2024 European Football Championship Introduces Virtual Real-time Advertising

TapTechNews June 19 news, the 2024 European Football Championship is held in Germany from June 14 to July 14, and it is believed that many fans have already watched the game.

However, for the overwhelming Chinese advertisements in the broadcast footage, many people will surely wonder: Most of the people on site are European fans. Do they really understand what these advertisements mean? Even if they recognize them, Europeans don't use Taobao. What's the point of these advertisements?

According to Geeks Park verification, the Chinese advertisements seen by Chinese fans belong to the 'China-specific' virtual real-time advertisement, and this is also the first time the European Cup has introduced the virtual real-time advertisement technology (VBR), which can replace the specific advertisements displayed on the LED billboards in the stadium with special advertisements for the target market.

Guy-Laurent Epstein, the marketing director of UEFA, said, 'Compared with the past and the 2006 World Cup, technology allows us to manage commercial projects in different ways.'

'Virtual advertising allows us to have local sponsors in Germany and have advertising spaces around the stadium. For local sponsors, we will only show their advertisements to Germany, and we use this time to sell to other sponsors or existing sponsors outside of Germany. Therefore, we can operate both a very large local project and a very large international project simultaneously.'

It is worth noting that only the main camera position of the broadcast footage in this tournament uses the 'virtual real-time advertisement' technology, so we can also see the original appearance of the on-site advertisement in the close-up特写.

Of course, not only Chinese fans are watching the special advertisements, and other event broadcast signals (TapTechNews note: In addition to the international public signal, the official also provides exclusive signals to three regions of Germany, China, and the United States respectively) can also set up special advertisements, and the virtual advertising technology can also generate different contents for different markets.