Start-ups develop an artificial intelligence to advertise in TV series and movies, for products. A new source of revenue for streaming services.

Al Pacino is Wearing this suit in The Irishman really? Or he was placed by AI virtual? Photo: Reuters

BERLIN taz | The end scene of "Titanic": Leonardo di Caprio as Jack is doing in the water, Rose (Kate Winslet) can save themselves only just on the Billy shelf from Ikea, not sure. Wait a minute, Billy shelf?

the future of product placement in Streaming services might look like – at least when it comes to the British AI company Mirriad. This has been working for several years on an artificial intelligence, the brand products are digitally inserted in the moving image to the specific audience to adapt. So Robert De Niro could wear in "The Irishman", for example, a Rolex on the wrist, if a subscriber has browsed previously to the expensive watches on the net.

Mirriad want to go even further and brand products in order to looked at what time of day the movie or series is this: in the Morning a pack of orange juice at the Bar could, for example, in "How I met your Mother"-table, in the evening, a bottle of beer. Also, the Start-up triple lift is working on AI-based advertising. Currently a test over in the USA version, in Germany and Europe, the start but not until next year, said a triple-lift-speaker of the taz.

in Order to expand his business model, cooperating Mirriad with the Chinese company Tencent, has developed the program of WeChat. Both companies have requested the European patent office, two patents, objects tracking in video streams one by one and to produce therefrom the video data.

For streaming services like Netflix would be a Chance for new income. Compared to analogue Product Placement, the company is already very open: For his Serienhit "Stranger Things" from the castle, it Deals with 75 companies and presented a wide range of BRIC-a-brac: Nike sneakers, Coca-Cola, Dungeons and Dragons, and Polaroid cameras in the ' 80s Look, in order to increase the authenticity of the time. Because of the immense brand number of named critics, the series in the "Sponsored Things" in order.

Although the streaming service requires according to his own statement, no to little money for presented brands. However, the products shown to advertise in the real world, indirectly, for the Netflix-productions and attract new subscriber*on the inside. In job advertisements, Netflix, wrote recently that they wanted to intensify his Marketing campaigns with brands.

the New money is needed – because the U.S. company was under pressure because the number of subscriber is in the USA on the decline and new suppliers*interior like Disney+ with competitive prices on the market. Analysts are required then, of Netflix, but to turn, finally, to advertising, to generate more revenue. However, CEO Reed Hastings declined, because the company would alienate as a result, the average 31-year-old audience, the advertising interruptions to hate.

product placement interfere with the streaming of pleasure, and so would be an interactive Product Placement for Netflix spent a much more logical step than commercial breaks. Already in the series "El Dragón" has worked together the company, Mirriad; all the Pepsi company digital a cans and billboards, adding the KI-in, the follow.

within a year, it could start with the interactive product placement, says Stephan Beringer, CEO of Mirriad. But marketing experts doubt that: "Successful Product Placement requires a very good personal relationship network of the responsible Manager in the film industry," says Christoph Burmann, University of Bremen and the Department of brand management. The Netflix currently has, but Berman remains skeptical: "I can't imagine that KI can do in the near future, these two challenges are better than people." KI-companies such as Mirriad, or triple lift, however, are convinced that interactive Brand placement and develop diligently.

brand products in the case of individual subscriber*to be able to accurately place, it takes Netflix a lot of data. Now, the streaming service-and-white interior is a whole lot of subscriber*: What you watch, how often, when you fast forward, how many times you press Play. Thus, you can crop users*inside a possible suitable program, and at the same time a lot about you to find out: Political attitudes, or possible disease derive images through documentation. Or on the basis of the series and the films looked at how the mood of the audience is distributed over the year.

Indeed, CEO Reed Hastings says Netflix is data protection is particularly important. A study has however found out that the Streaming companies are sufficiently informed about the collection of data by third parties. So Kate Winslet is driving in the future, rather than on a wooden door to a Billy shelf in "Titanic", you would Netflix even more user*data, collect, or third party extensive to make available. After the "speed-watching", the User*play indoor movies and TV shows twice as fast, and the elimination of Abspännen the Commodification of the Aesthetic, increasingly larger dimensions takes.