Brands urged to plan ‘sensitive’ creative amid rise of digital signage at sporting venues

Source: Wikicommons.

Brands advertising at cricket grounds this summer will come under renewed scrutiny as they prepare to use digital boards around the entire perimeter of stadiums for the first time.

Until now, the extent of LED screens has been limited but from this season all venues hosting test and 20/20 cricket matches will have full-perimeter electronic signage.

While opening new, although more costly opportunities for brands, the advertising itself will be studied to ensure it does not contain creative which impacts players, fans and broadcasters.