Domestic in-stadium advertising has little relevance to the majority of overseas viewers, and global brands have been restricted in what they can do to target different markets
Helsinki, Finland and London, UK (PRWEB) October 15, 2009
Supponor Ltd, a specialist in digital billboard replacement solutions, today released the first commercial version of DBRLive Indoor, the new-generation system for seamlessly changing the content of physical billboards in live sports broadcast. The system is showcased this week at Sportel Monaco, the annual gathering of the sports television and content industry.
The DBRLive Indoor is optimised for multi-market broadcasts of indoor sports events such as basketball, tennis, handball and volleyball matches. With Supponor's technology, broadcasters can change the content of physical in-stadium billboards in live sports broadcasts, allowing advertisers to target specific markets and tailor their messages for maximum impact.
"Domestic in-stadium advertising has little relevance to the majority of overseas viewers, and global brands have been restricted in what they can do to target different markets," said Supponor CEO Chris Buckley. "As the international boom in sport broadcasting continues, the top events are viewed by audiences all over the world. Targeted billboard ad sales provide an opportunity to multiply the revenue generated by static displays."
Supponor's patented technology locates the position of the existing billboards in real time which allows for smooth and exact placing of digital content in live broadcasts, regardless of rapid camera movements or players and officials moving in front of the billboards. Uniquely, the DBRLive Indoor is not restricted by the content, pattern or colour of the existing billboards. The result is a natural-looking billboard that is relevant to both in-stadium audience and broadcast viewers in different markets.
The DBR Live Indoor allows sports rights holders to deliver significant new value to advertisers and increase the value of their events. For global brands, the DBRLive enables tailored messages for specific markets, while regional brands may now be offered an opportunity to utilise globally interesting sports events that were previously out of their reach.
"We are now opening up significant opportunities for sports rights holders to drive revenue from a market that has not been available to them before," continued Chris Buckley. "The advertisers can now develop regional and country-specific tactical ad campaigns using the very latest animated graphics.''
First introduced to the market in August 2008, the beta version of DBRLive has been further developed and tested in a wide range of events and circumstances. The DBRLive Indoor is Supponor's first commercially available product.
Press photos for editorial use: http://www.netprofile.fi/supponor
For further information, please contact
Chris Buckley, CEO, Supponor Ltd.
Tel. +44 (0)7590 590180
chris.buckley (at) supponor.com
Juha Frey, Netprofile Tech PR for Supponor Ltd.
Tel. +358 9 6812 080
juha (at) netprofile.fi
Supponor Ltd. is a specialist in digital billboard replacement solutions. Supponor's flagship product DBRLive allows existing DBRLiveto be replaced digitally in live broadcast, enabling targeted in-event advertising and increasing the value of sports and broadcast rights. With DBRLive, global brands can tailor their message for specific markets, and regional brands get to utilise globally interesting sports events that were previously out of their reach. DBRLive is not restricted by the content or colour of the existing billboards, allowing relevant messages to appear to both in-stadium audience and broadcast viewers. The first commercial version of the patented software technology, DBRLive Indoor, is scheduled to be available during 2009. Based in Finland with offices in the UK, Supponor is owned by management, private investors, Northzone Ventures and Conor Venture Partners. For further information, please visit http://www.supponor.com.