Virtual advertising vs traditional advertising in live sports

Abstract

Virtual advertising is the usage of virtually inserted advertising in a live/pre-recorded footage. This is being deployed by broadcasters to replace the actual advertising boards with virtual advertising pictures on the screen while the same event is broadcasted in various locations, providing opportunity for region specific or local advertisements. We have further researched and concluded that although virtual advertising is preferred by consumers over traditional advertising, the brand recall through virtual advertising is lower than traditional ads that play in between breaks of sports events. Hence, brand managers may utilize these insights to decide between the trade-offs of virtual and traditional advertising.