Context

Late Saturday night. A brilliant game between Brazil and Chile. Hooked, I decide to watch the next game, Uruguay versus Colombia.

Suddenly, it hits me.
The ads I see around the soccer field are totally irrelevant to me.

Problem

For more than 3 hours, I’ve been exposed to irrelevant ads. No advertiser managed to catch my attention. Worst, most were displaying their message in a language I did not understand.

Millions of dollars are spent to display these irrelevant messages to millions of people.

Something needs to be done here.

Solution : Digital Billboard Replacement

The World Cup videos should be edited through real-time video processing. This advertising space around the field can be replaced by geo-targeted content (at least) .

French people watching French TV should see French ads.
Japanese people watching Japanese TV should see Japanese ads.

These ads could even be served through a real time bidding (RTB) platform, displaying the ads of the highest bidder, at any give time of the game.

The ones displayed when a goal is about to be scored would cost much more, as advertisers would know close-ups of their ads will appear on every major TV channel until at least the next game.

Tons of ad revenue are potentially hiding there. Some actors, such as Supponor (video) are already trying to take advantage of this huge potential. But clearly, I can tell by my experience today that their technology isn’t mainstream yet.

By the next World Cup, irrelevant ads will probably be something of the past.