Online advertising’s trend away from banners to video seems to be the opposite direction the World Cup is taking to reach the masses.
I have been privileged enough to attend matches at three different stadiums here in South Africa and each only has one maybe two Jumbotrons...if you can even call them that--not very jumbo.
Green Point Stadium here in Cape Town is one of the newest, most state of the art soccer stadiums in the World. Primary form of advertising? The sideline banner.
While this is true, the banners aren't your standard, old school, wooden signs of the past. It's basically one long monitor that has the ability to completely change as the game's being played.
Watching these signs change was pretty impressive from a marketing standpoint.
While paying attention to the screens, it seemed to me that a company can go ahead and buy any specific minute of the game that they want to control, determine which section of the screen they want for that period, and display their ad. It even allowed for advertisers to perform complete, full field takeovers.
This subconscious advertising is very interesting and can say a lot about what times the fans are paying the most attention, which side of the field may see more action, and which games may be more profitable for different advertisers based on the viewers.
This type of advertising also trumps the old style by being able to change creative relatively quickly. If a company wants to rebrand their name, they should be able to do it hours before or even on the fly since its merely a video image opposed to a pre-printed sign. It can also allow for many more advertisers than the traditional method as it can change all the time.
I like to see this type of innovation that is easy on the eyes and actually makes way for an uninterrupted flow of game by simply branding the action. As long as there are no TV timeouts and interruptions in play, I like seeing these field length monitors.
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