Betfair to offer in-vision advertising
In-vision adverts for betting exchange Betfair are to appear during Channel 4’s live horse racing coverage.
The ads, which are set to feature in all of the broadcaster’s televised race days during 2012, will appear on screen for 30 seconds in the run up to a race.
On-screen content will be moved to the corner of the screen while the advert plays, with a countdown clock ensuring that viewers are aware that the normal broadcast will resume shortly.
Betfair head of sports brand marketing Andy Lulham said: "Our in-vision campaign allows us to position our messaging in front of our target audience immediately before a race starts.”
Channel 4 agency principal Chris Braithwaite added: “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."