ITV To Launch 'Embedded' Adverts During Programmes
'Viewers who like to avoid advert breaks by fast-forwarding through them or making a cup of tea, will no longer be able to avoid them under new plans revealed by ITV. The broadcaster is developing a form of advertisement that is embedded into programmes, showing logos or messages in clear spaces such as blue sky. The new technology is known as 'automatically placed overlay advertising' and has been developed by Californian company Keystream. It is being tested on some of the news footage shown on the ITV Local website, with logos from USwitch.com and Freesat appearing in the background. If well-received it could be rolled out onto ITV's television programmes.'
