The Martigny-based sports digital media advertising company DigitArena has become the main partner of the VIBBRE Project, aiming to provide an integrated solution that will replace images of billboards during sport events by VR advertising banners in real-time.

Supported by the Valais-based incubator The Ark, DigitArena has developed a digital solution which personalizes banner advertisements during live broadcasts of sports events. With its software, DigitArena intervenes directly onto the billboards around the competition area during live broadcasts by adapting advertisements according to the geographical location of the viewer. An innovative solution which aims to improve advertisement revenues.

Thanks to this technology, DigitArena was selected to be the main partner of the European project VIBBRE under the banner of the Eureka initiative, an intergovernmental network and facilitator of innovation.

The VIBBRE project aims to provide an integrated solution that will replace images of billboards during sport events by virtually replacing advertising banners in real-time. The solution will combine image-processing techniques, geometric detection software together with a Deep Learning algorithm. A dedicated Video board will process images captured by TV cameras. A first software will then geometrically detect the banner. A second one (AI-based) will identify the occlusions and will define a mask.

This project, which will last 26 months and cost a total of 1,038,800 Euros, has been official launched on September 24, 2018.