Betfair Cash-out With Real-time Messaging

Betfair has launched its first-ever dynamic ‘Cash Out’ TV advertising campaign, alongside the introduction of new real-time messaging into their YouTube advertising for the first time. 

The odds featured will relate to the live games on TV, refreshing automatically every 10 – 15 seconds, meaning the odds reflect the football as it happens.

The TV campaign will run on Sky Sports around live Tier A Football matches, as part of the digital betting company’s ongoing agreement with the sports broadcaster.

The new advertisements are an extension of Betfair’s current ‘Cash Out’ marketing campaign, focusing on a smartphone screen allowing Betfair to promote the exact figure a customer could ‘Cash Out’ of a given bet at that current moment. They also provide a retrospective look at Cash Out values after the match. 

The campaign has been driven by the recent customer engagement statistics, with 20% of football actives using Cash Out at least once during the month of October.

The TV advertisements are updated via a bespoke system that links to the Betfair API and then into the back-end of Sky TV. Traditionally, betting operators will promote live odds for future markets, such as next goalscorer, however the Betfair live ‘Cash Out’ values relate to a pre-match bet and show how key moments throughout the match have impacted a customer’s position.

Through digital banner advertising with media partners, such as TalkSPORT, Betfair are also promoting the same cash out values highlighted in their TV campaign to amplify the message throughout the digital eco-system.

Commenting on the campaign, Betfair’s brand director, Mark Ody, said: ‘The immediate nature of Betfair’s Cash Out product makes it a natural fit for dynamic advertising. The new TV creative allows us to communicate real-time and reactive messaging based on the outcome of the match, further enhancing the excitement around live sport.’

‘We are delighted with the introduction of dynamic messaging into our YouTube adverts. This is a key development within the channel, marking us out as a brand constantly pushing the boundaries of digital marketing.’  

The Betfair ‘Cash Out’ Dynamic TV advertising campaign will kick off with Sky Sports’ matches this weekend, which will see West Ham take on Chelsea, Tottenham travel to Manchester City and Cardiff City host Manchester United.