Skip to main content

if you thought the Betfair Front Room campaign was annoying....

then be prepared for a new onslaught of Betfair advertising....

Betfair set to launch new ads

According to online wagering firm Betfair's marketing team the latest advertising campaign is the largest the company has ever launched. Due to hit the airwaves in late August the advertising spots will run across the United Kingdom and Europe with the intent being to increase the customer base of three million that Betfair claims. A social media online advance will also be part of the globally comprehensive advert package. Created by Albion the campaign is directed at consumers who are encouraged to 'cut out the middle man'.

Jason Goodman, Albion London's chief executive officer, commented, "The betting industry is extremely competitive but Betfair's peer-to-peer exchange model makes the brand unique. It's this factor that Albion wanted to bring to life. Goodman went on to say, "In encouraging punters to 'cut out the middleman', this campaign uses the vernacular of modern, intermediating businesses that have thrived in the digital age by allowing their customers to go 'direct'.


Has the peer-to-peer message runs its course? The likes of BetFred and Paddy Power thrive by offering bonuses and specials that betting exchanges can't match because of the margins involved. Boylesports and Paddy Power both refunded bets on Dustin Johnson last weekend in the US PGA after the conversial ruling which cost him a spot in the playoff, exchanges can't do it as the layers certainly aren't going to refund it for them. That's the biggest challenge for the likes of Betfair as they fight with every other firm for the elusive recreational punters.

The television spots dramatise how a middleman or traditional bookmaker just is in the way which doesn't add anything to the wagering experience but annoyance. Scheduled for airing during sporting programmes and on channels such as Sky Sports, ESPN, Champions League football on ITV the Channel 4 Racing, and the Ryder Cup.

Comments

Popular posts from this blog

lay the field - my favourite racing strategy

Dabbling with laying the field in-running at various prices today, not just one price, but several in the same race. Got several matched in the previous race at Brighton, then this race came along at Nottingham. Such a long straight at Nottingham makes punters often over-react and think the finish line is closer than it actually is. As you can see by the number of bets matched, there was plenty of volatility in this in-play market. It's rare you'll get a complete wipe-out with one horse getting matched at all levels, but it can happen, so don't give yourself too much risk...

The Melbourne Cup preview 2019

We're back again for the greatest race on turf, the world's richest staying race and the only race in the world which creates a public holiday for millions of locals.




Once again a fine international field has been assembled and it's worth a deep look at the race. So get a cuppa and find a comfortable seat to plough your way through my preview!

--------------------------------

The Lexus Melbourne Cup
Group 1, Handicap, 3200m
AUD 7,750,000
Flemington 1500 local, 0400 GMT
Broadcasters - Network 10 (AUS), Racing.com (worldwide), SkySportsRacing (UK)


1. Cross Counter
Trainer - Charlie Appleby (one previous Cup win)
Jockey - William Buick
Breeding - Teofilo - Waitress
Drawn 5, Weight 57.5kg

Last year's impressive winner who doesn't get the 3yo weight advantage this time. Won first up at Meydan in March but has run fourth, third, fourth in the big set weights staying races in England and Ireland, never quite making it as the next big staying star. While running close behind Stradivar…

Westow Stakes - York 16/5/19

The sun was out for a glorious opening day of the meeting, and races down the straight appeared to have no concerns about draw bias. Thursday's card has a few higher profile races but this 3yo sprint is worth watching closely, tomorrow and for future form.



British Stallion Studs EBF Westow Stakes
£50k, Listed & Class 1, 3yo, 5f
York 1605

Soldier's Call - flying machine, winning four of six starts in Britain last season, running third in the Prix L'Abbaye, beaten a neck at WFA then finished sixth as joint favourite in the BC Juvenile Turf Sprint. Has plenty on these on ratings, but life's rarely that simple with unexposed 3yos early in the season.

Broken Spear - more exposed than most of these and well beaten by Garrus first up. Missed Chester last week, probably due to the rain (or a poor draw). Pass.

Charming Kid - won at this meeting last season but has been a little erratic ever since. Well beaten on AW Championships Day, appears to be a few lengths off these.

Garrus -…