Recommended reports
Global Internet Advertising Statistics
Econsultancy's Global Internet Advertising Statistics document is one of 11 individual downloads that make up Econsultancy’s Global Internet Statistics Compendium, a comprehensive compilation of worldwide statistics and online market research with data, facts, charts and figures that are essential to understanding the marketplace as a whole.
Alternatively, see our UK Internet Advertising Statistics or North America Internet Advertising Statistics.
Managing Director at Steelside
01 February 2001 15:23pm
The first UK “virtual advertising” campaigns are expected to launch this year. This involves advertising insertions or links during programming. (For example: A branded kitchen appliance is “inserted” into the broadcast stream of a cooking programme.) Branding can be customised according to the region or demographic of the target audience and graphics can also be linked to additional information screens or shopping interfaces.
Live sports events have been an important driver of the technology in the US. Images carried on stadium advertising space (billboards, video screens etc) are replaced, in the broadcast stream, by new logos/messages. [Americans can really look forward to watching Wimbledon on telly this year……after all, the staid, brandless walls of the All England club have always looked somewhat naked without the Miller Lite, Pennzoil and MCI/Sprint marks of approval.]
Have a look at some of the companies offering the technology:
www.orad.co.il
www.pvi-inc.com
Some of the obstacles/limitations facing implementation of the technology, include:
- Difficulty in determining when a virtual ad is appropriate – consistency with content is crucial. Alteration of content could have a serious negative effect on loyal viewers. To date, most channel/platform owners (in the US) are experimenting with sports events, music concerts and awards ceremonies. These are often “highly sponsored” programmes and inclusion of additional branding could be more acceptable to viewers than, for example, altering a favourite sitcom or drama purely for a sponsor’s benefit.
- As is so often the case in digital media, existing copyrights could complicate development. Particularly, the issue of how to reimburse the creators and producers of programme series, if their work is significantly changed.
- The ITC have already released virtual advertising guidelines for the UK. These state that insertion of branding in the broadcast stream must be restricted to space that is already occupied by advertising i.e. at a sports event, virtual branding may replace an existing billboard or video screen (which normally carries advertising) but nothing else.
Feel free to contact for more details: