Supponor, the Finnish digital billboard replacement company, has raised €6 million ($8.8 million) in new funding to support its plans for the international sales and marketing of its system for masking and replacement of on-event advertising content in live sports broadcasts.

Supponor plans to use the funding to launch its DBRLive system in Europe and USA, the world’s leading markets in sports advertising.

Juha Ruohonen, Supponor’s chief executive, said: ‘Television broadcasts of the world’s most popular sports events are watched in exactly the same format in highly different markets, whereas advertisers are looking for segmented audiences.

‘Billboard ads visible throughout the sporting events create attention values that are manifold compared with ads on commercial breaks. The ability to digitally change the billboard content to best suit different audiences has achieved great interest from both TV rights holders and advertisers.’

Supponor said that its software calculates the position of billboards at sporting events, allowing advertisers to superimpose their own advertisements in different markets.