Camera-facing digital media at
international and Premier League games has the potential to attract global advertisers
also consider how their screens fit into the wider media mix. For English Premier League (EPL) foot-
ball grounds in particular, global TV audiences mean that a sophisticated ap- proach to camera-facing digital media has great potential to attract advertis- ers from across the world. Digital screens are not only attracting the eyeballs of thousands of fans inside the ground, but millions more on TV. The Premier League is broadcast in over 200 territories and delivers over 120 million viewers each week, so it’s an excellent space for major international brands to reach a global audience, as well as consumers in local markets where interest in the EPL is high – particularly in Asia for example. Media intelligence is vital to understand-
ing how to target and gain maximum value from this approach. Sports Revolu- tion has a monitoring tool called DigiTAR, which gives an in-depth insight into how international TV audiences are consuming UK football – allowing for the planning of advertising campaigns on digital perimeter screens with minimum wastage. Careful targeting clearly trumps a
scattergun approach when it comes to ensuring return on investment and extracting full value from digital media.
Mobile opportunities There is also another opportunity wait- ing to be realised – mobile. With rapidly
Issue 2 2011 © cybertrek 2011
We need to continue to strive to reach as many people as possible by using technology creatively
increasing numbers of sports fans own- ing smartphones, the perennial ‘next big thing’ in marketing looks to have finally arrived. Of course, sport – and football especially – provides the perfect multimedia content for on-the-move consumers. And it’s not just the action itself, but also products and services based around the matches, interviews, scores, stats, betting, promotions, surveys, quizzes, and even mobile game- play based on live games. Some stadia owners – notably Wemb-
ley and the new Olympic Stadium – have already taken this into account in their technology planning, with mobile capac- ity and coverage able to handle the many thousands of fans now wanting to access the mobile networks simultaneously. Clubs and associations across the country will need to do the same if they’re to pro- vide a good service to the fans and tap in to mobile’s excellent revenue generating opportunities.
Future developments Stadia technology is full of exciting devel- opments, and screens are being used more intelligently. However, there’s still some way to go before rights holders extract the full value from their stadia media space. Progress is constantly being made,
but we need to continue to strive to reach as many people as possible, by using technology creatively.
LED camera-facing digital media at Tottenham Hotspur’s home ground
Certainly, we’re more effectively en-
gaging fans and the way we engage global audiences is becoming more so- phisticated. But the international value of in-stadia media is huge. With the right technology in place and a more scientific approach to using it, there’s an opportu- nity waiting to be seized. ●
Robin Currie is Stadia Solutions general manager at Sports Revolution
Read Sports Management online
sportsmanagement.co.uk/digital 37
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