The Bundesliga introduces virtual advertising technology, allowing for tailored ads on soccer field perimeter boards for international viewers. This could potentially increase revenue by €60 million for Bundesliga clubs. Developed by Supponor, the technology utilizes LED systems from ADI, enabling clubs to customize advertising for specific markets. Other leagues are also exploring similar technology, indicating a trend towards more targeted sports advertising.
As the Bundesliga kicks off its season, it introduces a groundbreaking advertising technology that enhances the viewing experience for international fans. Virtual advertising allows for region-specific ads on the perimeter boards of soccer fields, effectively customizing content based on where viewers are located. Fans across the globe—including those in the US, China, and Australia—will see different ads relevant to their local markets without altering the on-pitch action.
This approach not only enriches the viewing experience but also significantly increases revenue potential for clubs. A report from Nielsen Sports estimates that the 18 Bundesliga clubs could see a 7% rise in combined revenue, equating to €60 million ($69.7 million). By adopting targeted advertising in various international territories, clubs can connect their sponsors with preferred audiences effectively.
Developed by Supponor, the augmented reality technology is integrated into advanced LED systems produced by ADI. The functionality was first utilized in the German Supercup, delivering customized ads to viewers in distinct regions such as North Asia, South Asia, the Americas, Europe, and the MENA region. According to ADI CEO Geraint Williams, this technology allows brands to communicate in the local language while aligning advertisements with specific regional strategies.
Other global sports leagues are also exploring this technology, including the NFL, NHL, and NBA, indicating its broad applicability. Additionally, the English Football Association took early steps to implement virtual advertising during warm-up matches, enhancing the viewer experience in designated markets. With such a large international audience, the Premier League is also likely to invest substantially into this innovative advertising solution.
Williams identifies a clear demand from clubs for these advanced systems, reporting that about 25% of clubs have implemented either fully operational Virtual Hybrid setups or have the capability to upgrade their existing systems easily. As content consumption shifts online, virtual advertising could become more refined, enabling ads tailored to individual viewer behaviors and preferences.
The future of virtual advertising in sports is promising, with potential developments allowing for hyper-targeted content delivery, similar to current online advertising techniques. This could encompass advertisements tailored based on individual purchasing habits, such as integrating clickable ads from platforms like Amazon directly into the viewing experience.
The Bundesliga leads the charge in employing virtual advertising technology, allowing for region-specific ads that enhance international viewer engagement while promising significant revenue increases for clubs. This innovation, developed by Supponor and used by various leagues, positions sports advertising to be increasingly targeted and relevant to individual viewer needs in the future.
Original Source: www.forbes.com
