The Revolution of Virtual Ad Tech in Sports
Marketing In Asia reports on an innovative partnership between UFC®, the eminent mixed martial arts entity, and 4D Sight, a trailblazing video monetization platform. This groundbreaking collaboration is poised to redefine advertising in live sports events.
Expanding Beyond the Pilot Phase
The partnership between UFC® and 4D Sight is not new. In 2021, they introduced an ambitious pilot program targeting virtual ad technology. The goal was to enhance localization for both broadcasts and sponsors. The recent announcement marks a pivotal extension of this original initiative. Today, UFC stands proudly as 4D’s inaugural multi-year client.
Hyper-Targeted Brand Exposure with ‘4D AI’
The true star of this collaboration is 4D Sight’s proprietary AI technology, known as ‘4D AI’. It grants UFC the power to hyper-target brand logos, ensuring relevance across varied global regions. Unlike traditional broadcasting, fans can now witness multiple logo placements during live events, unfettered by camera angles or specific logo positioning.
“4D AI opens up a world of opportunity for UFC to maximize corporate partnerships by localizing brand exposure and creating greater relevance and engagement with viewers,” extolled Grant Norris-Jones, UFC Senior Vice President of Global Partnerships.
Beyond Traditional Canvas Ads
The agility of 4D AI in the ever-evolving environment of UFC matches enables the transition from physical canvas ads to dynamic digital logo insertions. This not only amplifies sponsorship prospects but also amplifies the worth of UFC’s premier marketing asset: its live events.
Erhan Ciris, the visionary Founder and CEO of 4D Sight, elucidated, “We are personalizing a painted logo on a mat or an empty wall in a video game at the regional and individual level – enabling use cases such as covering sports betting ads in specific regions or replacing an alcohol brand for an underage viewer. This is all happening in real-time with no room for error – real-time video content understanding enables real-time content generation cycle with infinite ending options”
Global Implementation and the Road Ahead
UFC is geared to integrate 4D AI into select international Pay-Per-View broadcasts, tailoring partner logos for niche markets.
Alon Cohen, Senior Vice President, Research and Development, UFC, voiced his confidence, stating, “4D Sight has provided the only solution that is capable of working alongside how we shoot our sport. We’re looking forward to working with them to use this technology to enhance the value we provide our brand partners.”
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About UFC®
For the uninitiated, UFC® is the global standard for mixed martial arts, boasting over 700 million admirers and a massive 243 million-strong social media army. From its Las Vegas base, UFC continues to enamor fans globally, with its events, athlete roster, and premier digital offerings like UFC FIGHT PASS®.
Marketing In Asia has reached out to UFC for more details.
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