ITV, UK's biggest commercial broadcaster, is planning to introduce a new kind of advertisement that could make bring the stress-inducing pop up web browser adverts to our TV screens and will be embedded in programmes themselves.
According to the Times, ITV, which has just announced that it is sacking 700 employees after a steep fall in profits, says the technology will automatically place an overlay advertising (ed: possibly in real time) over clear space like blue sky or blank walls.
The technology, called "automatically placed overlay advertising", is pioneered by a US-based company called Keystream which owns 50 patents and has a team of "seasoned industry veterans" who have worked at a number of media companies including Adbrite and the BBC.
This means that proper advert breaks could possibly disappear soon and that advertising could possibly become more targeted (and contextual) in a very near future.
For example, should someone in Coronation Street usher the words "mobile phone", a mobile phone advert could be displayed (ed: Isn't that slightly subliminal in nature?)
Already, ITV is testing the technology in the backgrounds of its ITV local websites, with the likes of uSwitch and Freesat, and hopes that viewers and the industry watchdogs (Ofcom and the Advertising Standards Authority) will "click" to the idea of having in-programme adverts.