March 18 – The digital media revolution continues to reshape the sports advertising and sponsorship landscape with more targeted advertising opportunities at matches for the global broadcast audiences. La Liga is the latest of Europe’s big leagues to embrace the technology available with an extension of its deal with digital billboard replacement specialist Supponor via sports advertising agency Umedia.
Supponor, using their DBRLive technology, will enable a guaranteed 20 minutes of virtual perimeter advertising in agreed televised La Liga games, under the new deal secured with Umedia.
Ads can be inserted into boards enabling brands to target global or territory specific audiences. The increase in inventory is matched by the increased flexibility to ad agency planner/buyers.
For La Liga the technology enables incremental and non-domestic TV ad revenue for brands looking to hit markets outside Spain.
Currently they now offer up to 20 minutes of guaranteed non-domestic TV advertising, up from 15 minutes for the current season, in live broadcast feeds from Real Madrid and FC Barcelona’s La Liga away games.
Tony Ragan, Supponor’s CCO, said: “We are delighted to have renewed and extended our partnership with Umedia. The agreement reflects the value in terms of commercial opportunities which DBRLive presents to commercial football.”
As well as La Liga, Supponor works with England’s Football Association for England internationals at Wembley and Italy’s Serie A.
The DBRLive technology works by replacing existing perimeter systems (such as LED) with specially manufactured billboards which appear normal to fans in the stadium itself, but can be replaced with digitally-generated graphics on the broadcast feed. Optics within the broadcast camera are combined with Supponor’s software to identify the physical properties of the billboards and integrate virtual billboard content into live TV feeds.
If there are obstructions in front of the billboard, such as players or the ball, the system recognises this and adapts the graphics in real time to ensure the on-screen digital content mimics the appearance of physical billboards in stadium.
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