Chinese advertising is a domestic special offer: the European Cup introduces virtual real-time advertising technology for the first time

According to news from this site on June 19, the 2024 European Football Championship will be held in Germany from June 14 to July 14. I believe that many fans are already watching the game.

However, regarding the overwhelming Chinese advertisements in the broadcast footage, I believe many people will raise questions: Most of the people at the scene are European fans. Can they really understand what these advertisements mean? Even if they know each other, European consumers don’t use Taobao, so what’s the point of these ads?

According to Geek Park’s verification, the Chinese advertisements seen by Chinese fans are virtual real-time advertisements “Specially for China”, and this is also the first time that virtual real-time advertising technology (VBR) has been introduced in the European Cup, which can display the content in the stadium. Specific advertisements displayed on LED billboards are replaced with special advertisements targeted at the target market.

Guy-Laurent Epstein, UEFA’s marketing director, said, “Technology allows us to manage commercial projects in a different way compared to the past and the 2006 World Cup. "

"Virtual advertising allows us to have local sponsors in Germany and have advertising space around the venue. For local sponsors, we will only send their advertising to Germany, and we use this time. Sales to other sponsors outside of Germany or existing sponsors, so we can run a very large local program and a very large international program at the same time.”

##▲ Only Hisense fully adopted Chinese advertising in the official live broadcast

It is worth mentioning that in this event, only the host position of the broadcast lens used "virtual real-time advertising" technology, so in In the close-up, we can also see the original appearance of the on-site advertisement.

▲ Source: BYD

Of course, it’s not just Chinese fans watching special ads, other event broadcast signals ( Note from this site: In addition to international public signals, the official also provides exclusive signals to three regions: Germany, China, and the United States. Special advertisements can also be set, and virtual advertising technology can also generate different content for different markets.

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