Dynamic Advertising on NHL Game Boards: A Look at Digital vs. Traditional Ads
When attending an NHL game, fans are likely to notice advertisements plastered across the boards. But did you know that the dynamic nature of these ads can vary significantly depending on the broadcasting network and the technological advancements in the league? This article explores the differences between traditional physical ads and the more recent digital ads used in live NHL broadcasts.
Traditional Physical Ads
The NHL is known for its use of physical ads on the scoreboards at arenas. These ads, which can range from static images to animated sequences, are typically permanently installed and face the crowd. As a result, every fan in attendance can see these ads, making them a valuable and high-revenue resource for sponsors. The rates for these physical ads are generally higher compared to their digital counterparts.
Modern Digital Broadcast Advertising
However, the NHL has made a strategic move towards digital advertising during live broadcasts. Thanks to advancements in technology, the league has started to replace physical ads with digital ones, allowing for greater control over the ads displayed. This integration of digital technology means that different ads can be shown during the game, depending on the broadcaster's whim, which can lead to a mix of traditional and modern advertising methods.
Superimposition Technology in Action
A notable example of this new technology was when I witnessed an NHL game on ABC in early 2023. For the first time, I noticed that the network was superimposing its own ads over the actual physical ones. This was achieved without the use of a green screen, contrary to the method previously used in baseball. The technology enabled ABC to overlay digital ads over the physical boards even as the cameras panned, zoomed, or tilted around the ice. This was particularly evident in live shots, whereas replays revealed the actual physical ads visible to in-arena viewers.
Despite the benefits of this dynamic approach, it also resulted in some mixed reactions. The digital ads included continuous ribbons and animations, which were initially mistaken for live video boards by spectators. While some viewers found this innovative use of technology fascinating, others, like myself, found it to be quite distracting. The animations and ribbons were only visible to those watching on TV, but the disruption from these visual interruptions was palpable during the game.
Concerns and Ethical Considerations
One of the biggest concerns with this technology is the ethics of superimposing ads over the permanent ones without the sponsor's knowledge or consent. For example, I wondered how sponsors who paid to be on the physical boards would feel if their ads were overshadowed by the digital ones from the broadcaster. This raises questions about transparency and the integrity of the advertising space. Fans and sponsors alike expect to see the ads they have paid for, and the introduction of digital overlays risks creating a conflict of interest.
Conclusion
The NHL's adoption of digital advertising during live broadcasts is a testament to the league's commitment to modernizing its approach to sponsorship and advertising. While the technology offers numerous advantages, it is essential to strike a balance between innovation and maintaining the integrity of the advertising space. Until there are clear guidelines or regulations in place, the use of digital overlays on physical ads during live broadcasts will continue to be a topic of debate. Fans, sponsors, and broadcasters must work together to find a solution that benefits everyone.