ITV to trial ad placement technology

Broadcaster ITV is to trial new advertising technology that will embed adverts into TV programmes.

The innovative computer technology has been developed by Keystream and will display company logos and messages in unused spaces on screen.

Simon Fell, head of future technology at ITV, told the Times that the new advertising system has “a lot of potential”.

He said: “If there’s a scene in a programme where there’s time, then it could give us a chance to get an ad away.

“But obviously on television you won’t be seeing one of these appearing at a crunch point in a drama.”

Ministers are due to consult on product placement for TV as part of a European directive.

Alastair Roberts, corporate development manager at Endemol, told the Guardian: “Largely due to the advent of personal video recorders, ad-skipping technology and video on demand, advertisers are looking for new ways to reach their audience.”

Product placement is currently banned in the UK but under the directive could be introduced by as early as 2010.