Interesting method altering acquired video and mixing it to change advertising context. Would seem the same method could be used for advertising with augmented reality contexts in goggles or smart glasses. Uses AI, they say, to recalculate perspective angles and distortions to provide realistic views.
Press Release, Sport and advertising
Refined audience targeting for perimeter advertisements during live TV events
Research News / March 01, 2021
Researchers at the Fraunhofer-Gesellschaft have developed an AI-driven technology that allows the perimeter advertisements shown during live broadcasts of soccer games or other events to be changed without viewers noticing. This means every TV station can show its own content on the boards. The Swiss company ViboTec AG is bringing this technology to the market.
Researchers at the Fraunhofer-Gesellschaft have developed an AI-driven technology that allows the perimeter advertisements shown during live broadcasts of soccer games or other events to be changed without viewers noticing. This means every TV station can show its own content on the boards. The Swiss company ViboTec AG is bringing this technology to the market.
For sports fans who regularly tune in to track and field sports, soccer, or other events on their TVs, the long advertising boards on the sidelines are a familiar sight. These earn good money for sports event organizers and media rights distributors, and allow advertisers to reach an audience of millions. However, in the age of digitalized advertising with precise audience targeting, this format has its drawbacks: All viewers see the same advertisements, regardless of which country or region they are in.
Now, the Fraunhofer Institute for Intelligent Analysis and Information Systems IAIS has developed a technology that makes it possible to adjust the content on the perimeter advertising boards to suit each target group. Then TV stations will be able to use the boards to show content that advertisers have tailored to a certain audience or content focused on a specific country. When a soccer game is broadcast worldwide, millions of viewers will see the same perimeter advertising boards, but each with different content. ....'
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