Is he Same game, but billboard advertising is different. For many years now, viewers of sports broadcasts have become accustomed to advertising around the game along the line. From soccer to basketball to other team sports. But what seems fully integrated into the field, actually varies depending on the channel, service or country where it is broadcast.

Sports advertising has evolved and rotating billboards with the repeating brand logo are a format with multiple advantages, as some experts point out. To make the most of this space, there are companies that offer what is called ‘Parallel Ads’, augmented reality technology that adapts what is seen in real time. A format that surprises because of how well integrated the result is and that used for years in LaLiga and MediaPro.

Ads synced in 3 milliseconds

Nfl Virtual AdvertisingNfl Virtual Advertising

One of the companies that offers this technology is AGS (Appario Global Solutions). Its virtual advertising was used for example in the final of the FA CUP. How does it work? What you do is create a new ad in post-processing. Its technology allows up to four simultaneous streams, with advertisements on LED billboards and based on a single camera.

People in the stadium will see the empty fence, but the video captured by the camera will allow these to be entered parallel ads, displayed in real time and adapted to each broadcast.

The result is exceptional and unless you compare one image to another, it is difficult to know when it is being used. AGS technology is currently optimized for professional Sony cameras such as the HDC-5000.

“When we ‘hide’ information on an LED billboard, it is important that you cannot see it with the naked eye, otherwise it would create a visual distraction,” explains Max von Braun, founder of AGS. “The faster and more accurate the timing, the better. With a rolling shutter, the image will appear correctly synchronized in about three milliseconds of exposure. “

What the technology of these companies does is recreate the field map in 3D, which together with motion tracking cameras for the players allows to create a layer that differentiates the advertising space. A layer that is then used for further processing.

AGS explains that its technology also works in ‘super slow motion’, since sometimes the broadcast of the game focuses on a goal or a play and the movement is not the same.

When an artificial intelligence controlled camera broadcasts football and mistakes a bald referee's head for the ball

No additional hardware is required to make this link, although an operator must connect the reference signal to the LED system to make the synchronization. A job that usually lasts between 20 and 45 minutes.

Another of the companies that works on these virtual advertisements is Supponor, with offices in Barcelona and more than six years collaborating with MediaPro and LaLiga.

Its ‘DBRLive’ technology uses “non-visible light signals to superimpose static perimeter or LED panels with virtual and dynamic messages within live TV broadcasts with great precision,” according to its own website.

The LeagueThe League

Approximately 25% of the games of FC Barcelona, ​​Atlético de Madrid, Real Madrid or RCD Espanyol already use this technology of LED billboards and changing advertisements. It is not the only competition where it is used, as we can also find this solution in the Bundesliga or Series A football, NHL hockey, Formula 1, NFL or NBA.

A technology that makes it possible to take advantage of the huge audiences of these competitions to adapt the content of that advertising space depending on whether it is seen from Europe or China and even if it is seen through a payment channel or streaming services.

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