Hybrid virtual LED perimeter advertising boards were used at a German football match for the first time last month, according to Invidis. The augmented reality solution allows targeted advertising based on location. For instance, US viewers will see ads from American advertising partners, while someone watching from China will see local advertising relevant to them.
A number of UK football clubs adopted the technology, a collaboration between Supponor and ADI, last year. (UK Soccer Adopts Virtual Perimeter Boards). The same companies supplied the event in Germany. The technology is also used in La Liga in Spain and Serie A in Italy. Check this article published last year for more background on the system.
