When I watch international sporting events such as the World Cup or the Olympics, this thought suddenly comes to mind: “Korean companies are doing well.” Familiar domestic company logos constantly appear on the stadium sideline electronic display board. However, hidden here is a cutting-edge advertising system that combines broadcasting and digital technology. At the same time, British viewers are watching advertisements for British companies, and Brazilian viewers are watching advertisements for Brazilian companies. ● Advertising on one electronic signboard There is only one LED display board installed in stadiums in many countries. On-site spectators only look at one electronic display board. However, on the TV broadcast screen, different advertisements are broadcast in each country. The technology that makes this possible is ‘Virtual Ad Replacement’. Complex technologies are applied here, but the key is the combination of the high-speed physics of the LED signboard and camera technology. Unlike a regular TV that shows 60 screens per second (60FPS), the stadium display board can display more than 240 screens per second (240FPS).