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NHL to debut Digitally Enhanced Dasherboards; virtual ads to replace traditional signage on arena rink boards

As long as they don't go an animated gif format on screen along the boards, I'll probably not even notice in the same way that I barely notice board ads nowadays.
 
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NHL Network (USA) was experimenting with this during last week's Kraken-Flames game. I found it significantly distracting, to be honest, as the white color of the virtual dasherboards is far more vibrant (and artificial-looking) than normal boards appear on TV. The fact that it's all seamless around the whole rink makes it stand out, too, in a bad/distracting way, as you no longer perceive individual board segments. The simulated ad graphics and text also stand out more than anything else in the shot. I understand the concept, but the execution for now is lacking.
 
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I'm fine with digital boards, if the ads aren't animated or being changed during the play. If it helps prevent this travesty, so much the better.

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Wasn't this a thing during the Sochi olympics? I've been hearing about this for a long time now.

I remember watching a russian stream and the ads were from Russian products lol
 
sports.yahoo.com

NHL to use digital advertising on boards for 2022-23 season

Every single 2022-23 NHL game will feature new digitally enhanced dasherboards as part of league's latest effort to boos ad-related revenue.
sports.yahoo.com sports.yahoo.com
Yahoo Story on same.

The DED system will have advertisements on the dasherboards change throughout the course of a game, with any particular brand being able to purchase a 30-second increment. These will change plenty throughout the course of a game, as teams will have 120 increments to fill. The NHL will also be allotted 90 seconds of institutional time for their own advertisements.
Click to expand...
 
My first thought to seeing these in action is the changing of the ads during play is very distracting. As is the motion within the ads themselves.

If the ads were static during play and they could change them in between the whistles I think I'm fine with it.

But the ads changing every 30 seconds and the ads themselves having movement isn't not an improvement for the TV viewer at all.
 
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NHL.... we will make it so freaking annoying to watch a game at home, then we will introduce our "ad-free" service and charge a truck load of money to get it.
 
BruinDust said:
My first thought to seeing these in action is the changing of the ads during play is very distracting. As is the motion within the ads themselves.

If the ads were static during play and they could change them in between the whistles I think I'm fine with it.

But the ads changing every 30 seconds and the ads themselves having movement isn't not an improvement for the TV viewer at all.
Click to expand...

When they used them during the 2016 WCOH, they usually switched them after a different shot was used, so you didn't actually see it change, it was just different when they returned to the main camera.
 
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This would be ok if they could run commercials right on the boards during the TV timeouts, even with sound, but you could still sort of see the goings-on on the ice surface during those TV timeouts
 
Watching the games last night on ESPN, they weren't too noticeable. The animations could be toned down a little, but if that is the norm, I won't care after a couple games.
 
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I caught some of the espn game last night the boards pissed me off. The ads are too long too. At the game the board ads are shorter and less distracting. Yesterday you had a long ass geico ad and one time it was just all blank lol
 
Weird tech glitch on TNT last night

The virtual ads ONLY worked if there we no announcers



How it aired

 
No Fun Shogun said:
As long as they don't go an animated gif format on screen along the boards, I'll probably not even notice in the same way that I barely notice board ads nowadays.
Click to expand...
Well they did and it’s definitely distracting.

I’m curious as to how they will handle Coyotes home games because their lease agreement with ASU specifically states they aren’t allowed to digitally cover any of the permanent ads in the arena, anywhere.
 
I miss the simpler times when Gordie Howe said you could be a star like him if you smoked two packs of Laramies a day.
 
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Okay something I have been wondering about this.

Did the advertisers who bought physicals ads in the building know this was going to be happening when they signed their contracts? Were they sold ads at the same rate? Because their exposure now is a fraction of what it was before having these physical ads covered up during the broadcasts. You might have some really upset companies who feel like they're not getting their money's worth on their physical ad buys here.

Imagine being approached about buying ad space from the network when you have already bought ad space from the club/arena and didn't know this was going to be happening?
 
Moose Head said:
I wonder if there’s a safety hazard if the boards get damaged
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They're not different boards, safety hazard is same as it always was. Think of a Hollywood movie done with green screen, they're just projecting an image over what's physically there.
 
Sparty said:
Okay something I have been wondering about this.

Did the advertisers who bought physicals ads in the building know this was going to be happening when they signed their contracts? Were they sold ads at the same rate? Because their exposure now is a fraction of what it was before having these physical ads covered up during the broadcasts. You might have some really upset companies who feel like they're not getting their money's worth on their physical ad buys here.

Imagine being approached about buying ad space from the network when you have already bought ad space from the club/arena and didn't know this was going to be happening?
Click to expand...
It's all worked into the deals. Those advertisers are getting "better" placements than these static boards.

Last night was the 1st local TV Hawks game. I only watched part of the 1st period, but in that time while the Hawks had their advertisers (United, Modelo, FanDuel, etc.) on for parts, they also showed the Vegas advertisers (Allegiant, MGM, Circa, Dollar Loan, etc.)
 
IU Hawks fan said:
It's all worked into the deals. Those advertisers are getting "better" placements than these static boards.

Last night was the 1st local TV Hawks game. I only watched part of the 1st period, but in that time while the Hawks had their advertisers (United, Modelo, FanDuel, etc.) on for parts, they also showed the Vegas advertisers (Allegiant, MGM, Circa, Dollar Loan, etc.)
Click to expand...
Seems to me the games I have seen didn't have nearly the amount of advertisers cycling as you have on the physical boards. So maybe they're just buying board space and not digital space? I still willing to bet this was done all half-cocked and they screwed over some of these advertisers.

I know it'd be wishful thinking, but how great would it be if the demand for physical ad space on the boards fell to a level so low they'd just discontinue it, then we'd go back to having nothing on the physical boards, lol
 
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