The FA in partnership with ITV have tested new augmented display advertising technology that will enable regional advertisers to virtually replace their ads over existing in-stadium perimeter ads during match broadcasts.
The concept was trialed at the England v Costa Rica warm-up game at Elland Road in Leeds (Earlier this month), the perimeter billboard ads at the stadium were UK-specific to the UK audience. However, during the TV broadcast, “Virtual Replacement Technology” delivered new augmented regional ads to the Americas and another set of ads to the rest of the world – genius!
Using the technology, the FA was able to sell more advertising space on the same location, offering an opportunity for more advertising income, while making the ads more relevant to each regional audience.
Tom Gracey, of The FA, said: “The potential for Virtual Replacement Technology is substantial. Perimeter LED displays have become a fundamental platform for activating brand partnerships in sport, so the ability to change that message to make it relevant for different fans around the world is hugely appealing for us and our partners. We were delighted to be able to collaborate with various stakeholders in order to deploy it on this occasion.”
We think the concept is really interesting and we would love to see this type of technology used to serve augmented ads based on digital remarketing criteria to online viewers of matches in the future.