Advertisers will be able to target advertisements towards certain markets through broadcast
Advertising platform STADS has launched with the backing of legendary Italian footballer Alessandro del Piero.
Founded in 2018, the company aims to make it easier for advertisers to find the relevant games and times to place their commercials on in-stadium boards for international and local audiences.
They can also discover how many fans clubs have in different parts of the world and segment them by demographics and interests through an AI system, allowing for further targeting of consumers.
These customised adverts work through companies such as Supponor, which allow for ads to be tailored to different regions on the same broadcast. The system can support multiple feeds simultaneously for televised matches, allowing for this targeting.
This is a growing area of the business, and one that is expected to continue doing so as the technology progresses and becomes more well-known. Brands can target audiences through stadium, game, duration and event time – prioritising cost-effectiveness.
Moreover, STADS can simplify the process of buying advertising space – including the entire media buying process from creation and scheduling to optimisation and final delivery in its platform.
CEO of STADS, Yoav Shalmor, said: “STADS gives advertisers all the data they need to make the most informed decisions and lets teams partner with a wider array of brands to deliver content aligned to their audiences’ tastes and preferences.”
He added: “They now have a platform powered by data that lets them localise their message and even advertise with different clubs simultaneously to reach a wider, diverse audience.”
Currently STADS is working in European football leagues, and is aiming to move into basketball before further diversifying its offering. Former footballer Alessandro del Piero is a strategic partner and member of the company’s advisory board. His role includes managing key stakeholder relationships and leading marketing campaigns.
Image: STADS CEO Yoav Shalmor