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Supponor and ADI launch virtual advertising with digiBOARD DBR

Two digital perimeter advertising specialists have joined forces to launch the world’s first broadcast quality LED virtual advertising solution.  digiBOARD DBR sees Supponor’s DBRLive technology and ADI’s digiBOARD LED perimeter system combine to produce a new product, which the partners believe will create the biggest impact in live sports perimeter advertising in more than a decade.

digiBOARD DBR allows – for the first time – stadium audiences to benefit from a dynamic LED perimeter advertising system whilst global broadcast audiences can be served with geographic and audience-specific promotional messages.

Following over a year of collaboration between the companies’ Research and Development teams, Supponor and ADI expect to deliver the first digiBOARD DBR systems in time for the start of the 2016/17 football season and expect to bring the widespread adoption of digital replacement technology for the first time.

Targeted Advertising and Enhanced Stadium Experience

digiBOARD DBR delivers both international commercial benefits and an enhanced matchday experience for fans, opening new revenue streams to clubs, leagues and federations to activate promotional partnerships on an audience targeted scale across the globe, whilst freeing up a new platform for in-stadium fan engagement.

In addition to allowing for targeting of advertising on an audience specific level, digiBOARD DBR will allow venues to utilise their LED perimeter as a fan engagement platform purely for fans in the stadium to deliver club messages and promotions, localised advertising, in game statistics etc. without compromising their broadcast advertising value.

Both Supponor and ADI will continue to serve their existing customers on their current respective technology platforms whilst offering a clear upgrade path to the new LED product.  digiBOARD DBR has been built around the same architecture as ADI’s latest generation of digiBOARD ensuring backwards compatibility and upgradeability for many of ADI’s 20 current digiBOARD customers.

Roger Hall, Chief Executive Officer at Supponor comments:

As the standard bearer for digital billboard replacement, Supponor is delighted to announce the positive results of a successful collaboration with ADI that will see DBRLive delivered for the first time on animated LED systems.  Our number one priority has always been – and will remain – delivering a virtual product that has all the quality hallmarks demanded in top tier sports production environments.  ADI has the same production excellence values as we do – it is no surprise that our collaboration is now starting to bear fruit.  We look forward to continuing our work together to drive digiBOARD DBR to the next level.

ADI Chief Executive Officer Geraint Williams comments:

digiBOARD DBR is a product that combines the very best features from Supponor and ADI and is one that we firmly believe will revolutionise the sport perimeter market. This is an example of a solution that only two companies like ADI and Supponor could create.  Like Supponor, one of ADI’s key competitive advantages in the market is our R&D.  None of our competitors in the digital advertising space develop and manufacture their own screens, which gives us a huge advantage in being able to develop this solution to the precise specifications required by Supponor.  Additionally, because of our established pedigree in the sector and our expertise in venue connectivity we have the ideal route to market for digiBOARD DBR.

Expert Combination

Supponor has created and grown the market for digital advertising replacement in sports.  Its unique and transformational DBRLive system, deployed extensively in La Liga (Spain) and Serie A (Italy) is the only virtual advertising system of its kind in commercial operation.  DBRLive revolutionises sports marketing through the delivery of targeted in-event signage to different audience groups watching the same live sports broadcast.

ADI’s digiBOARD systems account for 13 of the 20 LED perimeter systems in the English Premier League and has built a content management ecosystem that unites and simplifies the delivery of all forms of video content around a live event – from the stadium to the consumer device – through its Live Venue broadcast fibre network that currently connects over 100 venues including all 72 English Premier and Football League clubs.

In addition to ADI’s LED expertise, the partnership will also utilise ADI’s Live Venue sports fibre network to realise benefits and efficiencies within the delivery of the multiple feeds to global audiences without the requirement for broadcast units at each location.