Virtual advertising (also known as Digital Replacement Technology, Digital Board Replacement, or Erase and Replace technology) is the digital insertion of virtual content into a broadcast feed for live television broadcast or streaming.

With virtual advertising, physical advertising at a sports venue can be replaced with virtual content or new virtual content can be placed directly onto the playing field, court, or other empty space.

Virtual advertising allows sports rights holders to maximize the potential revenue from live in-game sponsorship, by increasing the available inventory within the venue and increasing the commercial potential of existing inventory by enabling it to be split amongst multiple sponsors.

Virtual advertising also allows brands to maximize the potential of their sponsorship investment, by targeting only relevant markets, customizing messaging for local markets, and managing the regulatory requirements of certain markets.

uniqFEED’s team of operators receives the isolated camera signals and world feed from a live sporting event from which AdApt then composes multiple regionalized feeds before virtual content is digitally inserted. This is performed live during the match or game. The feeds are then sent out via the various broadcasters. Television viewers at home are exposed to different advertising content depending on the geographical region in which they are watching.

A virtual insert is virtual content that has been placed onto empty space such as onto the playing field, court, or pitch, or onto any other space available.

A virtual overlay is virtual content that is placed over existing advertising content such as the pitch-side boards in a football stadium.