Augmented Reality in Sports

Augmented reality (AR) in Marketing and Advertising is a relatively recent technology in sports broadcasting. And, it is possible that, in many cases, there are still those who are not aware of how what they are seeing really works.

Few people are aware of the fact that the advertising shown in their browsers, email and social networks is largely personalized and segmented. But what is not so well known is that the ads that appear on the billboards of various sports such as soccer, basketball, Formula 1, hockey or American football have been using augmented reality for a few years to adapt the content. Depending on where the signal is received.

How Augmented Reality Works in Broadcast Advertising

RA technology applied in advertising is the implementation of digitalized virtual graphic information on the image captured by the camera. The result is an interactive combination in real time that allows the advertising of 해외스포츠중계 to be modified and adapted.

For this, a technology known as Parallel Ads (PADS) is used, which offers amazing results considering the dynamism of sports images?

The company AGS (Apparel Global Solutions) is one of those that provide this type of advertising services. To do this, the different advertisements are created in the post-processing of the collected images, which will be introduced in real time in each of the different retransmissions.

This is possible thanks to the recreation of the field map in 3D, together with the player tracking cameras, which allow the space of the billboards to be isolated in one layer. AGS technology is currently optimized only for Sony professional cameras like the HDC-5000. Fans on the field see the empty LED screens and it will be the camera that will allow the advertisements to be overlaid.

“When we ‘hide’ information on an LED billboard, it’s important that you can’t see it with the naked eye, otherwise it would create a visual distraction,” according to Max von Braun, founder of AGS. Later he also explains that, “the faster and more precise the synchronization, the better. With a rolling shutter, the image will appear properly timed within about three milliseconds of exposure.”

The synchronization that connects the reference signal to the LED system to link the different images that will make up the final result, allows it to work in “super slow motion” which does not distort the retransmission in the repetitions.

AR used by Media Pro and LaLiga in Korean

A very similar technology is the one that Media Pro and LaLiga have been using for more than six years. The Sponsor Company with offices in Barcelona is the one that provides virtual advertising in the broadcasts of the national football championship.

To do this, they use DBR Live technology, which, as explained on their website, works with “non-visible light signals to superimpose static LED panels or perimeter panels with virtual and dynamic messages within live TV broadcasts with great precision.”

Advantages of AR for Sports Marketing

This type of technology applied to advertising, although it is already a reality, is in expansion and development. The still certainly exclusive technology and the large number of possibilities it offers open the doors to a new market dimension within sports marketing.

Without a doubt, the possibility of adapting the content of the advertising space depending on the place where the event is played is the most relevant advantage. In addition, segmentation allows the messages to be adapted to the different channels, whether paid or other streaming services.

Another advantage of this technology is the elimination of visual distraction. The transitions and effects of advertising on conventional LED panels have been the subject of occasional complaints in sports such as Formula 1.