TIDMMIRI
Mirriad Advertising PLC
04 October 2021
4 October 2021
Mirriad and SpringServe to scale dynamic in-content advertising
through programmatic advertising
Mirriad, the leading in-content advertising company, today
announced it is working with Magnite's SpringServe, the leading ad
serving platform for over-the-top (OTT) and connected TV (CTV), to
bring scale and automation to the in-content advertising format via
programmatic ad campaigns.
Mirriad's patented, AI and computer vision technology
dynamically 'inserts' adverts into empty spaces in films and
television shows streamed online. The collaboration with
SpringServe enables Mirriad to programmatically activate more
valuable ad inventory, offering brands digital integrations into a
broader range of video content. This simplified in-content approach
improves the overall viewer experience by limiting commercial
interruptions and provides advertisers with dramatically increased
reach and impact.
"Working with SpringServe is a decisive step in being able to
buy in-content inventory programmatically," said Stephan Beringer,
CEO, Mirriad. "This will unleash new opportunities for publishers
and content owners with an ad format that is created in the content
itself, thus not interrupting peoples' viewing experiences.
Research* continues to prove that the Mirriad proposition is a
transformative advertising solution and we look forward to the
results we can achieve with SpringServe."
Purpose-built for CTV and OTT, SpringServe's platform delivers
control, transparency and analytics to increase ad performance by
enabling publishers to maximize the value of their inventory and
offer a better brand experience for advertisers.
"As demand for CTV inventory increases, in-content advertising
represents a green field opportunity for content owners to create
unique supply," said Joe Hirsch, General Manager, SpringServe, now
part of Magnite. "In-content advertising offers AVOD and SVOD
providers new ways to monetize and reach consumers through
inventory that lives outside the traditional 'ad break'. We are
excited to combine the efficiencies of programmatic advertising and
Mirriad's technology so that more media owners and advertisers can
leverage this format."
Mirriad and SpringServe will pave the way for in-content
advertising across multiple platforms, channels, and markets
starting with the US market in 2021 and 2022, with the intention of
expanding internationally in 2023 in Europe and JAPAC.
ENDS
* Mirriad consistently delivers strong proven brand results for
advertisers averaging 42% increases in advertising awareness and
20% increases in purchase intent which lead to 40% increases in
actual brand consumption. Furthermore 85% of consumers like
in-content advertising which helps increase brand appeal for 81% of
consumers. (Source: Kantar/ Toluna average 15 studies)
About Mirriad
Mirriad's market-first solution seamlessly integrates with
existing subscription and advertising models, improving the viewer
experience by limiting commercial interruptions whilst delivering
dramatically increased reach and impact for advertisers.
Mirriad currently operates in the US, Europe and China.
About SpringServe, now part of Magnite
SpringServe, now part of Magnite, is the leading independent ad
serving platform, purpose-built for OTT, CTV and video advertising.
Its software offers a full stack of ad serving, optimization and
automation solutions that make video ad serving smarter across
devices. Trusted by leading publishers & advanced TV
distributors, its platform delivers control, transparency, and
analytics to increase ad performance and revenue from media sales.
For more information, visit http://www.springserve.com .
Enquiries:
For further information please visit www.mirriad.com or
contact:
Mirriad Advertising plc
Stephan Beringer, Chief Executive Officer
David Dorans, Chief Financial Officer
Tel: +44 (0)207 884 2530
Nominated Adviser & Broker:
Canaccord Genuity Limited
Simon Bridges
Thomas Diehl
Tel: +44 (0)20 7523 8000
Financial Communications:
Charlotte Street Partners
Tom Gillingham Tel: +44 (0) 7741 659021
Andrew Wilson Tel: +44 (0) 7810 636995
SpringServe Media Contacts
Danielle DeVoren / Brittany Tibaldi
215-206-3111 / 347-487-6794
ddevoren@kcsa.com / btibaldi@kcsa.com
Magnite Media Contact
Kar Yi Lim
917-658-1994
klim@magnite.com
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END
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