Betfair shifted its marketing campaign from TV ads to digital ads after the gambling ad ban came into effect. In fact, it is going back to what made its betting exchange what it is today. For its latest ad, it hired actor Clive Owen to explain the process of peer-to-peer betting.
The new campaign created by Leo Burnett London is a series of 40 ads using real-life scenarios explaining the betting process. It will run online, social media platforms, TV, and radio. It covers everything, including how to be a successful bookie, benefits of using Betfair, and how to set odds.
Brand director Stephen Mault said they designed the digital ads with a new method. In the past, they focused on created 30-second ads for TV. In addition, the company will spend less money on advertising during live sports broadcasts. Instead, they will invest more on digital platforms.
Betfair Bets on Digital Ads
The move towards digital format is the result of the gambling ad ban that will take effect starting with the Championship this weekend. This is the best time for gambling companies to innovate and find other means of marketing their services.
Betfair told sportsbook pay per head sites that they will not rely on the TV ads aired during Premier League games. Instead, they will look at other platforms to reach out to their target market.
Betfair started its education campaign to stand out in the competitive market. Also, they want to reach out to players who want a different experience. In fact, Betfair is different than other platforms. The price is set by the bettors themselves and not a bookie.
If you are wondering how do bookie make money, then it works the same for players using Betfair. Bettor sets the odds and the number of bets coming in will show if other players think it is fair.
If you enjoy setting your own odds, then you should consider running your own sportsbook. You can start your own as long as you find a bookie pay per head provider.