user3189: In TV broadcasts of football matches (soccer matches) there are often long displays along the side of the football field that show advertisements. I guess that these displays are made up of electronic lamps, but in the future it might be possible (albeit technically very difficult) to add the advertisements by just post-processing the TV photo in a computer. In this way TV companies could broadcast international football matches with localized advertisement, for instance with one type of advertisement per country.
Do you know of any examples from TV broadcasts of sport events, where image post-processing have altered the TV photo to adjust for different advertisements?

user617: What a great idea -- you should enter the marketing field!
I don't know if anyone has thought to do localized advertisements yet, but image post-processing is routinely used, at least on American football broadcasts, to track the field and the marker lines thereupon, so as to provide various forms of in-game analysis.
If they can do that, I'm sure they could turn the field-side displays into green screen to show localized TV advertisements on, but if that happens, then the spectators at the physical location aren't able to see the advertisements! So some of this probably has to do with whether it's the TV station or the Stadium that sells those ads, and whether or not localized broadcast ad revenue would be more lucrative than installed non-processed ads.

user3210: This was already done and seems to be done regularly in certain sports. Here is a (German, sorry) article from 1998 where this was done in the UEFA cup game Glasgow Rangers vs AC Parma. There where localized advertisements in Germany and Italy placed on areas originally pink. Here is the only English summary article on the subject that I found using a quick search.
@Mick79 the question was for advertisements per country which is a good idea. In the given UEFA cup game for Germany they showed ads for a nation wide hardware store and a brewery selling nation wide which wouldn't have paid for ad space in this match (Scotland vs. Italy) if they had to pay for the whole international reach (I would think). Targeted advertisement is always better.

3189: <p>In TV broadcasts of football matches (soccer matches) there are often long displays along the side of the football field that show advertisements. I guess that these displays are made up of electronic lamps, but in the future it might be possible (albeit technically very difficult) to add the advertisements by just post-processing the TV photo in a computer. In this way TV companies could broadcast international football matches with localized advertisement, for instance with one type of advertisement per country.</p>

<p>Do you know of any examples from TV broadcasts of sport events, where image post-processing have altered the TV photo to adjust for different advertisements?</p>
 617: <p>What a great idea -- you should enter the marketing field!</p>

<p>I don't know if anyone has thought to do localized advertisements yet, but image post-processing is routinely used, at least on American football broadcasts, to track the field and the marker lines thereupon, so as to provide various forms of in-game analysis.</p>

<p>If they can do that, I'm sure they could turn the field-side displays into green screen to show localized TV advertisements on, but if that happens, then the spectators at the physical location aren't able to see the advertisements! So some of this probably has to do with whether it's the TV station or the Stadium that sells those ads, and whether or not localized broadcast ad revenue would be more lucrative than installed non-processed ads.</p>
 3210: <p>This was already done and seems to be done regularly in certain sports. <a href="http://www.spiegel.de/spiegel/print/d-8039371.html" rel="nofollow">Here</a> is a (German, sorry) article from 1998 where this was done in the UEFA cup game Glasgow Rangers vs AC Parma. There where localized advertisements in Germany and Italy placed on areas originally pink. <a href="http://www.accessmylibrary.com/article-1G1-274114770/virtual-advertising-sports-events.html" rel="nofollow">Here</a> is the only English summary article on the subject that I found using a quick search.</p>

<p>@Mick79 the question was for advertisements per country which is a good idea. In the given UEFA cup game for Germany they showed ads for a nation wide hardware store and a brewery selling nation wide which wouldn't have paid for ad space in this match (Scotland vs. Italy) if they had to pay for the whole international reach (I would think). Targeted advertisement is always better.</p>
