Israeli-based SciDel Technologies, Ltd. debuted its "virtual
signage" advertising technology yesterday in San Diego during
Prime's coverage of the Toshiba Tennis Classic. Corel, Lexus and
Toshiba purchased virtual ad time. SciDel's system generates
images of corporate logos and projects them onto the playing
surface during a telecast through the use of "distortion free
images from all camera angles." (SciDel). SciDel President & CEO
Kobi Bendel told THE DAILY the company's virtual ad system
represents a "breakthrough in technology," as Bendel claims,
unlike main rival Princeton Video Images (PVI), SciDel utilizes
multiple cameras, a "computer vision" to project images (as
opposed to a blue screen) and places those images on the actual
field of play (not billboards). Bendel noted the latter
"advantage" means sponsors are receiving "more value for their
ads" because corporate logos are visible continuously. Bendel:
"We are doing what sponsors asked. They want to be seen on the
middle of the screen all the time, not in the corners." He
emphasized SciDel technology allows more than one company to
sponsor the same playing surface area on the same broadcast in
different parts of the country or world. A specific company's
logo can also be aired in multiple languages, depending on where
the feed is shown (THE DAILY).
GREAT EXPECTATIONS: Bendel said that while SciDel is now
working "perfectly" for tennis events, the system will be ready
for soccer and basketball broadcasts in about nine months. He
has also spoken with MLS Chair Alan Rothenberg about the
technology. In the meantime, while SciDel is being "actively
marketed," it will be used at several European tennis events.
Bendel said that he has also discussed the product with NBC
Sports Senior VP Jon Miller, but that the network "wants to wait
and see" how successful the system is before committing to it.
NBC confirms it is monitoring the advertising technology (THE
DAILY).
