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 broadcasters to replace real advertising panels (existing on the playfield) with virtual images on the screen when broadcasting the same event in other regions which are not concerned with the local advertising; a Spanish football game will be broadcast 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.
Virtual advertisements can be effectively integrated into live television in real-time.The technology that enabled video tracking for virtual advertising has been used for the past decade to create virtual product placements in television shows hours, days, or years after they have been produced. This presents several benefits including the possibility of preserving an advertisement-free master copy of the show in order to generate revenue as product placements are added in the future.