Globe iconLogin iconRecap iconSearch iconTickets icon
news

MLB News

Augmented reality ads debut at World Series

MLB.com @dohyoungpark

As part of the groundbreaking partnership between Major League Baseball and YouTube TV that began prior to the 2017 postseason, YouTube TV continued to innovate within the broadcast experience, in partnership with FOX, during the telecast of World Series Game 1 on Tuesday night with a pair of augmented reality advertisements -- one that aired before the game and another in the middle of the seventh inning.

The ads showed a large video player shown behind the Green Monster Seats at Fenway Park, as if it were a physical part of the ballpark, on which the YouTube TV controls were overlaid on the continuing FOX broadcast to replicate the YouTube TV user experience. The video player then transitioned to short videos advertising the YouTube TV service.

As part of the groundbreaking partnership between Major League Baseball and YouTube TV that began prior to the 2017 postseason, YouTube TV continued to innovate within the broadcast experience, in partnership with FOX, during the telecast of World Series Game 1 on Tuesday night with a pair of augmented reality advertisements -- one that aired before the game and another in the middle of the seventh inning.

The ads showed a large video player shown behind the Green Monster Seats at Fenway Park, as if it were a physical part of the ballpark, on which the YouTube TV controls were overlaid on the continuing FOX broadcast to replicate the YouTube TV user experience. The video player then transitioned to short videos advertising the YouTube TV service.

The videos represented new innovative contextual ads for the traditional 2D TV broadcast that are aired during key moments to better integrate advertising more seamlessly as virtual "green screens" in areas around the ballpark where they would not have been otherwise possible.

Video: Watch the World Series on YouTube TV

YouTube TV was the first presenting sponsor of the World Series in 2017, and the relationship was renewed in March to maintain YouTube TV as the presenting sponsor of the World Series in both '18 and '19. FOX has carried exclusive broadcast rights to the World Series since '00.

"From live programming morphing into a YouTube TV spot to prominent in-stadium placements, our innovative partnership allowed us to build awareness for YouTube TV and have a voice during one of the biggest live sporting events of the year," said Angela Courtin, global head of YouTube TV & Originals Marketing, when the renewal was announced in March. "MLB has been a great long-term partner and we are excited to renew our World Series partnership as well as play a role in games throughout the season with the inaugural First Pitch sponsorship, bringing more ways for fans to enjoy their favorite teams cable-free with YouTube TV."

Do-Hyoung Park is a reporter for MLB.com. Follow him on Twitter at @dohyoungpark.