Accenture’s R&D division has spent the last year developing breakthrough product placement technology that can seamlessly insert a brand into online video, including the ability to replace existing labelling.
The management consultancy, which has ambitions of further embedding itself into the media industry following several high-profile acquisitions in recent months, claims its latest offering could be a billion-dollar revenue generator within just five years; provided it can land deals with original content creators, like Netflix and Amazon.
Talks with regulators are already underway and patents also currently pending, Accenture is now pitching its latest programmatic video tool as a solution to the “inevitable” negative impact of adblocking and positioning it to advertisers as a much-needed evolution of the well established practice of product placement, promising developments in audience evaluation.
After the product was debuted at the Cannes Lions Festival of Creativity, The Drum caught up with Alex Naressi, managing director
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