Improving the odds: How BetFair, PaddyPower and Ladbrokes should be winning minds

There is no such thing as a safe bet when it comes to online betting, and no single brand that all of us turn to when we fancy a flutter – odds and offers will always sway us. Online gaming has been top of the news agenda this week, but in this unpredictable, cluttered and fiercely competitive market, brands are continuing to invest significant budgets into capturing consumer attention and building brand fame through a variety of means from broadcast TV advertising to intense digital response campaigns. But can they work harder to improve their odds?

News 8 years ago Unknown author

There is no such thing as a safe bet when it comes to online betting, and no single brand that all of us turn to when we fancy a flutter – odds and offers will always sway us.

Online gaming has been top of the news agenda this week, but in this unpredictable, cluttered and fiercely competitive market, brands are continuing to invest significant budgets into capturing consumer attention and building brand fame through a variety of means from broadcast TV advertising to intense digital response campaigns. But can they work harder to improve their odds?

Fame isn’t the only route to fortune…

The IPA has shown that brands should aim for fame in their marketing, through a combination of stand-out creativity, emotional resonance and salient branding. However, recent thinking from the likes of Byron Sharp and Jenni Romaniuk has begun to show that there are more deep-rooted, underlying ways that brands can get stuck in consumers’ heads, building mental availability through exploiting more autopilot behaviour.