By Seb Joseph

The football club will test the Digital Billboard Replacement (DBR) process for the first time during Saturday’s (22 November) game against Swansea City, according to a source close to the situation.

It is not known which of the club’s sponsors will use the feature but if it is a success then the likes of Nike and Etihad could run region-specific ads or buy against specific audiences for future games.

Optics within the broadcast cameras are combined with software to identify the billboards and insert virtual content in real time into multiple feeds. Each ad can have different graphics including animation and video, Read full story ›

Source: Marketing Week