Admen have a clear new way to trick sports fans
February 15, 2020
Summary – Technology has influenced the growth of many sectors, opening new spaces which previously in the past was not possible. The article talks about how technology has affected the realm of advertising and how virtual advertising has opened new ways of boosting revenue for soccer clubs. 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. Commercial income of top 20 European soccer clubs earned around $3.9bn through advertising and sponsorship. Allowing companies to tailor their pitch-side messages to specific audiences could boost this by 40%, reckons the boss of one sports-marketing company. In France Lovebet, a big gambling company that sponsors Paris Saint-Germain, uses virtual advertising to reach viewers in Asia, where placing bets is legal and popular, but not in Europe, where it is restricted in some markets. Recent advent of technology has affected many different sectors in similar ways, opening new paths.
Opinion – Soccer is the biggest sport in the world played by approximately 250 million players and in over 200 countries. This provides a perfect target audience and with live streams reaching different countries at the same time gives the opportunity to target advertisements specific to different countries through virtual advertising. Utilize the full potential of advertising by having many sponsors for their clubs at the same time thus, generating a lot of money. But too many sponsors may hurt a team’s brand value too, says Jean-Paul Petranca of the Boston Consulting Group. Manchester United, which raked in £173m ($224m) in sponsorships last year, has been mocked in the past for endorsing everything from bedding to instant noodles. But my understanding is the growing world of technology will revolutionize every sector in new an previously unimaginable way. In this article we see how its revolutionizing the advertising industry. Virtual hoardings are here to stay. In the future, , a supplier of the technology, sponsors could target an audience based on its demographic profile or the device or platform of choice.