In Romania, virtual advertising was defined and regulated in:

• Audiovisual Law no. 504

• Decision no. 220 of the Regulatory Code of Audiovisual Content

According to the National Audiovisual Council (CNA), virtual advertising is the TV advertising broadcasting technique which consists of image processing, in the case of broadcasting different transmissions of events, by replacing the billboards displayed where these events take place with advertising messages introduced by the broadcaster or with overlapping new images with such messages in any area of the broadcasted image.

Virtual advertising is an unconventional promotion / communication technique and represents the alternative to conventional TV commercials.

Virtual advertising is a powerful tool to boost sales that can be used in live broadcasting, for sports and entertainment events or post-production in any program, show, soap opera, sitcom, movie, etc.

Virtual ads are immediately noticed. They practically stand out in comparison to the classic animated spots on the LED systems surrounding the pitch, that have become real “ads cemeteries”, because nobody notices them anymore.

Virtual advertising can be used both in production and in live broadcasts, as well as in the matches received via satellite and relayed in an area (downstream).

For football, the use of virtual advertising is governed by FIFA.

Recent research, mentioned in an article in the prestigious journal “The Economist”, showed that virtual advertisements inserted at football matches are more effective than the banners from the sidelines (perimeter advertising) and even more effective than the logos printed on the players’ equipment by the main sponsor that pays hundreds or even millions of Euros.

Magic Ads’ products for football matches are:

• 3D Magic Circle– the insertion of an animation in the circle in the center of the pitch / duration: 15 seconds before the players enter the pitch for the start of each half.

• 3D Magic Carpets – inserting a banner to the left and / or right of the goal post  in between the goal line and the first row of advertising banners / duration: display throughout the entire match – 90 minutes; visibility on the goal scoring opportunities.

• Magic Logo – the insertion of the logo on the pitch surface / duration: 10 seconds after the players leave the pitch, at the end of each half.

Magic Ads uses equipment and software made by the Swedish company Hego, a prestigious provider of virtual graphics solutions for the TV industry. The equipment used by Magic Ads and made by Hego, called AKI Virtual Placement, is by far the most advanced and powerful tool dedicated to virtual advertising on the market, for live or assembled broadcasts (post-production).

AKI Virtual Placement is based only on image processing and it does not need any sensors or specials heads for TV cameras. It is easy to use and the calibration can be made very quickly, the only elements needed being the video signal and the reference signal. The system recognizes the camera movements (zooming, panning, travelling) and allows the operator to insert with accuracy the virtual graphics showing the product.

The following elements can be virtually placed in the studio or on the pitch: products, animations, logos, messages, etc. The possibilities of creating real time video effects are almost limitless: integrated graphics within a TV frame, warping and distortions.

Your brand, product or advertising animation can be inserted live right in the thick of the event. The graphics show will catch and keep the attention of the viewers, who will breathelessly watch these “special effects” on the TV screen. This amazing high quality show will generate positive awareness among viewers.

We have two reasons for saying this:

• commercials are inserted during the programs, in the thick of the action, when viewers are emotionally involved and they do not want to miss anything! Basically they are trapped in front of the TV! So they will not change the channel because they are watching their favorite program and will not leave the TV, as is often the case during commercial breaks, when they go to visit… the refrigerator.
• as we create true moments of show and “virtual” entertainment, the viewers will naturally enjoy it! They will certainly not want to miss such graphics “delight”.