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ITV and FA tested virtual stadium perimeter ads during England game – and no one noticed

FA trials new virtual perimeter tech

The Football Association (FA) and ITV have tested new adtech that will enable regional advertisers to virtually augment themselves over existing in-stadium perimeter ads during match broadcasts.

During the England v Costa Rica warm-up game at Elland Road in Leeds, the perimeter ads at the stadium were UK-specific. However, during the broadcast, Virtual Replacement Technology delivered new augmented regional ads on a feed going to the Americas and on another being fed to Asia, Australasia and parts of Europe.

With Supponor’s virtual advertising tech and ADI’s digiBoards in Elland Road, the FA was able to sell more ad inventory on the same spots, offering an opportunity for greater income, while making the ads more relevant to viewer audiences.

Tom Gracey, senior broadcast manager 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.”

James Gambrell, chief executive of Supponor added: “The work we’ve done with the FA follows a number of significant developments, including approval of our system for use in Germany’s Bundesliga as of next season. We look forward to helping The FA to continue to innovate and be at the forefront of driving value for its partners around the world.”

Stadium hoardings are undergoing a period of disruption as technology makes it easier to swap out advertisers to better relate to specific regions and – maybe down the line – viewers. Even in the gaming world, Bidstack has opened up an ad marketplace for brands keen on advertising in stadium hoardings in Football Manager.

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