Perimeter advertising
Perimeter advertising is used on differently constructed advertising media and is primarily intended to achieve an advertising effect at sporting events .
General
In soccer , around 240 linear meters of boards can be placed directly along the side lines of the playing field per soccer field . In addition to being positioned directly on the edge of the field, second rows of boards are now also common in football stadiums, as well as additional corner boards and off-boards. The latter turn in the opposite direction and can only be seen from the respective stands. Depending on the construction of the stadium or arena, bespoke special solutions are also used in order to exploit the marketing potential of all existing areas.
It applies to all board systems that the surface should have as little reflection as possible in order to avoid dazzling the audience and cameras. This is achieved on the one hand with the choice of surface material and on the other hand with the angle of installation. Official requirements apply, among other things, to fire protection in places of assembly, so the material must be flame-retardant. In addition, escape and rescue routes may have to be observed when positioning.
In his dissertation at the University of Göttingen (with Arnd Krüger ), Ulrich Beckmann examined the effect of small-scale perimeter advertising in Bundesliga handball and found that only if the advertising is smart does it have a commemorative value . This can best be achieved through concrete poetry .
Economical meaning
Perimeter advertising is considered a classic element of sports sponsorships perceived and heard from a marketing perspective to the communication policy of the advertising company. After jersey advertising, perimeter advertising is one of the best-known and most important forms of sports sponsorship and represents one of the most important forms in the category of presence in the run-up to and in the vicinity of sporting events . In particular, perimeter advertising can also have regional economic effects.
The marketing of perimeter advertising is handled differently; Clubs have these marketed both by sports marketing agencies and on their own.
Manifestations
Rotating gangs
Rotating gangs are particularly versatile. Several printed poster tracks can be shown one after the other or as a still image per module . The operator, i.e. the club or marketer, has many possible combinations available to present its sponsoring partners. It is thus possible to exclusively show one partner within a complete rotation of all interconnected modules around the playing field for a certain period of time or at the same time to show each individual module with different partners. Swivel hinges are offered in different designs and sizes. Among other things, they can be backlit, which results in a more brilliant representation, or have surfaces of rotation on the front and back.
Static gangs
Static banners are the classic stadium advertising that has been known for decades. It is on tabs fixed metal, plastic or - at the present time hardly still in use - wood panels. Depending on the construction and the resulting cross-sectional shape, a distinction is made between A and L tabs.
Special forms
Double tapes and cam carpets are designed to be legible during transmissions on the television screen.
In the case of double banners, the advertising motifs are divided into areas positioned one behind the other in such a way that they can only be clearly recognized from the perspective of the guide camera. Most of the spectators in the stadium therefore see a fragmented picture.
Cam carpets are laid out flat on the lawn behind the lines but before the curbs. Your advertising motifs are designed in such a way that they look like upright advertising surfaces from the perspective of the guide camera.
The advertising space on radial bands is curved and therefore larger than that of conventional systems, the visual effect of the images shown is more vivid.
Videotapes
Video tapes consist of LEDs and their function is similar to video walls . Your advantage is the possibility of presenting the advertising messages using attractively designed animations. Due to special operating conditions, some technical parameters must be assessed differently than with video walls. In particular, the interaction with broadcasting television cameras requires some coordination processes in detail in order to minimize the annoying moiré effect , a flicker in the picture. On the part of the gang, the refresh rate is one of the decisive factors in this regard . For a high image contrast even under exposure to glaring sunlight, the u. a. Brightness depending on the light output of the LEDs, specified in nits , and the ability to reproduce a deep black through low-reflection surfaces. Parameters such as the pixel spacing used and thus the resolution are related to the optimal viewing distance. This is larger in a football stadium than in a hall.
distribution
While video tapes have long been used in football in other European countries, the representatives of the Bundesliga clubs did not set guidelines for the use of such advertising boards in German stadiums until the end of 2007. The German Football League (DFL) then approved a test phase in the second half of the season ( 2007/08 ). By the 2009/10 season , the proportion of video bands in the Bundesliga stadiums had already risen; At the time, it was not foreseeable whether this technology would become the standard in Germany. First and foremost, the purchase price, which is significantly higher than that of the rotating gang, acted as a limiting factor. In 2010, seven of the 18 clubs in the Bundesliga had LED boards. Since the beginning of the 2016/17 season , all Bundesliga clubs have had an LED perimeter system. Borussia Mönchengladbach was the last club to switch its system from static banners to LED banners. The clubs of the two top German basketball leagues have also switched completely to LED board systems. After the BBL had already introduced mandatory LED boards for all clubs at the beginning of the 2013/14 season, the clubs of the 2nd basketball league will also be required to have their venues equipped with LED boards by the beginning of the 2018/19 season. Upgrade systems.
costs
The costs for LED perimeter systems vary according to quality, service life and maintenance intensity. A decisive criterion for the costs of LED perimeter systems is the pixel pitch. The smaller the pixel pitch, the higher the image quality and, accordingly, the price. In order to equip a football pitch in the TV-relevant area with LED boards, approx. 240 linear meters of board system are required. According to the manufacturer, the price for such a system is between 450,000 euros and 1,240,000 euros.
literature
- Miriam Hebben: K (l) a little game on the edge. Stadium advertising: What the LED perimeter can do for the customer - and how he can get his message across. In: horizon . Issue 45/2010, p. 22.
Web links
Individual evidence
- ↑ Ulrich Beckmann: Making perimeter advertising effective: Effect of techniques of concrete poetry on handball viewers . Berlin: Tischler 1993, ISBN 3-922654-36-3 .
- ^ Manfred Bruhn : Sponsoring. Systematic planning and integrative use. 5th edition. Gabler Verlag, Wiesbaden 2010, ISBN 978-3-8349-1111-7 , p. 82f.
- ↑ cf. Manuela Sachse: Negative communication effects of sponsoring and ambush marketing at major sporting events. 1st edition. Gabler Verlag, Wiesbaden 2010, ISBN 978-3-8349-2239-7 , pp. 20f.
- ↑ Rüdiger Hamm: Regional economic effects of a Bundesliga soccer team. In: spatial research and spatial planning. 1998, p. 47.
- ^ A b Stephanie Gruber: Women, Family, Football. In: advertise & sell . Issue No. 32/2010, p. 22 f. with an overview of the marketing in the 1st Bundesliga.
- ↑ easyCredit - regulations and standards. In: www.easycredit-bbl.de. Retrieved October 4, 2016 .
- ↑ Prices | SCREEN RENT. In: screenrent.com. Retrieved January 26, 2017 .
- ↑ What do LED boards cost? | Sports facility calculator. In: sportstaettenrechner.de. Retrieved October 4, 2016 .