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Trade4Sports Implements World’s First Situational and Programmatic Advertising Booking

Qvest partner Trade4Sports has implemented a world innovation in advertising technology, together with HUK-Autowelt and media agency PIA Media on November 11, 2022. The world’s first situational and programmatic advertising booking in sports was realised during the Second Bundesliga football match between Fortuna Düsseldorf and 1. FC Kaiserslautern.

Two media innovations were combined for this advertising playout. For the first time, HUK-Autowelt programmatically booked advertising on the LED board systems at the sidelines of the pitch via PIA Media at Trade4Sports. In addition, the advertising playouts were situational: during each of the six substitutions of both teams in the running game, matching advertisements were played on the digital sports screens (LED boards) in the Merkur Arena in Düsseldorf. HUK-Autowelt was thus able to promote its slogan “Game-changing change? – Think of winter tires now” in a suitable situation and ‘in content’.

Frederic Komp, Co-Founder at Trade4Sports: “The entire programmatic process, starting with our T4S playout in the stadium, through the T4S AdServer to the booking agency, including all ad calls and reporting calls, worked perfectly and flawlessly. And our fully dynamic T4S playout on-site at the stadium also enabled the wonderful, situational advertising playout of the matching slogan of HUK-Autowelt.”

Trade4Sports has thus succeeded for the first time in realizing the booking process and the playout of the advertising completely automatically and, moreover, situationally in a live football match.

Robert Pimpl, Head of Marketing at HUK-Autowelt: “What a successful evening for all involved. As of today, the future of sports includes Situational and Programmatic Advertising – a great topic that finally exists in sports. We will continue to make sense of this new form of advertising playout.”

Hanno Stecken, CEO at PIA Media: “For us as a media agency, it is an important and right step that Programmatic Advertising is now also possible In the sports environment. Such topics make the difference and are important for our customers. Many thanks for the trust of HUK-Autowelt and a big thank you to Trade4Sports for the great implementation.”

The future of sports marketing can be reshaped by this innovation. From now on, brands and media agencies can place global and automated bookings in the sports environment via Trade4Sports. This can not only positively influence national marketing, but also opens up completely new perspectives for the international marketing of sports events, especially via virtual advertising.

Nicholas von Brauchitsch, Co-Founder at Trade4Sports: “Such milestones in a technological change only work with great partners. Here, our thanks go first and foremost to the team at Fortuna Düsseldorf, which has been willing to try out such groundbreaking new topics with us right from the start.”

Qvest and Trade4Sports have established a strategic partnership to realise new marketing solutions in the sports and entertainment sector, effective January 01, 2022. The two companies are bundling their specific expertise in the area of technology-focused sports and entertainment marketing. As a provider of content advertising technologies, Trade4Sports specialises in a digitalised, real-time marketing solution for the sports and entertainment sector. As an established media technology company, Qvest, provides holistic and individual support in the logistical and technical planning, delivery and commissioning of the LED technology in the stadiums.

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