Accenture Interactive, Accenture’s agency arm, is pitching publishers and brands on a product that uses AI to automatically overlay product placements on streaming video content.
The way it works is, for example, if an online streaming service serves a video ad featuring a moving plane to two people, one in the U.S. and the other in France, the former will see the plane with, say, the Delta logo on it, while the latter will see the same plane with the Air France logo instead.
Alex Naressi, managing director of Accenture Interactive’s research and development unit, said that the software uses machine learning — a specific field of artificial intelligence that looks for patterns in large data sets to identify patterns and make decisions — to learn from and simulate human vision. In this way, he said, it can run simulated eye-tracking to create attention heat maps for any video automatically, then decide what the viewer is paying attention to and place a product in the corresponding area in real time.
Naressi said the platform also combines automatic semantic analysis with human insights and moderation to ensure brand safety and contextual relevance.
Accenture Interactive launched the ad format at Cannes Lions but hasn’t tested it with any brands or publishers or decided how it would charge clients for it, as patents are pending.
Naressi said he envisioned the video solution as an “interruption-free native inventory” that’s immune to ad blocking.
Brandon Purcell, senior analyst for Forrester Research, said he hasn’t seen the solution firsthand, but that based on Digiday’s description of it, he thinks it looks like a better implementation of AI than the chatbots that are most organizations’ first foray into AI.
“This solution is incredibly interesting to me, as it dynamically changes the content for an individual not just based on gender or geolocation but also on behavioral factors,” he said. “This approach can be applied to other marketing areas like email and even dynamic display advertising in-store. Lots of AI algorithms today are open-source, so the true differentiator is the data that an organization uses to train the machine. If Accenture has its own human eye movement data, it will be very powerful.”
Why Web3 Brands Are Moving Offline To Explore Physical Spaces
Some Web3 companies are experimenting with new ways to go beyond blockchain-savvy audiences to entertain, educate and sell physical products and experiences.
Why Meta’s Horizon platform is taking cues from metaverse activations in Roblox and Fortnite
If Meta continues to pump billions into the development of Horizon, it may only be a matter of time until Horizon’s traffic numbers rival those of Roblox and Fortnite.
‘Core part of our sustainable approach’: AC Milan on growing its social media footprint
As well as the 15.8 million or so viewers who tune in to watch its matches in Italy, it has been estimated that hundreds of millions of people across the world are now regularly following and watching the club online.
SponsoredWhat gaming habits reveal about media consumption
Jordan Shlachter, head of research, Activision Blizzard Media Entertainment choices have never been more abundant, and gaming has emerged as one of the biggest winners in the battle for audiences’ attention. While gaming’s exponential growth has been well documented — there are currently nearly 3 billion gamers worldwide spanning a diverse set of demographics, interests […]
Member ExclusiveMarketing Briefing: Ad buyers say TikTok’s growth has led to issues with ad reps
While ad buyers said TikTok reps are generally pretty responsive and easy to work with, they will often get conflicting information, making it difficult to answer questions accurately for clients and execute for campaigns.
Why a performance marketing firm is asking employees to get out of the office to build company culture
As remote and hybrid work becomes the norm, performance marketing agency Gupta Media is asking staff to spend more time in the field to boost company culture.