Augmented Reality technology applied to product-placement techniques to promote commercial products dynamically.
Dynamic Advertising and Product-placement with Interactive E-Commerce for Multimedia.
The Project DAPIEM (Dynamic Advertising and Product-placement with Interactive Multimedia for E-Commerce) aims to develop a prototype that allows real time:
- Replace brands, products or messages dynamically on any audiovisual content, as a system of virtual product-placement, being able to replace products, brands or messages depending on:
- Time of day.
- The geographic market (different brands in different countries).
- The broadcaster (eg. remove the advertising RTVE)
- Go through the platform to an interactive e-commerce service on television, which will include a dynamic catalog of the items which are marketable and appear on the scene / program / movie you are watching.
DAPIEM is co-financed by FEDER funds and the Spaniard Ministry of Science and Innovation with the file number IPT-430000-2010-045.