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NEWS REVIEW
MAXIMISING MEDIA ASSETS
AND ENHANCING SPECTATOR EXPERIENCE IN STADIUMS
The new generation of sports stadiums and arenas are fast becoming important
symbols of the cultural and economic future of cities and countries across the
globe. City planners are starting to realise just how important these buildings
are and in the next few years, especially in the UK with the build up to the
2012 Olympics, we will see big changes in the stadiums of the future.
A
rchitects and stadium designers
are already introducing a host of
innovative and state-of-the-art
technology from retractable, colour changing
roofs and sliding grass fields to giant digital
screens, holographic/3-D imaging, interactive
kiosks and wireless communication technology.
One of the major developments within stadium
and arena environment is the emergence of high
tech digital signage - a prime example being the
Beijing Olympics Opening Ceremony which saw
the application of the stadium floor as one
Goldsmith predicts this growth to continue as compelling and commercially sound proposition.
massive screen and an enormous hanging globe
brands are beginning to focus more on digital out-of- Screen Media Expo Europe 2009 (7-8 April,
with moving images projected onto its surface.
home (DooH) networks and other media that can Olympia's National Hall, London) will provide the
Digital signage was also implemented all around
deliver their message in a fast and targeted way. ideal platform for screen media users and providers
the stadium infrastructure to ensure spectators
“This will accelerate further with the decrease in from across the world to get together under one
didn't miss any of the evening entertainment.
hardware costs which have historically been a barrier roof to share their knowledge and experiences.
During sport competitions large format digital
to digital signage networks being deployed,” he adds. Visitors will have the opportunity to meet
screens that hang above the pitch or sit at field-
A key factor in the long term success of digital specialists across a broad spectrum of the digital
level are ideal for reviving the excitement and
signage and out-of-home advertising in stadiums out-of-home screen media industry encompassing
impact of sports events through dynamic
and arenas is the creation, customisation and displays, screen media hardware and software,
presentation of live match day scores, player
delivery of engaging digital content. Remote audience measurement, self-service kiosks,
profiles and game feedback to fans. They are also
Media's signagelive® digital signage platform, for systems integration, telecommunications,
regarded as sophisticated media platforms
example, enables users to manage media assets, marketing, media buying and selling, content
providing advertisers and marketers with new ways
build playlists and control content playback to production, video licensing and post-production.
of communicating with their target audience.
individual or multiple screens quickly and easily. Show highlights include a comprehensive
Animated sponsor logos, promotional clips and full
As Pierre Gillet, Roku's VP of European Sales three-strand conference programme with key
motion video can be displayed to help generate
explains, “Sports arenas are a particularly demanding industry players, a new Content and Network
brand awareness and highlight brand values whilst
and sophisticated environment for digital signage - Owners area, and a Digital Media Gallery where
saving on traditional TV commercial spend.
often live event information like scores and visitors can watch a wide selection of screens and
According to Kevin Goldsmith, Head of Global
explanations of referee decisions are delivered digital media advertising campaigns in action.
Strategy at Remote Media Ltd, “ Digital signage
alongside streaming video of associated events, “The screen media market gets bigger and
networks are becoming more common outside of
promotion of goods and services available on site, more exciting every year,” comments Mark Pigou,
the pioneering retail sector with football stadiums
sponsors advertising, and safety announcements. For Director, Screen Events Ltd. “2008 was a
and sports arena's being no exception. Anyone
multi-stadium tournaments like World Cup events, resounding success and the quality of attendees
interested in football would have noticed over the
information display needs to be synchronised across was high-class, providing the perfect platform for
past 2-3 years the introduction of pitch-side LED
stadiums around the country and the world.” networking and lead generation with companies in
screens that replace the traditional hoardings which
Gillet sees the requirement for a delivery France, Pakistan, India, Israel, Greece, Portugal,
wrap around the whole pitch and even inside the
platform that provides total control and flexibility USA and UAE to name a few. Our 2009 stand
stands there have been an explosion of LCD/Plasma
to enable the timely delivery of information - as bookings have already overtaken last year and we
screens showing the latest advertisements.”
well as the highest quality visual screen output to have a great sponsor and media partner line up.
present multimedia advertising with the greatest Plus, the show is projected to grow to over 130
impact. Roku's digital signage solutions tick all exhibitors and 4000 visitors.” FSA
the boxes for this environment - and are simple to
install and maintain to boot." Where will you be 7-8 April 2009? For more
Stadium faciltity directors that are looking to information about Europe's biggest and longest
implement digital signage and screen media running event fordigital signage and digital
networks in their venues are faced with tough media networks Out-of-Home visit
decisions when it comes to selecting the most www.screenevents.co.uk.
September/October 2008 | FOOTBALL & SPORTS ARENA | 5
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