So even though advertisers get the scale of an ad network, to the viewer each placement should look like it was custom-built.
Scatter won praise at last year's festival for creating "Blackout". In that installation, the viewer's placement in a virtual subway car generates a rotating cast of holographic New Yorkers sharing personal, unscripted stories.
Online ads also will be aimed at "Touch" viewers through placement on the show's home page and on Fox.com.
"A Lego Brickumentary" runs that risk, and there are moments that may set off a viewer's internal product placement detector.
It has been up to the athletes to remind us that the real contest at the Olympics is not for television rights or product placement or viewer share, or, for that matter, national medal totals.
The risks though remain high, since viewer response to product placements which are read as inappropriate tend to be harsher than towards inappropriate commercials.
Among examples of ad placements, a viewer of what LG calls its Smart TV would see ads for the 2012 Camry when browsing the TV set's app store or using the search screen.
That is, mirroring early research on TV advertising, research has focused on how product placement influences viewers' recall of and attitude toward brands.
More prominent were the 'P' logo, telling viewers there was product placement in the programme, and a trail in the ad break, explaining the rules.
Making sure a branded entertainment program does not turn off viewers with overt placements is "hard, but not difficult," said Enrique Montoya, vice president of Discovery Solutions at Discovery Networks Latin America and U.S. Hispanic in Miami, which is part of Discovery Communications.
In the Northeast, viewers require 2-5 placements (16percentt).
