Its operation is not so complicated, but they fulfill a very important mission, being able to adapt to each spectator in a different way.
How do they work?
You may never realize it, but these types of screens are designed to display a different advertisement or video on the screen depending on the viewer. It’s not the same for a Champions League final to be seen by someone who lives in Europe as by someone who lives in Argentina. Have you ever wondered why Estrella Galicia advertises when they don’t know what it is?
The answer is simple, it does not appear to them, since these screens are just that, screens, not printed posters, so depending on the place, one advertisement or another appears.
And it is that obviously in the stadium itself you have to go out, which would be the original, however, at home you see what they think you are most interested in. It’s quite surreal isn’t it?
These types of systems use a mix of hardware and software because although the system goes through the programming of the screens, it also needs a camera that can process the motion very quickly so that the viewer doesn’t notice it. For now only a few like Sony’s HDC-5000 can do it. So if you see a fairly amateurish game, rest assured that they won’t trick you with advertising.
use a technology called DBRLive which they think would work as follows.
“We use non-visible light signals to precisely overlay static LEDs or perimeter panels with virtual and dynamic messages in live TV broadcasts”
AGS also explains that their system works even in slow motion, in case a slow motion replay is needed. Thus, the viewer would see the same thing repeated and not realize that there is a different advertisement.
This model is already used in multiple competitions and events, it is becoming easier and cheaper to integrate it, and advertising agencies find it very profitable for you to see what they want.
One of the recent events where we could see it was during the King League final, which was held at the Camp Nou, one of the places that already has this technology, although the screens they use in their weekly matches are very beautiful, do you think they have it too and are already sneaking the publicity they are interested in? Leave us a comment with your opinion. Although it is not difficult to discover and achieve, just see the objective repeated by someone who recorded it with his mobile and uploaded it to his networks, then what you saw officially at the House.
