REACH: non-regulatory announcement*
5 November
2024
Mirriad Advertising
plc
("Mirriad" or the "Company")
Mirriad's Virtual Product
Placement drives over 50% increase in average transaction value for
one of the largest US advertisers
Industry-first measurement
of sales and shopping sales incident data showcases the power of
VPP against TV spots
Mirriad, a leading in-content advertising and virtual product
placement ("VPP") company, announces groundbreaking research
demonstrating the power of its VPP to directly drive sales and
store visits for one of the largest US advertisers. The campaign,
run using the Mirriad's VPP platform, drove a 51% increase in
average transaction value for this large advertiser. These results,
as revealed by iSpot data, mark the first time VPP has been
measured using pixel tagging methodology aligned to standard TV
advertisement reporting in the industry. The iSpot
data highlighted the campaign's elevated return on investment
("ROI"), growth in advertiser transactions, and strengthened
connection with the advertiser's target audience:
Return on
Investment
Credit
card sales data showed that the advertiser's six-figure VPP
campaign generated an impressive seven-figure return on investment,
delivering a ROI of 5:1.
Store Visits and
Sales
The
innovative advertisement format drove significant increases in
actual sales activity among core adult audiences,
including:
● a
51% increase in average transaction value, in excess of prior
Kantar studies showing that VPP can boost sales by up to
35%;
● a
27x increase in shopping incidence within households compared to
the TV spot campaign (segmented core audiences); and
● a
16% increase in transactions per household.
Stephan Beringer, CEO at
Mirriad said, "This research underscores the power of
virtual product placement, and the value of this net new video
inventory that Mirriad creates. By diversifying video investments
with our VPP advertisement format, advertisers will fuel
significant sales growth and achieve higher returns compared to
traditional formats. VPP outperforms standalone traditional
advertisement formats dramatically, delivering a winning solution
to everyone."
Methodology
Household data was gathered via iSpot pixel tags upon brand
appearance in VPP. A 14-day analysis then tracked credit card
activity to assess the impact on sales, comparing households
exposed to VPP, the TV commercial, both, and no
advertising.
ENDS
For further information please
visit www.mirriad.com
or contact:
|
Mirriad Advertising plc
Stephan Beringer, Chief Executive
Officer
Nic Hellyer, Chief Financial
Officer
|
c/o Allenby
|
|
Nominated Adviser & Broker:
Allenby Capital Limited
James Reeve/Lauren Wright (Corporate
Finance)
Guy McDougall/Matt Butlin (Sales and
Corporate Broking)
|
Tel: +44 (0)20 3328 5656
|
Notes to
Editors
About
Mirriad
The
leader in virtual product placement and in-content advertising,
Mirriad's multi-patented and award-winning platform dynamically
inserts products and brands into Television, SVOD/AVOD, Music, and
Influencer content. Mirriad creates net-new revenue opportunities
for content owners with an ad format that virtually integrates
brands in entertainment content, drives exceptional performance for
advertisers and dramatically improves the viewing
experience.
Mirriad
currently operates in the US, Europe, and India.
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