First advertising format for UK audiences
Online betting exchange Betfair is experimenting with a new format of TV advertising in partnership with Channel 4 Racing.
A 30-second Betfair “in vision” advert will appear with editorial content ‘pushed’ to the corner of the television screen prior to a race featuring on Channel 5 Racing, a first in this style of advertising 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.”
Andy Lulham, UK head of sports brand marketing at Betfair added, “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.”