The future of product placement

This article discusses developments in the UK of personalised product placement in on-demand television.

The future of product placement

Louise OsilajaMEC

Project Slipstream is a venture between MEC, MirriAd, STV and the Technology Strategy Board to examine the effectiveness of personalised PP in television.

From February 2011, television programmes made for UK audiences were able to contain product placement (PP), as long as they complied with Ofcom's rules. ITV was the first broadcaster to secure the first-ever live placement in a programme with Nescafé Dolce Gusto. To date, the majority of PP deals have been linked to sponsorship or advertiser-funded programming.

Digital experts MirriAd have developed technology which allows for the embedding of...

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