SEAT: Complementing product placement with in-video ads drives KPIs

SEAT: Complementing product placement with in-video ads drives KPIs

Goal

SEAT, the leading Spanish carmaker owned by the Volkswagen Group, wanted to amplify its traditional product placement activity within prime time TV and see the KPI uplift of Mirriad in-video ad insertions.

Solution

Mirriad embedded SEAT assets in the prime time TV drama Demain Nous Appartient (Tomorrow Belongs to Us) running on TF1, into the most contextually relevant scenes that capture viewer attention. Mirriad’s technology flexibly delivered the SEAT brand across nine episodes, using a combination of creative executions from street signage to web pages on computer screens.

Research methodology

TF1 and Toluna, a leading global consumer research company, conducted an advertising effectiveness study to understand how well the ad format drove brand KPI’s as well as opinions of the new advertising format. The research objective was to measure the performance of Mirriad insertions over the results gained from the ad unexposed audience.

Results

Driving strong increase in positive opinions of the SEAT brand: +24 points

Brand Confidence +22 points

Talking/discussing the SEAT brand: +15 points

Percent point increase do not recall group vs recall Mirriad insertions. Sample: 201 control /125 exposed. Toluna survey amongst 15+ views of Demain Nous Appartient (Tomorrow Belongs to Us). June 2019
Download the case study

YOU MAY BE INTERESTED IN

Mirriad receives glowing write-up in The Motley Fool

Mirriad receives glowing write-up in The Motley Fool

The Motley Fool reports on Mirriad Advertising's "exciting" interim results, which saw revenue increase by 109% to £897k, year-on-year. "I like what I see," writes Kirsteen Mackay, referring to our two-year exclusive agreement with Tencent, a renewed and energetic focus on the music video industry and an impressive trajectory for growth.

Mirriad announces new partnerships with multiple music artists

Mirriad announces new partnerships with multiple music artists

Brands can now drive campaign messaging in-video in a contextually or emotionally relevant way, expand integration formats beyond brand and product, scaling across dozens of music videos in a short campaign window

CEO discusses interims and US listing with president of Edison Rachel Caroll

CEO discusses interims and US listing with president of Edison Rachel Caroll

An exciting week for Mirriad with our shares trading in the US, positive interim results and new research from Edison which highlights the accelerating adoption of our award wining technology!