Betabet to show live odds contextually

Betabet, the online bookmaker, has chosen Connextra to build a context sensitive ad that will automatically show live odds for football teams mentioned in site editorial. Running on Barclaycard's official premiership site, www.4thegame.com, odds for a team's next fixture will automatically be displayed whenever that team is mentioned in site editorial. Capitalising on the emotional connection between fan and team, the ads are intended to convert recreational sports enthusiasts into first-time punters, and will appeal to non-experts by calculating and displaying the amount that could be won alongside the odds.