Projects

Dreamwall, official RBFA partner for the Belgian Red Devils’ virtual advertising

Solution
Sports & Live Events
Production Year
Estimated Reading Time
3 min 
Virtual LED advertising in the Belgian broadcast compared with the original stadium feed
  • Sport

Virtual advertising for the Belgian Red Devils’ partners

As the RBFA’s official virtual advertising partner for the Belgian Red Devils’ away matches, Dreamwall adapts the advertising content integrated into the signal broadcast in Belgium.

Belgian viewers therefore see campaigns from the federation’s partners, while spectators in the stadium continue to see the original content displayed on the physical LED boards.

Advertising tailored to the Belgian market during the Red Devils’ away matches

As the RBFA’s official virtual advertising partner for the Belgian Red Devils’ away matches, Dreamwall adapts the advertising content shown in the signal broadcast in Belgium without changing the experience of spectators in the stadium.

The challenge: maximising sponsorship rights in each market

During a match played abroad, the LED boards installed around the pitch generally display sponsors selected by the local organiser. This content is visible both inside the stadium and in the television signal sent to the various broadcasters.

For the RBFA, the challenge is to give its partners relevant exposure among Belgian audiences, even when the match is taking place in another country.

Broadcasting the same signal across every territory limits this opportunity: Belgian viewers would normally see the same advertising as the spectators in the stadium.

The solution: virtually replacing the content displayed on LED boards

Dreamwall works directly on the signal intended for broadcast in Belgium. The content displayed on the physical LED boards is replaced in real time with advertising tailored to the Belgian market and the RBFA’s partners.

Spectators in the stadium continue to see the original content. Only the feed received by the relevant viewers is modified.

This approach makes it possible to produce several versions of the same broadcast and adapt the advertising according to the territory, broadcaster or sponsorship agreements.

Integration designed for live broadcasting

Before each match, Dreamwall analyses the production setup, stadium configuration, cameras used and characteristics of the available signal.

The teams then prepare the content, configure the virtual replacement system and carry out the necessary tests before broadcast. During the match, the solution is supervised live to maintain the correct integration of the advertising despite camera movements and the action on the pitch.

The objective is to achieve a result that is consistent with the physical LED boards without disrupting the production or broadcast.

A collaboration with the RBFA and its partners

The solution is deployed through a collaboration involving the RBFA, Dreamwall, BrightBoard and The Friends by Verhulst.

Dreamwall handles the technical integration of virtual advertising into the broadcast signal and adapts the solution to the specific constraints of each match.

This organisation enables the RBFA to give its sponsors exposure among Belgian audiences during the Belgian Red Devils’ away matches.

A real-world example: the match against the USA

This technology was used for the match between the Belgian Red Devils and the USA.

Belgian viewers received a signal featuring advertising tailored to their market, while spectators in the stadium continued to see the original content displayed on the physical LED boards.

Discover the USA-Belgium project

New opportunities for rights holders

Virtual LED board replacement enables federations, clubs, competitions and broadcasters to maximise the value of their advertising inventory.

The same match can feature different content depending on the broadcast market without changing any of the installations inside the stadium. Partners therefore benefit from more relevant exposure among the audiences they want to reach.

Would you like to tailor your advertising to different markets?

Dreamwall analyses your event, filming setup and broadcast territories to determine the technical solution required.

Tell us about your project so that we can assess its feasibility and identify opportunities to maximise the value of your advertising inventory.

General Info

Synopsis / Project summary

As the RBFA’s official partner, Dreamwall integrates virtual advertising tailored to the Belgian market into broadcasts of the Belgian Red Devils’ away matches without changing the content visible inside the stadium.

Type of project / Format
Virtual advertising — Live sports broadcasts
Credits

Partner: Royal Belgian FA (RBFA)

Technical integration and supervision: Dreamwall

Solution partners: BrightBoard and The Friends by Verhulst

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