Software company Mirriad has developed a way for adverts to be “inserted” into films and television shows streamed online. It uses artificial intelligence techniques to recognize objects in a scene and spot slots where branded goods and posters can be added without looking out of place.
Spanish-language broadcaster Univision is spicing up its programming with advanced TV initiatives. “Linear is changing, consumers are changing, and we’re doing what we can to shift along with those changes,” said Luis De La Parra, SVP of partner solutions at Univision.
Breaking news: Advertising — as we’ve known it — has died to clear the path for the new generation’s experiential advertising. What is the essence of human experience? It is hard to tell, yet it is something that defines every one of us.
First came product placement. In exchange for a payment, whether in cash, supplies or services, a TV show or a film would prominently display a brand-name product. Then there was virtual product placement. Products or logos would be inserted into a show during the editing, thanks to computer-generated imagery.
A London startup uses artificial intelligence to insert ads into videos, and it just signed an exclusive deal with publisher Condé Nast
Imagine a world where the TV shows and movies you watch are supported not only by digitally-inserted brand placements, but also in which those insertions are custom-targeted at individual viewers.
Ad blockers aren’t going to be useful for much longer. Major entertainment companies including Univision and 20th Century Fox are now using artificial intelligence to digitally insert advertisements
SEAT is the first advertiser to inaugurate the virtual product placement offer in a leading French saga, Tomorrow Belongs to Us, on TF1, a campaign managed by the teams of TF1 LIVE and the Fuse agency Re-Mind PHD.
Luckin Coffee, the Chinese coffee chain that’s pioneering a tech-driven model to fill online orders, is using Mirriad technology in a large-scale campaign to build brand awareness.
Sadness sells, according to a new biometric study that measures the link between emotions in entertainment content and brand value.
The research, by AI-powered technology company Mirriad and applied neuroscience firm SPARK Neuro, drove significant value increases across all brands and products that were tested included potato chips, Lysol disinfectant wipes and Jeep Wrangler.
Consumers are getting used to seeing brands injected into entertainment, from movies to video games to playlists. So it was just a matter of time before someone tried to link the mood of a given scene to its impact on brand perception.
Ad targeting is a key strategy in the marketing arsenal, but it only goes so far. Messaging needs to constantly secure high relevance to truly cut through the noise or targeting cannot deliver the value it should.