Sony announces full compatibility with Parallel ADS, the new solution that allows you to customize LED-based advertising live

With this solution, live TV networks can customize sponsored content based on different audiences, enabling new revenue streams for live event rights holders.

Sony has announced full compatibility with Parallel Ads, a solution AGS AG (Switzerland), which allows television networks that broadcast sporting events to show personalized advertising content to different audiences around the planet. The solution is based on technology Dynamic Content Multiplication (DCM), which also offers the same advantages in broadcasting concerts and other live events.

Thanks to DCM technology, rights holders can broadcast up to four simultaneous streams for event-based LED advertising from a single camera. This way, they can personalize ads based on their target market to tap into new revenue streams. This fact also translates into a better customer experience, since more relevant content is offered for each audience. This new technology is part of Sony's aspiration to meet the specific needs of television networks, face new challenges in the sector and drive efficiency.

Parallel Ads delivers its full potential when used in combination with Sony system cameras, such as the HDC-5500, which features the first native 3x UHD CMOS sensors on the market and incorporates global shutter technology, a key feature for using this system. With this technology, television networks can transmit unique advertising content for each market in real time. This means that a viewer watching a broadcast in Japan, for example, will see advertisements for Japanese products on the perimeter LED screens, while another viewer watching the same broadcast in France will see French advertising on those screens. In total, up to four different transmissions can be broadcast simultaneously. However, the experience of attendees will not be altered, since the human eye is only capable of detecting transmission from the venue.

Several Sony 4K live system cameras support broadcasting multiple streams with the system, including HDC-3500 and the HDC-P50.

The technology reproduces all transmissions from the LED system in real time. No need to install additional hardware- Simply configure the camera settings and equipment with the mobile unit to synchronize the signal. Once the camera has been synced with Parallel Ads, the various streams will be available directly in the video switcher.

Unlike virtual overlays, where a new ad is created during post-processing, Parallel Ads can broadcast multiple streams simultaneously from one camera. Since it is not necessary to go through post-processing, tracking or pre- or post-configuration phases; Chains can enjoy new revenue streams without the need for additional staff and with minimal disruption to current workflows.

Norbert Paquet, Head of Product Management at Sony Solutions Europe, comments: "We always work closely with our broadcast customers, whether to make their operations more efficient or to help them achieve a higher return on investment. DCM shares our ambition and vision in bringing added value to existing broadcast processes. The combination of Sony's leading system cameras with Parallel Ads technology is a great example of what can be achieved by innovating together. We are delighted to share the “As a result of this collaboration with television networks and producers, they can now use this cutting-edge technology to gain greater control over the content they show to international audiences while enabling new revenue opportunities.”

Freedom of movement and angles

Unlike virtual solutions, external environmental factors such as rain, fog or snow will not affect the visual output. Likewise, cameras do not have to be static and still have the ability to stream in slow motion even on additional feeds. This means that the technology is perfect for television networks that broadcast fast-paced events that require cameras with enormous freedom of movement and angles, such as sporting events or concerts.

Karsten Schroeder, President of AGS AG, is very satisfied with "the work we have done over the last two years to develop the Parallel Ads solution. This technology expands the possibilities available to rights holders, allowing them to reach agreements with several sponsors at the same time or adapt advertising content based on the market, thereby greatly increasing the value and impact of their content. In addition to Sony's main system cameras, television networks now have an ultra-low latency real-time solution that doesn't sacrifice key features like slow motion.”

Parallel Ads was used at the LNR TOP14 final in Paris this summer and will be used at a number of sporting events in the near future.