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SAIL at the forefront of stadium advertising
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network2media Bureau   
Monday, 29 August 2011 09:00 (IST)
SailJOHANNESBURG: Sport industry experts SAIL have their finger on the pulse when it comes to technology and advertising advancements. In order to constantly evaluate and understand advertising requirements, SAIL commissioned extensive research to be conducted to determine the actual value of digital stadium advertising.

RepucomThis study, conducted by Repucom is the first of its kind in South Africa will go a long way to showcasing the added value that digital platforms can provide as the recall of brands on digital advertising boards proved to be 2.5 times the recall of brands on static advertising boards.

LED boards can provide interactive, colourful and real time messaging Based on the third party research SAIL purchased the most technologically advanced boards available, making use of them in stadiums throughout South Africa. In addition to leading technology, the boards are over 1m in height, ensuring that one has a larger platform from which to launch their message.

At present, the country's most commonly used form of advertising at sports events is static boards: boards that are printed, convey only one message and are too expensive to reproduce on a regular basis, thus soon becoming out dated. LED boards however are multidimensional in terms of conveying messages that are interactive, changing, colourful and up to date. So whether it is a message that is static, scrolling, animated or in video format, it can be changed or redesigned for each game, thus ensuring that the message is relevant and tailored to different target markets.

Justin SampsonJustin Sampson, CEO of SAIL explains why these boards are setting the stadium advertising world alight, "Third party research continuously confirms positive returns on advertisers' investments, resulting in repeat business and satisfied clients. As a sports marketing company, we feel it our duty to ensure that brands win both on and off the field and thus continue to invest, for only then will we see the true potential of our athletes, sports administrators, sporting bodies and development structures."
 
 
 
 
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