketing at Betfair: “Our in-vision campaign allows us to position our messaging in-front of our target audience, immediately before a race starts. In Channel 4 we've got the ideal partner to maximise its impact on UK racing fans.”