The overall pot of money people can bet against is known as the liquidity. More often than not the exchange is a really good and true reflection of what a nation thinks. The level of flexibility, combined with the fact you are not betting against a faceless bookie, has made the exchange popular with punters since it set out to disrupt the market in Mault compares it to the Netflix or Uber of its day, democratising the market at a time when everyone was used to betting with a traditional bookmaker on the high street.
The whistle-to-whistle ad ban is a real opportunity for us to take the lead and not just rely on second TV ads during live Premier League football.
Betfair is, therefore, pitching itself as the destination for considered bettors who want to get as much insight as possible before placing a bet. Mault describes the Betfair customer as someone who uses their intelligence to think through a bet before placing it.
This is why, he believes, Clive Owen is a great fit for the new campaign as his persona evokes a sense of sophistication that will keep the audience engaged.
Across the gambling landscape, brands are fighting to stand out. But I would still say there are an awful lot of brands stuck in their ways, being very direct-response focused and shouting at customers. The pace of change, obsession with brand and sheer scale of the CMO role persuaded Dominic Grounsell to give up general management in financial services for a return to marketing at Ladbrokes Coral.
The gambling industry is in a state of flux thanks to a series of changes to legislation and advertising rules that means gambling brands need to rethink their approach to marketing. You must be logged in to post a comment. At the end of every week I look at the key stories, offering my view on what they mean for you and the industry.
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The last 12 months have seen significant changes in consumer behaviour due to the pressures of Covid Here are some of the most important for marketers. Пожалуйста, зарегистрируйтесь или войдите, чтобы оставить комментарий. Новые видеоролики Следующий доступен через Новые брендовые видеоролики. Следующее добавление: через Лучшие видеоролики за последние 2 месяца.
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Betfair shifts focus from TV to digital as gambling ad ban takes effect
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