Supponor Brings Localised Ads To Global Audience
Supponor will see its digital billboard replacement technology (DBR) in action this week across seven different La Liga and Serie A matches, which replaces physical advertising in-stadium with multiple versions created for different audiences around the world, in real time.
The platform, DBRLive, means that one region will see one advert on the billboards, while another region would see a different one.
10 years in development, Supponor’s Digital billboard replacement technology is now in full deployment in Spain and Italy.
As the domestic season draws to a close, the technology will be used at: Espanyol v. Barcelona, Celta Vigo v. Real Madrid, Udinese v. AC Milan, Udinese v. Inter Milan, Cordoba v. Barcelona, Sevilla v. Real Madrid and Sampdoria v. Juventus
Supponor managing director, Tony Ragan, commented: “Our 2014/15 season commitment across European football has already been extensive and the presence of our technology at these seven games underlines the significance of DBRLive.
“The adoption of DBRLive in both Serie A and La Liga proves the relevance of regionalising advertising to the demands of a global audience. We’re both proud and excited to see the product being used across in so many matches in such a short space of time. In that week alone, over 50 different regionals feeds will be distributed and over 200 incremental brands exposed.”
For rights holders, the technology offers its partners and advertisers significantly more inventory and increases revenues from a finite physical space. For brands, DBRLive delivers relevant regional messaging.
