When we are talking about digital or virtual product placement or digital insertion or retroactive product placement, we are talking digitally inserted ads into moving media, for example, tv shows, where they were not in the first place. It's more or less common place in sports where, for instance, ads are placed in ice hockey rings. Retroactive product placement means inserting current ads, labels, logos etc. into old media, such as old tv shows.
Why this thing has only recently popped up its head in the main media is because a company called MirriAd. MirriAd is an "advertising platform with a unique pitch: Tell them where you want your
brand, anywhere in any video, even after its posted, and they can put it
in there".
They have been placing products into old television re-runs and recently
signed a deal with Vevo which means integrating into music business. They started developing their technology in 2008 and can "scan hundreds
of videos at a time, identifying brandable surfaces such
as T-shirts, empty billboards, computer screens, or the mug a character
is drinking from where they could slap a logo".
More, go to:
> Digital product placement creates adverts out of thin air
> As seen on TV: why product placement is bigger than ever
> How Mirriad and Vevo Are Retroactively Placing Products
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