BBC Business discusses how Mirriad’s in-content solution is revolutionising advertising by giving brands a new kind of reach
In their investigation into the future of advertising in content, the BBC talk to Mirriad about limitless creativity, unlocking new inventory and revenue streams for creators.
February 24 2021: A new BBC Business feature discovers how the advertising industry is now turning to technology that can seamlessly insert computer-generated images into content, including Mirriad’s own in-content advertising solution. James Bloom reports that “product placement is ever more important for advertisers, rising 15% in value globally in 2019, according to the PQ Media report. After all, most of us are increasingly streaming films and TV shows via services such as Netflix and Amazon Prime, which do not have advertisement breaks.”
Mirriad CEO, Stephan Beringer, describes how Mirriad originally started out working in movies before evolving to deliver cinematic quality ad campaigns via their patent protected in-content platform:
“Our chief scientist Philip McLauchlan, with his team, came up with the technology that won an Academy Award for the film Black Swan. The technology can ‘read’ an image, it understands the depth, the motion, the fabric, anything. So you can introduce new images that basically the human eye does not realise has been done after the fact, after the production.”
But the infinite solutions aren’t confined to film and TV shows, the possibilities are also open for the music industry, especially in the wake of Covid-19. “The opportunity to carve open a new revenue stream is rare, and the ability to retrospectively use existing content and build new content with it in mind is exciting,” explains James Sandom, managing director of UK-based Red Light Management, when asked about Red Light’s partnership with Mirriad’s Music Alliance division.
Where the BBC feature leaves a looming question around the ethics of altering existing content, Mirriad’s in-content solution has an answer that gives total creative control and approval to advertisers and producers. This gives advertisers a complete say on how their brand appears in content, and at the same time gives producers agreement on how their content is seamlessly embedded into.