We were delighted to welcome Stephan Beringer, CEO of Mirriad Advertising and Mark Melvin, EVP of Sales and Brand Partnerships with responsibility for North & South America, to the latest Yellowstone Advisory webinar.
Mirriad technology enables products and innovative signage to be dynamically inserted into content after the content is produced. Research indicates it dramatically improves the viewer experience by limiting commercial interruptions. Whilst in its infancy management believe its advertising solution will establish in-content advertising as a new standard in the industry. Mirriad Advertising plc is listed on the LSE AIM market and has a market cap of c£50m.
Stephan started with the latest showreel which is a great visual way to see the advertising possibilities of the Mirriad in-video advertising platform. He then went through a number of slides which illustrated the huge size of the market. The total advertising spend in TV and video in the five largest markets is estimated to be $145bn and within this the spend on VOD/digital is growing and is expected to exceed traditional TV spend in the next 5 years. The US is by far the biggest advertising market and on its own is larger than the five next biggest markets of China, Japan, UK, Germany and France. Mirriad is active in all of these markets now having signed up Fuji TV in Japan at the end of February but the focus is clearly on the US market given its importance.
Mirriad has put in place the building blocks to create a sizeable revenue business and these include: Working with 80 partners across TV, VOD, Influencer, Music and Sport; working with brand category leaders across Automotive, Telco, Food & Beverages, Luxury and FMCG; delivering independently verified improvements in reach and campaign impact; and all protected by 35 granted patents.
Stephan then handed over to Mark to talk about the US market and the progress made there. The opening slide talked about the necessary steps required to build a scalable business in the US starting with onboarding the supply partners. These are the streaming platforms, TV stations, Music video and influencers required to create the inventory. Mark highlighted that this is a difficult process at the start as both supply and demand need to move together but they have now established a wide array of content partners and a growing number of blue chip advertisers looking to future proof…
