New technology solution allows accurate valuation ahead of placement; now used by Channel 4’s Deal Or No Deal game show in the UK.
Some might call it a marriage made in branded heaven. Global leaders in digital brand integration, MirriAd, who provide prominent brand integration for the likes of Unilever, Intel and Coca Cola through high profile programming on a number of broadcast channels and digital networks across the world, today announce a partnership with Repucom, leading sponsorship research & evaluation company working with P&G, PepsiCo, Samsung and Red Bull amongst others.
In a world first, the two partners have incorporated Repucom’s evaluation processes into MirriAd’s commercial platform with analytics enabling integrations to be evaluated on demand. This means that for the first time, long or short placement campaigns can be accurately valued in advance, removing the uncertainty for content owners and brands alike.
The innovation promises to make digital brand integration campaigns stronger contenders for marketing investment. Brand integration has been heavily researched for example by Nielsen (Jan 2011) and more recently by SPA (Aug 2012) proving the power of brand integration in video and TV content next to advertising spend. Prominent integrations have a high and positive impact on audiences, which regularly result in marked shifts in recall, awareness and affinity to buy products. However, unpredictability and inaccurate measurement tools have at times driven brand placement budgets into marketing bundles with other activity that was more easily measurable. MirriAd and Repucom’s valuation processes now allow brands to be certain of the value that will be delivered by brand integrations in standalone deals.
The solution is fully automatic and produces results immediately rather than the usual five days post-transmission, accelerating away from the uncertainty and expense of traditional placement measurement methods. Channel 4 in the UK are one broadcaster to support the development, having used Repucom’s valuation model for some time and most recently pre and post for Endemol UK’s Deal Or No Deal, where Unilever tea brand PG Tips featured on the contestants’ cups. Vicky Kell, Business Manager at Channel 4 says, “The new MirriAd and Repucom solution is important for us. We can now reference tried and tested methodology for valuation when we need it and predict value with accuracy in advance of campaigns. Together with eye-tracking research we can continue to build a very compelling proposition to brands.”
Mark Popkiewicz, MirriAd CEO says, “While the effectiveness of product placement has been known for some time, the uncertainty around delivery and measurement often relegated brand placement to a nice-to-have rather than a standalone staple offering. Together with Repucom, we can now reliably answer questions on value and guarantee exposure before a campaign starts, which can elevate brand integration to a new level of importance in the marketing mix.”
Michael Tange, Head of Media Products for Repucom, adds, “The integration of our metrics will provide an independent evaluation of the opportunity MirriAd’s technology presents for advertisers and content owners. Our broader suite of research services will also be available to understand the impact and effectiveness of these brand placement campaigns as they are executed in market. So we see this as a holistic partnership with MirriAd, and the clients who utilise this unique platform, paving a new era in the way product placement and brand integration are created, managed and measured.”
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Ladbury PR | Pavla Kopecna
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Notes to Editors
Chaired by Sir Peter Bazalgette and launched in September 2007 by CEO Mark Popkiewicz, previously a director of BBC Ventures, MirriAd aims to revolutionise product placement for the digital era. MirriAd has developed an end-to-end solution able to digitally place brand imagery into any video on demand and at scale. MirriAd’s digital placements have been extensively researched and proven to achieve excellent results for brands whilst positively impacting production values and the viewer experience online, on TV and in film. Headquartered in London with offices in Mumbai, MirriAd is privately owned with institutional investors including Edge Investment Management, Edge Group, Oxford Technology Management, Oxford Capital Partners, STV Group PLC, Seraphim Capital and South East Growth Fund and notable angel investors Bruce Smith and Stephen Bullock.
Repucom is the world’s largest sponsorship research company. It has rapidly grown into becoming the authority in measuring the value and effectiveness of brand exposure within all forms of media. These insights are coupled with findings from proprietary research studies to provide the most comprehensive analysis available. Repucom International provides clients with customized solutions for the evaluation and optimization of campaigns and sponsorships that are impartial and independent. Founded in 2004, this privately held company has a global network of over 20 wholly owned and operated offices with over 1400 employees.