REG - Mirriad Advertising - Extension to partnership with RTL Ad Alliance

Mirriad AdvertisingAnnouncement

02/04/2025 07:00

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RNS Number : 2372D  Mirriad Advertising PLC  02 April 2025

2 April 2025

 

Mirriad Advertising plc

("Mirriad" or the "Company")

 

Extension to partnership with RTL Ad Alliance

 

Mirriad and RTL Ad Alliance Extend Partnership to Expand Virtual Product
Placement Across RTL Programming

 

Mirriad, a leading provider of AI-powered virtual product placement ("VPP"),
and RTL Ad Alliance ("Ad Alliance"), part of the RTL Group and one of the
leading advertising sales houses in Germany, have renewed their services
agreement (the "Agreement") for a period of three years from 1 January 2025 to
continue bringing innovative in-content advertising solutions to brands. The
Agreement renewal further continues Mirriad's integration across the RTL Group
by also reaching into selected prime-time-formats such as "The Bachelor".

 

Under the extension to the Agreement, Mirriad will continue to provide
in-video advertising services to Ad Alliance to enable non-intrusive
advertising solutions that seamlessly integrate brands into premium
entertainment content. By leveraging Mirriad's platform, Ad Alliance can
implement an innovative ad format that drives high audience engagement in a
brand-safe, effective way and demonstrably complements Ad Alliance's
traditional advertising formats to deliver strong KPIs for brands.

 

In the year ended 31 December 2024, work performed under the existing
Agreement accounted for approximately 12 per cent. of the Company's revenue.

 

Stephan Beringer, CEO of Mirriad, said: "Ad Alliance has been a key partner in
driving VPP adoption in Germany, and our partnership is now set to evolve on
the steady growth we've achieved over the past years. This renewal ensures
that advertisers continue to benefit from the in-content format across an even
broader slate of premium programming. By expanding into RTL's prime-time
series, we're creating greater opportunities for brands to connect with
audiences in the moments that matter most.

 

"Through this partnership, brands can now access Mirriad's premium VPP
inventory across a broader spectrum of RTL Deutschland's top-tier programming,
reinforcing the industry's shift toward more integrated and effective
advertising formats."

 

Meiko Reißmann, General Director Ad+Concept Studio at Ad Alliance, commented:
"Virtual Product Placement is a powerful format that enhances brand visibility
in a way that resonates with viewers. The feedback from our customers confirms
this. As the leading advertising sales house in Germany, Ad Alliance offers
the most comprehensive and innovative portfolio of advertising solutions in
the market, backed by the country's strongest content lineup. By extending our
long-year and highly successful collaboration with Mirriad, we continue to set
new benchmarks for integrated brand experiences, enabling advertisers to
engage with audiences in premium, contextually relevant environments at
scale."

 

Mirriad's VPP solution drives superior brand awareness, purchase intent, and
ROI (return on investment) for advertisers while enhancing the viewer
experience. With this continued collaboration, Mirriad and Ad Alliance are
setting new standards for the future of in-content advertising in Germany.

 

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

 

 Mirriad Advertising plc

 Stephan Beringer, Chief Executive Officer                 c/o Allenby

 Nic Hellyer, Chief Financial Officer

 Nominated Adviser and Broker

 Allenby Capital Limited

                                                           Tel: +44 (0)20 3328 5656

 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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