Artificial intelligence (AI) technology is revolutionizing the product placement (PPL) market, allowing for new advertisements to be integrated even after filming has concluded, according to Lee Joong-ho, head of CJ ENM's Advertising 360 & AI Solutions Team.
In an interview on August 31 at CJ CheilJedang's headquarters in Seoul, Lee explained the concept of virtual product placement (VPPL), which uses AI graphic work to make it appear as though products were present during the original filming. He noted, "VPPL is not a replacement for traditional PPL but rather a 'plus alpha' concept, allowing for additional ad sales to offset production costs rather than just reducing time or expenses."
Lee highlighted the advantages of VPPL, stating, "Dramas have long production periods, making it difficult to know if a project will succeed before securing sponsorship. VPPL allows brands to select suitable scenes based on viewer reactions after airing."
The cost of VPPL ads is approximately 50% lower than that of traditional PPL. CJ ENM aims to lower barriers for advertisers as the VPPL market is still in its infancy, focusing on expanding its application.
A notable example of VPPL is the tvN variety show 'Edward Lee's Country Cook.' The production team captured a scene where Edward Lee used Maeil Dairy's soy milk during filming. Afterward, they proposed the connection between the scene and the product to advertisers and implemented VPPL.
Lee emphasized that reducing the dissonance of inserted products is crucial for expanding the VPPL market. AI is responsible for accurately rendering the product's shape, camera angles, lighting, shadows, and colors to match the original footage, while experts review whether the product fits the scene's context and if the movements and focus appear natural.
He stated, "AI handles how quickly and precisely the product is rendered, while humans determine which scenes to apply it to without compromising the content's quality. It is essential to make it look as if the product was there during the original shoot, not just inserted later."
CJ ENM is also exploring ways to measure advertising effectiveness across its various platforms. Lee remarked, "In traditional broadcast PPL, it was challenging to measure exact outcomes, but multiple platforms can provide data on searches and purchases following viewership. This could connect content production, AI, and distribution into a single ecosystem."
* This article has been translated by AI.
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