Betfair and Channel 4 Pioneer New Ad Format

9 February 2012

Channel 4 has partnered with Betfair to create a new TV advertising innovation within Channel 4 Racing. Across all televised race days in 2012, Channel 4 will transmit an ‘in-vision' advertisement, the first time this format has been broadcast in the UK.

Before one of the live races, as the runners are preparing for the start, the editorial content is pushed to the corner of the screen whilst a 30 second Betfair advert runs. A countdown clock is overlaid to ensure the viewer is aware they only have a short wait until the full screen content returns.

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."

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About Betfair: (www.betfair.com)

Betfair is The World's Biggest Betting Community having pioneered the betting exchange in 2000.

Driven by cutting-edge technology, Betfair enables customers to bet at odds sought by themselves or offered by other customers. The company now processes over seven million transactions a day from its four million registered customers around the world. In addition to sports betting, Betfair offers a portfolio of innovative products including casino, exchange games and poker.

Betfair has twice been named the UK's ‘Company of the Year' by the Confederation of British Industry and has won two prestigious Queen's Awards for Enterprise, being recognised for Innovation in 2003 and most recently for International Trade in 2008. Betfair currently employs over 2,000 people worldwide. The company holds betting licences in Gibraltar, the US, Tasmania, Italy and Malta.