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The technology, developed by Californian start-up Keystream, uses complex computer algorithms to find clear space such as sky or blank walls to display company logos or messages.
It is currently being tested during local news footage on ITV's website but if successful the broadcaster plans to transfer it to the television screen.
Advertisers taking part in the trial include the price comparison site USwitch.com and digital satellite service Freesat.
Simon Fell, head of future technology at ITV, told The Times: "There's a lot of potential. If there's a scene in a programme where there's time, then it could give us a chance to get an ad away.
"But obviously on television you won't be seeing one of these appearing at a crunch point in a drama."
It is not yet known how the new technology will fit within current broadcasting regulations or how Ofcom and the Advertising Standards Authority will react.
The embedded ads could help ITV to hit its advertising targets. Yesterday the broadcaster revealed that it would be cutting 1,000 jobs by early next year because of a severe downturn in advertising.
The unions have threatened to strike over the redundancies, which will hit the regional news division hardest with approximately 430 job losses.
Comments
Ahemm... it's pretty clear that this technology will NOT fit within existing regulations. "Separation of programmes and advertising" is a core principle of the regulations.
Indeed, the separation principle is arguably already being breached by these irritating trailers to the "next" programme that crawl along the screen towards the end of programmes. Presumably the broadcasters involved will claim that these are promotions, rather than advertisements.
I'm amazed anyone would spend time developing technology for this. OK, apply it to WebTV, which is unregulated, and where it will be a further disincentive to viewers, who'll be driven back to proper TV. Good idea!
There is enough advertising everywhere else without the need for it to extend into the actual programmes watched on tv. Also, as a drama student, I can't see there being very many producers or directors that will be OK with advertisements being added to their carefully directed scenes. Great innovative idea, just don't think it'll work somehow.
Forest gump's feather floats off into the clear blue sky and up pops "find hot singles in your area...", nice!
This shouldn't work but alas they're all so strapped for cash i think they will give it a go and no one will care enough to complain.
has anyone else noticed that the discovery channel are already using this? They started using blank spaces to advertise their programmes a few weeks ago...
http://www.brandrepublic.com/Marketing/News/848376/Media-Discovery-tune-in-trial/
Theirs is a little different because they are promoting shows on their own channel as opposed to external brands. This happens in the US quite a lot and it's just a better way \(in my opinion) than jamming the screens with banner promos.
Advertising 'in program' seems to be the new model emerging. InShot Labs are developing a similar application.
Product placement within TV streams has been working for donkeys years. Being able to dynamically switch the product... now THAT is what I want... is he drinking Coke or Fanta?! CGI labels inserted in real-time... they are already doing this in gaming, won't be too long for TV...
Product placement should be allowed, perhaps even \(provided its sensitively done), this scheme as well. If you want good quality TV to continue then effective advertising to combat sky+ type machines is needed. Unless of course everyone wants an increase in their TV license?
Comments
Fred Perkins - 01/10/2008
Ahemm... it's pretty clear that this technology will NOT fit within existing regulations. "Separation of programmes and advertising" is a core principle of the regulations. Indeed, the separation principle is arguably already being breached by these irritating trailers to the "next" programme that crawl along the screen towards the end of programmes. Presumably the broadcasters involved will claim that these are promotions, rather than advertisements. I'm amazed anyone would spend time developing technology for this. OK, apply it to WebTV, which is unregulated, and where it will be a further disincentive to viewers, who'll be driven back to proper TV. Good idea!
isabel D´Mello - 01/10/2008
There is enough advertising everywhere else without the need for it to extend into the actual programmes watched on tv. Also, as a drama student, I can't see there being very many producers or directors that will be OK with advertisements being added to their carefully directed scenes. Great innovative idea, just don't think it'll work somehow.
ed boost - 01/10/2008
Forest gump's feather floats off into the clear blue sky and up pops "find hot singles in your area...", nice! This shouldn't work but alas they're all so strapped for cash i think they will give it a go and no one will care enough to complain.
Vicky Connell - 02/10/2008
has anyone else noticed that the discovery channel are already using this? They started using blank spaces to advertise their programmes a few weeks ago...
Alison Donnelly - 02/10/2008
http://www.brandrepublic.com/Marketing/News/848376/Media-Discovery-tune-in-trial/ Theirs is a little different because they are promoting shows on their own channel as opposed to external brands. This happens in the US quite a lot and it's just a better way \(in my opinion) than jamming the screens with banner promos.
James Grant Hay - 03/10/2008
Advertising 'in program' seems to be the new model emerging. InShot Labs are developing a similar application.
Dean Donaldson - 03/10/2008
Product placement within TV streams has been working for donkeys years. Being able to dynamically switch the product... now THAT is what I want... is he drinking Coke or Fanta?! CGI labels inserted in real-time... they are already doing this in gaming, won't be too long for TV...
David Swift - 24/10/2008
Product placement should be allowed, perhaps even \(provided its sensitively done), this scheme as well. If you want good quality TV to continue then effective advertising to combat sky+ type machines is needed. Unless of course everyone wants an increase in their TV license?