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9 Pandas co-founder Sergey Karshkov has a wealth of marketing experience and takes a keen interest in the latest trends and developments in the industry. This article will look at digital overlay technology, its potential applications and how it can be used to benefit businesses operating in a range of different industries.

Digital overlay technology facilitates virtual advertisements, which can be effectively integrated into live television broadcasts in real time. In 2018, the French club Paris Saint-Germain made history as the first French football team to integrate digital overlay technology into its home ground, enabling the club to geolocate advertising displayed on LED screens surrounding the pitch. This meant that advertisers could adapt their messaging to target different audiences simultaneously, allowing adverts broadcast in the Arabic, English and Bahasa languages to be shared across different parts of the world.

With the club’s Ligue 1 matches watched across 54 countries globally, attracting an average audience of around three million viewers per match, the ability to tailor advertising messages to different regional audiences has huge advantages from a marketer’s perspective. The attached infographic shares some interesting global marketing statistics for 2023.



In addition to enabling marketers to modify advertising campaigns to make them more relevant for regional audiences, digital overlay technology is transforming customer journeys, facilitating ‘virtual try-ons’ or VTOs that enable customers to use their smartphone camera and augmented reality (AR) technology to try on apparel, jewellery and accessories virtually. The attached PDF takes a closer look at AR technology and its potential applications today.


Sergey Karshkov

Augmented Reality and Its Potential Applications


With marketplaces increasingly taken over by a new generation of digitally native shoppers, retailers are increasingly embracing AR and other emerging technologies to enrich relationships between shoppers and brands and improve the customer journey. According to a report published by Shopify, experts predict that by 2025, almost 75% of the global population will be frequent AR users.

In terms of product and category exploration, AR is rapidly becoming the go-to engagement method of choice, enabling users to tap into a wealth of digital information and bringing products to life as an overlay. Take for example Sephora, which offers in-store magic mirrors and a mobile app to help customers visualise how different shades and cosmetics would appear on their skin. The attached video takes a closer look at the implementation of AR technology in the cosmetics industry and how it is being implemented today by global brands like Cover Girl and L’Oreal to create immersive shopping experiences and increase consumer engagement.