New Rembrandt promotes a massive use of V.A. thanks to a unique technological solution, which, together with a new business model, offer a new vision of the opportunities offered by virtual advertising: “the value of V.A. is not in being able to send different advertising content to different TV audiences – as stakeholders currently believe: it is in being able to deliver different advertising content to different user profiles.”


1. How does it work

Figure 6 describes the proposed solution and product architecture of New Rembrandt.

The technology of New Rembrandt sees the following components that are easily integrated within the production OB Van deployed on the field:

  1. a software appliance for:
    • identifying the camera’s position in relation to the advertising billboards;
    • identifying the location and dimensions of the billboards;
    • the real-time acquisition of camera movement data (pan, tilt, zoom);
  2. a streaming server that inserts the static and dynamic data supplied by the appliance into the video signal sent to the Production Center, and retransmits the video

Away from the field, New Rembrandt also includes:

  1. an Ads Management Platform, installed in a Cloud Computing environment, that:
    • acquires and manages schedules and advertising images;
    • acquires from the owner of the event rights (or their broker) the data on the geometry of billboards and the description of the typical format of the virtual advertising message;
    • receives from the Advertising broker (Google, Facebook, AWS, ..) the data about the single user to match the virtual ad space with the advertising graphics from the sponsor;
  2. a Rembrandt Player, which is a Duel proprietary software, installed in the user’s viewing device or on the set-top box connected with the TV, or even at the location from where a webcaster streams the images towards its users. The Rembrandt Player:
    • creates the chroma key or uses the chroma key if this is produced on the field by the VA system provider;
    • associates multimedia advertising content to each user based on the profile assigned by the Ads broker;
    • produces virtual content for each frame of the video, matching the static and dynamic data about the camera and the positioning of the real

The original and innovative nature of this processing architecture and a proposed technological solution is such that an international patent will be requested for this system; the relevant technical documentation is currently being prepared.