Planman Stars partners with BrandMagic to provide virtual advertising in India

Planman Stars, a sports management company and part of the Planman Group, has announced an exclusive tie-up with US-based company BrandMagic, which provides virtual advertising and branding services for television and producers around the world.

e4m by exchange4media Staff
Updated: Aug 20, 2010 9:11 AM
Planman Stars partners with BrandMagic to provide virtual advertising in India

Planman Stars, a sports management company and part of the Planman Group, has announced an exclusive tie-up with US-based company BrandMagic, which provides virtual advertising and branding services for television and producers around the world.

For the first time viewers are experiencing virtual ad inserts during live TV broadcasts starting with the ongoing Micromax Cup Tri-series (ODI) cricket tournament being held in Sri Lanka. This effort to bring brands closer to consumers is being supported by the host broadcaster, Ten Sports.

Commenting on the launch of virtual advertising, Vikram Tanwar, CEO, Planman Stars, said, “Experts believe that there is a clutter today in the market place in all forms of media and marketers are constantly on the lookout for new and innovative ways to brand and promote their products. We are happy to note that we have received an overwhelming response to this brand new concept and some of the first brands to have taken advantage of this innovation are Micromax, Royal Stag and McDowells.”

Samuel Chenillo, VP – International, BrandMagic, added here, “BrandMagic is proud to partner with Planman Stars to bring this innovative advertising format to the Indian sports market. Having produced virtual advertising in different sports around the world, we see great potential for its application in cricket. We look forward to offering advertisers this new medium, which will help brands cut through the clutter and can become the next frontier in cricket advertising. Since the technology is integrated into the actual live action, it is not intrusive and more engaging for the viewers. This form of advertising has become a norm in regular American sports and we intend to do the same with this technology in cricket.”

What is Virtual Advertising?

Virtual advertising pertains to the seamless insertion of digitised images during live television broadcast and has been gaining wide acceptance in the West with advertisers having profited much delving in popular sports such as baseball and soccer. The mass audience who would be watching from the comfort of their homes will be exposed to this third dimension of advertising. However, for the live audience at the venue, they will not have access to this as this is electronically embedded and generated on television.

According to a company release, virtual advertisers can create greater brand exposure inserting their brands anywhere on screen. Consumer behaviour studies suggest that multiple exposures to brands aid higher recall than that if exposed only once or twice. Hence, the effectiveness of this form of advertising promises enhanced ROI for marketers the world over.

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