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Revolutionising Sports advertising
Maximizing value and revenues for sponsors and sports rights holders
What's new?
video demo
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Advertising Solutions
Supponor Systems have developed a unique and patented technology that will have a major impact on the future of sports advertising.
New rights revenues
DBRLive creates significant new revenues for sports and sports rights holders by allowing advertisers - who already recognise the greater value of in-event billboard advertising compared to ads in commercial breaks - to target multiple markets with bespoke messages from the same live broadcast. into the broadcast feed for the domestic and international markets.
Digital replacement
The DBRLive solution allows for existing in-stadium billboards to be replaced digitally on the live broadcast feed, thereby conforming with European Broadcasting Union and FIFA regulations that only allow digital advertising in sporting events when they are replacing conventional existing advertising.
Value creation
The increase in revenue potential for the sports rights holder is matched by the increase in value that advertisers and sponsors can drive from far more targeted messages through international sports events.
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Indoor
Major indoor sports drive huge television audiences internationally and DRRLive Indoor enables rights holders and advertisers. to generate greater value from these events.
The process
Supponor's operational team install replacement billboards in the arena that incorporate the infrared lighting necessary to drive the DBRLive system. The physical billboards carry static advertising that can either target the domestic television audience or simply focus on the spectators in the stadium.
The team then work alongside the broadcaster to incorporate the streams of digital adverts that can individually target domestic and international, or even country specific audiences.
The benefits
Advertisers and sponsors also benefit from a much greater visual impact including animation, video-clips and even 3D - effects that cannot always be used in the arena but work particularly well on the broadcast feed.
The future
Planned future releases of DBRLive will incorporate a facility to provide real-time data and information updates - an exciting prospect for the betting industry who can display live, in-running betting odds and information.
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Outdoor
The value of billboard rights has grown significantly in recent years with the rapid growth in sports broadcasting. DBR Live greatly increases the revenue potential from billboard sales.
The process
In stadium a film, specially coated with a light-sensitive ink, is placed over the existing billboards allowing the DBR Live system to accurately locate and replace the physical boards with digital content on the broadcast feed. The system utilises the infra red light generated by either the sun or by stadium floodlights. Supponor's operational team then works alongside the broadcaster to seamlessly integrate the digital adverts into the broadcast feed for the domestic and international markets.
Release
DBRLive Outdoor will be introduced to the market in Q4 of 2009.
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Our Technology
Supponor Systems have developed a unique and patented technology that will have a major impact on the future of sports advertising.
Marking the billboards
The DBRLive technology is based on marking the billboards with surfaces whose radiation differs from the surrounding radiation. This is done through special paints or films or by special LED light sources that emit a light that is not visible to the human eye.
Identifying the billboards
The optics attached to the camera recognise the marking radiation and based on this information the DBRLive system knows the location, position and size of the billboard. If there are obstructions between the camera and the billboard, such as players, the system recognises this and manages the inclusion of the obstruction in the overall image.
Digital replacement
Once the billboard location is identified the insertion of replacement billboards in any electronic media form can be managed throughout the event.
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Patents and ip
The value of billboard rights has grown significantly in recent years with the rapid growth in sports broadcasting. DBR Live greatly increases the revenue potential from billboard sales.
Patents and ip
Supponor's unique DBRLive technology has been developed in house and all IP is owned by the company. The system is protected by many international patents and further applications are pending.
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Revenue creation
Supponor Systems have developed a unique and patented technology that will have a major impact on the future of sports advertising.
New revenue
Supponor's DBRlive technology opens up previously unavailable revenue streams from international broadcast markets. By allowing sponsors and advertisers to drive mulitple regionally targeted messages from the same physical in-stadium billboard space, the value of those billboards is increased significantly.
In-event advertising
The increasing importance of in-event advertising over traditional advertisements breaks has seen major international brands migrate towards billboard space. But the physical restrictions of traditional static and LED boards has meant that the same message has had to be delivered to all markets.
Targeted messages
DBRLive provides the opportunity for international brands to regionalise their message and sports rights holders to sell the same advertising space to different clients in each region.
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Sports rights holders
The ability to tailor billboard advertising to specifically meet the demands of specific markets will significantly increase the value of the sports rights holder's inventory
Sports Rights Holders
Sports federations, competitions and clubs continually strive to maximise the value of their commercial assets when negotiating with broadcasters, sponsors and brands. The value of in-stadium perimeter billboards has never been greater as advertisers and sponsors recognise the increasing importance of in-event advertising over the traditional commercial breaks.
Revenue generation
DBRLive drives greater revenues for the sports rights holder by allowing either a high-value offering to global brands who wish to regionalise their message, or by segmenting the market and licensing the same billboard rights in multiple broadcast territories.
Such is the revenue potential of DBRLive for the sports rights holder that is destined to be an essential part of their commercial proposal.
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Broadcast rights holders
The ability to segment the market and deliver focused advertising solutions increases the potential return on investment for broadcast rights holders.
Reduce break-even point
Broadcast Rights Holders invest heavily in billboard inventory and, in an ever more competitive rights market place, the price of that inventory is increasing all the time.
Add to that the cost of implementation with the purchase, or lease, of the billboards themselves and the potential need for double shooting of the event and the break-even level for the Broadcast Rights Holder is already very high.
Boost your roi
DBRLive extends the market opportunity and increases the potential return on investment by growing the number of sales opportunities and by providing a service that delivers much greater value to the brands and advertisers themselves.
For the Broadcast Rights Holder this means much greater potential revenues and the opportunity to tap into sales market that have previously been unavailable to them.
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Brands
DBRLive provides the opportunity for global brands to regionalise their message and for regional brands to specifically target their key markets
Brands
Global brands with regional variations in their products have traditionally been unable to use in-stadium perimeter billboards to tailor their message for specific markets. But DBRLive has transformed that position so that all brands can match the requirements of their regional marketing teams when planning their marketing campaigns around major sports broadcasts.
Tailored approach
The brand managers can use local language or variations in their own brand to maximum effect . They can take completely different approaches to suit the tastes of specific audiences and can use any form of digital media including animation, video and even 3D to get their message across.
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About us
We are a specialist company that has focused entirely on developing and commercialising Digital Billboard Replacement technology for live sports broadcasts.
International focus
With a development team based in Finland and a commercial team driven from the UK, Supponor is a company with international focus. We are a privately held company owned by management, private investors and VC funds - Northzone V and Conor Technology Fund I. Operationally in Europe the company has partnered with leading outside broadcast specialists Cinevideogroup who will handle all in-event production.
Our team
The dedication of Supponor's team of specialist developers to providing the most effective DBR solution has been rewarded with the release in 2009 of DBRLive Indoor.
Our technology
Supponor remains focused on its technology. It has added to its R&D foundations by developing a management team with vast experience in commercialising sports rights and properties in international markets.
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Meet the team
The value of billboard rights has grown significantly in recent years with the rapid growth in sports broadcasting. DBR Live greatly increases the revenue potential from billboard sales.
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Investors
The value of billboard rights has grown significantly in recent years with the rapid growth in sports broadcasting. DBR Live greatly increases the revenue potential from billboard sales.
Northzone
Northzone is a European Venture Capital Partnership with a Nordic stronghold. The company has eight partners partners in Oslo, Stockholm and Copenhagen - most of whom are themselves former successful entrepreneurs,. The company was formed in 1996 and has raised and managed five different funds with consistent top-tier returns and currently manage EUR 355 million. Among their previous investments are Lastminute, Stepstone, Pricerunner and NextGenTel.
Active investments are:
- Appear Networks
- Asetek
- Beakon
- ChapDrive
- Climatewell
- Colibria
- Doubletwist
- Edvantage Group
- Enigma
- Episerver
- FoxT
- Funcom
- Imagini
- Imbera
- Innotech Solar
- Interse
- Jasper
- Más Movil
- Napatech
- Nimsoft
- Norstel
- Drecon
- Owera
- Proxilliant
- Replisaurus
- Revolt Technology
- Silex
- Speakanet
- Spotify
- Supponor Systems
- Testfreaks
- The Bizmo
- Tobii
- Technology AB
- T-Vips
- Xcerion
Conor
Conor Venture Partners Oy is a leading VC dedicated in designing global winners. Conor invests in early-stage companies originating from Finland, Scandinavia and the Baltics. Investment areas include information and communications technology, embedded software, semiconductor technology, electronics, new materials and optics. Current portfolio companies include Aito Technologies, Eniram, Imbera Electronics and Supponor Systems.
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News
The value of billboard rights has grown significantly in recent years with the rapid growth in sports broadcasting. DBR Live greatly increases the revenue potential from billboard sales.
Press Release 27.10.2009
Supponor and Cinevideogroup announce pan-European operational partnership. Cinevideogroup to manage the production and operation of Supponor’s digital billboard replacement system DBRLive at sporting events
Click here to download - pdf (36kb)
Press Release 26.8.2008
Supponor Secures 6 Million Euros in New Funding, and Introduces Novel Technology for Segmented Advertising in Live Sports Broadcasts
Click here to download - doc (18kb)
Press Release 5.10.2009
Supponor appoints former PA Sport CEO Chris Buckley as CEO; prepares for commercial roll-out of digital billboard replacement system
Click here to download - pdf (88kb)
Press Release 13.10.2009
Supponor today released the first commercial version of DBRLive Indoor, the new-generation system for seamlessly changing the content of physical billboards in live sports broadcast.
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Demos
The value of billboard rights has grown significantly in recent years with the rapid growth in sports broadcasting. DBR Live greatly increases the revenue potential from billboard sales.
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Contact
DBRLive will change the face of in-event advertising - Supponor's team of experts will help you drive new revenues from your existing billboard inventory
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