TIDMMIRI
Mirriad Advertising PLC
18 August 2022
18 August 2022
Mirriad Advertising plc
("Mirriad" or the "Company")
Combining TV spots with in-content ads boosts sales conversion
by more than 20 percentage points, shows Kantar and Mirriad
research
In-content advertising not only delivers better outcomes for
brands than TV spots alone, it is also preferred by viewers, new
research from Kantar, the UK's largest evidence-based insights
company, and Mirriad, the leading in-content advertising company
powered by proprietary AI-technology, has found.
Kantar created a custom study looking at consumers' responses to
advertising across three categories: people who only saw TV spot
activity, people who saw episodes with both a TV spot and a Mirriad
in-content ad integration, and thirdly, consumers who were exposed
to neither. The results showed conclusively that adding in-content
advertising to TV spot campaigns dramatically improves results
across key brand metrics including sales, awareness and
favourability.
When consumers viewed both a TV ad and in-content product
placement:
-- 56% bought featured products after exposure, compared with just 34% for TV spot exposure only
-- Advertising awareness rose by 10 percentage points from 68% to 78%
-- Favourability and consideration both increased by 5
percentage points to 92% and 91% respectively.
Kantar also asked audiences about their perceptions of
in-content ad placements and found that seven times as many people
prefer in-content ad placement over traditional TV spots. A
significant 79% said they like in-content advertising at a time
when wider public engagement with traditional linear advertising is
waning.
Tim Jones, Global Head of Research, at Mirriad, said:
"In-content placements represent the future of advertising. Driven
by AI-technology, brands can reach their audiences at scale
directly within the TV and video content experience in ways that
traditional product placement options could not offer. Our studies
with Kantar prove the enormous value of this new ad segment for
brands and their audiences."
Sparsh Pandya, client director at Kantar, said: "In-content
advertising is an exciting new ad format for brands looking for
differentiated ways to reach their audience at scale. Not only do
people like the experience of branding and product placement within
video, the placements also drive higher performance across key
metrics including awareness and purchase intent," said Sparsh
Pandya, Client Director, Media, Insights Division at Kantar
Research."
ENDS
About the study
Kantar created a custom Live recruitment OTS methodology study
with consumers falling into three categories: those unexposed to
either the TV spot campaign or the Mirriad in-content campaign,
those exposed to TV spot campaign and not to in-content
advertising, and those who saw the content with both TV spots and
Mirriad in-content ad integrations.
The full study can be downloaded here:
https://info.mirriad.com/kantar-whitepaper
Note: Numbers are averages across all studies, not specific.
About the study
To provide these comparative measures, Kantar adapted its Brand
Lift Insights methodology which uses a live control/exposed
research design to measure the difference in attitudinal effects of
this advertising exposure. Brand Lift Insights uses a survey-based
approach and control/exposed research design to measure the
difference in attitudes between two groups of consumers to
determine the attitudinal effects of advertising exposure.
About Kantar
Kantar is the world's leading evidence-based insights and
consulting company. We have a complete, unique and rounded
understanding of how people think, feel and act; globally and
locally in over 90 markets. By combining the deep expertise of our
people, our data resources and benchmarks, our innovative analytics
and technology, we help our clients understand people and inspire
growth.
About Mirriad
Mirriad's award-winning solution creates new advertising
inventory for brands. Our patented, AI and computer vision powered
platform dynamically inserts products and innovative signage
formats after content is produced. Mirriad's market-first solution
creates a new revenue model for content owners distributing across
traditional ad supported and subscription services, and
dramatically improves the viewer experience by limiting commercial
interruptions. Mirriad currently operates in the US, Europe and
China.
Notes:
Numbers are averages across all studies, not specific.
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
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END
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