A breakthrough in television technology will change the way advertising is used in major sporting events. It will mean that different audiences in different countries will be able to see a variety of ads from the same stadium hoardings.
The computer technology, which superimposes ads onto live pictures, will be previewed in May when the Olympic stadium in Atlanta is inaugurated with an athletics meeting.
The main benefit is that advertisers will be able to target their audience much more carefully: products could be advertised in different languages and countries could be avoided that impose restrictions on products like alcohol.
The technology is being marketed by a Netherlands-based company called Imagdine.
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