Gameday Media Lab: billboards made of pixels

Sports titles copy real stadiums down to the advertising boards, and brands have started to treat that time as real reach. Instead of a pop-up, the campaign shows up as part of the set at the right angle and in the right light.

Advertisers in drinks, sport, tech and retail have tested it, priced on viewable impressions.

Everything else about Gameday Media Lab lives at gadsme.com.