TIDMMIRI
Mirriad Advertising PLC
17 November 2021
17 November 2021
Mirriad and Crown Media unwrap enhanced Christmas
partnership
Mirriad Advertising plc
("Mirriad" or the "Company")
Mirriad, the leading in-content advertising company, has today
announced a new initiative with Crown Media Family Networks, a
US-based media production company owned and operated by Hallmark
Cards, Inc.
The ongoing agreement - which now includes access to Hallmark
Channel's highly successful Countdown to Christmas programme, a pop
culture phenomenon and beloved holiday tradition for millions of
viewers in America - will present brands and advertisers with the
exciting opportunity to leverage Mirriad's in-content solution to
better engage with audiences in the run-up to this year's festive
season.
The partnership has yielded early success across key advertising
categories including retail, liquor, financial services and the
automotive industry. Utilising a mix of creative executions enables
wider category participation for in-content advertising campaigns
vs. traditional product placements. This new capability has brought
in new advertisers for Crown Media and has become a new tool for
Mirriad's sales team to extend value to existing clients.
Through the initiative, brands will now have access to content
on one of the highest-rated cable networks in the US. Following the
success achieved during the collaboration, the agreement will
expand to now include Hallmark Channel's marquee event of the year
Countdown to Christmas, which kicked off on October 24 and features
an extensive slate of holiday content, including new movie premiers
every Friday, Saturday, and Sunday and fan-favourite original
seasonal films from years past.
Mark Melvin, EVP Sales and Brand Partnerships US at Mirriad ,
said: "Our partnership with Crown Media has accelerated quickly to
include so many leading brands, which proves the growing demand for
in-content advertising.
"Brands are seeking new solutions to contextually target their
consumers in a seamless and authentic way. We're seeing massive
brand interest for quality programming, such as Hallmark's original
movies."
Chris Ward, SVP of Midwest Ad Sales at Crown Media , said:
"We're always looking for new technology that will enable our
marketing partners to incorporate their brand messages into our
programming and reach viewers in an organic way that optimises
impact.
"Mirriad has quickly experienced great success in the first few
months of our partnership. We're excited to build on these results
by expanding our partnership to enable advertisers to leverage this
new unlocked inventory during the holiday season - the most
popular, highest-rated time of the year on our channels."
ENDS
About Mirriad
Mirriad's award-winning solution unleashes new revenue for
content producers and distributors by creating new advertising
inventory in content. Our patented, AI and computer vision
technology dynamically inserts products and innovative signage
formats after content is produced. Mirriad's market-first solution
seamlessly integrates with existing subscription and advertising
models, and dramatically improves the viewer experience by limiting
commercial interruptions.
Mirriad currently operates in the US, Europe and China.
About Crown Media Family Networks
Owned and operated by Hallmark Cards, Inc., Crown Media Family
Networks is home to Hallmark Channel, Hallmark Movies &
Mysteries, and Hallmark Drama. Hallmark Channel features an
ambitious slate of new, original content, including movies,
scripted series, and annual specials. Hallmark Channel is also home
to the popular annual holiday franchise Countdown to Christmas
featuring a 24/7 lineup of holiday programming. Hallmark Movies
& Mysteries is a 24-hour cable network featuring a unique mix
of new, original movies and acquired series focused on the lighter
side of the suspense and mystery genres. The network also features
its own annual holiday programming franchise, Miracles of
Christmas. Hallmark Drama showcases the rich legacy of the Hallmark
Hall of Fame library and spotlights movies and series from Crown
Media's collection of original dramatic content. Crown Media Family
Networks is also home to Hallmark Movies Now, the company's
subscription streaming service, which offers commercial-free,
feel-good movies and series from Hallmark Channel, Hallmark Movies
& Mysteries, and more, including exclusive content you can't
find anywhere else. Crown Media Family Networks' publishing
extension, Hallmark Publishing, offers original novels, as well as
books adapted from Hallmark original movies.
For more information, please visit www.crownmediapress.com
Hallmark Channel on Social Media: Facebook , Twitter ,
Pinterest
Hallmark Movies & Mysteries on Social Media: Facebook ,
Twitter
Hallmark Drama on Social Media: Facebook , Twitter
Hallmark Movies Now on Social Media: Facebook , Twitter
Hallmark Publishing on Social Media: Facebook , Twitter
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
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END
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