SMT Virtual Signage Offers Fox Advertisers Flexibility
Always a fixture at big Fox Sports events, SMT was on hand providing virtual signage behind the plate for Camera 4 (the primary pitcher/batter camera) and tight center field. For the fourth straight year, the company also integrated its system with the high-home position, inserting virtual signage on the batter’s eye in center field.
“Fox likes having the batter’s-eye version for these [marquee] events like the All-Star Game and postseason because it gives the advertisers more flexibility,” said SMT Media Production Manager Peter Frank, who led a three-person team onsite. “There are a lot more eyes on this show than there would be on a normal Saturday MLB show, so we want to give them as much flexibility as possible.
“The technology used for [virtual] advertising is very fluid,” he continued. “Up until the very last minute, [advertisers] can be changing the look of their ad, and it will get processed and put on the air. They could have one look in the first inning and then switch it up and have a whole new look for the third inning.”