March 14 – The Bundesliga is to introduce virtual advertising over its international broadcast feeds from the start of next season.
The Supponor technology allows images of adverts on billboards in club grounds to be replaced in the broadcast feed by different adverts.
The technology will open up a new international advertising and country specific advertising sale for the league and its broadcast partners. Lagardère Sports wll lead the sales process.
The Supponor system allows specially LED advertising boards to be overlayed digitally and has been tested by DFL Deutsche Fußball Liga’s Sportcast subsidiary for both quality and real time integration of the images within the live broadcast.
The DFL says “each club will be able to use approved systems in conjunction with DFL where they consider this to be appropriate.”
The system will be available for the 36 Bundesliga and Bundesliga 2 clubs with plans in place for issuing a set of guidelines for the system’s operation.
Virtual advertising technology and billboard advertising replacement is not new technology but it has taken a while to catch on. It has the advantage of maximising commercial advertising opportunities for the league and clubs, enabling them to sell billboards that are more tightly targeted market by market, avoiding advertising wastage where brands are broadcast in markets where they are unavailable.
La Liga has operated a Supponor ad replacement system for a number of seasons.
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