ne betting exchange Betfair have launched a dynamic TV ad campaign around their Cash Out option.

The adverts, which will run on Sky Sports around live Tier A football matches, will relate to a pre-match bet and show how key moments throughout the game have impacted a customer’s Cash Out position.

The ads are an extension of the operator’s current marketing campaign promoting Cash Out, the option which allows players to lock in a profit or reduce their exposure before an event actually finishes.

The campaign is also being supported through digital banner advertising with the likes of Talksport, while Cash Out multiples TV adverts are to launch before the end of the year.

Betfair 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.”

Betfair have also become the first operators to introduce dynamic real-time messaging into their YouTube advertising, featuring in-play odds relating to live TV matches.