Mirriad Wins 2019 Effective Digital Marketing Award For Innovative T-Mobile Campaign on Univision

Mirriad Wins 2019 Effective Digital Marketing Award For Innovative T-Mobile Campaign on Univision

Mirriad wins ‘Most Effective Video Campaign’ category for driving double-digit increases
in awareness, favorability and consideration for leading wireless provider

NEW YORK, NY, July 11, 2019: Computer vision and AI-powered platform company Mirriad, today announced it has received the award for “Most Effective Video Campaign” by Masterclassing for its campaign with T-Mobile on Univision. T-Mobile leveraged Mirriad’s technology to drive brand consideration, awareness and brand favorability. The winners were revealed at an Awards Ceremony in London.

Mirriad’s proprietary technology creates opportunities for advertisers to seamlessly insert their brand creative into premium content without interrupting the viewer experience.

In an effort to reach Hispanic adults aged 18 to 49, T-Mobile complemented its TV spot campaign in Univision’s popular prime-time Spanish crime drama, “La Piloto II.” T-Mobile signage on building facades, indoor and outdoor scenes, was naturally inserted into the most contextually relevant scenes to capture viewer attention.

Mirriad’s technology successfully delivered T-Mobile’s brand message at scale across 10 episodes with over 200 seconds of brand exposure, reinforcing T-Mobile’s spot ads that ran before each episode. Mirriad drove impressive increases over the TV spot activity, which itself far exceeded research company Kantar’s telecom category norms. The TV spot campaign itself gained high brand consideration for T-Mobile amongst consumers at 75%, the addition of Mirriad was able to increase consideration further to 87%, an increase of 12ppt. The campaign also gained remarkable results for viewer likability with 88% liking the format.

Said CEO Stephan Beringer, “We are excited that the collaboration between T-Mobile, Univision and Mirriad achieved fantastic results and garnered industry recognition.”

The Masterclassing Effective Digital Marketing Awards feature a diverse global judging panel comprised of leading brand marketers from the US, UK, Canada, Spain, Germany, Singapore, Australia, and South Africa, representing brands from around the world. In 2018, Masterclassing acquired Dot Media, the company which publishes Mobile Marketing Magazine.

About Mirriad

Mirriad is a computer vision and AI-powered platform company, built on Academy Award-winning entertainment tech, with 14 patents.

Using sophisticated technologies, Mirriad connects people with brands, through seamless ad insertions in popular linear and digital content. Advertisers can now reach very large target audiences in a contextually relevant way without interrupting the viewing experience.

Research has consistently shown in-video advertising to be highly effective for the marketer and preferred by audiences.

Mirriad is headquartered in London, with offices in New York, Paris, Munich, Mumbai, and Shanghai.

Lumen wins award at European Innovation Council using Mirriad’s computer vision technology

Lumen wins award at European Innovation Council using Mirriad’s computer vision technology

By combining webcam eye tracking with Mirriad’s Hollywood-style special effects, Lumen created a scalable and affordable pre-testing tool for point-of-sale materials

NEW YORK, NY, April 16, 2019: Computer vision and AI-powered platform company, Mirriad, and attention technology company, Lumen, have been recognized with an award by the European Innovation Council for their collaborative approach to pre-testing point-of-sale (POS) materials, enabling customers to see designs in context.

Lumen uses eye tracking to measure and predict the reality of visual engagement, while Mirriad brings brands to the forefront in TV and digital content by seamlessly embedding advertising in premium entertainment. Featuring award-winning computer vision and mapping technology, Mirriad allows advertisers to reach engaged audiences in a contextually relevant way.

For brands and retailers, advertising to shoppers in a contextual way is essential. However, the process they have to go through to accomplish this often results in live tests or the creation of 3D virtual stores, which can be very expensive and highly disruptive. Lumen and Mirriad teamed up to change that. Using Mirriad’s cinematic quality ad insertions, Lumen was able to edit and manipulate a short film of a shopping trip, to swap header boards in and shelf barkers out at will. Then, using its accurate eye tracking technology to identify a shopper’s point of focus, Lumen was able to optimize for best product placement, in an easy and more scalable way.

“We are pleased to see Mirriad’s technology being used in innovative ways around the world and we are honored to have our technology recognized by these esteemed awards. Partnering with Lumen has allowed us to enter a new space, providing a fast, efficient, and innovative solution for POS testing,” said Stephan Beringer, CEO of Mirriad.

“Mirriad’s technology has opened up a whole new type of market research,” said Mike Follett, Managing Director at Lumen. “In-context testing of marketing materials was thought to be not only invaluable, but impossible. Mirriad has made the impossible come true.”

About Mirriad

Mirriad is an established computer vision and AI-powered platform company, built on Academy-Award winning entertainment tech, with 14 patents.

Using sophisticated technologies, Mirriad connects people with brands, through seamless ad insertions in popular linear and digital content. Advertisers can now reach very large target audiences in a contextually relevant way without interrupting the viewing experience. Research has consistently shown in-video advertising to be highly effective for the marketer and preferred by audiences.

Mirriad is headquartered in London, with offices in New York, Paris, Munich, Mumbai, and Shanghai.

Freshwrapp: Using in-video ads to drive brand consideration

Freshwrapp: Using in-video ads to drive brand consideration

Goal

Freshwrapp wanted to use its TV ad budget to engage female consumers 25 to 55 years old in India. It turned to Mirriad, which offers in-video advertising technology that seamlessly embeds brands in television programming. Freshwrapp’s goal was to find out how well these in-video placements drove the brand’s KPIs.

Solution

Mirriad embedded Freshwrapp assets in six prime-time TV dramas running on Star Plus.The assets were inserted into the most contextually relevant scenes to capture viewer attention. Mirriad’s technology successfully delivered Freshwrapp’s brand message at scale across 19 episodes with 24 embedded ad units.

Research methodology

The research objective was to measure the performance of Mirriad embeds over the results gained from the ad unexposed audience. Kantar IMRB conducted an advertising effectiveness study to understand both how well the Ad format drove brand KPI’s as well as opinions of the new advertising format.

Results

Brand Awareness 93% Up 23PPT

Brand Consideration 90% Up 22PPT

Brand Favorability 75% Up 7PPT

Liked ad format 99%

Format a natural fit 97%

Percent point increase exposed group vs control group. Sample: 103control/99 exposed, CLT survey amongst 25-55 yrs. Jan 2019. *Very Likely

Mirriad adds Niteen Crawford-Prajapati as Chief Technology Officer

Mirriad adds Niteen Crawford-Prajapati as Chief Technology Officer

Platform has reinvented the way brands place ads within linear TV and digital video

New York, NY, April 3, 2019 — Computer vision and AI-powered platform company Mirriad announced today the appointment of global solutions architect and product developer Niteen Crawford-Prajapati, as Chief Technology Officer. Prajapati will be accelerating Mirriad’s cloud strategy for vast integrations with global broadcasters and the digital video ecosystem, allowing for seamless ad insertions in linear and digital content at scale. With over ten years of experience in the digital media and technology space, Niteen comes to Mirriad following a position as Chief Architect at the European Broadcast Exchange, where he designed, and built the EBX technology offering from the ground up. Prior to that, Niteen spent several years at FreeWheel building the European market and infrastructure, and also started AppNexus in the region. Mr. Crawford-Prajapati has held positions at Viacom and MySpace.

Says Mirriad’s CEO Stephan Beringer, “Niteen is a true visionary with the right mix of expertise that Mirriad needs as we further build our lead as the next generation in-video/TV advertising platform. With Niteen’s technical expertise across the entire ecosystem and his strong product background in web scale delivery and design, he is the ideal leader as we accelerate into new levels of marketplace connectivity, addressability and AI powered automation of our entire process chain.

“I am excited to join Mirriad and work with the team on award-winning technology that is changing the way brands engage with audiences through content,” said Niteen Crawford-Prajapati. “Mirriad is a big deal and the results it provides to advertisers are phenomenal. The company has developed scalable computer vision technology for marketing, and I’m eager to be a part of its continued growth and help build out its new vision.”

Recently, Mirriad announced the appointment of Stephan Beringer to the role of CEO and Jana Eisenstein as President of the company. The new member of the expanding executive team will be based in London and will report directly to Stephan.

About Mirriad

Mirriad is an established computer vision and AI-powered platform company, built on Academy-Award winning entertainment tech, with 12 patents.

Using sophisticated technologies, Mirriad connects people with brands, through seamless ad insertions in popular linear and digital content. Advertisers can now reach very large target audiences in a contextually relevant way without interrupting the viewing experience.

TF1 Group awarded at Les Trophées de l’Innovation Publicitaire for Mirriad’s innovative in-video advertising offer

TF1 Group awarded at Les Trophées de l’Innovation Publicitaire for Mirriad’s innovative in-video advertising offer

Honored with two gold awards for ‘TV-Video’ and ‘Best Advertising Offer’

New York, NY, March 28, 2019 — Computer vision and AI-powered platform company, Mirriad announced today that TF1 Publicité was honored with two awards at “Trophées de l’Innovation Publicitaire 2019” as a result of their partnership.

TF1 recently began marketing Mirriad’s in-video ad solution in France, to showcase how it is revolutionizing classic product placement by seamlessly inserting brands directly into premium content after shows are produced.

Currently, Fuse agency and its client SEAT, the Spanish automotive company, is the first to run an in-video advertising campaign in “Demain Nous Appartient,” the leading daily French TV series.

“We are honored to have our technology be recognized by these prestigious awards, as a result of our collaboration. Mirriad is driving the next level of engagement for brands with an ad format that captivates viewers with an uninterrupted experience,” says Mirriad CEO, Stephan Beringer.­­

Most recently, Mirriad was recognized as the Best Video Marketing and Advertising Platform in the Digiday Technology Awards, and the winner of the Next Gen Advertising category at Content Innovation Awards.

About Mirriad

Mirriad is an established computer vision and AI-powered platform company, built on Academy-Award winning entertainment tech, with 14 patents.

Using sophisticated technologies, Mirriad connects people with brands, through seamless ad insertions in popular linear and digital content. Advertisers can now reach very large target audiences in a contextually relevant way without interrupting the viewing experience.

Research has consistently shown in-video advertising to be highly effective for the marketer and preferred by audiences on TV, online, and mobile.

Mirriad is headquartered in London, with offices in New York, Paris, Munich, Mumbai, and Shanghai.

About TF1 Publicité: 

TF1 Publicité, France’s leading multimedia network, markets the advertising space of the TF1 Group’s channels (TF1, TMC, TFX, TF1 Séries Films, LCI, TV Breizh, Ushuaïa TV, Histoire) and the Discovery Communications group in France. In the radio market, TF1 Publicité markets the Indés Radios spaces, the first commercial offer on this medium, as well as M Radio.

Mirriad adds Mark Melvin as EVP of sales & brand partnerships North America

Mirriad adds Mark Melvin as EVP of sales & brand partnerships North America

TV & Digital media expert will work with agencies and brands to scale Mirriad’s offer in the US market

Mark Melvin FINew York, NY, March 20, 2019 — Computer vision and AI-powered platform company, Mirriad announced the strategic hiring of Mark Melvin, EVP of Sales & Brand Partnerships. Melvin will be focused on building relationships with advertisers in the North American region, helping them implement ads into already produced video content.

With more than twenty years of experience in the TV and digital media advertising space, Melvin joins Mirriad following sales and management positions at Fox, ABC, Comcast, and most recently Music Choice and Fuse Media. His broad industry experience across all platforms, including TV, digital, and OTT, puts him in a great position to increase Mirriad’s US clients and expand their media reach.

Says Mirriad’s CEO Stephan Beringer, “Mark’s stellar experience leading cross-platform sales teams and his passion to bring in-video advertising to new clients and media properties is key to our growth strategy. Mark will be an excellent addition to our leadership team, as we continue to accelerate in 2019.”

“Joining Mirriad during a transformative time in the ad industry, introducing new advertisers to Mirriad’s in-video offer will be a game changer,” says Mark Melvin. “I am eager to bring Mirriad’s innovative technology to market at a time when marketers and content creators need new solutions to reach their viewers and effectively monetize their content across all screens. I look forward to working with the team to scale the US market.”

Recently, Mirriad announced the appointment of Stephan Beringer to the role of CEO and Jana Eisenstein as President of the company. The new member of the expanding executive team will be based in New York. 

About Mirriad

Mirriad is an established computer vision and AI-powered platform company, built on Academy-Award winning entertainment tech, with 14 patents.

Using sophisticated technologies, Mirriad connects people with brands, through seamless ad insertions in popular linear and digital content. Advertisers can now reach very large target audiences in a contextually relevant way without interrupting the viewing experience.

Research has consistently shown in-video advertising to be highly effective for the marketer and preferred by audiences on TV, online, and mobile.

Mirriad is headquartered in London, with offices in New York, Paris, Munich, Mumbai, and Shanghai.

T-Mobile: Using in-video ads to amplify TV spot campaigns

Knorr: Increasing top of mind awareness

Knorr: Increasing top of mind awareness

Goal

Knorr was seeking a powerful new advertising format to quickly drive awareness during a key campaign period.

Solution

Knorr chose MyTVSuper’s popular TV drama ”Come Home Love Lo and Behold“ to reach its target audience. Mirriad embedded their ad units into the most contextually relevant scenes across 10 episodes, and Mirriad’s technology successfully delivered Knorr’s signage and products in the existing shows. The campaign successfully reached the target audience, reaching over 3M impressions.

Results

Impressions 3.1M

Recall in-video ad 48%

Brand Awareness 34% Up 4PPT

Source: Percent point increase post campaign group vs pre campaign group. Research by MyTVsuper. Sample: 39,555 pre campaign/17,303 post campaign, online survey amongst who watched “Come Home Love Lo and Behold

Mirriad wins 2018 Content Innovation Award

Mirriad wins 2018 Content Innovation Award

Content Innovation AwardNEW YORK, NY — October 18, 2018 — Video technology company Mirriad today announced its In-Video Ad Unit has been recognized as a winner of the Next Gen Advertising solution category at this year’s Content Innovation Awards. The ceremony, hosted by Digital TV Europe in partnership with Television Business International, honored the industry’s top content producers, broadcasters, platform operators and technology companies that have excelled in innovation over the past year.

Mirriad brings brands front and center in TV and digital content by seamlessly embedding advertising in premium entertainment. Featuring award-winning computer vision and mapping technology, Mirriad allows advertisers to reach engaged audiences in a contextually relevant way with an ad solution that is both measurable and highly scalable across content.

Says Mirriad CEO Stephan Beringer, “Our unmatched technology solution addresses key challenges brands face as well as provides publishers with a new way to monetize content. With 12 patents, Mirriad continues to advance our technology to turn premium content into ad inventory that delivers scale, targeting, speed and flexibility. We are honored to have our technology be recognized by this prestigious award.”

Most recently, Mirriad was recognized as the Best Video Marketing and Advertising Platform in the Digiday Technology Awards, in addition to being named a finalist for MediaPost’s OMMA Awards.

About Mirriad

Mirriad is a video technology company delivering in-video advertising by naturally blending brand advertising into popular entertainment content.

Using sophisticated technologies, Mirriad creates advertising opportunities within existing premium TV and video across multiple shows. Advertisers can now reach very large target audiences in a contextually relevant way without interrupting the viewing experience.

Research has consistently shown in-video advertising to be highly effective for the marketer and preferred by audiences on TV, online, and mobile.

Mirriad is headquartered in London, with international offices in New York, Mumbai, Shanghai and São Paulo.

Contact:
Michelle O’Rourke
Clarity PR for Mirriad
michelleo@clarity.pr

Mirriad appoints Jana Eisenstein as President

Mirriad appoints Jana Eisenstein as President

NEW YORK, NY, October 1, 2018 — Mirriad, a video technology business delivering next generation in-video branding and advertising, has appointed Jana Eisenstein as President of the company, it was announced today by Stephan Beringer, Mirriad’s Chief Executive Officer.

Eisenstein has held senior roles in media, technology and advertising throughout the course of her career, building and scaling innovative companies and solutions. Most recently, she was Executive Vice President of Advertising Platform Solutions at ProSiebenSat.1, with responsibility for the media giant’s programmatic technology strategy and portfolio of adtech investments. She previously held a series of positions with global video advertising technology platform Videology, as well as at Microsoft Advertising, and mobile advertising pioneers ScreenTonic and 12snap.

In this newly-created leadership role, Eisenstein is tasked with empowering Mirriad’s global growth strategy through cross-functional operational responsibility for the company’s processes, structures and commercial relationships. She will be accountable for the delivery of Mirriad’s ambitious financial targets, working in close cooperation with the Chief Executive Officer as the business looks to create demand at scale for its unique advertising solution across the world. Eisenstein will report directly to Beringer and will be based in Mirriad’s London headquarters.

Stephan Beringer said:

“Jana is an accomplished leader who knows exactly what it takes to grow and develop brands and platforms in this space, because she’s been doing throughout her career. There’s a clear opportunity right now for Mirriad to empower brands, agencies and content owners, creating value at every step of the advertising value chain, and driving significant revenues as a consequence. Jana’s experience and ability to galvanize people and teams to foster success will be critical to our ability to deliver on this vision.”

Jana Eisenstein said:

“Mirriad is a fast-paced business that is looking to scale quickly on a global basis, and that’s an environment in which I have thrived during my career. The technology that underpins the business is incredibly impressive, and a lot of work has been done to embed Mirriad’s systems and processes with key players around the world. Now it’s time for Stephan, myself and the team to build on that foundation to enable meaningful and sustainable growth for all stakeholders.”

About Mirriad

Mirriad is a video technology company delivering in-video advertising by naturally blending brand advertising into popular entertainment content.

Using sophisticated technologies, Mirriad creates advertising opportunities within existing premium video across multiple shows. Advertisers can now reach very large target audiences in a contextually relevant way without interrupting the viewing experience. The new ad format can be used alone or combined with other media and is aligned with existing media trading.

Research has consistently shown in-video advertising to be highly effective, safe and measurable for the marketer and preferred by audiences on TV, online, and mobile.

Mirriad is headquartered in London, with International offices in New York, Mumbai, Shanghai and São Paulo.

Mirriad appoints Stephan Beringer as Chief Executive Officer

Mirriad appoints Stephan Beringer as Chief Executive Officer

Stephan Beringer

NEW YORK NY, September 27, 2018 — Mirriad, a video technology business delivering next generation in-video branding and advertising globally, is pleased to announce that it has appointed Stephan Beringer, to the role of Chief Executive Officer, effective 1st October 2018. Mr. Beringer succeeds Mark Popkiewicz, who will step down from the role after 11 years with the Company on that date.

For the last nine years, Mr. Beringer has pioneered change as President of Data, Technology and Innovation at advertising giant Publicis. During his time with the company, Mr. Beringer has been key to the group’s work to transform advertising through a period of intense change in the industry. He spearheaded the development of the company’s global data platform as well as its dynamic content and creative program, and as CEO of VivaKi, drove the transformation of Publicis’ programmatic buying and servicing model. He has worked with some of the world’s biggest brands including McDonald’s, Audi, Nissan, Asus, P&G and Michelin, and led key technology partnerships and initiatives with companies such as Adobe, Microsoft and Google.

Beringer previously held roles as chief growth and strategy officer for the Digital Technologies Division of Publicis Groupe, international CEO for Digitas and Razorfish, as well as Global Chief Strategic officer and President of Tribal DDB EMEA.

The board is pleased that Mr Popkiewicz will continue to work on certain projects as a consultant over the next six months and will work with Mr Beringer through the leadership transition period to ensure an orderly hand over.

Roger Faxon, Chairman of the Board of Directors of Mirriad, said:

“Stephan is a transformational leader who has built deep relationships with brands, and consistently driven revenue growth and technological adoption throughout his career in the marketing and communications industry. With our technology now in place with the leading players in the world’s key advertising markets, Stephan’s leadership will enable Mirriad to accelerate demand and drive sustainable and repeatable sales for the long-term, by offering brands new, authentic and persuasive solutions to reach and influence their target audience through video at scale.

On behalf of each of us on the Board and all the employees of Mirriad, I would like to thank Mark Popkiewicz for his extraordinary role in the evolution of the company, providing Mirriad with a compelling and solid foundation as it enters the next stage of its growth. Mirriad would not be where it is today without his passion and vision, and we wish him all the best as he takes his next steps.”

Further information on Stephan Beringer:

In the five years preceding his appointment to the Company, Stephan Beringer (age 55) has held the following directorships:

• Vivaki Communications Inc (Chicago), Run Inc (New York), Publicis Media France (Paris), Razorfish UK (London), Vivaki Communications France (Paris), Vivaki Performance SA (Paris), Digitas International (USA), Razorfish (USA), Duke UK Limited, DM Europe Limited, Kitcatt Nohr Alexander Shaw Limited

Mr. Beringer currently holds the following directorships:

• Run Inc (New York), Publicis Media France SA (Paris),

In relation to Mr. Beringer’s appointment to the Board, there is no further information required to be disclosed pursuant to paragraph (g) of Schedule 2 of the AIM Rules for Companies.

About Mirriad

Mirriad is a video technology company delivering in-video advertising by naturally blending brand advertising into popular entertainment content.

Using sophisticated technologies, Mirriad creates advertising opportunities within existing premium video across multiple shows. Advertisers can now reach very large target audiences in a contextually relevant way without interrupting the viewing experience. The new ad format can be used alone or combined with other media and is aligned with existing media trading.

Research has consistently shown in-video advertising to be highly effective, safe and measurable for the marketer and preferred by audiences on TV, online, and mobile.

Mirriad is headquartered in London, with International offices in New York, Mumbai, Shanghai and São Paulo.

New survey ranks contextual relevancy as top solution to improve viewer experience

New survey ranks contextual relevancy as top solution to improve viewer experience

Let’s face it: We all know the traditional TV ad model is challenged. The industry is working to counter this, with talk of reducing ad loads and stopping viewer erosion while proving that traditional advertising still works. The problem is that viewers who want to avoid ads are finding new ways to do so much more quickly than networks are solving the problem. Add to that the growth of ad-free programming services, and the signs are staring us in the face—or, in the case of TV networks, hitting the pocketbook.

Already, 61 percent of viewers globally say they skip ads when possible, according to a Kantar Millward Brown study. At the same time, 64 percent of U.S. households subscribe to at least one video-on-demand service, such as Netflix, Hulu or Amazon Prime, up 10 percent in just one year, according to Nielsen, which predicts that 9 trillion ad impressions—nearly half of all ad impressions on ad-supported cable TV—are expected to disappear in the next five years.

To address this problem, some networks are planning to cut their ad loads. Fox Networks recently said it will trim commercial blocks to two minutes per hour by 2020, while NBC Universal is reducing its prime-time ads by 20 percent and overall ad time by 10 percent. But this isn’t a long-term fix for a financial model based on selling so many minutes of 15-, 30- and 60-second spots per hour of programming.

Another factor at play is content. SVOD services Netflix and Amazon, along with pay cable’s HBO, dominated the recent 2018 Emmy Awards with high-priced content. Shows such as Netflix’s “The Crown,” at a reported $13 million per episode, and HBO’s “Game of Thrones,” at $15 million per episode for its final season, offer viewers high-quality content but are expensive to maintain. Yet Netflix caused a stir earlier this year when it tested video promos between series episodes, prompting outraged viewers to threaten to cancel if ads were introduced.

TV services obviously need to find a way to make advertising work, and that will involve new, creative ways of thinking about the advertising model. A new survey by Mirriad finds that 72 percent of industry respondents are concerned about ad skipping; that breaks down to 79 percent of agencies and 76 percent of marketers vs. 62 percent of content distributors and networks. As for the solution, 81 percent said it’s important to very important that networks improve viewers’ experiences with ads rather than simply cutting ad loads. Download the white paper for key insights from Mirriad’s exclusive survey.

How reduced ad loads and innovation will move the TV ad industry forward

How reduced ad loads and innovation will move the TV ad industry forward

Reduced Ad loads InnovationTV’s are everywhere, affixed to your wall, becoming the wall or in your hand. We have more entertainment than ever in the history of video and are spending ever more on entertaining the world’s sprawling population while we try to satiate the overwhelming appetite for storytelling. Tremendous. But the economic model of the last century is looking as legacy as its technology and needs to evolve, as things are going to change even faster now.

You can see the signs everywhere. Turner has been running fewer ads on some of its networks, NBCUniversal is cutting the number of prime-time ads by 20%, and Fox wants to dramatically cut broadcast ad time to just two minutes per hour by 2020. Revenues are under increasing pressure.

Historically, networks practiced the supply and demand doctrine by reducing inventory in order to hike prices, offering fewer, bigger advertisers more space for themselves. It is a tried and tested tactic. But this time is different. In 2018, the great ad load slimming diet is mostly on doctor’s orders rather than vanity.

From a foundation of declining viewership, sustaining the usual rate card will be a challenge. The research does not support the network case to show a high enough increase in marketer value to warrant the CPMs they would need to make up for the revenue hole. Don’t get me wrong, broadcasters still command much of the high ground, but there are contenders who are planning to take that hill.

So, the $72bn TV industry is now staring at the prospect of a meaningful and growing hole in its crucial ad income stream – one that is going to need to be filled.

Everyone knows how we got here. The growth in subscription video services has reduced the need for traditional scheduling and ad-funded media – or, rather, a user experience that seems to be growing ever-more interruptive. And it’s having an adverse impact on advertisers.

Analysis from nScreenMedia suggests US Netflix viewers, by substituting free viewing for SVOD, are missing 2bn ad views every day, totalling missing ad sales estimated at between $3bn and $6bn annually.

In other words, the hole is already approaching 10% of the current market. And that is just thanks to viewer behavior, without factoring in how advertisers could follow viewers to some of the new emerging platforms with no shortage of investor appetite to lay claim to the new world.

Imagine taking two thirds of ad revenue off the table. Networks may be able to make a third back in higher prices, but that still leaves another third, a whopping $24bn in missing ad revenues.

The same old industry thinking needs a fresh approach. Now, more than ever, networks need to come up with new ideas in order to fill the gap and deliver higher value to the viewer through advertising. For example:

  • Advertising that is cognisant of the real world viewing experience e.g. location, device even mood
  • Smarter ads that custom-craft ad pod length and even creative (not just targeted ads) for a truly personal experience
  • Real time measurement that doesn’t just focus on the physical characteristics of the ad but delivers meaningful insights into audience engagement with the brand’s message
  • Advertising that blends into the viewer experience rather than disrupts, essential to the future of ever more immersive content
  • Insights driven data from trusted sources, transparent and harmonised metrics

Instinct suggests the industry will overcome its challenges. For a buyer base that has long appreciated the dependable currencies with which TV is bought and sold, these new options represent complexity and uncertainty packaged in oceans of data.

So what comes after the 30-second spot? While today’s generation are reared on quick-fire online video pre-rolls, don’t expect the six-second format to save the day. If you merely stuff the classic ad pod full of shorter ads, you may end up with five times as many ads. The spot ad format used to be about telling short stories, and doing it well was challenging even then. But storytelling in six second chunks? Creative storytelling just got a lot harder.

Pricing new ad formats is becoming even more challenging. Is a 6-second ad valued in linear proportion to a 30-second spot? Is a view counted when the whole ad is completed, or when the ad has been viewed past any pertinent message payload? Or is it all a compromise, billing always takes place after a fixed amount of time has elapsed e.g. 2 or more seconds? If the latter, the storytelling becomes highly stressed as the message and impact has to be delivered in a very limited amount of time. Given that it’s all about cause and effect, the future must bring smarter, independent measurement solutions that recognise that not all ads have the precisely same effect, at the same time on the audience psychology and that context has a great deal to do with performance. The supply and demand side data wars have to end as the measurement industry steps up a gear and delivers reliable insights that advertisers are really striving for, on demand in real-time, recognising that privacy laws are likely to get in the way of the promised land.

SVOD companies should focus on great content and their audience experience. The viewing public has voted with its fingers – interruptive viewing experiences are falling out of favor. The best way for broadcasters to fill that hole is to lean in by balancing traditional ad spots with right-size relevant ad inventory and programming.

What TV still has, despite the “cord-cutting” chatter, is reliability and trust. Put these things together and it is clear that broadcasters must work with brands to offer them opportunities to produce and promote content for viewers.

What is certain is that networks have a great opportunity here, but won’t win with an ad model that looks anything like the old one. Merely reducing ad size can’t be only the solution, so innovative ideas, rather than tinkering and downsizing will be required to move the industry forward.

Mirriad wins Best Video Marketing and Advertising Platform in the Digiday Technology Awards

Mirriad wins Best Video Marketing and Advertising Platform in the Digiday Technology Awards

Digiday WinnerNEW YORK, NY — September 10, 2018 — Video technology company Mirriad has been recognized as the Best Video Marketing and Advertising Platform in the Digiday Technology Awards. The online publisher and media company will honor Mirriad and other winners at Digiday’s year-end awards gala at The Lighthouse on November 14 in New York.

Mirriad is a video technology company that helps brands find their way into video experiences in the most natural way possible, without interrupting the viewer experience. The company has created an in-video ad unit with opportunities for brands to embed their messaging within premium shows and multi-channel entertainment. Mirriad’s AI-driven technology is a disruptive ad format for advertisers and marketers to create new ways to connect with their target audiences.

Says Mirriad CEO Mark Popkiewicz said, “With cord cutting and declining viewership on the rise, traditional TV networks are reducing ad clutter to compete with the OTTs. Our AI-driven technology is a disruptive ad format for advertisers and marketers to create new ways to connect with their target audiences. This collaboration demonstrated the viability of a dynamic new video advertising format, and we are thrilled to be recognized by Digiday with this prestigious honor.”

Formerly known as the Signal Awards, the Digiday Technology Awards recognize the technology bringing transparency, efficiency, and effectiveness to the media and marketing processes for brands, agencies and publishers. The winners were announced on Facebook Live and will be honored at the upcoming Digiday Awards Gala.

Max Willens, Platforms Reporter at Digiday said: “Marketing, advertising and media technology are among the most competitive, most rapidly evolving industries out there. It’s no accident that this list is filled with global behemoths as well as fast-growing startups. It’s also no accident that all of these winners reflect the media business’s revolutionary embrace of analytics and measurement.”

About Mirriad

Mirriad is a video technology company delivering in-video advertising by naturally blending brand advertising into popular entertainment content.

Mirriad creates advertising opportunities within existing video content across multiple shows. Advertisers can reach target audiences in a contextually relevant way without interrupting the viewing experience. The new ad format can be used alone or combined with other media and is aligned with existing media trading.

Mirriad is headquartered in London, with offices in the leading advertising markets in the world: New York, Mumbai, Shanghai and São Paulo.

About the Digiday Technology Awards

The Digiday Technology Awards recognize the technology bringing transparency, efficiency, and effectiveness to the media and marketing processes.

For more information, visit digiday.com/awards.

Contact:
Michelle O’Rourke
Clarity PR for Mirriad
michelleo@clarity.pr

Globosat and Mirriad launch innovative in-video solution in Brazil

Globosat and Mirriad launch innovative in-video solution in Brazil

Globosat and MirriadGlobosat and the British video tech company Mirriad, announce their exclusive partnership on PayTV. The agreement allows advertisers to incorporate their advertisements into existing entertainment programs. Beyond that, the technology provides scale to brands through a proprietary platform which allows for the delivery of campaigns through a target profile and contextually relevant content.

Mirriad’s 10-second in-video ad unit is designed to provide advertisers with quality brand exposure that is verified. The ad units allow brands to reliably embed their messages and imagery within well-known content in shows across different platforms, including video on demand and linear broadcast.

For instance, a brand’s messaging can be delivered by ad units of signage, like outdoor billboards, as well as products and video within existing content. The initial adoption of the Mirriad In-Video Ad Unit in Brazil is already underway within Globosat’s brands like GNT, Multishow and Canal Off, using a variety of content, including shows like Superbonita, Vai Pra Onde and Mundo Medina. From July onwards, new channels like Telecine, Megapix and Universal will be included in the mix for Mirriad In-Video Advertising campaigns.

“By bringing another option to brands, Globosat reinforces its position in evolving and adapting the best solutions to business models in the Market,” says Fred Muller, Executive Commercial Director at Globosat. “This new format connects brands to content via technology to offer a scalable solution which delivers the brand messaging inside content in a harmonious way.”

Market reaction to Mirriad’s technology of in-video advertising has been very positive. Several campaigns have already run ad unit-based campaigns on Globosat with agencies like MullenLowe for Unilever, Talent for Claro Brasil, Young & Rubicam for Grupo Petropolis and GTB for Ford, all of which were part of the first campaign cases. For Ford, the first campaign with the Mirriad In-Video Advertising technology ran to promote the Ford Ecosport. Repeat activity from Grupo Petropolis and Ford is already underway. In Ford’s case, the second campaign has already commenced.

Mauricio Greco, Director of Marketing at Ford, talks about the brand’s choice to use the technology for its campaign: “The Ford DNA is highly centered around constant innovation and using the latest tech solutions, so with Globosat it found a unique solution to create a content-driven opportunity using Mirriad tech to enhance its brand positioning.”

Ana Paula Santamaria, Mirriad’s General Manager for Brazil says, “Brazil is a very important market for us, and with Globosat we can now exploit the power of Mirriad’s In-Video Advertising technology to bring scale and awareness to advertisers in Brazil. There has always been a high level of engagement with brands in entertainment content, and with the recurring Ford campaigns we feel confident that Mirriad In-Video Advertising will grow very quickly.”

About Mirriad

Mirriad is a video technology company delivering in video advertising by naturally blending brand advertising into popular entertainment content.

Using sophisticated technologies, Mirriad creates advertising opportunities within existing premium video across multiple shows. Advertisers can now reach very large target audiences in a contextually relevant way without interrupting the viewing experience. The new ad format can be used alone or combined with other media and is aligned with existing media trading. Research has consistently shown in-video advertising to be highly effective, safe and measurable for the marketer and preferred by audiences on TV, online, and mobile.

Mirriad is headquartered in London, with offices in the leading advertising markets in the world: New York, Mumbai, Shanghai and São Paulo.

About Globosat

For over 26 years, Globosat has established itself as a hub of brands (GNT, SportTV, Multishow, Mais Globosat, BIS, Viva, Off, Gloob, Telecine, Canal Universal, Syfy, Studio Universal, GloboNews, Canal Brasil, Megapix, Premier, Big Brother Brasil PPV, Combate, Playboy do Brasil, Globosat Play, Philos TV and VIU Hub), each one of them with its own personality, well known and prized, offering an array of formats including news, journalism, culture, education, entertainment, sports, series, films and documentaries. These are thousands of films, series, shows and varied programming, available 24hrs a day, viewable on computers, tablets, smartphones, videogames and smart TVs.

The brand has pioneered the launch of the “play” platform in Brazil and has one of the biggest transmission platforms of videos with Globosat Play, currently boasting over one million subscribers across Globosat Play products (which include Globosat Play, Telecine, Premiere and Combate). The TV Everywhere service, takes content live and on demand to the subscriber in any location, registering a total 202 million views and over 3.8 billion minutes of consumed content – twice as much as 2015. From January to April 2017, the total of minutes consumed were 55% higher than that of the same period in 2016.

In 2016, Globosat launched a new business unit, VIU Hub, which specialized in digital content and connects the biggest talents, brands and partners to media in Brazil. It allows a way of thinking about content in an integrated fashion, without any boundaries on platform or language. In other words, a holistic solution for brand communications.

The evolution of the advertising market also led to a new way of dealing with content. This included initiatives with advertising bodies like Vice Media, creating a joint-venture in VICE Brazil, a media entity which incorporates different business units that cater for the generation Y (“Millennials”). This partnership will incorporate the expertise of two companies to offer innovative projects to the 18-34 age group.

Mirriad expands global executive team with strategic new hires

Mirriad expands global executive team with strategic new hires

Tim Jones Neha WarrierNEW YORK, NY, May 15, 2018 — Video technology company Mirriad today announced the expansion of its global team with the additions of Tim Jones, Head of Global Head of Research and Insights, and Neha Warrier, who has been named VP of Sales in India. Jones and Warrier both possess a firm understanding of the current video advertising ecosystem as well as shifting viewer consumption habits across the world’s leading broadcast networks.

Jones brings extensive research and insight experience from both the publisher/technology side as well as advertising agencies. Most recently he served as Head of International Research and Consumer Insight for AOL, positioning the company as a leader in understanding a diversity of audiences across digital platforms and products including TechCrunch, Skype and MSN. Prior to AOL, he spent five years at Microsoft driving key research and programmatic advertising strategies in Europe. Jones is also a former Chairman of the Research Committee for IAB Europe, where he helped shape the organization’s industry leading research and intelligence on how to deliver ROI for brands. He brings a comprehensive grasp of international advertising practices and unique insights to enhance Mirriad’s customer engagement and in-video consumer experience.

Warrier has rich and diverse experience working with some of the most established media companies in the world including NBC, Sony, and most recently with Discovery Networks, where she was responsible for building several of Discovery’s portfolio brands. She is brought on to build a strong revenue pipeline and drive strategic alliances with premium content makers across linear and digital platforms in the region.

Says Mirriad CEO Mark Popkiewicz, “We’re delighted to add the caliber and breadth of experience that Tim and Neha bring to the team. Both of these individuals have long and impressive track records in advertising, measurement and media, and will be instrumental in nurturing our core product offerings and global relationships.”

Recently, Mirriad unveiled a new 10-second in-video ad unit designed to provide advertisers with quality brand exposure within mainstream entertainment content. At a time when audiences are tuning out of traditional video advertising but consuming more video content than ever, Mirriad’s In-Video Advertising solution offers streaming platforms the ability to monetize while meeting key industry requirements for safety, verification, viewability and value.

Says Tim Jones, “This in-video advertising platform is a natural solution to a problem that’s plaguing the industry; ad fatigue. I’m looking forward to bringing my knowledge and data-driven insights to help drive success for Mirriad’s customers.”

Says Neha Warrier, “I have over a decade of experience working with some of the most established and reputable brands in Indian media. Mirriad offers one of the most unique bespoke solutions I’ve seen, both for broadcast networks who want to reduce ad load, and for advertisers and brands who are trying to reach their target audiences more effectively. I’m delighted to be joining during this exciting time of growth.”

About Mirriad

Mirriad is a video technology company delivering in-video advertising by naturally blending brand advertising into popular entertainment content.

Mirriad creates advertising opportunities within existing video content across multiple shows. Advertisers can reach target audiences in a contextually relevant way without interrupting the viewing experience. The new ad format can be used alone or combined with other media and is aligned with existing media trading.

Mirriad is headquartered in London, with offices in the leading advertising markets in the world: New York, Mumbai, Shanghai and São Paulo.

Mirriad launches highly scalable In-Video Ad Unit

Mirriad launches highly scalable In-Video Ad Unit

Mirriad In-Video Ad UnitNEW YORK, NY, May 2, 2018 — Video technology company Mirriad today announced the launch of a new 10-second in-video ad unit supported by Mirriad’s Visual Impact Score (VIS) designed to ensure advertisers can count on quality brand exposure within mainstream popular video content. This completes the first phase of establishing the first true standard for ‘in-video advertising’ by addressing key industry requirements for safety, verification, viewability and value by working with the world’s leading independent advertising measurement companies.

The power of content marketing has been understood for decades, but has been very difficult to scale as each brand instance is different and consistency against media planning or buying, including programmatic, has been virtually impossible. Mirriad has delivered the new ad unit at a time when audiences are tuning out of traditional video advertising but are consuming more video content than ever.

This first of its kind, patented technology solution enables advertisers to embed their brand messaging and imagery within premium content in multi-title content across different platforms including video on demand and linear broadcast. Independent research, such as the recent large scale in-video campaign delivered in China, has shown that in-video advertising consistently delivers meaningful results to advertisers who can now reach millions of viewers across select video entertainment platforms around the world.

Says Mirriad CEO Mark Popkiewicz, “In-video advertising offers tremendous marketing power to advertisers, well beyond the capabilities and scale of traditional brand integration. Marketers can now reach large audiences on-demand through a consistent ad unit with verifiable quality and impact – essential in today’s highly scrutinized world of value for money and data transparency especially in the two largest advertising markets in the world.”

Mirriad In-Video Ad Units embed products and brand signage within the visual narrative. For example, an advertiser’s message might appear as ad units containing signage such as billboards, posters, mobile or TV screens and be combined with others displaying the brand’s product, all digitally rendered to be contextually relevant and blended naturally with the content. The combined effect of these ad units drives high levels of effectiveness and even more so when combined with traditional pre-roll advertising.

Mirriad solves the challenge of consistent delivery of the ad units by developing an automated measurement and gating technology called the Visual Impact Score (VIS), integrated into its advertising platform. VIS solves a formidable problem by ensuring each instance of ad exposure meets thresholds known to drive effectiveness such as exposure size and proportion, clarity, proximity to action and prominence.

Mirriad commissioned independent research from global measurement and analytics firm comScore to test the viability of creating an independent evaluation process for Mirriad’s in-video insertions. comScore analysed a random sample of Mirriad ad units from a recent campaign. The initial analysis demonstrated that 98.5% of the 261 sampled ad units passed the independent comScore reference standard based on statistical tests. Full study results are available in a white paper.

“comScore has been measuring branded content and product placements for over a dozen years, providing consistent measurement for brands, agencies and networks,” said Gary Warech, senior vice president, branded entertainment, at comScore. “In working with Mirriad, we analyzed a sample of its new in-video ad units on a recent campaign. We look forward to continually working with Mirriad to execute similar tests on future campaigns.”

A separate study, by digital marketing company Miaozhen Systems and commissioned by car leasing company Tangeche, evaluated the overall brand effectiveness of Mirriad’s In-Video Ad Unit after a 24-week campaign which ran on Alibaba’s entertainment platform Youku. According to the study, Mirriad’s in-video ads delivered nearly 800 million impressions and drove a 17-point uplift in brand awareness with 94 percent of the exposed audience planning to take follow-up action.  Miaozhen Systems has also independently verified the reliability and consistency of the in-video ad unit and Mirriad’s VIS.

About Mirriad

Mirriad is a video technology company delivering in-video advertising by naturally blending brand advertising into popular entertainment content.

Mirriad creates advertising opportunities within existing video content across multiple shows. Advertisers can reach target audiences in a contextually relevant way without interrupting the viewing experience. The new ad format can be used alone or combined with other media and is aligned with existing media trading.

Mirriad is headquartered in London, with offices in the leading advertising markets in the world: New York, Mumbai, Shanghai and São Paulo.

Tangeche: Building awareness and increasing consideration with young drivers

Tangeche: Building awareness and increasing consideration with young drivers

Goal

Tangeche was launching a new auto-leasing app for mobile users, and wanted to target young drivers.

Solution

Tangeche chose Youku – China’s leading entertainment platform – to reach their target audience via Youku’s premium video content. Mirriad collaborated with Tangeche and Youku to create an innovative in-video ad campaign that embedded Tangeche’s brand messages into the most contextually relevant scenes across more than 20 different shows over five months.

This large-scale campaign successfully reached the target audience, and hit Tangeche’s awareness and consideration goals. 

“We successfully reached our target audience, and hit measurable results in brand lift.”

CHEN QI

VP Tangeche 

Results

Impressions NEARLY 800M

Brand awareness 58% Up 17PPT

Brand Intention Up 3X* – EXPOSED V UNEXPOSED

Follow-up action 94%

SOURCE: Research by Miaozhen Systems, as commissioned by Tangeche  * Percent point increase exposed group vs control group.. Sample: 300 control/500 exposed, online survey amongst 18–45 yrs who watched online TV dramas or variety shows Aug-Dec 2017.

In-video advertising comes to China

In-video advertising comes to China

This week Mirriad unveils a new ad unit, available to brands and advertisers across the globe. You can read more about the news here.

But this global launch comes on the heels of some great work conducted in China. Recently Mirriad’s China offices ran a massive video advertising campaign for Tangeche, one of China’s leading auto leasing companies. The goal was to enlist younger drivers to download its new app, and the campaign ran on Alibaba-owned video entertainment platform Youku, China’s version of YouTube.

Tangeche recognized the value of using Mirriad’s non-skippable format to deliver natural brand exposure within content. The company’s ads appeared everywhere across Youku’s hit dramas and popular variety shows, achieving successful target audience metrics.

The campaign was backed by independent research that was commissioned by Tangeche and conducted by Chinese measurement company Miaozhen Systems. Ultimately, the in-video ads showed highly favorable results (particularly with younger demographics 18-24), indicating that in-video brand messaging can leave a lasting impression on Millennials and younger generations.

The results showed a highly effective advertising campaign and an in-video ad format that resonated well with viewers. Featuring embedded advertising in over 300 episodes across over 20 different shows, the campaign delivered nearly 800 million impressions and considerable lift in brand visibility during its 5 month duration. Overall, Tangeche saw a 17 point brand uplift with 58 percent of the target viewers favorably recalling the ads.

The campaign demonstrates Mirriad’s scalable video technology, and confirms the effectiveness of in-video advertising that delivers great brand value without interrupting the viewing experience.

Johnson & Johnson: Cutting through the clutter to strengthen brand health metrics

Johnson & Johnson: Cutting through the clutter to strengthen brand health metrics

Goal

Johnson & Johnson wanted to strengthen the brand image of ‘Fruit Essentials Clean & Clear’ among 15-19 year olds.

Solution

They chose SCTV’s popular Fashion TV Indonesia to reach their target audience, and then chose to use Mirriad In-Video Advertising. Mirriad embedded their ad units into the most contextually relevant scenes, and successfully delivered the ‘Fruit Essentials Clean & Clear’ campaign across 7 weeks of Fashion TV episodes.

Results

Brand awareness 81%

Purchase intent 66%

Would recommend 62%

Scale 150 AD UNITS

SOURCE: 2014 research by IPG and J&J