Globosat and Mirriad launch innovative in-video solution in Brazil
Globosat 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.”
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.
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.