Forgive us for showing you German Playboy Bunnies preparing for a shower while having pillow fights, but there’s important news here: video alteration, baby.
You see the “Lockermann” tattoos on those ladies’ hips and breasts (yes, safe for work)? Or the guy in the photo on the woman’s necklace locket? They don’t exist. They were digitally inserted post-production, similar to the yellow lines on football fields or the faked billboards glowing behind the batter in baseball broadcasts. The seamless alteration of video has arrived, with a level of 3-D accuracy and speed which could revolutionize advertising.
We know this because we got a call today from a contact who is about to launch such a service in the U.S., and details are under wraps, so let’s game out the scenarios as a series of questions: Who would spend money to insert images or messages in a new way inside video? (Advertisers). Who has had problems monetizing first the Internet and now mobile video formats? (Advertisers.) Who loves new forms of intrusion that spur real impressions on the frontal lobe? (Advertisers.) And what form of media is expected to grow exponentially in the next few decades as consumers and organizations get cheaper, faster content production? (Video.)
So if you connect the dots, you can see an enormous market for the manipulation of moving images as video reality becomes whatever advertisers want it to be. The question is, will consumers rebel if what they want to see as supposed recordings of reality change into what marketers want them to see? What will be the right balance?