Tailored broadcast advertising for football field perimeter walls to hit Premier League

If you think the technology used in wearables is sophisticated, you’ll be impressed by what’s about to grace the Premier League with the introduction of digiBOARD DBR – a joint venture between Supponor and ADI’s digiBOARD LED perimeter system.

Launched at “The Leaders in Sport Business Summit” in London a fortnight ago, the technology will make possible the ability for global television audiences to be served with tailored advertising on the LED perimeter advertising system different to the ones shown at the ground.

The brainchild between companies’ Research and Development teams of Supponor and ADI will enable geographic and audience-specific promotional messages to be served on the perimeter LED systems at football grounds. And after successful deployment in Spain and Italy, the partnership with ADI will bring the technology to the Premier League for the start of the 2016/2017 Premier League Season.

A little unsure of how it will work? Here is an example;

A viewer in Japan turns on the match between Manchester City and Manchester United. Instead of seeing the typical advertising (ie; FIFA, Nike, Barclays) on the LEDs around the perimeter of the field, they will see advertising tailored specifically to their geographic location as well as other audience-specific advertising (in their respective language).

Supponor’s tech has already proved its worth in European markets. And their partnership with ADI’s digiBOARD LED perimeter system which already accounts for 13 of the 20 LED perimeter systems in the English Premier League means that the digital replacement technology is set to revolutionise the Premier League’s television broadcasting.

ADI Chief Executive Officer Geraint Williams suggested that their partnership with Supponor brought technology that was previously not possible to the Premier League.

digiBOARD DBR is a product that combines the very best features from Supponor and ADI and is one that we firmly believe will revolutionise the sport perimeter market. This is an example of a solution that only two companies like ADI and Supponor could create.  Like Supponor, one of ADI’s key competitive advantages in the market is our R&D.  None of our competitors in the digital advertising space develop and manufacture their own screens, which gives us a huge advantage in being able to develop this solution to the precise specifications required by Supponor.  Additionally, because of our established pedigree in the sector and our expertise in venue connectivity we have the ideal route to market for digiBOARD DBR.

While the use of the technology opens a new realm of advertising possibilities, it also allows the venues to be flexible in the messages they deliver the crowd by being able to use its LED perimeter system as a fan engagement platform purely for fans in the stadium to deliver club messages and promotions. It also allows the delivery of localised advertising, in game statistics etc. without compromising their broadcast advertising value.

About author

Matt Tewhatu
Matt Tewhatu 155 posts

Matt is the editor of Digital Sport and Chief of Snack Media's rugby division and has a journalistic background both here in UK, Australia and in his native New Zealand. Follow him on Twitter @mtewhatu

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