RCS - Mirriad Advertising - Integrated advertising solution with BENlabs

Mirriad AdvertisingAnnouncement

07/01/2025 07:00

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RNS Number : 2974S  Mirriad Advertising PLC  07 January 2025

REACH: non-regulatory announcement*

 

7 January 2025

Mirriad Advertising plc

 

("Mirriad" or the "Company")

 

Mirriad and BENlabs Launch First-Ever Integrated Advertising Solution
Combining Virtual and Traditional Product Placement

The collaboration offers brand integration at scale with robust performance
insights

 

Mirriad, a leading in-content advertising and virtual product placement
("VPP") company, announces a first-of-its-kind partnership that combines
traditional, on-set product placement with cutting-edge virtual integrations.
This collaboration addresses the growing demand for content-centric strategies
that go beyond traditional ads, ensuring brands can authentically connect with
audiences at scale.

 

Industry-First Partnership

 

This partnership of two industry leaders leverages several methods of
in-content marketing: traditional product placement, VPP, programmatic VPP,
influencer marketing, and content-driven storytelling. By uniting these
strategies, both companies aim to deliver unprecedented scale to cross-channel
brand experiences for agencies and advertisers. They will use their existing
relationships with media companies, advertisers, and agencies to implement
these advertising strategies across streaming, TV, film, music videos, and
influencer content, creating a seamless, integrated solution for advertisers.

 

Scalable Solutions for Advertisers

 

Key highlights of the solution include:

-     Flexibility: BENlabs' on-set expertise combined with Mirriad's
virtual integrations creates seamless opportunities for brands to scale
globally

-     Integrated Campaigns: The dual-pathway solution strengthens campaign
impact by combining traditional and virtual placements for maximum
effectiveness.

-     Comprehensive Measurement: A unified tracking framework enables
advertisers to monitor performance across all placements, with insights into
brand lift, return on investment, and cultural resonance.

 

Stephan Beringer, CEO at Mirriad said, "This groundbreaking partnership
leverages the trend of brands shifting their advertising strategies toward
in-content to effectively stand out and better engage audiences. By merging
BENlabs' distinct expertise and capabilities with Mirriad's leading in-content
solutions, we are providing a seamless, all-in-one, integrated partner
ecosystem and connected solution."

 

Both companies will collaborate on an integrated tracking and measurement
framework, allowing advertisers to monitor campaign performance across
traditional product placement, virtual product placement, and influencer
marketing. This system will provide unified performance and ROI metrics across
all platforms. The partnership includes joint go-to-market activities to serve
existing clients and reach new advertisers.

 

ENDS

 

For further information please visit www.mirriad.com (http://www.mirriad.com)
or contact:

 

 Mirriad Advertising plc                                   c/o Allenby

 Stephan Beringer, Chief Executive Officer

 Nic Hellyer, Chief Financial Officer

 Nominated Adviser & Broker:                               Tel: +44 (0)20 3328 5656

 Allenby Capital Limited

 James Reeve/Lauren Wright (Corporate Finance)

 Guy McDougall/Matt Butlin (Sales and Corporate Broking)

 

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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