11/8/2023 0 Comments Fantavision hockey rinkThe ads allow advertisers to change what ads they want to feature during a game. Other times, one advertiser will take over the boards in a particular zone or even the entire rink. Sometimes, the boards will resemble the ones traditionally seen in the arena. Each broadcaster and the NHL itself get 90 seconds of institutional time for their own advertisements. Every game, teams have 120 increments to program. Ads are sold like commercials, with brands buying 30-second increments, based on the game clock. There are five different "zones" sold to sponsors: behind both nets and all three zones. The digital boards allow broadcasts to constantly change which advertisers appear. That's how long it took for the NHL to feel that the technology was in the right place and was scalable for the number of games teams play in a season. The project, at a cost of tens of millions of dollars, is seven years in the making. "By and large, the national and local marketers have been extremely receptive," Wachtel said. When there are close-ups and reverse angles on broadcasts, the in-arena boards will be visible, so those in-arena advertisers will get some exposure. When the game is seen through the main center ice camera, fans will see the DED system digital dasher ads. You can now avoid that issue, if it's important to own your own market." So, every time the Rangers play in Philadelphia, Chase has to see Wells Fargo ads coming back into their very important New York market. "Also, competitors come into everyone else's market. "What this does is allow clubs to sell as many regional game broadcasts as they're able to in their market," Wachtel said. With this technology, those advertisers can be seen on the boards for a team's home and away game broadcasts. A typical arena rink will have national sponsors and local advertisers. The first time the NHL put advertisements on its boards was in 1981 with the Minnesota North Stars. It's taking something that's existing, keeping that value, but replacing it with something that's much better and isn't static." "We don't like to call it 'erase and replace,' but that was the original terminology. This is the new norm," said Keith Wachtel, the NHL's chief business officer and executive vice president of global partnerships. While overlaying other advertisements on the boards will be its primary function, the DED system eventually will allow broadcasts to use the boards for everything from in-game stats to special effects for goal celebrations. The DED system allows for the digital replacement of camera-visible arena dasherboards within local, national and international NHL game broadcasts. The NHL is debuting digitally enhanced dasherboards (DED) for all games this season that will "erase and replace" the advertising found on arena rink boards with virtual ads on broadcasts. NHL to debut digitally enhanced dasherboards virtual ads to replace traditional signage on arena rink boards You have reached a degraded version of because you're using an unsupported version of Internet Explorer.įor a complete experience, please upgrade or use a supported browser
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