While the majority of viewers watching last night's England v Brazil friendly were busy wincing at the barrage of chances battering Joe Hart or applauding Wayne Rooney's wonder goal, a selection of fans with wandering eyes became distracted by the advertising display being paraded across the television screen. Twitter was quick to point out this marketing development, as users became quizzical of decisions made by television networks to allow quite obviously superimposed banners, bringing Digital Replacement Advertising into the limelight.
![Twitter - England Brazil]( "TV Advertising Media")
Despite the Maracanã stadium being fully outfitted in pitchside adverts, an advertising company somewhere was busy making a glaringly obvious attempt at doctoring the original hoardings, with digitally superimposed content taking over entire sides of the stadium grounds. This method of promoting brands has been in development since the beginning of the 21st century, allowing television coverage of high-profile matches to be tailored towards each country, however, it was only trialled publicly in 2011. Unfortunately, differing broadcast standards across the variety of hosting countries means that the system is not quite perfect, with particular blips coming in the form of players losing heads or limbs, and an ethereal outline carrying footballers around the pitch.
![Digital Replacement Advertising - Frank Lampard]( "TV Advertising Media")
The technology has been developed by Finnish company Supponer, and brought to the UK by sports marketing agency Sports Revolution. Special optics inside the camera are able generate a series of rules to allow dynamic adverts to realistically replace the original hoarding. The idea works by then allowing an external agency to superimpose content across the ad hoardings, with the digital feed sent to the host broadcaster and subsequently fed to the appropriate country through each television channel. So those watching the match across ITV might have noticed a rather abrasive blunder involving a cross between Oral B and Ultimate Fighting Championship adverts - but this is nothing to do with the television network in your city.
![England - Brazil - Oral B - UFC]( "TV Advertising Media")
The benefit of brands paying for these overlays is that the the adverts only exist as a digital signal, meaning that they are flexible and don't require physical creation, giving them the capacity to generate high revenue. The downfall comes for those who have paid for traditional pitchside hoardings, as their adverts will be lost on television audiences watching a series of superimposed graphics.
Instant replays and match photographs tend to expose where superimposed adverts have been used, as the actual stadium appearence is authentically communicated, highlighting where television networks have altered the content.
Despite the Maracanã stadium being fully outfitted in pitchside adverts, an advertising company somewhere was busy making a glaringly obvious attempt at doctoring the original hoardings, with digitally superimposed content taking over entire sides of the stadium grounds. This method of promoting brands has been in development since the beginning of the 21st century, allowing television coverage of high-profile matches to be tailored towards each country, however, it was only trialled publicly in 2011. Unfortunately, differing broadcast standards across the variety of hosting countries means that the system is not quite perfect, with particular blips coming in the form of players losing heads or limbs, and an ethereal outline carrying footballers around the pitch.
The technology has been developed by Finnish company Supponer, and brought to the UK by sports marketing agency Sports Revolution. Special optics inside the camera are able generate a series of rules to allow dynamic adverts to realistically replace the original hoarding. The idea works by then allowing an external agency to superimpose content across the ad hoardings, with the digital feed sent to the host broadcaster and subsequently fed to the appropriate country through each television channel. So those watching the match across ITV might have noticed a rather abrasive blunder involving a cross between Oral B and Ultimate Fighting Championship adverts - but this is nothing to do with the television network in your city.
The benefit of brands paying for these overlays is that the the adverts only exist as a digital signal, meaning that they are flexible and don't require physical creation, giving them the capacity to generate high revenue. The downfall comes for those who have paid for traditional pitchside hoardings, as their adverts will be lost on television audiences watching a series of superimposed graphics.
Instant replays and match photographs tend to expose where superimposed adverts have been used, as the actual stadium appearence is authentically communicated, highlighting where television networks have altered the content.
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