1. NEW ADVANCES IN ADVERTISING SIGNAGE By Alan Cassinelli Corinne Frew Caitlin Flynn

2. 3D Signage  Images appear in 3D when viewed on TV  Carefully measured in- arena camera placement, angles, distances  Sponsor logos pop on TV  “Wow” factor not experienced with traditional signage  Adhesive graphic or painted on turf or grass

3. The Companies  Logopaint patented the 3D Sign product in 1997  One of the world’s largest suppliers of 3D signs for sports arenas and sports events all over the world  Deliver 3D Signs and technology to more than 30 countries  Mirage 3D on-pitch branding: 4 years regional experience and worldwide use  Quintus Asia Pacific has used Mirage 3D since 1998  Hong Kong and Singapore Rugby  Aviva Singapore Badminton Open  VW China Open table tennis

4. Strengths  Increases awareness and exposure of sports ads  Creates more available ad space  Can be placed where other ads cannot (safety of players)  Can charge sponsors more money for these new and unique types of signage  6 Nations Rugby Total ExposureEst. Media Value Mirage 3D on-pitch signage 588 seconds$532,100 Standard perimeter boarding 75 seconds$81,986

5. Weaknesses  3D signs can only be viewed from certain TV camera angles  Fans at the arena cannot read the ads  Can be distracting from game action  More expensive than traditional 2D signage

6. The Miami Heat’s New Outdoor Digital LED Screen  Mediamesh “curtain” made of linear tubes filled with LED nodes which provide “pixels” for the display mesh  Largest digital LED media display in the Southeast—approx. 3,400 square feet  Only ¾ of an inch thick  Incredibly durable—ability to withstand extreme heat and cold

7. Additional Details  Cost: $200 per square foot; The Heat paid nearly $700,000.  Use it as leverage to increase signage inside the arena  LED signage deals run in 30 or 60 second intervals; Prices have not been decided  Orlando Magic already considering adopting the technology for their new arena in 2010

8. Your Thoughts?  Do you think 3D signs would be distracting from the game experience?  Do you think the new LED screen is a valuable advertising tool?  Is there too much advertising/signage in sports already?

9. References  Sports Business Journal: http://www.sportsbusinessjournal.com/article/61109  A New Dimension For Sports: 3D TV http://www.cnbc.com/id/27697141  Huge transparent digital LED coming to Miami Heat arena http://www.digitalsignagetoday.com/article.php?id=21392 &f=1&s=3  http://www.logopaint.com/  Mirage 3D signs: http://www.qap.sg/qap_mirage.php