Recently, the European Cup football match is in full swing. When you stay up late to watch a game, have you noticed that there are more and more Chinese and Chinese brands on the side of the stadium?
It can be seen from the official website of the European Cup this year that among the 12 official sponsors, there are four Chinese brands, Alipay, Tik Tok, vivo, and Hisense, accounting for one-third of the 12 top sponsors. China has become Europe this year. The largest exporter of the top sponsors of the Cup.
Earlier, a columnist from FT Chinese Network pointed out that the side billboards of the European Cup this year are virtual and are a new type of black technology DBR technology. However, it was verified that the billboards this time were all real, and they were displayed on the on-site LED screen.
But the black technology DBR technology that caused this wave of public opinion disputes also seems very interesting. What exactly is it?
The legendary black technology “DBR” technology can turn sideline billboards into “thousands of people”
Originally, I saw a ball game was “a thousand people with a thousand faces”
In the event advertising industry, a black technology has emerged in recent years, which is very in line with the precise needs of the Internet’s “thousands of people”, and also solves the problem that has always plagued brand owners-a British bank’s advertisement was shown to Brazilians. What’s the use?
This black technology is called “DBR”-digital billboard replacement technology, that is, in the case of live TV broadcast, the billboard is virtualized in the broadcast screen, so that viewers in different regions can see different advertising content.
As early as the 1966 World Cup in England, the sideline advertisement of the stadium appeared for the first time in a football match. With the popularization of TV sets and the Internet, the influence of sideline advertising has expanded to the world.
In the 1966 World Cup, there was no billboard when the England team’s goal line was unsuccessful.
More than half a century later, when the England team once again encountered an unsuccessful goal line, the sidelines were already covered with billboards. These billboards were remembered along with the goal.
Many classic sideline advertisements, along with those classic moments, are deeply reflected in our memory.
Initially, the sideline advertisements were mostly physical advertisement boards made of iron frames and plastic boards, and each brand was able to get a fixed advertising position. Later, the LED screen replaced the physical advertising board, and at least the time required for each display must be a complete game, which gained flexibility in time.
But to this day, these shiny billboards are not only numerous and complicated, and many locals have no interest in foreign brands. Limited by space, brand owners urgently need a more precise tool.
At this time DBR came into being. Through virtual reality technology, brand advertisements are inserted into the on-site environment. Although the fans at the scene were unaware of the game, the audience who watched the game through the TV signal saw different advertisements in different countries and regions, and the language of the advertisements. This allows billboards to display different content, which is not only more targeted, but also increases the “number” of billboards.
For example, at the moment of a corner kick, in the broadcast signals of the four countries of France, Brazil, the United States and Algeria, what you see is the advertisements of different brands, and the slogans also use different languages:
Through such a technology, the European League presents more “Chinese advertising” with greater possibilities-special sponsorship and marketing strategies can be formulated for Chinese audiences.
This technology has been widely used in recent years. In the 2018-19 season of the German Football League, Dortmund Club (BVB), one of the top clubs in the Bundesliga, became the first football team in the world to use virtual advertising in all 17 home games.
By displaying different advertising content to TV viewers in different regional markets on the digital advertising board, virtual advertising has helped the Dortmund Club expand its new advertising partners. For example, in the figure below, the video content in the upper right corner is a Chinese advertisement display for the Chinese market:
Have you seen the familiar figure of “Thousand Faces” in Internet advertisements again…
Various ways to play DBR
In addition to advertising with “Thousands of People and Thousands of Faces”, DBR also has many advanced applications that allow you to call “this is possible”.
One of the important applications is to highlight advertising content in close-up. For example, when a player breaks through the opponent’s line of defense, or the moment a goal is scored, the camera often pulls the player’s close-up shot. However, the general billboard is still too large, and its performance is incomplete in this kind of close-up.
At this time, DBR can quickly switch the LED advertising boards covered by TV broadcasts into composite-size advertising content to ensure that the brand is effectively exposed at the critical moment of the game.