The FA and ITV "tested new adtech that will enable regional advertisers to virtually augment themselves over existing in-stadium perimeter ads during match broadcasts," according to John McCarthy of THE DRUM. During the friendly between England and Costa Rica at Elland Road in Leeds, the perimeter ads at the stadium were U.K.-specific. However, during the broadcast, Virtual Replacement Technology "delivered new augmented regional ads on a feed going to the Americas and on another being fed to Asia, Australasia and parts of Europe." With Supponor's virtual advertising technology and ADI's digiBoards in Elland Road, the FA was "able to sell more ad inventory on the same spots, offering an opportunity for greater income, while making the ads more relevant to viewer audiences." FA Senior Broadcast Manager Tom Gracey said, "The potential for Virtual Replacement Technology is substantial. Perimeter LED displays have become a fundamental platform for activating brand partnerships in sport, so the ability to change that message to make it relevant for different fans around the world is hugely appealing for us and our partners" (THE DRUM, 6/13).
