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Southampton FC partners ADI for displays that can virtually personalise ads

Southampton FC partners ADI for virtual hybrid LED display / Southampton FC

Southampton Football Club has joined forces with technology company, ADI, to install a new technology in the stadium that will allow people watching from different countries to see tailored content and ads.

ADI is using a virtual hybrid perimeter LED display, with technology layered on top that will augment the view of which viewers, so that they can watch the same match in different countries and see brand content tailored to their region.

The Virtual Hybrid digiboard system has been developed by ADI, together with augmented reality company, Supponor, and was installed in September. The Virtual Hybrid system will make it possible to commercialise the same perimeter media space multiple times over.

Southampton FC’s commercial director, David Thomas, said: “We’re excited to be one of the first clubs in English football to have a fully functioning Virtual Hybrid system. Following a competitive selection process we chose ADI because of the functionality and quality of their technology.

The market is clearly heading towards the adoption of virtual advertising, and there is definitely demand from sponsors. The ability to combine that functionality with a system that is UEFA compliant is extremely appealing to us.”

ADI’s CEO, Geraint Williams said: “We’ve worked with Southampton for a number of years and they’ve always displayed huge ambition. We are delighted to have the opportunity to help the club realise some of that ambition by taking their commercial platform to the next level.

“We’re entering a new era in the way clubs activate commercial partnerships. Sponsors are demanding greater value and more opportunities to reach their audiences, and virtual adverrtising certainly offers a platform through which to achieve that.”

Earlier, the Football Association (FA) and ITV had tested new adtech that enabled regional advertisers to virtually augment themselves over existing in-stadium perimeter ads during match broadcasts.

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