RCS - Mirriad Advertising - Positive research from VPP campaign

Mirriad AdvertisingAnnouncement

05/11/2024 07:00

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RNS Number : 8728K  Mirriad Advertising PLC  05 November 2024

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 (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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