Brands added into videos to tackle advert skipping
25 February 2014 Last updated at 18:41 GMT
A London based company has decided to tackle online advert skipping by adding products into videos.
Using the technique, an actor holding a can of drink could be seen holding a different product instead.
Developed by Mirriad, the method allows brands to reach consumers in a "natural" way even if viewers have skipped a video's adverts.
Former EMI CEO and project developer Roger Faxon told BBC Radio 5 live's Wake Up to Money: "It feels natural - like the brand was always there."