an advertising question

So you know the ads they show behind the catcher during baseball games? The ones that are composited on top of the green screen?  I'm curious...

• Do the networks composite in different ads for different markets?
• Even if they don't (let's say the economics are better for a national campaign), does the technology exist to do that?
• When the game's repackaged and sold on DVD, are new ads composited in?

I've heard of certain television series' using chroma key technology to enhance product placement opportunities; I'm wondering if/how this type of technology is being used (in real time or not) to deliver optimized place- or time-shifted advertising.

Anyone have any experience here?

Comments

[Patrick]

I don't know for baseball but for some football, most notably the Superbowl, we get canadian chains' ads keyed in those spaces, even on the blimps.

[Charlie]

Yes, the ads absolutely change for different markets in baseball. Local stations get a certain share of the ad inventory to sell on their own in the case of network TV, and in terms of ESPN or any other cable companies, they just offer the ability to do geotargeted or national campaigns. You can tell b/c the ads often do not show up on instant replays or different angels that happen to show the backstop. As for repackaging, few MLB games are repackaged in their entirety and the key for advertising is metrics. Its sort of like the offline video game problem... you can't tell how many times it gets played or when, so you can't realy sell it. So, I don't think those games have those ads in them.

[Hoodia]

in Canada we got many place that put into utility ads keyed in those advertising spaces

[hoodia diet]

Yeah the ads do charge a lot here.