What Is Virtual Signage?

Virtual signs are superimposed into TV broadcasts.

When you watch a football game on TV, the yellow lines you see are not painted on the actual field, but superimposed into the broadcast. Using this type of technology, producers often also insert advertising images into programming; this is virtual signage.

First Use

In July 1997, ABC used SciDel technology to put virtual signage into their broadcast of the Women's Tennis Association's A&P Tennis Classic. Advertisers included A&P, TWA and Mercedes. Advertisements appeared between the baseline and the service line.

The FOX Football Robot

Perhaps the best-known example of virtual signage is the dancing footballer robot featured during FOX broadcasts of NFL games. Acting as a hype man, and often interacting with other ads for FOX programming, he became a sort of mascot for FOX Football.

The Future

The next step for virtual signage, as of 2010, is the regular implementation of virtual product placement. Digitally rendered product images are already being slipped into sitcom broadcasts, a box of Oreos on a table in "Friends" being a notable example, and it has been an effective solution to the problem of viewers fast-forwarding through commercials.

References

• Access My Library: Analysing the Effects of Advertising Type and Antecedents on Attitude Towards Advertising in Sport
• All Business: WABC-TV Airs Virtual Signage: uses SciDel technology to insert advertising during tennis match
• College of San Mateo: Media Musing