MLB has made virtual signage to "serve as make-goods for disrupted advertising plans between the ball clubs and their partners," according to Ryan Barwick of ADWEEK. Barwick noted virtual tarps "can be digitally placed in a park’s empty bleachers without a green screen, or even behind home plate, or stenciled on the pitcher’s mound," details first reported by SBJ's Terry Lefton. The league had done this to some extent "during national games but is now making the technology available for regional games." Clubs "can use physical tarps should they choose, but the virtual tarps have the advantage of versatility, able to be changed every inning or even every pitch, as necessary." MLB VP/Broadcast Products & Services Ryan Zander said, "We're taking direction from the clubs on how they want to integrate this technology into their games. The goal is to make the signage as authentic as possible and not be disruptive to the viewer." A spokesperson said that the signage "won't be revenue-generating, but that it was 'a way to help sponsors get some exposure'" (ADWEEK.com, 7/22).
METS STARTING ALREADY: The AP reported the Mets took advantage of the new rules to "put an ad for Ford Motor Co. on the back of the Citi Field mound for Saturday's exhibition game against the Yankees." MLB in the past "gave permission for virtual signage in the batter's eye location, and that will continue" (AP, 7/20).
