Anybody who has watched professional soccer may notice that a number of advertisements on the field are solely meant for the television audience. Most fields have advertisements painted near the goal, which appear 3D only to those watching from home.
Vizrt, a real-time graphics company, is raising those types of advertisements to the next level, as they have just developed the Viz Eclipse, a system that digitally replaces field-side advertisement boards.
So, viewers of a sporting event in America may get a completely different marketing experience than those watching in Europe, as advertisement boards on the side of the field are to be digitally altered for each specific region.