Channel 4 pioneer new advertising format

Channel 4 has partnered with Betfair to create a new television advertising innovation within Channel 4 Racing the broadcaster announced today.

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.

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.”

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.

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.”

Channel 4 Racing has been broadcasting since 1984 on the network, taking over coverage initially screened prior to the move on ITV. The first race was broadcast from Doncaster.