Virtual advertising
Encyclopedia
Virtual Advertising is the use of digital technology to insert virtual advertising images into a live or pre-recorded television show, often in Sports events.
This technique is often used to allow broadcast
ers to replace real advertising pannels (existing on the playfied) by virtual images at the screen when broadcasting the same event in other regions which are not concerned by the local advertising: a Spanish football game will be broadcasted in Mexico with Mexican advertising images. The viewer has the impression that the advertising image he/she sees on screen is the one in the reality.
, automatic detection of cuts
, recognition of playfield surface, etc.
An operator is usually dedicated to the visual control of the effect but new systems allow to use the instant replay
operator .
places a virtual advertisement on the glass behind the goaltender that can only be seen on television . In baseball Major League Baseball places virtual advertisements on a back-board behind the batter which can be targeted differently in local markets or countries. During the World Series MLB International broadcasts the World Series with different advertisements on a per market basis, showing a different ad in the US, Canadian, Latin American and Japanese markets.
This technique is often used to allow broadcast
Broadcast
Broadcast or Broadcasting may refer to:* Broadcasting, the transmission of audio and video signals* Broadcast, an individual television program or radio program* Broadcast , an English electronic music band...
ers to replace real advertising pannels (existing on the playfied) by virtual images at the screen when broadcasting the same event in other regions which are not concerned by the local advertising: a Spanish football game will be broadcasted in Mexico with Mexican advertising images. The viewer has the impression that the advertising image he/she sees on screen is the one in the reality.
Rights
The advertising in the playfields is, in most of the countries, property of the Club. The advertising rights broadcasted on the screen is property of the broadcasters or the TV channel. This means that second right holders can benefit from selling these virtal advertisings. The number of TV viewers is also higher than the people in the stadium generating more visibility to the advertized marks and more incomes to the broadcasters.Technology
The technology used in virtual insertions often uses automated processes such as: automatic detection of playfield limitsDetection limit
In analytical chemistry, the detection limit, lower limit of detection, or LOD , is the lowest quantity of a substance that can be distinguished from the absence of that substance within a stated confidence limit...
, automatic detection of cuts
Cut (filmmaking)
In the post-production process of film editing and video editing, a cut is an abrupt, but usually trivial film transition from one sequence to another. It is synonymous with the term edit, though "edit" can imply any number of transitions or effects. The cut, dissolve and wipe serve as the three...
, recognition of playfield surface, etc.
An operator is usually dedicated to the visual control of the effect but new systems allow to use the instant replay
Instant replay
Instant replay is the replaying of video footage of an event or incident very soon after it has occurred. In television broadcasting of sports events, instant replay is often used during live broadcast, to show a passage of play which was important or remarkable, or which was unclear on first...
operator .
Live Events
Virtual advertisements can be effectively integrated into live television in real-time. For example, Fox Sports NetFox Sports Net
The Fox Sports Regional Networks, or simply Fox Sports Net , are a collection of cable TV regional sports networks in the United States owned and operated by News Corporation.- Beginnings :...
places a virtual advertisement on the glass behind the goaltender that can only be seen on television . In baseball Major League Baseball places virtual advertisements on a back-board behind the batter which can be targeted differently in local markets or countries. During the World Series MLB International broadcasts the World Series with different advertisements on a per market basis, showing a different ad in the US, Canadian, Latin American and Japanese markets.