Cheil Worldwide Partners With Mirriad for Native In-Video Advertising in South Korea

SEOUL and LONDON, August 17, 2015

Cheil Worldwide, a leading South Korea-based marketing solutions company, and Mirriad, the world leader in native in-video advertising, have entered into a new long-term partnership. The alliance will enable Cheil to strengthen its leadership in the digital advertising market as well as enhance Mirriad’s market presence in Asia, and in particular in South Korea.

Mirriad’s patented NIVA (native in-video advertising) technology is an award-winning platform that allows brands to be digitally integrated into TV shows and music videos in the form of products, signage, video and other branded assets. Mirriad describes its pioneering form of advertising as “the cure for ad blindness”.  And research conducted by marketing research firm Interpret shows that brands are two times more likely to be top of mind with consumers watching native in-video ads than comparable pre-rolls or interstitial ads.

When accessed by Mirriad’s suite of marketplace applications, creation of new inventory is fast and accurate, providing content owners and distributors a complete editorial control over brand integrations and overall ad operations.

This agreement builds on Mirriad’s recently announced partnership with Universal Music Group (UMG), and Havas, the multinational advertising and Public Relations Company.

“In the marketing industry where competition is getting tougher every day and the environment is evolving very rapidly, digital is no longer supplementary, and ‘going digital’ has now become a global phenomenon,” stated Bong-gyun Kim, Vice President of Digital Labs, Cheil Worldwide. “Cheil’s partnership with Mirriad is of vital significance as it pioneers a new native in-video advertising market inAsia. With this partnership, Cheil secures a platform to directly influence consumers’ purchase decisions, overcoming a barrier that many marketers face in raising brand awareness and preference.”

“Fitting in is the new standing out. Audiences are becoming increasingly frustrated with advertising that disrupts and stands in the way of the content they want to enjoy,” said Michael Rees, Asia-Pacific Vice President, Mirriad. “Cheil Worldwide has recognized the importance of this and through partnering with Mirriad, Cheil can now easily offer brands the ability to advertise within the shows and videos consumers want to watch, instead of just around them. We’re truly excited to bring native in-video advertising to South Korea; one of the most innovative markets in the world.”

About Cheil Worldwide

Cheil Worldwide Inc. is one of the world’s largest marketing solutions companies. Established in 1973 with headquarters in Seoul, South Korea, Cheil’s global employees create ideas that move brands, products and people from 49 offices in 42 countries. Cheil delivers innovative communications solutions that drive business results through full-service advertising capabilities and beyond, with specialties in digital, retail, experiential marketing as well as media services. Cheil’s creativity is world-renowned, as the network is highly awarded by international festivals including Cannes Lions, One Show, D&AD and Effies.

About Mirriad

Mirriad’s pioneering video technology revolutionizes advertising for the skip generation – the generation of consumers from six to sixty who now bypass traditional video ads. Its technology integrates products and signage into professionally produced content, such as TV programming and music videos, creating ads that look authentic and contextual. Brands and their agencies use Mirriad to manage and run multi-title campaigns, media-planned and tuned for reach and frequency in exactly the same way they currently buy advertising that appears outside the content.

Mirriad turns premium content into premium inventory. These Native In-Video Ads have been extensively researched around the world by the likes of Nielsen and proven to achieve outstanding increases in awareness, brand sentiment, and intent to purchase. Mirriad currently operates in more than 20 countries and works with many of the world’s leading content owners, broadcasters, distributors, ad agencies, and brands. In 2013 this technology won an Academy Award for technical achievement. Last year, it was Innovation Award finalist at Cannes Lions and in May 2015 awarded Cool Vendor 2015 by Gartner.  For more information, please visit: https://www.mirriad.com


Berkeley PR
Nick Head/Joe Hawke

SOURCE Cheil Worldwide and Mirriad

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