Panneaux LED virtuels
One match, advertising tailored to every market
Virtual LED board replacement makes it possible to modify the advertising visible around the pitch directly within the broadcast feed. The physical boards remain unchanged in the stadium, while viewers see content tailored to their country, market or broadcaster.
- For federations, clubs and event organisers, this technology helps maximise the value of available advertising inventory and offer more relevant campaigns to national and international sponsors.
- Multiple advertising feeds can be produced for the same match.
- Spectators in the stadium continue to see the original content.
- Virtual advertising follows camera movements and integrates naturally into the broadcast.
- Campaigns can be adapted to the commercial objectives and restrictions of each market.
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How does virtual LED board replacement work?
A system integrated into the live broadcast
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Production setup analysis
Before the event, Dreamwall analyses the production setup, the cameras used, the LED board configuration and the broadcast constraints.
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Camera movement tracking
Camera movements and parameters are tracked so that the virtual content remains precisely aligned with the boards, regardless of the framing.
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Real-time integration
The advertising intended for each feed replaces the original content within the broadcast signal, with perspective and rendering consistent with the image.
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Feed production and supervision
Multiple versions of the signal can be produced for different countries or broadcasters. Dreamwall tests the setup and supervises the integration throughout the match.
One match, multiple markets
Virtual replacement makes it possible to maximise the value of the same advertising inventory across multiple markets without changing what spectators see in the stadium. For the same match, each broadcaster can receive a feed tailored to its audience, partners and local market constraints.
- Clubs, federations and event organisers can therefore:
- Sell the same boards to different partners depending on the market.
- Offer local visibility to national or regional sponsors.
- Adapt campaigns to sponsorship agreements and the restrictions of each territory.
- Preserve the content actually displayed in the stadium.
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A solution tailored to every production
Every event presents its own constraints: stadium configuration, production setup, number of feeds to produce, broadcast territories and sponsorship agreements. Dreamwall analyses these parameters with the production teams and adapts the technical setup to each broadcast.
Dreamwall is notably an official RBFA partner for the deployment of virtual advertising during the Red Devils’ away matches. The content displayed on the LED boards can therefore be adapted to the Belgian market within the broadcast signal, while spectators in the stadium continue to see the original advertising. This setup was notably used during the Croatia–Belgium match.
Let’s explore your next event
Are you preparing a competition or sports broadcast? Dreamwall can analyse your production setup, sponsorship objectives and broadcast markets to assess the feasibility of virtual LED board replacement.
Tell us about your project so we can identify the technical and commercial opportunities best suited to your event.
Formulaire de contact
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