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RTE, Betfair in TV first InVision ads

Friday, February 08 17:21:09

RTE and Betfair today announced a two year exclusive deal that will see the betting company run their TV ads 'In-Vision' across 46 days of televised Irish racing on the national broadcaster.

The ads, which air during the program itself, first appeared on screen during the recent Leopardstown Christmas Festival and are a first for an advertiser on RTE Television.

The activity will cover all RTE Racing coverage including major festivals in Punchestown and Galway plus the Irish Classics from the Curragh during the Flat Season.

Split-screen is where the content of a programme is shrunk into part of the screen for a period where the viewer can continue to view it but the other part of the screen plays a commercial, before the screen is again returned to its full size and the programme continues.

Betfair Spokesman Barry Orr commented today: "Placement on TV is becoming increasingly important and In-Vision gives us the edge over our competitors by placing our message in the closest possible position before the race starts. By pioneering this innovative format in the Irish market we're confident that Betfair's unique proposition can achieve the desired cut through and ensure greater resonance with our target audience''

Dermot Rigley, Cross Media Manager, RTE Sport commented "This was a significant milestone for advertising in Ireland and an exciting innovation and a first for RTE to launch split screen or 'In Vision' commercials within a programme. The viewer is more receptive to ads in shorter breaks. As well as maintaining viewership through the break, this type of innovation is shown to increase the 'likeability' and viewing experience to ad breaks all of which can lead to effective cut through for the advertiser on RTE".