Live From Daytona 500: NASCAR In-Venue Video Gets New Look
New sponsor removes side panels, offering wider canvas; SMT builds new graphics
With Sprint exiting as a NASCAR sponsor, the in-venue–video experience will have a fresh new look at races. During the Sprint sponsorship period, there were side panels on the videoboards for advertising. Those panels are gone, and race fans will now have a full-screen videoboard experience, with ISM Vision Powered by BOLDVu, as the new sponsor.
It also gave SMT another task for the big race. The broadcast-graphics supplier is on hand to support Motor Racing Network (MRN), producer of the video production seen on the videoboards at the Daytona 500 and the other tracks owned by International Speedway Corp. (ISC). The Daytona International Speedway now has nearly 8,500 sq. ft. of videoboard display, thanks to two boards measuring 40 x 80 ft. and two others measuring 20- x 40-ft.
Nick Rider, coordinating producer, motorsports, SMT, is on hand to create new graphics rebranding because Sprint is no longer a sponsor of the video production.
“When Sprint left,” he explains, “the advertising on the sides of the screen went away, and now the graphics can go full screen. It is a whole new look, and we have to take every single graphic and redo it to make sure the data looks good.”
The MRN production team has a ChyronHego Duet CG at its disposal and relies primarily on the Fox Sports (and, later in the season, the NBC Sports) clean feed as the backbone of the video production seen by fans in the stands. The MRN team also has a wireless handheld camera that can be used for cutaways when Fox Sports is in the booth or on a commercial break.
“MRN does have the router feeds,” Rider points out, “but they have no control over the camera, so they just take the clean feed.”
This year, ISC signed a deal with ISM to create ISM Vision Powered by BoldVu , a 360-degree digital engagement venue network. ISM builds ad networks for digital screens at such places as malls and universities. ISM Vision Powered by BoldVu will also be fully integrated with each track’s and the MRN mobile app, allowing fans at each track to use way-finding technologies and access real-time traffic and weather alerts and event schedules. According to ISM, the platform allows a more integrated marketing experience and provides rich onsite activation opportunities. In addition, ISC and its advertisers and partners will benefit from expanded consumer analytics and, for the first time, consumer insights on fan behavior, campaign engagement, and the overall visitor experience.
All of ISC’s 12 tracks have ISM Vision boards on display on race day, ranging from 9- x 16-ft. screens at Auto Club Speedway to 40- x 80-ft. screens at Daytona and Talladega. ISC’s internal data has shown that 70% of fans consider videoboard content to be very or extremely important.
Next week’s race in Atlanta will take place at a track owned by Speedway Motorsports Inc., which relies on Performance Racing Network for its in-venue–video production.