Digital stadium boards that display various virtual advertising messages, adapted to different markets and tailored to different target groups – that’s Digital Overlay. The technology opens up all-new possibilities in marketing and for addressing target groups in different markets. It will be used live and dynamically implemented in four markets during the Audi Cup for the first time.
In terms of marketing, companies like automobile manufacturer Audi are faced with the major challenge of meeting the demands of their numerous markets that have various preferences and interests. In China, for instance, the A6L is the most popular Audi model, but in the United States, it is the Audi Q5. Naturally, the markets are served through different campaigns or advertising. But what if a possibility existed to serve all markets with different promotional messages at the same time?
This possibility is now ready to be put into action. The new technology is called Digital Overlay – a virtual overlay of digital and thus dynamic advertising media such as perimeter boards in football stadiums. The brand that uses the boards for advertising can tailor its content to the markets as desired and exclude markets that are not relevant. These can be marketed to other interested companies.
FC Bayern has been testing this project for several years in close coordination with the DFL (German Football League). As part of the Innovation Day of the DFL in May, findings from various providers were presented. The results help provide Digital Overlay with the required approvals in the near future so that the technology could be brought to market.
The challenges posed to the new system are significant. The cameras which are supposed to recognize the boards as advertising areas and then provide the signal for the overlay have to operate smoothly in different weather conditions such as rain and in the presence of external factors like clusters of players that obscure the board.
After initial tests at various Bundesliga matches of FC Bayern, the next milestone will follow now at the Audi Cup 2015. Together with AIM, the organizers will be broadcasting different messages to four core markets (United Kingdom, Italy, China and the United Arab Emirates) during the matches and deliver virtual overlays for tailored communication on the boards that way.