DBR live to “revolutionise” the face of marketing

Supponor’s replacement billboard advertising has been heralded as revolutionising the face of marketing, after its success at the European Waterpolo Championships 2012.
 
The tournament’s director and one of Europe’s leading sports marketing experts both said the technology represented a breakthrough in marketing arena events.

DBRLive was of a higher quality than LED systems, they said, and was particularly exciting because it allowed the advertising market to be segmented.

And Laszlo Szakadati, Director of Ligue Europeene de Natation, waterpolo’s governing body in Europe, said of DBRLive: “Great invention, great opportunities! Go out and try and get it!”

Paul van den Heuvel, of the Royal Dutch Swimming Federation, was Director of last month’s Championships in Eindhoven. He said: “The system provided a breakthrough in our marketing approach and enhanced the professionalism of water polo as a sport.

“Instead of a single package, we were able to divide the market into the Netherlands, pan-Europe and the two countries playing a match - and offer tailored proposals to both global players and local sponsors.”

He added: “The on-screen signage beats the quality of LED boarding and is fully integrated in the venue lay-out. Virtual boarding is the answer to the present marketing challenges.”

Geoffrey Wouters van den Oudenweijer, MD of Sports Exposure, market leader in perimeter advertising in the Netherlands, shared those views. He said: “It was a great opportunity to show rights holders the potential in sending different feeds to international markets. Supponor’s technology is unique and is developing into a revolution in the world of advertising.”

He said he had been keen to see how DBRLive would operate at Eindhoven’s Pieter van den Hoogenband Swimming Stadium because indoor water arenas can cause problems for LED systems.

He added: “With Supponor’s technology we have the look of an LED system but without the disadvantages. With the extra possibilities for advertising sales in the international market, it’s a very exciting and unique product.”      

Supponor CEO Chris Buckley said: “These Championships demonstrated the potential and the flexibility of DBRLive. The commercial opportunities for the major sports rights holders is clearly evident and I have no doubt that our technology will fast become an essential component when planning for any international event.”