The big business of football reaches a new level with virtual perimeter advertising, even at a major continental tournament. The TV and streaming viewers of the European Championship sometimes see tailor-made content that differs from that in the stadium.
The virtual football perimeter advertising initiated by UEFA during the current European Championship affects three countries: Germany, the USA and China.
However, the technology is not new, as it has been used in internationally broadcast live Bundesliga games since 2018 and is also used in ice hockey and Formula 1.
Virtual perimeter advertising in football: That’s what’s behind it
The virtual perimeter advertising is a European Championship premiere. This is the first time that the European football association UEFA is running variable advertising at a major tournament that is specifically aimed at the TV and streaming audience.
The so-called “Virtual Board Replacement” versions are intended to generate additional advertising revenue and must be marked with the note “The program contains virtual advertising”. In Germany this affects ARD, ZDF, RTL and Magenta TV.
How does the technology work?
The virtual perimeter advertising is displayed in the form of crossfades regardless of the platform and with the help of artificial intelligence (AI). Separate cameras or trained human hands are not necessary because the AI works as software.
The software-based solution has been permitted since 2022. But virtual perimeter advertising has been around in football for much longer. Do you still remember the pay channel Premiere? It is said that there was already virtual advertising for the League Cup back then – almost twenty years ago.
“Dedicated perimeter technology, camera setups or specific staff in the stadium” are no longer necessary, according to the German Football League (DFL). Instead, the advertising would be “implemented entirely from the central production location where the DFL creates the international broadcast signals for all Bundesliga games.”
Perimeter advertising swallows up football players
One shows that virtual perimeter advertising in football is not yet 100 percent mature funny scene from the game between Slovakia and Belgium, when Milan Skriniar, captain of the Slovak team, disappears in the Lidl advertising.
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The post Perimeter advertising at the European Football Championship: That’s why it’s different on TV than in the stadium by André Gabriel appeared first on BASIC thinking. Follow us too Facebook, Twitter and Instagram.