October 9 – Digital pitchside advertising specialists Supponor and ADI have combined their expertise to launch the world’s first broadcast quality LED virtual advertising solution.
Supponor has been leading the way with digital advertising replacement in sports with its DBRLive technology that allows different in-event advertising signage to be delivered into broadcasts by country. The UK-based company has deals with Spain’s La liga and Serie A in Italy.
ADI has its digiBOARD advertising system installed at 13of the Premier League’s 20 grounds. ADI also delivers a multi-platform content management system that delivers video content from a live event around the stadium and also to consumer devices.
Using ADI’s Live Venue broadcast fibre network that connects over 100 venues including all 72 English Premier and Football League clubs, the partnership will be able to give advertisers greater targeting and flexibility, being able to change messaging by location or alternatively focus on specific markets giving the ads greater efficiency.
Logistically the offering will give greater effciency in the delivery of multiple feeds to global audiences without the requirement for broadcast units at each location.
Technically digiBOARD DBR enables an enhanced matchday experience for fans, opening new revenue streams to clubs, leagues and federations to activate targeted promotional partnerships worldwide, whilst freeing up a new platform for in-stadium fan engagement.
digiBOARD DBR will allow venues to utilise their LED perimeter as a fan engagement platform purely for fans in the stadium to deliver club messages and promotions, localised advertising, in game statistics etc. without compromising their broadcast advertising value.
Roger Hall, Chief Executive Officer at Supponor said: “As the standard bearer for digital billboard replacement, Supponor is delighted to announce the positive results of a successful collaboration with ADI that will see DBRLive delivered for the first time on animated LED systems. Our number one priority has always been – and will remain – delivering a virtual product that has all the quality hallmarks demanded in top tier sports production environments. ADI has the same production excellence values as we do – it is no surprise that our collaboration is now starting to bear fruit. We look forward to continuing our work together to drive digiBOARD DBR to the next level.”
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