In the world of information overload, we are all simply turned off by the constant push of advertising in our face. I know I turn the volume down on a television commercial because it’s designed to assume you are leaving the room. The quality of advertising is also something to be desired. But in the world of stadium advertising, it is the complete opposite! Billboard advertising in the sports world has become such an art that it is part of the game experience that fans actually look forward to.

Since the advent of the LED scoreboards advertising, the high tech, visually pleasing scrolling messages are the first thing our eyes turn to even before the game. We enter the stadium and the colors are dazzling. Sponsor messages are welcomed and we look to the stadium advertising with a positive attitude. 21st Century high tech billboard advertising has joined the superb resolution that we have come to expect from our movie and computer screens. Imaginative commercials are blended with information about our teams and players, fun and comedic moments and ad hoc segments of the game and score updates.

Stadiums recognize that the scoreboards advertising is the most effective. 7 out of 10 viewers recognize sponsors and products. This is a higher percentage than any other advertising method. Agencies work with stadiums, sponsors and the manufacturers of high quality scoreboards to design full branding programs. As attendees, we welcome this as a visual enticement and a link to the game itself.

During a game, our eyes are automatically drawn to the scoreboards advertising area with grand anticipation. We expect a surprise and use the scrolling messages to connect with our players. The colors are spectacular. Sponsors have taken the product branding to the next level by often adding an audience interaction with free giveaways and participation in games and incentive programs. People will wander through the crowds selecting fans to be shown on the streaming video screen. Play-by-play moments will be displayed and we can relive and scrutinize a game point. We cheer and cry as we view the screen.

The stadium venue has made the biggest leap in recognition of billboard advertising. Beyond the internet, the manufacturers have created the best quality visual products to make the attendees feel like they are actually part of the game or concert. In the b2b world, the team or stadium managers realize that scoreboards advertising is an excellent source of revenue. In the b2c world, billboard advertising creates a sense of loyalty to the sponsors and products.

Of course, now we fans are spoiled. We have come to expect the very best in visual entertainment. I guess we need to ask – what’s next? In the future, should we anticipate 3D? Possibly something closer to a true interactive experience that stimulates our other senses? Smells, rain, rotating seats that feel more like a Disneyworld® ride than an advertisement? The world of advertising will never be the same.