FA to test new ad technology

Football Association: to roll out new country-specific advertising technology
Football Association: to roll out new country-specific advertising technology

The FA is testing a novel marketing initiative, which will allow brands to showcase country-specific ads on football ground hoardings at England games.

The technology, called Digital Replacement Advertising, allows existing stadium advertising billboards to be digitally replaced in live TV broadcasts.

This means that advertising on the boards can be tailored to local TV audiences all over the world.

The technology works by using special optics inside the camera to digitally replace a dynamic ad onto the static board.

For example, somebody watching an England international football match in Japan will see different ads (those tailored to a Japanese audience) to someone watching the match in Spain (tailored to a Spanish audience).

The technology has the potential to help brands if they have to deal with local legislation, such as an alcohol brand needing to amend ads to deal with local legislation.

To date, the technology has been trialled at the England against Ghana international. Now it is to be tested at future international matches.

Finnish company Supponer is behind the technology, which is being marketed in the UK by Sports Revolution, whose chairman is Chris Ingram, the man who ripped up the advertising rulebook back in the 1970s, when he invented the stand-alone media agency.


Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message