"The parallel ads technology enables us to show specific advertising as part of our internationalisation strategy and overseas marketing in target international markets. On the one hand, that could be a partner who wants to be active in those target markets. On the other, the system can also be used to promote international club activities," explained Markus Breglec, Chief Marketing & Innovation Officer at Bayer 04.
In the future there will be an international feed with parallel advertising in addition to the existing feed for the DACH target region. Bayer 04 has already gained the first partner for broadcasting advertising messages in international target markets.
The parallel ads technology from the provider TGI Sport works with image frequencies used in TV production. At defined intervals, the TV cameras record different images from the LED perimeter screens at the BayArena.
While the spectators at the stadium and the TV viewers at home in the DACH countries will not notice any difference, the image from the LED perimeter screens can be used for international viewers through the new technology in international broadcasting signals.
In 2019, Bayer 04 installed the LED perimeter screens at the BayArena so that they could potentially be used for the innovative parallel ads technology. Thanks to this new system, a very high quality of advertising is possible as the adjusted image is not virtually laid over the original but is directly played on the LED perimeter screens.
On 25 May, the Werkself have the chance to follow up their Bundesliga title by winning the DFB Cup. The many travelling Bayer 04 fan are set to provide the necessary support for the clash against 1. FC Kaiserslautern. So that as many of you as possible can create an unforgettable atmosphere on the day, the Bayer 04 Club is offering travel for all holders of a ticket for the cup final. Supporters without a valid ticket are not entitled to apply for a place on the special train.
Show moreListen up, Black-and-Red fans: on 24 May, the night before the DFB Cup final between the Werkself and 1. FC Kaiserslautern, Bayer 04 is holding a big club party in the heart of Berlin. Tickets go on sale on Friday 3 May at 12:00 CEST. Full details.
Show moreLike last season, the Werkself visit AS Roma in the semi-finals of the UEFA Europa League. The first leg kicks off tonight, Thursday 2 May, at 21:00 CEST. All the key info on the clash at the Stadio Olimpico is in the Matchday News.
Show moreThe Werkself are back in the Eternal City with the UEFA Europa League final once again in their sights. It was a year ago that they lost the semi-final first leg here 1-0 and subsequently missed out on the showpiece. Now Xabi Alonso’s side again face Roma with a chance to put that right, starting with Thursday’s first leg (kick-off at 9pm CEST). Ahead of the game, Alonso and former Roma man Patrik Schick spoke at the press conference about a change of approach and the opposition’s new coach.
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