Archive notice: This article was originally published on February 12, 2008. Links and embedded videos are preserved as part of the historical record.
Screen Visions from Stuttgart is modernising stadium advertising with LED boards. Since the second half of the 2008 Bundesliga season, animated advertising messages have been tested on LED boards at selected first- and second-division matches in close coordination with the Deutsche Fußball Liga (DFL). The special feature: it is a test phase until the end of the season. Until then, relevant technical aspects of the LED board and the effects within television coverage, especially among the public-service broadcasters, will be examined. Checks are being made on whether and what influence the LED boards have on viewers. Until now, LED boards were permitted only in areas not visible to the television cameras.
Even before Christmas, various LED-board systems were used at test matches in Munich, most recently before the Bundesliga started on January 26 in the 1:1 local derby between 1860 Munich and Bayern Munich. The LED-board system used there is now available to rent from Screen Visions and features the latest technology currently available, both in image resolution at 16 millimetres and in image control. This was also why second-division club 1899 Hoffenheim presented the LED boards to its sponsors and demonstrated the possibilities of different animations at the test match against Hannover 96 on January 25. During Hamburger SV’s first home matches against Hannover 96 and Borussia Dortmund against Schalke 04, the complete range of motion animations was shown on the new LED-board system. In Hamburg’s HSH Nordbank Arena, LED boards 90 centimetres high and 2.6 metres wide were used. Depending on customer requirements and booking, these can be used over corresponding lengths of up to 300 metres. The material based on SMD technology requires the greatest possible light intensity. Roger Rinke, Managing Director of Screen Visions, explains: ‘When using the boards, it is important that a light intensity of 5,600 NIT is used. In addition, the main focus is on image processing in order to be able to display high quality.’ Until now, the boards had not been used in Germany’s Bundesliga because the DFL and television broadcasters had opposed them. The intention now is to begin the trial of allowing the medium to be used in the Bundesliga, albeit in compliance with the strict framework conditions of the DFL’s technology and playback guidelines.
#LLED boards
Germany is lagging behind in international comparison. In Spain, France, England, Austria and Sweden, LED boards are regularly used in the top leagues. In Great Britain, studies by a telecommunications company already show that viewer attention to LED boards is eight times that of conventional boards. In Screen Visions’ view, the animated advertising board offers further advantages that could not previously be realised, such as the fact that moving images and thus more brand values than merely a company logo, claim and colours can be communicated. Not insignificant for the clubs: the quantity of sponsor integrations is variable and, in purely technical terms, advertising trailers can be exchanged or supplemented up to 15 minutes before kick-off. The company sees the possibility of interaction as one of the most important points in favour of the LED board. Fan chants, current scores or names during player substitutions, for example, could be displayed in a viewer-friendly manner.
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