Originally featured on BroadcastEngineering.com
ITV takes on advertising challenge with graffiti advertising
UK broadcaster ITV has made a bold move in developing a new form of unavoidable advertisement, nicknamed “graffiti advertising,” that can be embedded in TV programs. The broadcaster is now trialing new technology, known as automatically placed overlay advertising, which uses complex computer algorithms to find clear space, such as blue sky or blank walls, in video footage in which to display advertising, logos or messages. In the United States, cable networks and DVR makers have also been testing "speed bumps" that show an advertisement during fast-forwarding and billboards that appear on paused screens.
According to ANT Software, ITV isn’t the only broadcasting industry player to be concerned about declining advertising revenues. ANT has been talking to other broadcasters about alternative advertising methods as well and is spearheading a drive toward a more targeted approach to deliver advertising that consumers are actually happy to watch.
For more information, visit www.antplc.com.