Digital in-stadium signage is "barely visible in industry statistics," according to Lucy Battersby of the SYDNEY MORNING HERALD. Yet it is "becoming increasingly valuable and even part of multimillion-dollar broadcast rights negotiations." Digital signage has been updated in major stadiums in Australia and is "often installed for just single games in smaller venues," with the companies that own LED signs willing to provide and operate equipment "in exchange for a slice of the advertising revenue." However, sport stadium signage does not count toward industry figures for out-of-home advertising. Digital signs "may be underestimated." Animated signs "continue to open up new revenue possibilities although advertising agencies are still working out how to use them effectively." Arena technology company Techfront Australia CEO Neil Maxwell said that in India, advertisers "already have the ability to buy space for their brand for key events such as the last few runs before a batsman reaches a century." Revenue for key moments "can be four times higher than the rest of the game," he added. Maxwell believes there is "space for more digital signage around sports events." He said, "I just think the onus is on us to let the market know this is happening." For advertisers, there are benefits such as "changing messages or creative work from week to week, or tailoring advertising to each city." Advertisers can bypass clubs and sporting codes to get their brand in front of a sports audience. Plus, brands "are not wedded" to the behavior of sportsmen and sportswomen. Dentsu Aegis Network CEO Simon Ryan said, "The Australian stadium marketplace is unique to other parts of the world. Here, sports codes and clubs [and] teams do not have 100 percent ownership of the stadiums. Previously, this made it difficult for clubs to 'dress' or 'theme' the stadium for fans. The introduction of LED, in bowl, but equally on stadia facia, has allowed the sports (in this case hirers of venues) to theme the venue to their particular team or sport -- significantly enhancing the experience for the fans" (SMH, 4/15).
