Mirriad Advertising PLC (AIM:MIRI, OTCQX:MMDDF) CEO Stephan Beringer speaks to Thomas Warner from Proactive after the virtual product placement and in-content advertising pioneers announced the signing of an agreement with a top three entertainment network in the US.
Beringer starts by explaining the unique nature of the business, discussing how traditional advertising, characterised by interruptive ads during video content, is losing its effectiveness. He highlights the rise of streaming services, where ads are minimal or non-existent, posing challenges for content creators and advertisers in monetising and reaching mass audiences.
Mirriad's innovative solution involves virtual product placement, seamlessly integrating brands into the content itself, enhancing viewer experience without interruptions. Beringer also emphasises the customisable nature of their advertising technique. This approach allows different viewers to see different products within the same content, based on their location or profile, a significant leap from traditional product placement.
This strategy aligns more with media buying, offering advertisers immediate, audience-specific impressions. Discussing the company's strategic pivot to the U.S., Beringer explained its importance, given the massive advertising market size and the potential for scaling advertising innovations from the U.S. He notes Mirriad's progress in the U.S., saying that he sees the company as carrying "huge momentum" at the moment.
Proactive UK Ltd
Proactive UK Ltd
+44 20 7989 0813
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Mirriad Advertising PLC
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