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Personalised Ads in Old Movies

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Personalised Ads in Old Movies

Old 26th Apr 2021, 07:39
  #1 (permalink)  
Ecce Homo! Loquitur...
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Personalised Ads in Old Movies

I knew they could be added - but not in real-time and, presumably in future, tailored to individual viewers watching via streaming.


Back-to-the-future advertising puts new products in old shows

Modern day advertisements could soon begin appearing in old episodes of your favourite TV show or in films that came out decades ago as product placements get a 21st-century upgrade.

TV networks, film producers and advertisers are discovering a different way of making money from shows they first put out years ago by inserting computer-generated products into scenes. Producers can now put a different billboard for a brand still relevant today behind the characters in a film from the 90s that is being shown on TV, or a different bottle of beer next to a character in a TV show that came out years ago.

One of the main companies involved in the technology is the British firm Mirriad. Its artificial intelligence tool scans scenes looking for places where an advert or product can be inserted, such as the empty side of a building or the back of a newspaper. Mirriad has digitally added product placements to shows including the US sitcoms Modern Family and How I Met Your Mother, the hit French drama Call My Agent and UK shows such as Made in Chelseaand First Dates Hotel.

Its technology can add posters to scenes that contain blank walls and buses, create whole billboards in an empty space above a road, transform the front of a building to a particular branded shop or add 3D objects, such as a cereal box or bottle of beer, to an originally empty table. In Call My Agent, for example, it added a packet of Carte Noire coffee to a scene in a kitchen and put the branding on cups the characters drank from.

Stephan Beringer, Mirriad’s chief executive, said that the company already worked with production companies to change a brand placement depending on where the programme was being shown. “When film producers license the film to outside markets there is a new revenue opportunity because they can rebrand things,” he said. “We could insert US brands into a UK show without having touched the original material. The flexibility is just incredible.”

He added that Mirriad was also working with companies such as the Chinese tech giant Tencent to serve different product placements within the same show depending on who the viewer is or what time they are watching, allowing for personalised advertising within a TV series. This means that while one viewer watching a TV show in the morning may see a character at a table with a carton of orange juice, someone watching the same episode in the evening may see a bottle of beer.

Andrew Stephen, a professor of marketing at Oxford University, said that such a tool had a lot of potential. He added: “Just like we can have personalised digital ads served to us on digital platforms so the ads are more tailored to our preferences, interests or even past behaviours, I can see this AI tool being used for essentially the same.”

Chris Hackley, professor of marketing at Royal Holloway, University of London, said that viewers may be perturbed by such personalisation and find it creepy. “It’s bad enough that you see an ad for a holiday in your Facebook newsfeed just after you’ve browsed holidays, but imagine then if you go to watch a much-loved movie on Netflix and the same ad pops up? Even more creepy,” he said.....
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Old 26th Apr 2021, 07:51
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There you are, watching Laurel and Hardy, and there's an Amazon ad on the wall. Later on you are watching Jack Lord in Hawaii 50 and an Amazon ad for the Laurel & Hardy DVD appears on a hoarding... Book 'em Danno.

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Old 26th Apr 2021, 07:54
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Join Date: Nov 2013
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We've seen the effect of the increasing presence of "fake news" happily promoted to new heights by the trump circus buffoons and eagerly adopted by other morally questionable political entities around the world. Those yelling "fake news" are usually the main perpetrators.
I dislike folks who seek to hide or obscure truths. This is a similar product. Leave well enough alone, especially film art. Get a real job.
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Old 27th Apr 2021, 00:03
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including the US sitcoms Modern Family and How I Met Your Mother
But what's the point if the original programme was complete and utter shite?
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