SINGAPORE (May 7): For an industry that generates so much money, advertising has many unhappy stakeholders. “The media industry is kind of broken; because vendors are not happy with the performance rates, publishers and content owners don’t make as much money. Advertisers find difficulty engaging their audiences and users are using technology to block and skip ads. Stakeholders are not happy with the situation,” says Alexandre Yokoyama, CEO of start-up iVideoSmart.

Yokoyama believes he has an answer. iVideoSmart’s proprietary technology can tag content or place brands into existing content without the content owner having to do extensive re-editing. “For example, we can change a mug [in a video] into a Coca-Cola bottle or use the space behind an actor to place a banner,” says Yokoyama. “The message doesn’t feel like an ad. This is a more personalised type of messaging that is not intrusive or annoying, unlike a pre-roll, mid-roll or pop-up banner kind of thing.”

Content placed into videos can also be made clickable and interactive. “We have offerings for both branding and performance campaigns,” Yokoyama says. “For content owners, by partnering with us, we are able to give them a new revenue stream to make more money.

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