Images 2018 - Rentals Special

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FORMULA E FULLY CHARGED

GLASGOW 2018 EUROPEAN CHAMPIONSHIPS MAKING VIRTUAL ADVERTISING A REALITY PLUS - AMAURY SPORT ORGANISATION // GREAT EXHIBITION OF THE NORTH // BESPOKE MODULAR SOLUTIONS ... AND MORE 1

“LIKE US, ADI ARE A COMPANY THAT ARE CONTINUALLY PUSHING THE BOUNDARIES AND DRIVING INNOVATION.” FORMULA-E

2018 – Shaping Our Future

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Eropean Championships Glasgow 2018

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The Royal Wedding

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PAGE 10 Blackburn with Darwen Council - Taking Back the High Street

The Need for Speed

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Formula E Fully Charged

Racing Ahead

PAGE 18 World Cup Screenings

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PAGE 17 Biggest UK Beam-Back at Anfield for Champions League Final

PAGE 24 A Year in Events

Great Exhibition of the North

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RAF 100

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iCONIC H

Bespoke Modular Solutions

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Making Virtual Advertising a Reality and Lagadere

PAGE 40 Shopping Centres: We hit the Big 30!

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IN FOCUS: ADI FILMS

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Introducing Paradigm – Value without Compromise

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Amaury Sport Organisation

PAGE 14 Chinese New Year: THE largest celebrations outside of Asia

PAGE 20 The Great North Run: Evolution of ADI delivery

PAGE 25 Europe-wide Events

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Awards - The Perfect 10

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Revolutionary screens launch at intu

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PAGE 38 Technology that shapes the advertising experience

PAGE 45 The Beacons Revisited

Future-proofing the shopping centre experience

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PAGE 52 Adding Value

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// NICK ROBINSON, DIRECTOR OF RENTALS

2018 – SHAPING OUR FUTURE

2018 has been yet another year of growth for our LED Screen Hire business both in terms of our stock of products and the number, breadth and calibre of customers we work with.

We’ve worked on some huge new events this year: The Tour de France, The Glasgow European Championships and Formula E has taken us to as far flung locations as Morocco and Saudi Arabia.

Importantly, our strength on these projects wasn’t just the technology. At Glasgow, our Project Management skills were the key to success, whilst Revo saw us conceptualise and create an incredible suite of content utilising ADI’s own in-house Production team. Regularly, it’s our ability to deliver a complete solution – screens, content, production, signal distribution – and deliver it effi ciently and professionally that has led to not only broaden our customer base but also to provide an everincreasing level of service to longer term customers such as The Great Run, Silverstone and Goodwood.

But growth hasn’t just come through an expanded product lineup and hard work. We’re delivering a wider range of services than ever before, to meet the ever-evolving needs of our clients and the expectations of their customers in a forward-thinking live events market.

Our growth hasn’t merely been domestic; 2018 has seen signifi cant expansion internationally, with a record number of events across Europe especially. The jewel in the crown of thee has of course been the Tour de France, but we’ve also worked on a large number of events throughout France and in Germany.

Added Value for an evolving live events industry

Creating Conversations

Central to our expansion has been investment in modular LED. Our strength over the last decade has been built on the back of mobile LED screens – and our iCONIC range now stands at nearly 50 screens – but supplementing this with modular panels has allowed us to expand the range of contracts we can fulfil.

Modular allows us to build bigger and more extreme shapes of screens in many different locations where, quite frankly, you can’t fit a mobile screen!

If our clients have ever changing needs then these are as a result of ever-more expectant audiences. Today’s events and modern audiences are connected like never before and we’re constantly developing services that help events and brands connect not only within the venue but beyond the outside world.

Take the Glasgow European Championships: we had over 900m2 of LED technology, with 41 separate screens, including huge modular screens at the velodrome and swimming centre and a mammoth 225m2 screen at the SSE Hydro for the Gymnastics Championships.

Or Revo Manchester where we showcased a gigantic 150m2 portrait screen, in 4K resolution.

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Looking to the Future

2018 has seen event social media really begin to blossom and event brands are really beginning to harness the power of user generated content. Giant social walls at events work on a number of levels – they not only encourage on-location interaction and engagement, but they also encourage sharing of great content to the outside world, further enhancing event reach and brand activation. Not only are we providing more social walls than ever, but we also provide epic platforms for them – the iCONIC 120SW was designed with social media in mind and we frequently dedicate the “wings” to this very purpose.

As a brand we’re always pushing the boundaries, particularly in the world of LED screen technology and its application within the live environment. Beyond their innovative design, the pioneering products we bring to market must deliver something new in terms of engagement or commercialisation.

Our latest demonstration of this is in the launch of “virtual hybrid digiBOARD” (you can read a bit more about it on page 40).

Whilst replacement technology has been around a while now, we’re pioneering its application on LED boards and screens.

It’s another product that straddles the business – as well as being installed at a number of stadia, our rentals team is responsible for the operation of the system that is currently in use in Germany’s Bundesliga. Clearly, there’s an obvious application in football to target different sponsorships at different global markets, but we’re also very interested in seeing its application in globally televised events and spectator sports.

We’re also helping more events amplify themselves on social beyond the boundaries of their event. YouTube Live and Facebook Live continue to grow exponentially and our SocialStream service allows events to target completely separately audiences across whatever channels and regions they wish.

Mobile Gaming Comes of Age On the subject of big screen interactivity, we’ve seen, tried and tested a number of different takes on mobile phone gaming over the years, and generally they’ve been okay to play, but always fatally flawed in some way: you need to join a specific network / accept a Bluetooth request / hand over your social media details to play – all barriers to just getting on and playing. Finally, it feels like its time is now!

We’ve been working with a great company called Piing who we reckon have finally cracked it. They’ve designed multiplayer games for massive crowds that are.... are great to play, superresponsive, and – importantly – easy to join. We had their games running for two hours non-stop at Revo – and no, that’s not a show full of young millennials, it’s full of suited asset managers and their peers from major shopping centre owners!

They’re really good guys to work with as well, so we’re looking forward to adding their games to the list of event services we offer in 2019.

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GLASGOW 2018 EUROPEAN CHAMPIONSHIPS The first edition of the European Championships saw the largest sporting event take place in Glasgow since the 2014 Commonwealth Games. Across 11 days the city and surrounding areas came alive in a celebration of multiple sporting disciplines that attracted over 250,000 spectators.

ADI designed a completely custom solution for each venue, with a combination of our award-winning mobile and modular LED screens - in addition to plasma displays and HD video signal distribution - to suit the specific indoor and outdoor locations.

Alongside the finest European athletes delivering incredible sporting action, Festival 2018 provided a broad cultural programme to bring a carnival atmosphere to George Square, Merchant City and Glasgow Green.

As Official Provider of Large Video Displays to the Glasgow 2018 European Championships, we supplied in excess of 900m2 of LED screen hardware across 12 competition and non-competition venues, helping to deliver a memorable live experience for audiences and dynamic activation of brand partnerships.

SSE Hydro Arena – European Artistic Gymnastics Championships A gigantic 225m2 screen in 4.6mm outdoor product delivered in excess of 10,500,000 pixels in a single display and formed the largest, highest resolution modular display ever built in Scotland. This created a vast digital backdrop to the gymnastics, providing image magnification and supporting the broadcast of multiple live data feeds and timings.

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Nick Robinson, ADI’s Director of Screen Rental commented

“

9 months of planning have come to fruition with diverse, tailored solutions across a variety of sports and cultural venues. We’ve been able to add value through centralised project management of the screens and HD video signal distribution across all 12 locations. Our delivery of market-exclusive mobile and modular LED provides the very best quality to enhance production values and audience experience, while creating impactful digital platforms that elevate the European Championship’s brand and all associated partners.

”

Tollcross International Swimming Centre – European Swimming Championships Over at Toll Cross International Swimming Centre - which had a capacity of 5,000 spectators – over 145m2 of high resolution screens were located around the venue, complimented by a 46 metre stretch of digiBOARD signage along the full length of the poolside to bring incredible exposure for brand partners.

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MODULAR

“

ADI have helped deliver some of the largest events ever held in the city, so we were assured they were the ideal provider to deliver our extensive requirements for the Glasgow 2018 European Championships - and they executed it to an incredibly high standard. The team’s knowledge and experience contributed to seamless delivery at Championships time.

MOBILE LED

SCREEN STRUCTURES

Martin Fitchie - Head of Technology Services European Championships Management

”

LCD

SIGNAL DISTRIBUTION RF

FIBRE

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FORMULA-E

FULLY CHARGED

As official Technology Partrner for Formula E, ADI are sole supplier of LED displays for all of their European events and a number of world-wide races.

The pioneering electric street racing series travels the globe to bring their forward-thinking sport to historic and cosmopolitan cities.

With a huge and growing fan-base the ABB Formula E Championship continues to raise the bar in delivering exceptional spectator experiences that combine plenty of drama on the track and digital fan interaction with non-stop entertainment. Our solutions have become an important part of the event staging, with market-leading modular and mobile LED services, alongside audio, content and broadcast fibre, with a bespoke solution tailored to each location.

BESPOKE PODIUM DESIGNED AND DELIVERED

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Paris The incredible setting of Les Invalides and surrounding Parisian landmarks have added to the prestige of the Paris ePrix since 2016.

Our venue-wide solution features 28 mobile and modular LED displays, in addition to broadcast fibre to each screen location. Our 28 strong team built 14 high resolution modular screen structures along the periphery of the track, while mobile iCONIC screens ranging in size from 12sqm to 120sqm featured in spectator zones and facing onto grandstands.

Rome For the first time ever the electric street racing series arrived in the ancient city of Rome in April 2018. The 2.84km Circuito cittadino dell’Eur weaved past historic landmarks including the Obelisco di Marconi and Colosseo Quadrato, with 16 of ADI’s LED screens featuring track side and within the Emotion Club.

Watch our video here:

https://bit.ly/2xUdWCS

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Marrakesh We travelled to Morocco for the third round of the 2017-2018 season, with the majestic Atlas mountains serving as a stunning backdrop to Circuit International Automobile Moulay El Hassan. ADI staff and 5 iCONIC screens travelled over 3,500km for the event, with the iCONIC 120SW an integral element of the staging, delivering a super-wide digital backdrop to live entertainment and boosting interactivity throughout the ePrix.

Berlin The historic Tempelhof Airport has hosted thrilling competitions and the most innovative iCONIC products on the fleet – including the super-sized iCONIC 120SW and iCONIC H. We strategically site our LED screens around the unique circuit to optimise viewing opportunities for Formula E fans, while modular solutions deliver constant coverage inside the hospitality zones. Located at the heart of the circuit the iCONIC H offered a versatile space; serving as a sleek studio for Formula E TV broadcasts, a modern meeting room for Formula E management and a premium hospitality space for VIPs and racing drivers - while it’s external LED screens displayed a number of live feeds including Formula E’s race coverage, Twitter channel and live leaderboard.

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COUNTRIES VISITED 2015 - 1 2018 - 7 HONG KONG, MARRAKESH, ROME, PARIS, BERLIN, ZÃœRICH, RIYADH.

SQM OF LED 2015 - 150 SQM 2018 - 2865 SQM STAFF 2015 - 7 2018 - 118

FIBRE 2015 - 2KM 2018 - 54 KM

PLACES THE PODIUM HAS TRAVELLED TO

SCREENS 2015 - 6 2018 - 73

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AMAURY SPORT ORGANISATION Having previously supplied Armoury Sport Organisation we were thrilled to secure an agreement as their screen provider earlier this year. You can see our market-leading mobile and modular screens at 12 of their annual cycling and running events around Europe that are helping drive the evolution of the spectator experience and partner activation, including the Paris Marathon, Tour de Yorkshire and the world’s largest spectator sporting event – the Tour de France!

Providing support across Europe we’ve supplied over 55 days of screen rental during 2018, including every stage of the Tour de France (7th-29th July 2018) and its iconic finish on the Champs Elysées. Our products and logistical expertise came to the fore to deliver a significantly upscaled and enhanced screen solution for the globally televised event across mountainous landscapes, local towns and challenging city environments.

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DAYS ON LE TOUR

8 EXTRA SCREENS LA GRANDE FINALE

7142

KM COVERED IN ASO CONTRACT

12 EVENTS ACROSS EUROPE

42 SCREENS SUPPLIED TO ASO

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THE NEED FOR SPEED Motorsport is a huge part of our rentals customer base and we supply a diverse range of services that ramp up the live spectator experience on the circuit and activate brand sponsors and partners during the event.

250+

SCREENS DELIVERED TO MOTORSPORT IN 2018

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RECORD SOLUTION DELIVERED FOR THE F1 BRITISH GRAND PRIX AT SILVERTSONE

Working with world-class venues and organisers we deliver some seriously large-scale venue-wide solutions – the most extensive being at Silverstone for the Formula One British Grand Prix, check out the stats below!

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// RENTALS

RACING AHEAD

A day at the races will almost always feature a big screen to magnify the runners and riders on the course – and it will probably be one of ours.

ADI supply over 70 racecourse across Europe and all the major festivals including Royal Ascot, Cheltenham and the Irish Champions Weekend.

We don’t just provide standard screens, we’ve been a driving force in introducing exciting new LED concepts to the world of racing that amplify the venue experience and take brand exposure to a new level.

German Horseracing During 2018 we’ve moved into German horseracing, becoming supplier to 14 racecourses including Hoppengarten and Baden Baden.

78 GERMAN

RACEDAYS

ACROSS

14 COURSES

NUMBER OF

UK RACEDAYS

974

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59 UK RACECOURSES

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MULTIPLE PERMANENT INSTALLATIONS ACROSS UK RACING’

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CHINESE NEW YEAR: THE LARGEST CELEBRATIONS OUTSIDE OF ASIA Crowds of around 700,000 people attended official Chinese New Year celebrations in London and ADI were on-hand to supply a full event broadcast service, including our new iCONIC 40C mobile LED screens.

Celebrations kicked-off from Charing Cross with a colourful parade of floats, dragons and lion dancers making their way through the streets of Chinatown to Shaftesbury Avenue, where two iCONIC 12s displayed adverts for event sponsors.

From noon a full schedule of live entertainment began in Trafalgar Square, with every second relayed live to the iCONIC 40 screens. The new screens provided significantly larger, higher resolution displays than those supplied in previous years, catering perfectly to the huge crowds in attendance.

Events were captured by an ADI camera team with operators positioned on the stage, in the pit and Front of House, with ADI also delivering outside broadcast facilities and supporting staff.

Event coverage was not only viewed by the audience in Trafalgar Square, live feeds were also distributed to London Live TV. London Chinatown Chinese Association, Organiser of the official Chinese New year Celebrations in London said:

“

ADI help us to entertain around 700,00 people that attend the Chinese New Year celebrations and are a trusted supplier.

For this year’s event they delivered an enhanced solution with larger, higher resolution screens as part of a full event broadcast service.

Watch our video here:

https://bit.ly/2N7feQY

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The Royal Wedding All eyes were on Windsor on the 19th May 2018 as the dashing Prince Harry and stunning Meghan Markle made it official, with a global TV audience in excess of 2 billion.

To create shared viewing experiences of the momentous occasion, public screenings were planned across the country and thanks to the incredible weather the crowds flocked in force! ADI screens were at the centre of events around the UK, here are some of our favourites!

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WORLD CUP SCREENINGS While England didn’t manage to change the history books and bring football home, we all had an amazing few weeks watching their World Cup journey.

LINCOLN CASTLE, UK

Outdoor screenings took place across the UK, allowing England fans to celebrate and commiserate with their friends and local communities. We also supplied live beambacks further afield in Germany and France.

CONFLANS, FRANCE

SOLD-OUT 8,000 CAPACITY SCREENING CASTLEFIELD BOWL

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Castlefield Bowl – The England v Croatia Semi-Final saw the world’s largest, most versatile mobile LED screen pitch-up in the heart of Manchester, sponsored by Auto Trader.

Cologne Racecourse – Matching iCONIC 100s satisfied the crowds that attended Cologne Racecourse for Poldi’s Public Viewing Party. The epic 8 hour occasion centred around the Germany v Sweden game, with masses of live music performances pre and post-match.

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BIGGEST UK BEAM-BACK AT ANFIELD FOR CHAMPIONS LEAGUE FINAL With sell-out crowds of 30,000 Liverpool FC fans eager to watch the UEFA Champions League Final from the familiar surroundings of Anfield, we helped Liverpool FC create the largest live match beam-back ever seen in UK football.

A range of iCONIC screens from 12sqm to 25sqm were strategically located around all four sides of the pitch, facing onto The Kop, Kenny Dalglish Stand, Anfield Road Stand and Main Stand.

“

We used our wide range of mobile screen products and stadium expertise to devise a custom solution for Anfield.

Taking into account the expected audience size and specifics of the venue we delivered incredible coverage for the fans and cost-efficiencies for the club

Featuring 12 of ADI’s high resolution mobile LED screens from the award-winning iCONIC fleet, supporters inside the stadium were provided with incredible live coverage during the muchanticipated Liverpool v Real Madrid match.

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THE GREAT NORTH RUN: EVOLUTION OF ADI DELIVERY 2001

We’ve built long term partnerships with big names across mass participation sports events, and one of our most established relationships is with The Great Run Company; organisers of the world’s most popular half marathon, and a range of UK athletics, running and swimming events.

Way back in 2001 our first ever mobile screen truck made its debut at the Great North Run, demonstrating our ability to introduce new technologies to help evolve the live event experience, drive participant interaction and boost production values of this globally televised event.

Start line comparison – 2001 v 2018 Since its launch in 2016 we’ve supplied the gigantic iCONIC 120SW which given its width (wider than 2 double-decker buses) spans across the entire start line. This versatile screen supports multiple live content zones allowing the organiser to elevate their brand and those of headline sponsors, while also broadcasting live race coverage in 16:9 format.

It’s fair to say our solution for the Great North Run has increased on a huge-scale as our products and the needs of the client and their audience have developed. From a single screen we now supply over 12 iCONICs, outside broadcast teams and signal distribution across multiple sites to keep spectators and participants engaged – including world-first products like the iCONIC 120SW which adds tremendous impact at the start line.

12 SCREENS

24 SCREENS

SIGNAL DISTRIBUTION

8 EVENTS

OB TEAMS AND

ACROSS

FOR THE GNR WEEKEND

ANNUALLY

2018 The day before the Great North Run sees ADI also supply 4 screens, RF cameras and links on the Newcastle-Gateshead Quayside for the Great North City Games. Within an hour of the event close we’re ready to move location ‘for the next event staging!

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GREAT EXHIBITION OF THE NORTH The Great Exhibition of the North’s “Opening Spectacular” saw crowds of 20,000 line the Newcastle Quayside for an evening of drone light shows, street performances, fireworks, an 80m water fountain, and music from Maximo Park who were performing live on a boat in the River Tyne. All these activities kickedoff 80 days of events showcasing the North’s creativity, innovation, culture and art.

Cameras across multiple positions captured the action for live broadcast on two iCONIC 100 screens located on the Gateshead Quayside, with two iCONIC 25 screens and an Epoch 15 relaying the information further down the Tyne where spectators were situated. Footage was used for wider event distribution, include live web streaming and BBC coverage.

For the Get North! Opening Event ADI provided a wide array of services to help keep the audience entertained no matter where on the Quayside they were.

Watch our video here:

https://bit.ly/2N4ySgy

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RAF 100 Tens of thousands of people gathered in central London for a day of centenary celebrations for the RAF. Incredible displays of military precision on the ground and in the skies enthralled the public and royals alike. A parade of personnel along The Mall was complimented by a more interactive experience on Horse Guards Parade where aircraft from WW1, WW2, the Cold War and through to the modern age were on show, alongside a matching pair of iCONIC 100s screens that broadcast a live feed of the entire event.

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2018 A YEAR IN EVENTS

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EUROPE-WIDE EVENTS Having secured our market-leading position in the UK, we’ve won high-profile clients and contracts across mainland Europe, taking the ADI brand, our products and expertise far and wide!

France French F1 Grand Prix activation, Marseille – Matching iCONIC 25s were integral to celebrations for the launch of the 2018 French F1 Grand Prix at nearby Paul Ricard circuit, the first since 2008.

Over 400 screen rental days delivered across Europe in 2018 France Aono match FanZone, Stade de France – iCONIC 15

Germany Europa League beam-back, Commerzbank Arena, Frankfurt – iCONIC 25

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Germany FIS World Ski Jumping, Obersdorf Germany – iCONIC 100 France Paris Drone Festival – iCONIC 120 A 16:9 feed from the event broadcaster was complimented by a live social media feed

iCONIC screen trucks have travelled over 1.37M KM in 2018

France Simone Veil internment, Paris Pantheon – With their city-friendly design, two iCONIC 25s were positioned along Rue Soufflot for the internment ceremony of popular political figure Simone Veil.

France Les Mans – iCONIC 100

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A POWERFUL POP-UP FOR BRANDS AND LIVE EVENTS Another market exclusive product from ADI. Weve designed a digital platform for brand activation and a versatile space solution for hospitality, site services, exhibitions and rapid retail, say hello to the iCONIC H.

OVER

65m 0F EXTERNAL 2

VINYL BRANDING

SPACE

OVER

700ft 0F INTERNAL

2

FLOOR SPACE OVER

25m 0F DYNAMIC DIGITAL BRANDING

3 Floors

12m2 LED screen

4m2 Hinged LED screen 4m2 Hinged LED screen

2

5.8m2 LCD panels

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VIP HOSPITALITY

POP UP SITE SERVICES

3 floors of premium space including the ultimate VIP event viewing platform to get your guests above the action.

The ideal event control centre: huge video-wall and fold-out desk on ground floor, meeting and interview space on first floor and event observation platform at top. Ready to go within an hour of arrival.

NEXT LEVEL EXPERIENTIAL ACTIVATION Huge digital platform for dynamic brand promotion supported by over 65m2 of print brandable space. Flexible interior to layout as you want it.

FOR MORE INFORMATION, VISIT:

www.adi.tv/iconic-h

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BESPOKE MODULAR SOLUTIONS Alongside our unrivalled mobile offering we provide creative modular LED solutions fully customised to client requirements Our products and in-house expertise combine to deliver a client’s vision, regardless of scale or complexity. We create incredible installations for live event environments, designing and delivering LED screens in various shapes and aspect ratios, whether it’s a branded modular structur or a vast LED wall.

London Summer Screens We enjoyed an incredible summer of sport and sunny weather, so to help the public enjoy both we created impressive, branded semi-permanent installations across London.

The high resolution modular LED screens were housed in specially branded structures, which were vinyl wrapped to promote a number of new car launches for automotive brands Toyota, and Peugeot.

The Wimbledon Championships were a huge draw in Spitalfields and in the scenic Paternoster Square, close to St. Paul’s Cathedral. Members of the public could relax and enjoy the tournament from their deck chairs!

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Revo Conference and Exhibition Manchester 2018 As digital experience sponsor for the UK’s largest retail property and placemaking event, we showcased a number of giant, high res LED canvases. 3.8mm resolution screens at the entrance were complimented by a huge 150sqm 4k screen that framed the Cinema.

We demonstrated the power of digital platforms and cinematic, immersive and interactive content in creating a ‘destination experience’ for the shopping centres of the future.

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It’s been an incredible 2017 and 2018 for us - our installations, products and services have scooped us 10 prestigious awards!

2017 Best Use of Technology in Football 2017 – Football Business Awards Best AV/Production Company 2017 – Scottish Event Awards Sports Technology of the Year 2017 – Sports Business Awards Best Screen Supplier 2017 – Festival Supplier Awards Best DOOH/Retail Project 2017 – Install Awards Daily DOOH Gala Awards – Most Innovative Use of Technology

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T C E F R PE

!

0 1

2018 Install Awards 2018 – Retail/DOOH Project of the Year Revo Opal Awards 2018 – Mall Transformation - Multiple Locations & Media Campaigns - Over 1 Million sq. ft Sports Tech of the Year 2018 – Sports Business Awards Best Technology for Sports Commerce 2018 – Sports Technology Awards

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// GERAINT WILLIAMS, CEO

MAKING VIRTUAL ADVERTISING A REALITY

Every now and then an idea comes along that totally transforms the way an industry works.

One of those, I’m proud to say, is our virtual replacement LED technology. More on that a little later…

You don’t have to look far to see the impact that technology is having on our everyday environment as innovators strive to improve our lives with the latest and greatest gadgets.

One example of innovation I’ve seen recently is the internet connected toaster - for which John Lewis will happily extract £152.99 from your wallet. To be clear, I didn’t claim it was a good example… In fact, I think it’s a particularly bad example of innovation. No doubt though its makers will tell me it’s the best thing since, ahem, sliced bread.

The birth of the iPhone in 2007 would have been a far better example, if not one that is ever so slightly overused. It has completely and utterly changed the mobile phone market. Stop me if you’ve heard this one before…

I’ll make no apologies, however, for using the reference – I’m a complete Apple fanatic. Cut me in half and you’ll find pips at my core. But what is it that I so admire about this mega-brand?

What really resonates with me is Apple’s ability to innovate – without ever doing so for innovation’s sake. Their products really do solve my problems. I’m not so sure the same can be said of those behind that Wi-Fi bread warming machine.

Sadly, unlike Apple, we don’t turnover trillions in revenue (not unless we relocate our business to Southeast Asia and begin trading in Vietnamese Dong). Like Apple, however, we are a technology company with innovation at our core.

Whilst we’re no Apple Inc, I like to think we have a similar ethos – we too strive to develop solutions that improve the lives of our customers. One such solution is that of our Virtual Hybrid LED technology - an innovation that creates real value, and one that is already changing the way the sports sponsorship market is working. That, by the way, is an industry PwC reports to be worth $50bn.

Take it at face value and our Virtual Hybrid system looks fairly unremarkable - pretty much the same as any other perimeter LED system you’d see framing the pitch, court, field of every major sporting event. But it hides a pretty powerful secret. Sit in the stadium and you’ll see it lit up with the kind of flashy LED content that we’ve all become accustomed to since 2002, when we installed the UK’s first digital pitchside display. Incidentally, back then, the iPhone was just a glint in Steve Jobs’ eye, which gives you a sense of how long we’ve been in the stadium technology game.

What you can’t see in the stadium however is the clever tech under the hood that allows us to virtually replace the advertising content for audiences watching the same live event on TV in different countries.

Using football as an example, it means that 90 minutes of advertising inventory can be sold many times over, with brands able to pick and choose the markets they want to target.

Alternatively, a huge multinational brand like, let’s say, Apple (last reference, I promise), can deliver a global campaign, localised for each market. Suddenly they are able to tailor their message for each local target audience.

Clearly there are many different ways in which virtual replacement technology can be used by brands to harness value from their sports partnerships. Did I mention, that’s a market worth $50bn? That’s a lot of brands in a lot of markets. Despite its scale, however, the sports sponsorship market is a little broken – at least for those sports with worldwide reach. There are very few global brands that have a single message for every international market.

Virtual replacement technology plays a big part in helping to fix that - finally bringing an end to global wastage. Watch any Premier League match and you’ll see what I mean – the perimeter LED space is peppered with ads that mean nothing to anybody without a Thai betting account. With over 200 international broadcasters screening English football’s top flight, that’s a colossal waste.

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Sports media rights holders are realising the potential of Virtual Hybrid as a platform to deliver that value. With football, especially, being a global game, clubs offering a virtual advertising platform can create more effective international partnerships and, in so doing, drive greater revenue.

Clubs such as Borussia Dortmund, the German FA, Lagardère Sports, and the English FA – they’ve all put their faith in our Virtual Hybrid system, having commercially deployed the technology in live broadcast.

It’s a big year for perimeter LED technology – the integration of virtual replacement functionality is the single biggest development since our systems first lit up the Premier League 16 years ago. There are striking similarities between the factors that drove the innovation for perimeter LED all those years ago and what’s driving the booming demand for Virtual Hybrid today.

Back then our motivation for digitising perimeter media space was to solve one enormous problem for clubs – it helped them to break through the revenue barrier imposed by having printed boards around the pitch. Suddenly, clubs could see a tenfold increase in the number of sponsors they could work with, and those brand messages could be delivered in a far more dynamic and effective way than they could previously.

The principles haven’t really changed. It might be 16 years since LED technology helped clubs push that revenue barrier skywards but, as the market finally catches up with it, the evolution of virtual replacement technology has the potential to help clubs and rights owners jump the barrier for good.

German football is leagues ahead in virtual advertising In a major breakthrough for virtual advertising technology, Lagardère Sports Germany awarded ADI a three year contract to supply our groundbreaking Virtual LED digital perimeter system to the Bundesliga.

In a global first for Virtual LED perimeter technology, our revolutionary new Virtual Hybrid system is being used for every Borussia Dortmund home game from the start of the 2017/18 season.

ADI’s unique platform will allow Lagardère Sports to segment brand advertising for individual territories, allowing partners to deliver more targeted messages to specific territories and help clubs to generate increased revenues. Philipp Hasenbein, Managing Director of Lagardère Sports in Germany, commented:

“

The quality of the solution developed by ADI and Supponor is unrivalled. We invested in Virtual Hybrid digiBOARD because it is the only virtual replacement LED system we’ve seen that delivers on reliability, functionality, and broadcast quality.

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// FILM AND PRODUCTION

IN FOCUS: ADI FILMS Whilst we’re best known in sport for our work in stadium digital display and match day production, we’ve brought our expertise to the small screen with the launch of ADI Films.

With video content growing increasingly popular amongst fans through advances in hand held devices, connectivity and social media consumption, football clubs are seeing the value of producing video content to support marketing strategies.

We only have to look at the new trend of announcing player signings using video to see evidence of that.

The challenge, though, is for clubs to find creative and engaging ways of using video as part of their core campaign activity, such as season ticket promotion, kit launches, hospitality sales etc.

However, often the cost of making high quality video content has been a barrier for many, until now. That’s where ADI Films fills a gap in the market - offering clubs and brands an end to end service that delivers feature film quality production but strips away the expensive additional costs often associated with many agency-led productions.

Our strong in-house creative team is the driving force behind the team’s ability to produce high quality productions at lower costs. They handle everything; from concept development, scripting, producing, filming, and editing – all delivered by their 50 strong team of producers, directors, editors and camera operators.

Tom Savage, Executive Producer at ADI Films explains the process:

“

We have some wonderful creatives here at ADI and what I think we do is tell a story really well. Clubs and brands can come to us with their concept and we can help to visualise it in a powerful way. Storytelling is something I’ve always been passionate about. We’ve got the talent here to be really creative and we always strive to push ourselves to exceed expectations without the high costs of many agencies.

”

FILMS In the 18 months or so since ADI Films has evolved as a production unit, the team has delivered projects for a diverse range of clubs – with the likes of Championship sides; Hull City, Leeds United, Middlesbrough, and Sheffield Wednesday all securing their services, to teams in the Premier League. Recently ADI have delivered films to support Everton FC’s much celebrated ‘Home’ season ticket campaign, a production celebrating Newcastle United’s 125th anniversary, and a complete end to end solution for Liverpool FC’s Global Membership Campaign.

Scott Mcleod, Head of Engagement for Everton FC, who recruited ADI Films to deliver the video for their last membership campaign, offered an interesting perspective.

“

Membership recruitment and retention is core to our strategy, and the use of video within that campaign really helps us to engage with fans. ADI brought some fresh thinking, not only in the creative approach that helped bring our campaign theme to life, but also in the way they helped us reach our audience, by delivering multiple versions of the creative for different platforms.

”

As Scott explains, social media plays a huge part in the club’s strategy, and video is key to driving engagement.

“

The end result was a really professional film that delivered huge reach across social media to help us meet our commercial objectives. We know we can always rely on ADI to deliver a quality production and fans were really receptive to the film.

”

To find out more about how ADI Films can help you check out our work at www.adi.tv/films

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Y R A N O I T H U C L N O V E R EENS LAU SCR NTU AT I

TA L // I N S

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“

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VOLUME 9

// INSTALL

TECHNOLOGY THAT SHAPES THE ADVERTISING EXPERIENCE Innovative technology is helping to evolve the advertising experience; encouraging brands and their agencies to be far more creative with their media content and deliver longer, multiformat campaigns that excite and surprise consumers.

Play as you shop @ intu

Large-scale gaming experiences at your local shopping centre are the future! Initial trials at intu Merry Hill, in partnership with Piing, attracted hundreds of shoppers to take part in multiplayer games on the Epoch ‘big screen’, using their mobile phones as controllers. Up to 200 people at any one time joined in with dune buggy racing and general knowledge quizzes in a bid to win prizes from on-site retailers and restaurants. Known for embracing the latest digital trends, intu have the objectives of driving up footfall, attracting younger visitors and benefiting their retailers.

Screen technology no longer has to be just a one-dimensional platform for delivery but becomes an integral part of the complete brand experience, where movement, audio and incredible content combine to create meaningful interactions that ultimately drive engagement, interaction and sales.

Re-inventing screens in the retail market How people consume content has changed thanks to the rise in mobile technology. Through the widespread use of smartphones and tablets it’s become second nature to flip between portrait and landscape mode to suit the content, and this behaviour has heavily influenced the concept behind the Epoch range. intu continually test new technologies and develop exciting digital campaigns that enhance brand engagement, footfall and dwell time, making the Epoch screens an ideal solution for their venues. These dynamically different screens are not only the first of their kind in the retail market, they drive innovation and reinvigorate the Digital Out of Home landscape in the UK. Live

Watch our video here:

https://bit.ly/2NubMjH

Roger Binks, Customer experience director, intu, commented:

“

Large-format LED screens are prevalent at premium malls and city centres across the UK, but the Epoch’s dynamic movement allows brands to engage with consumers through a more immersive, memorable advertising experience. At intu we’re focused on delivering compelling experiences for our customers and the addition of Epoch screens allows brands to have fresh channels for interaction with shoppers and to create conversations, adding a new element to the customer experience.

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// INSTALL

SHOPPING CENTRES: WE HIT THE BIG 30!

This year we’ve celebrated our 30th installation in the shopping centre market with the launch of a new highresolution display at the White Rose Centre in Leeds.

In the last 5 years we’ve custom-designed and manufactured a range of innovative LED installations across some of the UK’s best-known retail destinations including intu Lakeside, Highcross Leicester and Bluewater – totalling over 900 m2 of LED. In addition to the screen at the White Rose Centre, ADI have recently created bespoke solutions for Westgate Oxford, Princes Quay Hull and intu Braehead. From large-format DOOH displays to vast digital sculptures that interact with the general public, ADI’s in-house teams help retail clients devise the perfect solution for their venue and achieve commercial and experiential ambitions.

Positioned close to anchor tenants including Debenhams and H&M, the screen at White Rose is the latest digital site to join JC Decaux’s M-Vision network.

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VOLUME 9

In the right Quay To excite shoppers, amplify live events and help promote retailers, Princes Quay Shopping Centre asked ADI to help bring the Epoch screen experience to the centre of Hull.

Positioned in the central atrium, the Epoch 230 screen broadcasts a continually updated programme of local content, adverts for centre retailers and restaurants, and provides an interactive element to the ever-growing calendar of live events that take place inside the venue – mostly recently Mario Kart live gaming and the Jurassic Wilderness Maze.

ADI designed and manufactured the screen, which can seamlessly switch between landscape and portrait formats to suit the wide variety of content shown by Princes Quay.

Programming is managed by the centre’s marketing team, allowing the continual update of news and offers, along with the ability to broadcast live to the screen during in-centre occasions – which brings extra engagement to the shopping experience.

Sarah Smith, Marketing & Customer Service Manager, Princes Quay said:

“

It’s an incredible asset for the centre and the local community, adding value to our live events, boosting retailer communications and engaging customers with fresh, relevant content.

”

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// INSTALL

NEW PROD UCT FOR 2018

INTRODUCING PARADIGM – VALUE WITHOUT COMPROMISE In 2016, we introduced the world to Epoch.

Now in 2018, we’ve launched another brand new range - Paradigm.

Making Things Simple Often, configuring a bespoke screen can be complicated and time consuming but with a focus on simplicity. The Paradigm range requires customers to select from a number of options in order to build their ideal screen. Once the screen size, orientation, pixel pitch and supporting structure have been selected the screen is manufactured and installed.

Built and designed to suit the typical requirements of our customers. These screens have been value engineered in order to ensure exceptional value for money without compromising the quality of product and service we are renowned for.

Everything Included

With a focus on making screens easier to choose, faster to install and simpler to manage content, the new range comes in a wide variety of fittings and fixtures and can be bought in either landscape or portrait format.

The price we quote includes everything needed to install and manage the screen - excavation, installation, a bespoke content management system and a year’s warranty.

A Complete Range Available from 4m² to a gigantic 100m², Paradigm screens can be installed on a mast, goal post, with above ground foundations or as a wall mounted solution.

All Paradigm Screens: • Are 16:9 format • Feature AD Virtuality LED • Are available with standard or ultra-resolution screen • Are available in a choice of free standard structures or can be wall mounted • Are provided with a custom content management system • Can be specified with built in speakers • Are provided as fully installed solutions • Come with an all-inclusive, installed cost, with no hidden charges • Come with a full years warranty and service • Come with access to ADI’s service centre for ongoing repairs for the lifetime of your screen

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The content being used mirrors that on the recently refreshed Dreamland website, helping with consistency of brand and messages.

Paradigm In Action - Dreamland Theme Park, Margate.

Installed as part of a wider makeover of the park, the screens (some of which are a double sided solution) are being used in order to promote and drive footfall at weekend events, as well as make audiences aware of activities taking place around the park during their visit.

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// INSTALL

FUTURE-PROOFING THE SHOPPING CENTRE EXPERIENCE With the retail sector facing challenges in a digital and rapidly-changing landscape, ADI’s giant LED technology is increasingly being used in ever more innovative and unusual ways. Priority is moving away from short term commercial gain and towards future-proofing the shopping centre experience to ensure the longevity and continued appeal of UK venues.

Brands bring exciting content, fresh interactions and have the power to drive footfall and dwell time – whilst boosting revenue. Venues need to think beyond just traditional Digital Out of Home media formats and designated event spaces to empower brands. To drive the most innovative forms of shopper engagement across the whole customer journey they must create a sense of occasion and excitement for the shopper through the entire on and off line experience.

No longer just places to ‘buy stuff’, but destination day-outs to ‘do stuff’, there’s an expectation for something new and exciting that makes a visit to the local shopping centre more appealing than purchasing online. Investments into the dining and leisure offer are an important part of the puzzle for owner/operators, but amplification of brand partnerships and unique, memorable experiences are essential for building loyalty and repeat visits too.

Innovative digital platforms are powerful both in physical size and emotional interactions, and modern LED technology allows canvases to be produced in any size, shape and format, allowing seamless integration with internal or external architecture.

While the digital platforms are impressive, content needs to be the hero piece, with shopping centres ideally curating brand assets into immersive experience.

Content Is King

Drew Burrow, ADI’s Business Development Manager comments,

With uncertain times for the major players in high street retail the traditional model of anchor tenancy is starting to wane as anchor experience becomes more prominent. In their remit shopping centre owners and operators need to provide the digital platforms for brands to tell their story and immerse visitors in the occasion, creating that ‘Instagram moment’.

“

ADI have a renewed focus on designing largescale content-driven experiences that bring brands to life. LED canvases and larger-than-life content can completely transform static interiors and architecture and its ability to change through the day, week and month brings opportunity to offer something new on every visit and future-proof the experience.

Looking to the Future ADI work with forward-thinking owners and operators including intu who are known for embracing new technologies to help brands thrive and make customers smile.

A unique part of ADI’s appeal is our ability to provide not just the platform, but the content. Our creative studio specialise in the live experience, cleverly combining artistic videography, brand story-telling and commercial partnerships to produce stunning content that achieves experiential objectives and crucially enhances revenue.

Roger Binks, intu Customer Experience Director comments,

“

The majority of intu’s in-venue experiences are through brand partnerships and the brands that dominate the shopping centres flourish. We’ve found that a combination of hardware, experience and brand brings both direct and indirect income.

Watch our video here:

There’s a definite change occurring in the industry and the recognition that these platforms are an investment for the future, where value is measured not just in this year’s advertising revenues, but in the part they play in ensuring customers return week after week, year after year.

”

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// INSTALL

THE BEACONS REVISITED

Watch our video here:

https://bit.ly/2PMUL5R

Over two years since their installation The Beacons at Highcross Leicester have become a much-loved landmark that captivates locals and delights visitors to St Peter’s Square.

Weekly updates to the content keep this towering digital sculpture fresh and interesting, with Leicester-based schools, colleges, agencies and charities collaborating in the creation of custom pieces for display.

The installation has literally proved to be a beacon for local educational establishments, animators and artists who wish to take part in live briefs and in return have their work showcased on an incredibly visual, prominent public art sculpture.

Award-winning The Beacons were voted Best Retail/DOOH Project at the Install Awards 2017. Recognising excellence across the entire AV industry and focusing on standout projects and the people behind them, The Beacons impressed with its high level of technical innovation and complexity.

Tina Barton commented:

“

Two years on The Beacons are truly embedded into the city and have certainly become a platform to showcase a wealth of digital content, complimenting a range of local events, festivals and awareness days. This success is down to the fantastic partnerships we’ve grown with local universities, colleges and creative businesses, providing students and local creative’s the perfect opportunity to get themselves and their work out into the public domain – We are still extremely excited about the future of The Beacons and have lots in store for 2019!

The immersive digital sculpture was commissioned by retail property owner-manager Hammerson, with initial design concepts from the Society of Cinematic Architecture (SOCA) and Levitate architects turned into a dynamic public art experience through custom manufacture and installation by the ADI team.

”

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2018 stats Number of

Number of pieces

Number of live

different pieces of content played on

of content with a community

briefs launched with educational providers

the Beacons

focus

and Collaborators

Number of

Number of young

Number of events

students involved in Live

people involved in creating content

/ activities that use the Beacons

Briefs (16+)

for the Beacons

as a Backdrop

61

33

71

5

104

4

Number of local creative individuals

Number of pieces of content provided in

that have benefitted from the Beacons)

kind through creative partnerships

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SOCIAL MEDIA SOLUTIONS

BRANDING SOLUTIONS

Integrating social media into live events is easy to achieve with our fully customisable solution.

Incorporate the channels that matter to your audience and display fresh, interactive content on an iCONIC screen of your choice.

Elevate your brand and generate promotional impact with screen branding - print or digital solutions.

EVENT BROADCAST AND SIGNAL DISTRIBUTION Maximise the value of your LED screens and engage your audience with our range of event broadcast solutions. We operate dedicated outside broadcast units complete with full creative personnel as well as everything required to distribute signals across your event by fibre or RF.

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“ADI HELPED US DELIVER MEMORABLE EXPERIENCES FOR ALL OUR SPECTATORS AND ELEVATE THE BRANDS OF THE EUROPEAN CHAMPIONSHIPS AND ALL OUR ASSOCIATED PARTNERS.” GLASGOW EUROPEAN CHAMPIONSHIPS

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