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   That beer ad wasn't meant for you
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   If being two-faced were a sport, billboards would sweep the 
competition.‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌
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          <div>
           Wednesday, July 22, 2026
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           Selling billboards like software
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           <p>
            A pitch-side advertising board can show one ad to the people in the stadium and a completely different ad to every country watching on television.
           </p>
          </div>
          <div>
           <p>
            That ran commercially for the first time on August 12, 2018, at the German Supercup in Frankfurt, a match between Bayern Munich and Eintracht Frankfurt. Fans inside the Commerzbank-Arena saw one set of ads on the perimeter boards.
           </p>
          </div>
          <div>
           <p>
            Roughly 120 countries received the broadcast, and four modified feeds carried different virtual advertising for different 
regions. Viewers in Germany, Austria, and Switzerland got the unmodified feed showing the real LED. The system was
            <a>
             built by ADI
            </a>
            using augmented-reality technology from Supponor.
           </p>
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           <p>
            Nobody in the stands could tell.
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          <h3 style="mso-line-height-rule:exactly;Margin:0;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold">
           The trick
          </h3>
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          <div>
           <p>
            The boards emit
            <a>
             infrared light
            </a>
            that human eyes can't see but cameras can. A camera rig tracks its own position as it pans and zooms, so software can lock a substitute ad onto the physical board frame by frame.
           </p>
          </div>
          <div>
           <p>
            The crowd sees the real board. Each broadcast feed carries whatever ad was sold into it.
           </p>
          </div>
          <div>
           <p>
            Germany's Bundesliga runs the fullest version. At
            <a>
             Signal Iduna Park
            </a>
            , up to five feeds produced for each match can carry different advertising for North America, Central and South America, Europe and the Middle East, Central Asia, and Southeast Asia.
           </p>
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          <h2 style="mso-line-height-rule:exactly;Margin:0;font-family:Noto Sans,sans-serif;font-size:20px;font-weight:bold">
           <span style="font-family:Arial,Helvetica,sans-serif;font-size:20px">
            By the Digits
           </span>
          </h2>
         </td>
        </tr>
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           <a style="color:#105C8E" target="_blank">
            $9.46 billion
           </a>
          </h3>
         </td>
        </tr>
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          <div style="line-height: 1.7">
           <span style="color:#555D68">
            <p>
             U.S. out-of-home ad revenue in 2025, its 19th consecutive quarter of growth.
            </p>
           </span>
          </div>
         </td>
        </tr>
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            120
           </a>
          </h3>
         </td>
        </tr>
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          <div style="line-height: 1.7">
           <span style="color:#555D68">
            <p>
             countries that received the 2018 German Supercup feed. Four of them saw perimeter ads the stadium crowd never did.
            </p>
           </span>
          </div>
         </td>
        </tr>
        <tr data-row-uuid="7aa52d4d-8557-4835-8ca1-beb22aa62bc3">
         <td class="td100" colspan="6" height="15" style="width:100%;height:15px;font-size:1px;vertical-align:top;font-family:Noto Sans,sans-serif">
          <!--[if mso]><img src="//editor.ne16.com/spacer.gif" style="mso-hide:all;border:0;"><![endif]-->
         </td>
        </tr>
        <tr class="trpad30" data-row-uuid="6eb02209-4a08-4086-8bc3-9e159bcf4bc0" style="background-color:#EDF0F4">
         <td class="editor-cell-text td100" colspan="6" style="background-color:#EDF0F4;width:100%;line-height:1.67;font-size:16px;padding:15px 30px 5px;vertical-align:top;font-family:Noto Sans,sans-serif;mso-line-height-rule:exactly">
          <h3 style="mso-line-height-rule:exactly;Margin:0;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold">
           <a style="color:#105C8E" target="_blank">
            700
           </a>
          </h3>
         </td>
        </tr>
        <tr class="trpad30" data-row-uuid="60df8860-85f7-4b54-a3c1-e49ad3cb84f6" style="background-color:#EDF0F4">
         <td class="editor-cell-text td100" colspan="6" style="background-color:#EDF0F4;width:100%;line-height:1.67;font-size:16px;padding:5px 30px 15px;font-family:Arial,Helvetica,sans-serif;vertical-align:top;mso-line-height-rule:exactly">
          <div style="line-height: 1.7">
           <span style="color:#555D68">
            <p>
             sponsors the NHL added to its rink boards in a single season once the boards went virtual.
            </p>
           </span>
          </div>
         </td>
        </tr>
        <tr data-row-uuid="bd6cb1d3-de91-4a17-bf24-87ec3e3450d0">
         <td class="td100" colspan="6" height="15" style="width:100%;height:15px;font-size:1px;vertical-align:top;font-family:Noto Sans,sans-serif">
          <!--[if mso]><img src="//editor.ne16.com/spacer.gif" style="mso-hide:all;border:0;"><![endif]-->
         </td>
        </tr>
        <tr class="trpad30" data-row-uuid="0c894bea-ee71-4726-9782-b4a1db13d796" style="background-color:#EDF0F4">
         <td class="editor-cell-text td100" colspan="6" style="background-color:#EDF0F4;width:100%;line-height:1.67;font-size:16px;padding:15px 30px 5px;vertical-align:top;font-family:Noto Sans,sans-serif;mso-line-height-rule:exactly">
          <h3 style="mso-line-height-rule:exactly;Margin:0;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold">
           <a style="color:#105C8E" target="_blank">
            8%
           </a>
          </h3>
         </td>
        </tr>
        <tr class="trpad30" data-row-uuid="16234d6f-21a9-4e75-91f0-66bbd90a5946" style="background-color:#EDF0F4">
         <td class="editor-cell-text td100" colspan="6" style="background-color:#EDF0F4;width:100%;line-height:1.67;font-size:16px;padding:5px 30px 15px;font-family:Arial,Helvetica,sans-serif;vertical-align:top;mso-line-height-rule:exactly">
          <div style="line-height: 1.7">
           <span style="color:#555D68">
            <p>
             share of global digital out-of-home advertising actually bought programmatically in 2025. The rest is still sold by hand.
            </p>
           </span>
          </div>
         </td>
        </tr>
        <tr data-row-uuid="69255f79-bd67-4e13-b4ca-27ed2b010959">
         <td class="td100" colspan="6" height="15" style="width:100%;height:15px;font-size:1px;vertical-align:top;font-family:Noto Sans,sans-serif">
          <!--[if mso]><img src="//editor.ne16.com/spacer.gif" style="mso-hide:all;border:0;"><![endif]-->
         </td>
        </tr>
        <tr data-row-uuid="21205a0a-314a-496e-b1e1-1a5a25d7047e">
         <td align="center" class="td100" colspan="6" style="width:100%;vertical-align:top;padding-top:15px;padding-bottom:15px;font-family:Noto Sans,sans-serif;font-size:16px">
          <div class="ruleContent">
           <table align="center" border="0" cellpadding="0" cellspacing="0" style="border:0 #9B9B9B;height:2px;width:100%;text-align:center;background-color:#256A98;color:#9B9B9B;margin:0 auto;border-left-width:0;border-right-width:0">
            <tbody>
             <tr>
              <td style="font-size:2px;mso-line-height-rule:exactly;line-height:2px;vertical-align:top;font-family:Noto 
Sans,sans-serif">
              </td>
             </tr>
            </tbody>
           </table>
          </div>
         </td>
        </tr>
        <tr class="trpad0" data-row-uuid="e0042b25-8695-4329-a0f7-ae0cc367c47b">
         <td class="editor-cell-text td100" colspan="6" style="width:100%;padding:10px 0;vertical-align:top;font-family:Noto Sans,sans-serif;font-size:16px">
          <h3 style="mso-line-height-rule:exactly;Margin:0;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold">
           From posters to pixels
          </h3>
         </td>
        </tr>
        <tr class="trpad0" data-row-uuid="d87a42ea-3c5f-4aee-bb91-c16312e09190">
         <td class="editor-cell-text td100" colspan="6" style="width:100%;padding:10px 0;line-height:1.7;font-family:Arial,Helvetica,sans-serif;vertical-align:top;font-size:16px;mso-line-height-rule:exactly">
          <div>
           <p>
            The billboard was built to do the opposite. American large-format advertising started with
            <a>
             circus posters
            </a>
            in 1835, and by 1900 the structures were standardized so Palmolive, Kellogg, and Coca-Cola could print one ad and hang it coast to coast.
           </p>
          </div>
          <div>
           <p>
            The whole point was reach through sameness. Regulation later locked that in, when the Highway Beautification Act of 1965 set limits on the size, lighting, and spacing of billboards along federal 
highways.
           </p>
          </div>
          <div>
           <p>
            Virtual advertising breaks that logic. The board is still one board, and it can now say something different to every market receiving the picture.
           </p>
          </div>
         </td>
        </tr>
        <tr data-row-uuid="8dc7334b-1d41-4a9d-a6af-89ca029038f8">
         <td align="center" class="td100" colspan="6" style="width:100%;vertical-align:top;padding-top:15px;padding-bottom:15px;font-family:Noto Sans,sans-serif;font-size:16px">
          <div class="ruleContent">
           <table align="center" border="0" cellpadding="0" cellspacing="0" style="border:0 #9B9B9B;height:2px;width:100%;text-align:center;background-color:#256A98;color:#9B9B9B;margin:0 auto;border-left-width:0;border-right-width:0">
            <tbody>
             <tr>
              <td style="font-size:2px;mso-line-height-rule:exactly;line-height:2px;vertical-align:top;font-family:Noto 
Sans,sans-serif">
              </td>
             </tr>
            </tbody>
           </table>
          </div>
         </td>
        </tr>
        <tr class="trpad0" data-row-uuid="bda93667-a556-4350-86dd-d944dcf6b13d">
         <td class="editor-cell-text td100" colspan="6" style="width:100%;padding:10px 0;vertical-align:top;font-family:Noto Sans,sans-serif;font-size:16px">
          <h3 style="mso-line-height-rule:exactly;Margin:0;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold">
           Selling scarcity twice
          </h3>
         </td>
        </tr>
        <tr class="trpad0" data-row-uuid="282b910c-0211-4f30-aae3-7bcbe6482e62">
         <td class="editor-cell-text td100" colspan="6" style="width:100%;padding:10px 0;line-height:1.7;font-family:Arial,Helvetica,sans-serif;vertical-align:top;font-size:16px;mso-line-height-rule:exactly">
          <div>
           <p>
            A pitch-side board used to be capped inventory, one strip of LED with a fixed number of slots, sold once.
           </p>
          </div>
          <div>
           <p>
            Virtual replacement removes that ceiling, and
            <a>
             Dortmund's marketing chief
            </a>
            gives the clearest example. The club's partner beer, Brinkhoff's, isn't sold on other continents, yet Dortmund spent years advertising it worldwide through the static board.
           </p>
          </div>
          <div>
           <p>
            Now the club swaps in a different regional beer 
sponsor market by market, on the same physical strip. The NHL applied the idea to its rink boards after its broadcast rights value stalled, and its
            <a>
             dasherboard system
            </a>
            added 700 sponsors in 2023-24 and lifted revenue 21%, in a package reported at $1.28 billion.
           </p>
          </div>
         </td>
        </tr>
        <tr data-row-uuid="09097849-4212-4b8a-bbf6-8ffacb3877f4">
         <td align="center" class="td100" colspan="6" style="width:100%;vertical-align:top;padding-top:15px;padding-bottom:15px;font-family:Noto Sans,sans-serif;font-size:16px">
          <div class="ruleContent">
           <table align="center" border="0" cellpadding="0" cellspacing="0" style="border:0 #9B9B9B;height:2px;width:100%;text-align:center;background-color:#256A98;color:#9B9B9B;margin:0 auto;border-left-width:0;border-right-width:0">
            <tbody>
             <tr>
              <td style="font-size:2px;mso-line-height-rule:exactly;line-height:2px;vertical-align:top;font-family:Noto 
Sans,sans-serif">
              </td>
             </tr>
            </tbody>
           </table>
          </div>
         </td>
        </tr>
        <tr class="trpad10" data-row-uuid="572a21e7-dc4d-4932-8fa9-e354a14ed593">
         <td class="editor-cell-text td100" colspan="6" style="text-align:center;vertical-align:middle;width:100%;padding:15px 10px;font-family:Noto Sans,sans-serif;font-size:16px">
          <h2 style="mso-line-height-rule:exactly;Margin:0;font-family:Noto Sans,sans-serif;font-size:20px;font-weight:bold">
           <span style="font-family:Arial,Helvetica,sans-serif;font-size:20px">
            Brief History
           </span>
          </h2>
         </td>
        </tr>
        <tr data-row-uuid="62158bc2-d58b-4419-acc2-950961d56e47">
         <td class="td100" colspan="6" style="width:100%;vertical-align:top;font-family:Noto Sans,sans-serif;font-size:16px">
          <table border="0" cellpadding="0" cellspacing="0" style="width:100%;border-collapse:collapse;table-layout:fixed" width="100%">
           <tbody>
            <tr>
             <td style="width:110px;vertical-align:top;padding:0;font-family:Noto Serif,serif;border-left:3px solid #256A98;background-color:#EDF0F4" valign="top" width="110">
              <div style="padding:14px 12px 14px 16px;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold;line-height:1.2">
               1835
              </div>
             </td>
             <td style="vertical-align:top;padding:14px 16px 14px 18px;background-color:#EDF0F4;font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.6;mso-line-height-rule:exactly;color:#555D68" valign="top">
              <p>
               Jared Bell prints large-format circus posters in New York, and the American billboard is born as a machine for showing one thing to everyone.
              </p>
             </td>
            </tr>
            <tr>
             <td colspan="2" style="height:8px;line-height:8px;font-size:1px;background-color:#FFFFFF">
             </td>
            </tr>
            <tr>
             <td style="width:110px;vertical-align:top;padding:0;font-family:Noto Serif,serif;border-left:3px solid #256A98;background-color:#EDF0F4" valign="top" width="110">
              <div style="padding:14px 12px 14px 16px;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold;line-height:1.2">
               1965
              </div>
             </td>
             <td style="vertical-align:top;padding:14px 16px 14px 18px;background-color:#EDF0F4;font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.6;mso-line-height-rule:exactly;color:#555D68" valign="top">
              <p>
               The Highway Beautification Act caps the size, lighting, and spacing of billboards along federal highways, making the surface permanently scarce.
              </p>
             </td>
            </tr>
            <tr>
             <td colspan="2" style="height:8px;line-height:8px;font-size:1px;background-color:#FFFFFF">
             </td>
            </tr>
            <tr>
             <td style="width:110px;vertical-align:top;padding:0;font-family:Noto Serif,serif;border-left:3px solid #256A98;background-color:#EDF0F4" valign="top" width="110">
              <div style="padding:14px 12px 14px 16px;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold;line-height:1.2">
               August 2018
              </div>
             </td>
             <td style="vertical-align:top;padding:14px 16px 14px 18px;background-color:#EDF0F4;font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.6;mso-line-height-rule:exactly;color:#555D68" valign="top">
              <p>
               At the German Supercup, four broadcast regions each get their own perimeter ads. The crowd in Frankfurt sees none of it.
              </p>
             </td>
            </tr>
            <tr>
             <td colspan="2" style="height:8px;line-height:8px;font-size:1px;background-color:#FFFFFF">
             </td>
            </tr>
            <tr>
             <td style="width:110px;vertical-align:top;padding:0;font-family:Noto Serif,serif;border-left:3px solid #256A98;background-color:#EDF0F4" valign="top" width="110">
              <div style="padding:14px 12px 14px 16px;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold;line-height:1.2">
               2023-24
              </div>
             </td>
             <td style="vertical-align:top;padding:14px 16px 14px 18px;background-color:#EDF0F4;font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.6;mso-line-height-rule:exactly;color:#555D68" valign="top">
              <p>
               The NHL turns its rink boards virtual and adds 700 sponsors in one season, lifting revenue 21%.
              </p>
             </td>
            </tr>
            <tr>
             <td colspan="2" style="height:8px;line-height:8px;font-size:1px;background-color:#FFFFFF">
             </td>
            </tr>
            <tr>
             <td style="width:110px;vertical-align:top;padding:0;font-family:Noto Serif,serif;border-left:3px solid #256A98;background-color:#EDF0F4" valign="top" width="110">
              <div style="padding:14px 12px 14px 16px;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold;line-height:1.2">
               2026
              </div>
             </td>
             <td style="vertical-align:top;padding:14px 16px 14px 18px;background-color:#EDF0F4;font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.6;mso-line-height-rule:exactly;color:#555D68" valign="top">
              <p>
               The World Cup runs the system across 104 matches, and Fifa lets broadcasters sell ads inside the hydration breaks.
              </p>
             </td>
            </tr>
            <tr>
             <td colspan="2" style="height:8px;line-height:8px;font-size:1px;background-color:#FFFFFF">
             </td>
            </tr>
           </tbody>
          </table>
         </td>
        </tr>
        <tr data-row-uuid="d4f457a4-e69f-4a37-bf1f-94003a6e6174">
         <td align="center" class="td100" colspan="6" style="width:100%;vertical-align:top;padding-top:15px;padding-bottom:15px;font-family:Noto Sans,sans-serif;font-size:16px">
          <div class="ruleContent">
           <table align="center" border="0" cellpadding="0" cellspacing="0" style="border:0 #9B9B9B;height:2px;width:100%;text-align:center;background-color:#256A98;color:#9B9B9B;margin:0 auto;border-left-width:0;border-right-width:0">
            <tbody>
             <tr>
              <td style="font-size:2px;mso-line-height-rule:exactly;line-height:2px;vertical-align:top;font-family:Noto 
Sans,sans-serif">
              </td>
             </tr>
            </tbody>
           </table>
          </div>
         </td>
        </tr>
        <tr class="trpad0" data-row-uuid="ea696211-0a7f-4a32-a8ee-96afc42302f1">
         <td class="editor-cell-text td100" colspan="6" style="width:100%;padding:10px 0;vertical-align:top;font-family:Noto Sans,sans-serif;font-size:16px">
          <h3 style="mso-line-height-rule:exactly;Margin:0;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold">
           The World Cup as proving ground
          </h3>
         </td>
        </tr>
        <tr class="trpad0" data-row-uuid="9e17043e-fab5-43b0-b134-fb62576472b6">
         <td class="editor-cell-text td100" colspan="6" style="width:100%;padding:10px 0;line-height:1.7;font-family:Arial,Helvetica,sans-serif;vertical-align:top;font-size:16px;mso-line-height-rule:exactly">
          <div>
           <p>
            The 2026 World Cup was the biggest test the system has faced: 48 teams and 104 matches across the United States, Canada, and Mexico. Broadcasters could customize
            <a>
             the global feed
            </a>
            with their own commentary, graphics, and advertising.
           </p>
          </div>
          <div>
           <p>
            Fifa also let broadcasters sell ads inside the tournament's mandatory three-minute
            <a>
             hydration breaks
            </a>
            , opening a revenue slot that did not previously exist.
           </p>
          </div>
          <div>
           <p>
            Roadside billboards are being repriced on a related bet. In February 2026, Clear Channel Outdoor agreed to a
            <a>
             $6.2 billion
            </a>
            take-private deal at $2.43 a share, a 71% premium, on the logic that as viewers skip TV
spots and block web ads, a physical board is one of the few surfaces nobody can close.
           </p>
          </div>
         </td>
        </tr>
        <tr data-row-uuid="8ab06e47-c07a-4897-a68e-b7201261430e">
         <td align="center" class="td100" colspan="6" style="width:100%;vertical-align:top;padding-top:15px;padding-bottom:15px;font-family:Noto Sans,sans-serif;font-size:16px">
          <div class="ruleContent">
           <table align="center" border="0" cellpadding="0" cellspacing="0" style="border:0 #9B9B9B;height:2px;width:100%;text-align:center;background-color:#256A98;color:#9B9B9B;margin:0 auto;border-left-width:0;border-right-width:0">
            <tbody>
             <tr>
              <td style="font-size:2px;mso-line-height-rule:exactly;line-height:2px;vertical-align:top;font-family:Noto 
Sans,sans-serif">
              </td>
             </tr>
            </tbody>
           </table>
          </div>
         </td>
        </tr>
        <tr class="trpad10" data-row-uuid="6adeefa1-2cc0-4341-ae7e-fdb51eb1c87c">
         <td class="editor-cell-text td100" colspan="6" style="text-align:center;vertical-align:middle;width:100%;padding:15px 10px;font-family:Arial,Helvetica,sans-serif;font-size:16px">
          <h2 style="mso-line-height-rule:exactly;Margin:0;font-family:Noto Sans,sans-serif;font-size:20px;font-weight:bold">
           Key Fact
          </h2>
         </td>
        </tr>
        <tr class="trpad30" data-row-uuid="2edea32c-5a70-499f-94b6-15267dc88d92" style="background-color:#E9F2F9">
         <td class="editor-cell-text td100" colspan="6" style="line-height:1.7;background-color:#E9F2F9;width:100%;padding:15px 30px;vertical-align:top;font-family:Noto Sans,sans-serif;font-size:16px;mso-line-height-rule:exactly">
          <div>
           <span style="color:#555D68">
            <p>
             The boards emit infrared light invisible to fans but readable by cameras, so software can lock a substitute ad onto the physical frame for each broadcast feed. The Bundesliga sells a 
single pitch-side strip as five feeds at once, showing 
different regional sponsors to five markets while the stadium crowd sees the real board. (
             <a>
              source
             </a>
             )
            </p>
           </span>
          </div>
         </td>
        </tr>
        <tr data-row-uuid="a1f72389-74b5-4099-89a6-0540b31fb291">
         <td align="center" class="td100" colspan="6" style="width:100%;vertical-align:top;padding-top:15px;padding-bottom:15px;font-family:Noto Sans,sans-serif;font-size:16px">
          <div class="ruleContent">
           <table align="center" border="0" cellpadding="0" cellspacing="0" style="border:0 #9B9B9B;height:2px;width:100%;text-align:center;background-color:#256A98;color:#9B9B9B;margin:0 auto;border-left-width:0;border-right-width:0">
            <tbody>
             <tr>
              <td style="font-size:2px;mso-line-height-rule:exactly;line-height:2px;vertical-align:top;font-family:Noto 
Sans,sans-serif">
              </td>
             </tr>
            </tbody>
           </table>
          </div>
         </td>
        </tr>
        <tr class="trpad0" data-row-uuid="7454ae83-30b0-4572-a15e-724d018758a9">
         <td class="editor-cell-text td100" colspan="6" style="width:100%;padding:10px 0;vertical-align:top;font-family:Noto Sans,sans-serif;font-size:16px">
          <h3 style="mso-line-height-rule:exactly;Margin:0;font-family:Noto Serif,serif;font-size:18px;color:#105C8E;font-weight:bold">
           The gap between hype and reality
          </h3>
         </td>
        </tr>
        <tr class="trpad0" data-row-uuid="8510db9a-f944-4b1d-b3ad-1bac50e25a8c">
         <td class="editor-cell-text td100" colspan="6" style="width:100%;padding:10px 0;line-height:1.7;font-family:Arial,Helvetica,sans-serif;vertical-align:top;font-size:16px;mso-line-height-rule:exactly">
          <div>
           <p>
            Most of this is still done by hand. Only about
            <a>
             8%
            </a>
            of global digital out-of-home revenue was bought programmatically in 2025, and the trade body's first audited measure put it lower, at 7%.
           </p>
          </div>
          <div>
           <p>
            Virtual perimeter advertising is still negotiated league by league and depends on the vendor, closer to a custom broadcast production than to the automated exchanges that fill web pages. Chris Buckley, a 
former chief executive of Supponor, wrote in 2025 that any league with international appeal treating virtual advertising as "not worth the trouble is just out of touch."
           </p>
          </div>
          <div>
           <p>
            Back in Frankfurt in 2018, four regions each received a different ad on the same strip of LED, and the fans in the stadium saw none of them.
           </p>
          </div>
         </td>
        </tr>
        <tr data-row-uuid="0ce2847f-4517-4de0-b355-cd5237bb85ca">
         <td align="center" class="td100" colspan="6" style="width:100%;vertical-align:top;padding-top:15px;padding-bottom:15px;font-family:Noto Sans,sans-serif;font-size:16px">
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           Poll
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            What do billboards actually do for you?
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                <table border="0" cellpadding="0" cellspacing="0" style="border:none;border-spacing:0;border-collapse:collapse;mso-table-lspace:0;mso-table-rspace:0" width="100%">
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                    <a style="border-radius:5px;color:#FFFFFF;text-decoration:none;font-family:Arial;font-size:16px;font-weight:bold;border:1px solid #105C8E;display:block;" target="_blank">
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                    <table bgcolor="#105C8E" cellpadding="0" cellspacing="0" class="newButton" height="20" style="border-radius:5px;padding-right:15px;mso-padding-right-alt:15px;padding-left:15px;mso-padding-left-alt:15px;padding-top:20px;mso-padding-top-alt:20px;padding-bottom:20px;mso-padding-bottom-alt:20px;" width="100%">
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                       <td align="center" bgcolor="#105C8E" style="text-align:center;vertical-align:middle;border-radius:5px;font-family:Noto Sans,sans-serif;font-size:16px" valign="middle">
                        <!--[if !mso]><!-->
                        <a style="border-radius:5px;color:#FFFFFF;text-decoration:none;font-family:Arial;font-size:16px;font-weight:bold;border:none;display:block;">
                         Nothing. I have never once bought something because of one.
                        </a>
                        <!--<![endif]-->
                        <!--[if mso]><a href="https://www.ne16.com/t/11002811/226416231/10215554/0/1009502/?abb9e380=ZTRmYjBkNTItYjk2My00Mjg3LWIyYmItMTEyYWMyZmRkMGJj&x=6a634a4b" target="_blank" style="border-radius:5px;color:#FFFFFF;text-decoration:none;font-family:Arial;font-size:16px;font-weight:bold;border:none;display:block;">Nothing. I 
have never once bought something because of one.</a><![endif]-->
                       </td>
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                  </tr>
                 </tbody>
                </table>
               </td>
              </tr>
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            </table>
            <table border="0" cellpadding="0" cellspacing="0" style="margin: 0 0 8px 0;" width="100%">
             <tbody>
              <tr>
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                <table border="0" cellpadding="0" cellspacing="0" style="border:none;border-spacing:0;border-collapse:collapse;mso-table-lspace:0;mso-table-rspace:0" width="100%">
                 <tbody>
                  <tr>
                   <td height="20" style="vertical-align:middle;text-align:center;font-family:Noto Sans,sans-serif;font-size:16px" valign="middle">
                    <a style="border-radius:5px;color:#FFFFFF;text-decoration:none;font-family:Arial;font-size:16px;font-weight:bold;border:1px solid #105C8E;display:block;" target="_blank">
                    </a>
                    <table bgcolor="#105C8E" cellpadding="0" cellspacing="0" class="newButton" height="20" style="border-radius:5px;padding-right:15px;mso-padding-right-alt:15px;padding-left:15px;mso-padding-left-alt:15px;padding-top:20px;mso-padding-top-alt:20px;padding-bottom:20px;mso-padding-bottom-alt:20px;" width="100%">
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                       <td align="center" bgcolor="#105C8E" style="text-align:center;vertical-align:middle;border-radius:5px;font-family:Noto Sans,sans-serif;font-size:16px" valign="middle">
                        <!--[if !mso]><!-->
                        <a style="border-radius:5px;color:#FFFFFF;text-decoration:none;font-family:Arial;font-size:16px;font-weight:bold;border:none;display:block;">
                         I 
only register the deranged ones.
                        </a>
                        <!--<![endif]-->
                        <!--[if mso]><a href="https://www.ne16.com/t/11002811/226416231/10215555/0/1009502/?abb9e380=ZTRmYjBkNTItYjk2My00Mjg3LWIyYmItMTEyYWMyZmRkMGJj&x=6bd101d9" target="_blank" style="border-radius:5px;color:#FFFFFF;text-decoration:none;font-family:Arial;font-size:16px;font-weight:bold;border:none;display:block;">I only register the deranged ones.</a><![endif]-->
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                    <a style="border-radius:5px;color:#FFFFFF;text-decoration:none;font-family:Arial;font-size:16px;font-weight:bold;border:1px solid #105C8E;display:block;" target="_blank">
                    </a>
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                        <!--[if !mso]><!-->
                        <a style="border-radius:5px;color:#FFFFFF;text-decoration:none;font-family:Arial;font-size:16px;font-weight:bold;border:none;display:block;">
                         I can
still recite one from a highway I drove years ago.
                        </a>
                        <!--<![endif]-->
                        <!--[if mso]><a href="https://www.ne16.com/t/11002811/226416231/10215556/0/1009502/?abb9e380=ZTRmYjBkNTItYjk2My00Mjg3LWIyYmItMTEyYWMyZmRkMGJj&x=2d84b56d" target="_blank" style="border-radius:5px;color:#FFFFFF;text-decoration:none;font-family:Arial;font-size:16px;font-weight:bold;border:none;display:block;">I can still recite one from a highway I drove years ago.</a><![endif]-->
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                <table border="0" cellpadding="0" cellspacing="0" style="border:none;border-spacing:0;border-collapse:collapse;mso-table-lspace:0;mso-table-rspace:0" width="100%">
                 <tbody>
                  <tr>
                   <td height="20" style="vertical-align:middle;text-align:center;font-family:Noto Sans,sans-serif;font-size:16px" valign="middle">
                    <a style="border-radius:5px;color:#FFFFFF;text-decoration:none;font-family:Arial;font-size:16px;font-weight:bold;border:1px solid #105C8E;display:block;" target="_blank">
                    </a>
                    <table bgcolor="#105C8E" cellpadding="0" cellspacing="0" class="newButton" height="20" style="border-radius:5px;padding-right:15px;mso-padding-right-alt:15px;padding-left:15px;mso-padding-left-alt:15px;padding-top:20px;mso-padding-top-alt:20px;padding-bottom:20px;mso-padding-bottom-alt:20px;" width="100%">
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                       <td align="center" bgcolor="#105C8E" style="text-align:center;vertical-align:middle;border-radius:5px;font-family:Noto Sans,sans-serif;font-size:16px" valign="middle">
                        <!--[if !mso]><!-->
                        <a style="border-radius:5px;color:#FFFFFF;text-decoration:none;font-family:Arial;font-size:16px;font-weight:bold;border:none;display:block;">
                         They 
work pretty well on me.
                        </a>
                        <!--<![endif]-->
                        <!--[if mso]><a href="https://www.ne16.com/t/11002811/226416231/10215557/0/1009502/?abb9e380=ZTRmYjBkNTItYjk2My00Mjg3LWIyYmItMTEyYWMyZmRkMGJj&x=caa422da" target="_blank" style="border-radius:5px;color:#FFFFFF;text-decoration:none;font-family:Arial;font-size:16px;font-weight:bold;border:none;display:block;">They work pretty well on me.</a><![endif]-->
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            Let’s Talk
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             What did you think of today’s email?
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             What should we obsess 
over next?
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