New ad format from Betfair and Channel 4 Racing

Betfair has partnered with Channel 4 to launch a new television advertising format. Prior to a race on Channel 4 Racing, a 30-second 'in vision' advert for the betting exchange will appear with editorial content pushed to the corner of the screen. This is the first time such a style of advert has been tried 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.'