The Bundesliga has adopted advanced virtual advertising to tailor ads for international viewers, enhancing revenue and engagement. The technology allows clubs to deliver region-specific ads without impacting the live sports experience, potentially increasing collective advertising revenue. With interest from major leagues, virtual advertising represents a growing trend in targeted sports marketing.
As international audiences tune into the Bundesliga, those watching in the U.S. will notice a different advertising experience compared to fans in Germany and other countries. This season marks the league’s full adoption of advanced virtual advertising technology that tailors pitchside ads to viewers’ regional markets, enhancing relevance while preserving the live sports experience.
Virtual advertising operates through LED perimeter boards, which allow the integration of custom ads for different regions without altering the on-field action. This strategy enables clubs to deliver region-specific advertisements that resonate with diverse international audiences, whether they are in Los Angeles, Beijing, or Sydney.
Nielsen Sports reports a potential revenue increase of up to 7% (approximately €60 million or $69.7 million) for Bundesliga clubs by implementing targeted advertising across international markets. The technology, developed by Supponor and utilized in partnership with ADI, focuses on enhancing the advertising experience during live broadcasts, beginning with events like the German Supercup.
The evolution of sports advertising reflects a need for clubs and rights holders to enhance their value propositions for sponsors. ADI’s CEO, Geraint Williams, notes that virtual technology enables brands to communicate directly with their regional audiences in their native languages, aligning ads with localized marketing strategies.
While the Bundesliga is paving the way, other major sports leagues such as the NFL, NHL, and NBA are exploring similar applications of this technology. The English Football Association utilized virtual ads during pre-World Cup matches, allowing for region-specific messages that catered to audiences in different territories.
Original Source: www.forbes.com
