Not Just at Euro 2024: The Role of Virtual Advertising in Sports
The recent European Football Championship has drawn attention to a growing trend in sports: virtual advertising. Let's delve into how this technology works and its impact.
During the past weeks of the European Football Championship, some viewers may have noticed the unexplained message "This broadcast contains virtual advertising" on their screens. However, the exact appearance of this virtual advertising remains largely hidden due to its seamless integration. Unless, of course, a player suddenly dashes through a virtual ad board, partly disappearing from the screen. These findings, which amuse users, are often shared on platforms like TikTok and other social media networks.
Despite the impression given by its recent use at the current European Championship, virtual advertising is not entirely new. While it marked its debut at a football Euro, it has been employed in football for quite some time. Its inconspicuous nature highlights how effectively the technology typically operates. Various approaches exist for implementing virtual advertising, facilitated by different companies worldwide. Heise online recently spoke with a provider employing a software-based approach.
Methods of Implementation
"In football currently, virtual advertising is limited to the main camera. In other sports such as skiing or motorsport, events are covered by multiple cameras, allowing for broader application," explains Ralf Dragon, founder of uniqFEED. Observant viewers may also notice traditional advertising boards visible to the audience inside the venue. "Direct replays and slow-motion shots typically exclude virtual advertising due to technical constraints. However, game summaries, compiled from various footage, may include virtual ads."
Two main methods are currently used for implementing virtual advertising in sports broadcasts: hardware-based and software-based systems. Hardware systems use a camera head to precisely track camera movements. Advertising boards emit an infrared signal for keying, distinguishing between foreground and background. "It's akin to green-screening, except the color is invisible and actively emitted from the background," explains Dragon.
In contrast, software-based systems, like those offered by uniqFEED, analyze camera movements and overlays through software without altering on-site production conditions. "Virtual objects are integrated into the already edited signal," Dragon adds. Keying in software presents a significant challenge, but advancements in hardware processing power in recent years have enabled real-time implementation.
Role of AI in Virtual Advertising
Artificial Intelligence plays a growing but not predominant role in virtual advertising. Dragon states, "Virtual advertising is far from being solely AI-driven. Many issues are solved through engineering. Analyzing overlays is a classic AI topic, trainable even with a hardware-based system. Analyzing camera movement is more of an engineering issue, described through formulas."
Virtual advertising isn't limited to ad boards. "One can place virtual objects anywhere, but physical interaction with virtual objects isn't feasible. Therefore, it's typically restricted to virtual boards or floor textures," Dragon explains. "If interaction is ruled out, virtual 3D objects can also be placed."
Regulatory and Technological Boundaries
Theoretically, the stadium turf could serve as a massive advertising space. However, legal constraints dictate that in Germany, for instance, "broadcasts must notify viewers of virtual advertising, and only existing ads can be replaced," Dragon notes. "In Switzerland and other countries, virtual advertising cannot be displayed on blank, unaltered surfaces; there must be something artificial present, even if it's just a plain white board."
uniqFEED, founded by Dragon as a spin-off from ETH Zurich in 2015 and now employing approximately 50 staff, aims to see virtual advertising extensively utilized in professional sports by 2030. While current implementations vary by country, future prospects could include even greater personalization, depending on local regulations.
Importance of Training and Development
Despite occasional glitches, such as the viral clip of a partially "invisible" player on social media, technology is advancing rapidly. Dragon views such errors with equanimity: "This is likely a typical AI artifact due to insufficient training data for such scenarios. These issues will likely diminish significantly with additional data, much like video coding artifacts."
Virtual advertising opens new avenues for marketers and broadcasters while raising questions about the authenticity of the sporting experience and challenging our perceptions of reality, much like developments in AI. One thing is certain: the disclaimer "This broadcast contains virtual advertising" may become as commonplace as the ads themselves in the future.
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