In-Vision A TV First For RTÉ & Betfair
8 February 2013: RTÉ Television and Betfair today announced a two year exclusive deal which will see the betting company run their TV adverts 'In-Vision' across 46 days of televised Irish racing on the national broadcaster until 2014.
The adverts, which air during the program itself, first appeared on screen during the recent Leopardstown Christmas Festival and are a first for an advertiser on RTÉ Television. The activity will cover all RTÉ Racing television coverage including major festivals in Punchestown and Galway plus the Irish Classics from the Curragh during the Flat Season.
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, RTÉ Sport commented “This was a significant milestone for advertising in Ireland and an exciting innovation and a first for RTÉ 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 RTÉ”
Marc Tanguy of MediaVest said “As an agency MediaVest are consistently looking to pioneer fresh and innovative media platforms that can achieve cut through for our clients in an increasingly cluttered environment. In-Vision is a perfect example of this. We are bringing a unique TV format to the Irish market for the very first time and we are confident that it will give Betfair the edge over their competitors by achieving greater resonance with the target audience”