Admen have a clever new way to trick sports fans
Stadium ads need no longer be one-size-fits-all
When fernando marçal scored a risible own goal in a match against Paris Saint-Germain on February 9th, his Lyon football team’s supporters watching on television screens prayed their eyes had deceived them. And deceive them they did—just not in the way that would answer their prayers. The advertising hoardings they saw around the pitch’s perimeter were not those seen by Lyon fans unlucky enough to witness Mr Marçal’s howler in person at the stadium. The televised versions were conjured up virtually.
Virtual advertising works by placing invisible infrared signals in signs to distinguish them from other objects in the foreground. Images can then be superimposed onto them in a live tv broadcast. Viewers in Tianjin might see the logo of a local bank behind the penalty area, while those in Tijuana are tempted by a Mexican beer.
Football clubs are understandably keen. Commercial income, made
Hinter den Kulissen von Big Business.
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