Reading this article I was thinking maybe we should get some. Annoying as anything but it shows how much more valuable to advertisers they are so the price the club charge could go up accordingly.
I did some work a few years for a high street clothes chain and part of it involved finding out whether people noticed their board beside one of the goals in front of the Kop. No-one did and the company didn't renew their contract. If it had been electronic, there would have been a much better chance.
Anyway here's the article:
I did some work a few years for a high street clothes chain and part of it involved finding out whether people noticed their board beside one of the goals in front of the Kop. No-one did and the company didn't renew their contract. If it had been electronic, there would have been a much better chance.
Anyway here's the article:
How Robinson's blunder let Borat show future of football advertising
The advantage of electronic boards was exposed as £30,000 bought 20th Century Fox global exposure.
Andrew CulfOctober 19, 2006 10:14 AM
The clip will live on for years; an automatic choice for TV outtake and blooper selections. Living on with the moment Paul Robinson's foot swished through the air and Gary Neville's back-pass bobbled into his net will be the grinning face of Sacha Baron Cohen and the title of his latest film emblazoned on the electronic advertising hoardings behind the mortified goalkeeper.
It was a substantial coup for 20th Century Fox who made Borat, a satirical comedy about a journalist from Kazakhstan who visits America. Fox got its five minutes of perimeter airtime for £30,000 when a late package became available - and received worldwide exposure beyond most advertisers' wildest dreams.
"While Robinson was unlucky, they were lucky. Their clip came on just at the right time," said Jonathan Charles, the head of sales at the specialist sports advertising agency Skyville, which sold space on the perimeter boards in Zagreb. "They were only aiming at the UK market, but the studios were taken aback by the response - they had calls from the film's distributors in South America, Japan and China. They had all seen it."
Borat's satirical take on the match -"Your tackle is nice" and "I like your Wags" - enlivened the dire fare on offer, and the impact of the advertising boards reflects a new trend in sports marketing. When Five screened Albania's World Cup qualifier against England in March 2001, viewers complained about the distracting images on the electronic hoardings. Charles said: "There was a huge reaction - they were too distracting and we received a slap on the wrist. But they have become the norm. The FA are going to install them at the new Wembley and the real test will be when Uefa start using them in Champions League matches."
Talks have taken place and Charles believes Uefa is becoming more receptive to the idea, which could become reality in just three or four seasons.
Skyville has the advertising signage rights to England's six away qualifiers for Euro 2008 in a deal subcontracted from Sportfive, one of Europe's leading rights agencies, which holds the television contracts for the matches. The space is sold in packages of five minutes, involving 10 30-second slots, costing about £30,000.
Advertisers' messages roll around the entire stadium perimeter, visible to the cameras - unlike an old-fashioned static board, they are much less vulnerable to the picture selection of the television producer. Research shows that a static board, one of 32 prime sites at pitchside, gets between three and five minutes of exposure. "The moving boards do much better, getting 100% eyeball of those tuned to the programme," Charles said. "Advertisers used to regard perimeter boards as being below the line, but now some are finding it a better option than a 30-second TV commercial at half-time."
The main drawback for operators like Skyville is hiring the LED boards, which can cost between £25,000 to £50,000 for a match. Charles expects to see a further expansion of the medium, although he says many English grounds were not designed for LED boards. British panels are smaller than European boards, and TV companies use higher camera gantries, meaning the impact is lessened.
Advertisers are looking at the advantages of LED boards and four clubs - Arsenal, Fulham, Manchester United and West Ham United - have spent up to £1.2m installing permanent systems. Fulham's new boards, which are promoted to advertisers as offering the "global media exposure" of the Premiership in 199 territories and 517,000,000 homes, went live for Monday's televised match against Charlton Athletic. The interactive advantages were demonstrated when the home side went 2-0 up and CoralBet's pitch-side adverts immediately offered odds of 4-1 on a 3-0 scoreline.
ADI UK Ltd has just installed digiboard screens at West Ham. Oliver Brindley, the company's head of marketing and communications, said: "We are talking with a number of other clubs. Perimeter advertising has a much higher impact when you can take over the whole stadium for a period of time."
Another company, Fox RCA Sports, has this season been hiring out 240 metres of portable LED screens to Championship clubs for televised matches, for up to £10,000 a game. "We have been involved in perimeter advertising since 1979," said its managing director Richard Carpenter. "The key thing about the medium is that we can now be creative for the first time."
The clubs are working with guidelines drawn up by the Premier League to ensure advertising does not distract from the game. "We are very conscious of the fact that we have to be sensible about the way they are used," Carpenter said. "We are trying to make sure the artwork is strong, but not too intrusive. We do not want to upset viewers, but we want to be creative and because it moves, people do read it."
CLICK
The advantage of electronic boards was exposed as £30,000 bought 20th Century Fox global exposure.
Andrew CulfOctober 19, 2006 10:14 AM
The clip will live on for years; an automatic choice for TV outtake and blooper selections. Living on with the moment Paul Robinson's foot swished through the air and Gary Neville's back-pass bobbled into his net will be the grinning face of Sacha Baron Cohen and the title of his latest film emblazoned on the electronic advertising hoardings behind the mortified goalkeeper.
It was a substantial coup for 20th Century Fox who made Borat, a satirical comedy about a journalist from Kazakhstan who visits America. Fox got its five minutes of perimeter airtime for £30,000 when a late package became available - and received worldwide exposure beyond most advertisers' wildest dreams.
"While Robinson was unlucky, they were lucky. Their clip came on just at the right time," said Jonathan Charles, the head of sales at the specialist sports advertising agency Skyville, which sold space on the perimeter boards in Zagreb. "They were only aiming at the UK market, but the studios were taken aback by the response - they had calls from the film's distributors in South America, Japan and China. They had all seen it."
Borat's satirical take on the match -"Your tackle is nice" and "I like your Wags" - enlivened the dire fare on offer, and the impact of the advertising boards reflects a new trend in sports marketing. When Five screened Albania's World Cup qualifier against England in March 2001, viewers complained about the distracting images on the electronic hoardings. Charles said: "There was a huge reaction - they were too distracting and we received a slap on the wrist. But they have become the norm. The FA are going to install them at the new Wembley and the real test will be when Uefa start using them in Champions League matches."
Talks have taken place and Charles believes Uefa is becoming more receptive to the idea, which could become reality in just three or four seasons.
Skyville has the advertising signage rights to England's six away qualifiers for Euro 2008 in a deal subcontracted from Sportfive, one of Europe's leading rights agencies, which holds the television contracts for the matches. The space is sold in packages of five minutes, involving 10 30-second slots, costing about £30,000.
Advertisers' messages roll around the entire stadium perimeter, visible to the cameras - unlike an old-fashioned static board, they are much less vulnerable to the picture selection of the television producer. Research shows that a static board, one of 32 prime sites at pitchside, gets between three and five minutes of exposure. "The moving boards do much better, getting 100% eyeball of those tuned to the programme," Charles said. "Advertisers used to regard perimeter boards as being below the line, but now some are finding it a better option than a 30-second TV commercial at half-time."
The main drawback for operators like Skyville is hiring the LED boards, which can cost between £25,000 to £50,000 for a match. Charles expects to see a further expansion of the medium, although he says many English grounds were not designed for LED boards. British panels are smaller than European boards, and TV companies use higher camera gantries, meaning the impact is lessened.
Advertisers are looking at the advantages of LED boards and four clubs - Arsenal, Fulham, Manchester United and West Ham United - have spent up to £1.2m installing permanent systems. Fulham's new boards, which are promoted to advertisers as offering the "global media exposure" of the Premiership in 199 territories and 517,000,000 homes, went live for Monday's televised match against Charlton Athletic. The interactive advantages were demonstrated when the home side went 2-0 up and CoralBet's pitch-side adverts immediately offered odds of 4-1 on a 3-0 scoreline.
ADI UK Ltd has just installed digiboard screens at West Ham. Oliver Brindley, the company's head of marketing and communications, said: "We are talking with a number of other clubs. Perimeter advertising has a much higher impact when you can take over the whole stadium for a period of time."
Another company, Fox RCA Sports, has this season been hiring out 240 metres of portable LED screens to Championship clubs for televised matches, for up to £10,000 a game. "We have been involved in perimeter advertising since 1979," said its managing director Richard Carpenter. "The key thing about the medium is that we can now be creative for the first time."
The clubs are working with guidelines drawn up by the Premier League to ensure advertising does not distract from the game. "We are very conscious of the fact that we have to be sensible about the way they are used," Carpenter said. "We are trying to make sure the artwork is strong, but not too intrusive. We do not want to upset viewers, but we want to be creative and because it moves, people do read it."
CLICK
I have always imagined you as the top wizzard from Harry Potter. Old but wise.
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