TIDMMIRI
Mirriad Advertising PLC
31 March 2022
31 March 2022
Mirriad Advertising plc
("Mirriad" or the "Company")
In-content advertising dramatically increases reach
Mirriad whitepaper illustrates the effectiveness of the format,
spurring improved audience engagement and business growth for
brands
Mirriad, the leading in-content advertising company, today
announces the launch of its latest whitepaper: The Lost Audiences -
Regaining Control.
The paper, which can be downloaded here , highlights the
continually growing avenue for brands and advertisers to expand
their reach via in-content advertising and to engage audiences in
an impactful and non-disruptive way. It also uncovers new data on
the impact companies can achieve by reconnecting with audiences
through in-content advertising.
Consumers' viewing habits are continuing to shift within the TV
advertising space. In the US, linear (traditional TV ad-break
advertising) impressions for the 18-49 age group declined by 49
percent in just five years and are forecasted to decline an
additional 22 percent over the next two years.
In-content placements therefore offer a new route for brands to
effectively communicate with audiences, alongside traditional
avenues. In fact, Mirriad found that brand reach can increase up to
44 percent in the 18-49 age group when contextual, in-content ads
are present.
Per the whitepaper's findings, consumers prefer in-content
advertising seven times more than traditional TV spots, and 70
percent of those polled agreed that traditional advertising
frequency is excessive.
In-content advertising provides a new solution to address the
shifts in the market and enable brands to combat ad fatigue and
apathy by creating non-disruptive experiences for viewers.
Stephan Beringer, CEO of Mirriad , said: "Leading into a key ad
sales period in 2022, brands and advertisers must prioritise
diversification to ensure campaign success and relevancy with their
customers, and drive business growth. And this is only the
beginning - with the rise of connected TV and streaming services,
we can expect further digital growth across new platforms.
"The clear gains in reach and impact that Mirriad can deliver
are hugely significant at a time of change in the advertising
industry. The power of the in-content format is further underlined
by repeated third-party research that shows clear viewer preference
for it. Across all measured Mirriad campaigns, we found average
consumption rose 16 percentage points (ppt), ad awareness increased
by 27ppt, and spend increased by 15ppt. This shows that in-content
advertising is not only a very effective way to reach and engage
consumers, it also prompts purchases."
Chris Ward, SVP of Midwest Ad Sales at Crown Media , added: "The
television landscape has changed immensely over the last five-plus
years. New platforms and content formats, the rise of binge
watching, and a global pandemic have all had their own effects on
how viewers watch and respond to content.
"The challenge for us as a network, and for the brands we
partner with, has been how to incorporate relevant advertising in a
way that optimises impact while not disrupting the viewing
experience. Mirriad provides a strategic and scalable solution for
brands to effectively amplify their TV ad spend."
END
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
Financial Adviser, Nominated Adviser and Broker :
Panmure Gordon
Alina Vaskina / James Sinclair-Ford (Corporate Advisory)
Erik Anderson (Corporate Broking)
Tel: +44 (0)20 7886 2500
Financial Communications:
Charlotte Street Partners
Tom Gillingham Tel: +44 (0) 7741 659021
Andrew Wilson Tel: +44 (0) 7810 636995
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.
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