West Ham United FC
West Ham United has been the first club to take delivery of the digiBOARD system, which was installed for the start of the 2006-07 season.
ATTRACTION OF THE SYSTEM
digiBOARDs have been installed around 3 sides of Upton Park, with 51 boards totalling 261m in length. West Ham were attracted by the 0.64m height of the system, meaning the system complied with the site-lines in the stadium for the static advertising it replaced.
Advertising for the boards has been handled by West Ham's existing Sales team, with many of the Club's existing advertisers excited at the prospect of moving images! Televised matches have seen a massive increase in advertising revenue for the club, meaning that initial financial outlays for the cost of the system are due to be met by advertising revenue.
YEARS OF EXPERIENCE
ADI have also assisted in running costs through the rent-back deal they have done with West Ham, which sees them hiring panels from them over the summer months.
Scott Duxbury says:
ADI have worked with us for many years as our official LED screen provider and the relationship we enjoy with them means we were receptive to the digiBOARD idea when they brought it up with us last summer. Their years of experience in the LED screen business means that they were the ideal partner in our eyes.
MORE FLEXIBILITY FOR ADVERTISERS
The digiBOARDs have proved to be popular with the fans this season, and West Ham's sponsors have certainly been happy. Studies into this technology claim that they generate 3.5 times more impact than traditional systems, and anyone who has seen them in action can testify to that.
digiBOARDs offer far more flexibility to advertisers, with the instant updateability of them meaning that they can be utilised for product-led campaigns rather than brand-building promotion favoured with static boards. It also allows for closer integration with other media in integrated campaigns – particularly useful for televised matches which will allow them to co-ordinate content with advertisements in the commercial breaks.
West Ham have already had a number of televised matches this season and the digiBOARDs have proved to be a massive earner for these occasions, with a huge jump in live audience numbers measured in millions rather than tens of thousands. The ability to have moving blanket coverage around the stadium to a television audience is an attractive one to major brands and one that carries a large advertising premium for West Ham.
As well as an advertising medium, West Ham have worked with ADI to include the digiBOARD as a factor in their matchday programming (which ADI also produce for the stadia LED screens) and they now form an integral part of the pre-match warm-up, showing club graphics to heighten the fans’ atmosphere within the stadium.