* Partnership between RSNs and NHL teams provides unique opportunity to integrate sponsor brands into hockey telecasts.
* Use of cutting-edge technology delivers additional sales inventory, new revenue source.
Hockey telecasts on FOX Sports Detroit and FOX Sports Ohio are the first among the FSN family to utilize virtual signage, where static advertisements digitally appear on the glass behind each goal. It is not only a distinctive way for sponsors to promote their product in-game, but it also brings in new ad revenue shared by the regional network and the team partner.
Hockey telecasts on FOX Sports Detroit and FOX Sports Ohio are the first among the FSN family to utilize virtual signage, where static advertisements digitally appear on the glass behind each goal. It is not only a distinctive way for sponsors to promote their product in-game, but it also brings in new ad revenue shared by the regional network and the team partner.
FOX Sports Detroit launched the system in mid-February, 2010 for select Detroit Red Wings regular season games and three playoff games. When first introduced, the technology caught the attention of Red Wings fans, as evidenced by this conversation with Fox Sports Detroit about end-glass ads during Red Wings games (MLive.com).
“Virtual signage has provided a highly visible and unique opportunity for clients, delivering their message when the TV audience is on the edge of their seats,” said Marcia Holland-Turner, General Sales Manager, FOX Sports Detroit.
This season, FOX Sports Detroit is utilizing the technology for 35 home telecasts this regular season, plus playoffs, featuring several corporate partners, among them longtime sponsor Wallside Windows:
"Wallside's virtual signage presence during Red Wings telecasts gives us a unique and innovative way to present and extend our brand," said Stanford Blanck, Vice-President, Wallside Windows. "We have found it an effective way to further our partnership with FOX Sports Detroit and heighten our sponsorship of Red Wings telecasts."
Below are video examples of virtual signage from a recent Red Wings telecast:
This season, FOX Sports Detroit is utilizing the technology for 35 home telecasts this regular season, plus playoffs, featuring several corporate partners, among them longtime sponsor Wallside Windows:
"Wallside's virtual signage presence during Red Wings telecasts gives us a unique and innovative way to present and extend our brand," said Stanford Blanck, Vice-President, Wallside Windows. "We have found it an effective way to further our partnership with FOX Sports Detroit and heighten our sponsorship of Red Wings telecasts."
Below are video examples of virtual signage from a recent Red Wings telecast:
FOX Sports Ohio was next to integrate virtual signage into their Columbus Blue Jackets telecasts, starting mid-November of 2010. In February, 2011, the SportsBusiness Journal addressed the topic with an article, Virtual Ads Gain Traction in NHL. (also picked up in Entertainment Management Online).
"We look at this as more than just an incremental revenue opportunity, but a way to have clients involved in something that truly is new and different," stated Larry Hoepfner, Executive Vice President of Business Operations, Columbus Blue Jackets. “It’s exciting for them and us, and it’s great to partner with FS Ohio on something like this.”
"We look at this as more than just an incremental revenue opportunity, but a way to have clients involved in something that truly is new and different," stated Larry Hoepfner, Executive Vice President of Business Operations, Columbus Blue Jackets. “It’s exciting for them and us, and it’s great to partner with FS Ohio on something like this.”GMC, Jeep, Dodge, and Safelite AutoGlass are some of the partners that have jumped on board for 15 Jackets games this season.
“A persistent form of advertising in high value locations during live action. We fully expect that as sponsors catch on, our inventory will tighten and eliminate the unit rate discussion and move this into a premium sponsorship sale. We will continue to monitor viewer feedback and offer advertisers recommendations on creative development,” said Henry Ford, Senior Vice President & General Manager, FOX Sports Ohio.
FOX Sports Detroit uses Sportsvision to run the virtual signage, which is master control based. FOX Sports Ohio, however, utilizes Orad Advision, where a technician runs the technology right from production truck at Blue Jackets games.
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