Havas, Mirriad and VICE Bring First of Its Kind Technology to Life
June 22, 2016 – Arena Media – part of Havas Media Group, and Mirriad, a technology company reshaping the future of video advertising, today announced an expansion of their wide-ranging global technology and content partnership – along with the first implementation of their enhanced partnership in conjunction with VICE Media, the leading global youth media company.
Under the arrangement between Havas and Mirriad, Havas Media Group’s clients can digitally integrate a brand into video content from the world’s leading content producers. Havas Media Group anticipates that its clients will direct over $25 million in advertising spend toward inventory created by the partnership in premium video content over the next 12 months.
Under the expanded Havas/Mirriad partnership, Arena Media will be the first agency to run a native in-video advertising campaign with its client Bushmills™, airing on the newly launched VICELAND network. The Bushmills™ campaign leverages VICE’s unique connection with millennial audiences and is one of the ways VICELAND is experimenting with the traditional linear advertising model as the network continues its international expansion in the coming months.
“Ad blocking is part of our world and we need to innovate and offer new solutions. We must create, not defend. Mirriad’s technology combined with our programmatic and data capabilities means that brands can engage audiences by offering entertainment and value,” said Dominique Delport, Global Managing Director of Havas Media Group. “As video continues to grow, this style of disruption will change the way we think about our industry. Instead of talking defensively about the threat of ad blocking we will celebrate the flourishing world of creative video content.”
The Havas and Mirriad partnership implements new ways for brands to engage with and entertain ad fatigued audiences and provides brands with a different way to build inventory and revenue across the content landscape.
“In today’s world, viewers have the option to never watch a commercial again,” says Mark Popkiewicz, Mirriad CEO. “Mirriad technology ensures that viewers enjoy the content they love, while at the same time experiencing advertising that never disrupts from the viewing experience. Our technology digitally integrates brands in a truly organic way, perfectly marrying the right brand to the right premium video content – working seamlessly with the entire video advertising ecosystem to deliver ad units that retain the benefits of a traditional commercial. With Havas’ unique programmatic and data capabilities, we can ensure that the right integrations are delivered to the right audience. We are proud to work with Havas and VICE, two leading-edge companies who share our vision of the new advertising landscape.”
“Since its launch in February, VICELAND has been successfully experimenting with new ad formats and engaging with a unique audience on TV,” said Oliver Laubscher, Senior Vice President & Head of Business Development, VICE. “Havas’ data and strategic capabilities coupled with Mirriad’s technology is a great tool to help VICELAND’s mission of creating an authentic advertising approach for our audience not just in the U.S but all VICELAND territories.”
About Havas Media Group
Havas Media Group gathers together the global media expertise of Havas, one of the leading global communications and marketing groups. It consists of three media brands, Havas Media, Arena Media and Forward Media, as well as Havas Sports & Entertainment, the industry’s largest brand engagement network.
About Mirriad Advertising Ltd
Launched in 2008 with a mission to revolutionize video advertising for the skip generation who skip, block or ignore video advertising on TV, online and on mobiles.
Mirriad’s patented technologies offer a highly scalable new standard in advertising where brands are integrated as ad units across highly viewed multi-title content and campaigns managed against reach and frequency. The resulting native in-video advertising is impactful and engaging whilst being relevant and authentic. Mirriad’s native in-video ads work across all three screens and can be traded in the same way as other mainstream advertising inventory.
Mirriad works with with major US content producers and with leading broadcasters and video distributors in the worlds largest advertising markets. Mirriad is the chosen native in-video ad provider for Youku, China’s leading entertainment platform. Mirriad’s investors include IP Group PLC, Unilever Ventures, Parkwalk Funds and Edge Investment Management and has offices in London, New York, Mumbai and Shanghai.
VICE is the world’s preeminent youth media company and content creation studio. Launched in 1994, VICE now operates in over 30 countries and distributes its programming to viewers across digital, linear, mobile, film and socials. VICE includes an international network of digital channels; a television and feature film production studio; a magazine; a record label; an in-house creative services agency; a book-publishing division; and a newly launched U.S and Canadian TV network, VICELAND. VICE’s award-winning programming has been recognized by the Academy of Television Arts & Sciences, Peabody Awards, Sundance Film Festival, PEN Center, Cannes Lions, Frontline Club, Knight Foundation, American Society of Magazine Editors, LA Press Club, James Beard awards, and Webby Awards, among others.