"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.
For a long time, it looked like Bayer 04 would claim their first Bundesliga victory of the season, but the Werkself were frustrated after the final whistle. The 3-3 draw away at Werder Bremen left the players with long faces and disappointed reactions. The Werkself review
Show moreBayer 04 are still without a win in the Bundesliga after two games following a 3-3 draw away at Werder Bremen. Leverkusen had gone 2-0 up through Patrik Schick and Malik Tillman, before Romano Schmid’s penalty prior to half-time. Schick’s own spot-kick restored the two-goal advantage in the second half as Werder were reduced to 10 men, but Isaac Schmidt got the hosts back into it again before Karim Coulibaly’s added-time equaliser.
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Show moreBayer 04 make their second attempt at picking up their first three points of this Bundesliga season as they visit Werder Bremen on Saturday. The hosts may be struggling with injuries and reeling from back-to-back defeats to kick off the campaign, but they’ll want to put that right in their first home outing. Here’s all you need to know ahead of the match, which kicks off at 3.30pm CEST.
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