Warner Bros. to test 'virtual' ad concept

Ross, Chuck
May 1999
Advertising Age;5/17/1999, Vol. 70 Issue 21, preceding p1
Trade Publication
This article reports that Warner Bros. Domestic Television Distribution plans to test virtual product placement in some of its off-network fare in 1999. Warner Bros. would be the first major syndicator to use the controversial technology, where a marketer's product can be seamlessly inserted into live or taped video broadcasts. Developed by Princeton Video Image, the process makes it appear that the product is part of the original scene. Having a syndicator such as Warner Bros. adopting the technology could mean a significant ad opportunity for marketers and a revenue opportunity for Warner.


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