It brings me joy to see constant innovation in the world of marketing. Recently, there has been a new development in this sector, Universal has signed a deal to integrate new product placement ads in existing music videos for clientele.How is this possible you ask? How are new ads being incorporated in old videos that are already in circulation? All this is possible because of the technology of a UK- based company named Mirriad. They insert “retroactive” product placement in music videos that have already been released.
(Product placement of a Nintendo 3Ds)
The first campaign using this technology will be in collaboration with Grand Marnier. New ads will be placed in songs like Avicii’s “Lay Me Down” and “You Make Me”, Far East Movement’s “Rocketeer” and in two videos by Darius Rucker.
The wonder doesn’t end there though, Mirriad also has the ability to remove said ads when the contract terminates. This will create a whole new revenue-generating asset for music artists.
(Product Placement of Beats in Nicki Minaj’s “Anaconda”)
Meanwhile, Mirriad is also in the process of further developing this technology so the ads adjust according to which region the viewer is in. This brings a whole new platform to marketing and is groundbreaking, at least according to me.
Reference to: http://www.theguardian.com/music/2014/sep/30/universal-deal-adverts-mirriad-existing-music-videos