LONDON--(BUSINESS WIRE)--MirriAd, the world leader in digital product placement, is planning a revolutionary new technology that will add to the impact of brand advertising on all TV and video platforms. Already a Great British success story, MirriAd has been awarded a grant by the UK government’s innovation agency, the Technology Strategy Board, which supports the development of innovative products that drive growth and offer genuine technological step-change. MirriAd is developing the new service working alongside MEC UK, the media buying and analysis agency, and Scottish broadcaster, STV.
Once deployed, the new technology will allow broadcasters to embed brands synchronised with pre-roll advertising immediately prior to programming in which the same brand will feature. Leading well-known brands, with whom MirriAd is already working, would feature in the pre-roll video and be digitally integrated into the show that follows it. This unique advertising and content will be specifically targeted to the audience’s digital set-top boxes, internet television, gaming platforms and other digital video according to their preferences.
Research shows that brands benefit enormously from combining pre-roll advertising with the same product featured in the show that follows. As well as reinforcing brand attributes, the new technology will also benefit broadcasters who can match their inventory appropriately and precisely to the brands that feature. The technology concept was presented successfully by MirriAd and PACE, a leading payTV hardware, software and services provider, at the IBC earlier this year.
Speaking today Mark Popkiewicz, CEO of MirriAd, commented:
“Our business continues to grow rapidly as we identify markets all over the world where broadcasters see the benefits of seamless and natural looking digital product placement. We know from our research that audiences actually prefer programming with products and brands using MirriAd’s technology. As a UK company we are blazing a trail using genuinely ground breaking technology allowing the appropriate placing and targeting of brands and the consumer, enhancing the viewing experience and the value of placing brands in the right place at the right time.”
Rob Woodward, CEO of STV Group plc, said:
"STV invested in MirriAd in 2010 and we're delighted with today's announcement. It is a further endorsement of MirriAd's technological innovation and ground breaking approach to product placement. Its "virtual" approach offers broadcasters significant new revenue opportunities and we're delighted that MirriAd now has government backing to develop further its revolutionary technology."
David Fletcher, Head of Analytics & Insight of MEC, commented:
"It's really important for our clients that we are on top of the opportunities presented by new technologies and very exciting for us to be involved with the development of a new technology well ahead of the curve. We get to learn lessons on future adoption at very low risk and work with genuine innovators in the process."
MIRRIAD NOTES TO EDITORS
About MirriAd Limited
Launched in September 2007 by CEO, Mark Popkiewicz, previously a director of BBC Ventures, MirriAd aims to revolutionize product placement for the digital era. MirriAd has developed a scalable, end to end solution which can digitally place brand imagery into any television, film or online video content. MirriAd’s digital placements are extensively researched and proven to achieve measurable results for brands whilst the natural appearance of the placements positively impacts both the production values and the viewer experience, whilst providing the broadcaster with a fresh revenue stream.
In May 2011, MirriAd announced the UK’s first television product placement deals with the Discovery Channel and BskyB following the change in legislation allowing product placement in UK broadcasting earlier this year. MirriAd already works with international broadcast networks across Australia, Japan, India, Scandinavia and America.
Chaired by Peter Bazalgette, MirriAd is headquartered in London with offices in New York and Mumbai. MirriAd is privately owned with institutional investors including Oxford Technology Management, Oxford Capital Partners, STV Group PLC, Seraphim Capital and South East Growth Fund and notable angel investors Bruce Smith and Stephen Bullock.
For more information: www.mirriad.com
About the Technology Strategy Board
The Technology Strategy Board is a business-led government body which works to create economic growth by ensuring that the UK is a global leader in innovation. Sponsored by the Department for Business, Innovation and Skills (BIS), the Technology Strategy Board brings together business, research and the public sector, supporting and accelerating the development of innovative products and services to meet market needs, tackle major societal challenges and help build the future economy.
For more information please visit www.innovateuk.org