The in-content advertising firm, Mirriad Advertising (MIRI ), is partnering with Canada’s largest TV and digital media conglomerate, and its first campaign has already been launched, it says.
Mirriad, a technology company which places advertisements into video content, said this partnership represents an important milestone for Mirriad in the Canadian market. A first campaign, in a premiere series, has already been launched as part of this agreement.
Stephan Beringer, CEO of Mirriad, hailed the “growing momentum” in Mirriad’s key North American market since the second half of 2021, stating that this is underlined by the new partnership in Canada and the “subsequent activation” around the Super Bowl in the US.
New data provided by the marketing research firm, Nielsen, has stated that Mirriad’s US campaign revenues were up by over 800% in the 2021 holiday season compared to 2020.
In particular, the company’s in-content campaigns across leading channels, Hallmark and Lifetime, for large advertisers in the finance, cosmetics and food and beverage industries, respectively, delivered ‘outstanding results’ as evidenced from data provided by Nielsen.
Shares in Mirriad Advertising were trading 8.70% higher at 18.75p following the news.
For its US holiday campaigns, the new data showed that the audience reach using the Mirriad in-content format was up to 39% higher than in the equivalent TV spot breaks in the same content, and it was able to deliver approximately 130 million additional impressions, a significant advantage for advertisers in the busiest advertising season of the year, it noted.
Mirraid said an extensive report of the results and findings from the Nielsen data, including equally strong new data from the European market, will be published later this year in 1Q.
Addressing shareholders, Beringer said the “encouraging new results” underline the magnitude of Mirriad’s format’s opportunity for advertisers and its content partners.
He added: “the core markets we’re selling into are worth $145Bn a year, and we’re confident that we are fundamentally pioneering a solution that will become a standard in the industry.”
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