I stumbled on this in an interesting article about TV shows (scroll to #14):
In July 2011, something strange happened on a rerun of How I Met Your Mother. Although the episode airing in syndication had been shot in 2006, a poster in one of the scenes was eerily modern: It was pushing Bad Teacher, a movie that had been in theaters only a few weeks. Did Neil Patrick Harris have a time machine?
The bizarrely prescient ad was the work of SeamBI, a company that has craftily elevated the practice of product placement by digitally inserting new ads into old scenes of syndicated shows
It gets better (worse?) – they’re not just swapping media, but inserting entirely new “physical” objects in scenes. From an EW article:
In the two examples pictured here, not only the advertisements for Bad Teacher were added, but the devices on which they are displayed were also inserted into the episode. In the coffee shop scene with Marshall (Jason Segel) above, the plasma TV screen was inserted
SeamBI, it turns out, is short for “seamless brand integration.” From their website
Add your content to our in-show ad network.
Whoa. An “ad network”…inside existing TV shows? You mean there are ad placement spots, inside reruns, that can rotate? So, the ad on there this week might be different than next week, for the same episode?
This is either genius or diabolical. Probably both.
Check out their gallery. This gist I’m getting is that you can shoot general video, and work out the particulars later. So, you could make a nice, general video shoot that highlighted some vehicle, then shop it around and insert the specific vehicle later, depending on who paid you for it.