Digital placement

UK-based MirriAd has developed a novel technology that allows products, logos, posters or bill boards to be digitally inserted into video streams.

Product placement currently entails placing a branded object physically into feature films and TV shows during filming. Using MirriAd’s technology, it is now possible to digitally insert virtual products into the video content after filming has been completed, making them look like they were always there.

This enables advertising to be varied according to where the content is being shown and according to who is watching it.

Faced by falling advertising revenues as a consequence of ever greater audience fragmentation and the advent of ad-skipping technologies such as Personal Video Recorders (PVR/DVR), broadcasters are currently facing a crisis which threatens to undermine the entire industry.

Using MirriAd’s technology, broadcasters and content owners now have a remedy for their ails, using ‘virtual product placement’ to generate new revenue streams. New cinema releases and TV shows can now regionalise their advertising content, whilst back catalogues of popular shows and DVDs can be monetised by retrospectively inserting new branded products and adverts into the content.