Cricket Will Test Moving Digital Ad Displays When England Plays South Africa

Dynamic digital ads "will scroll around the field for the first time" when the England one-day cricket squad takes on South Africa in Cardiff on Friday, according to Daniel Farey-Jones of MEDIA WEEK. The England & Wales Cricket Board (ECB) is running a trial "that will allow its commercial partners to use the dynamic displays, which have featured in Indian Premier League matches" instead of the traditional static boards. An ECB spokesperson said that players have been informed of the move, and there will be "no movement during play." The displays will stay static when the bowler makes his run-up, and will only switch to moving displays when the ball is dead. This will be done to keep the players from being distracted. The boards will cover almost the entire perimeter of Glamorgan's SWALEC stadium in Cardiff "but will not be placed directly in line with the playing strip" (MEDIAWEEK.co.uk, 8/22).