Embedded advertising provider attempts to improve ROI case

LONDON - MirriAd, which offers "embedded advertising" technology allowing ads and logos to be inserted in online video, has bolstered its ability to measure ROI by partnering with brand analysis agency Repucom.

The partnership follows Culture Secretary Andy Burnham's announcement that product placement will still be allowed in video-on-demand (VoD) programmes, despite being banned from all other media in the UK.

The MirriAd/Repucom partnership will provide brands with the materials needed to launch embedded ad campaigns for VoD videos in the UK, and on an international scale -- broadcast television, online and mobile videos -- complete with a post-campaign analysis.

MirriAd currently allows advertisers to embed products or brands into video content, and also provides low quality stream so they can see how the finished product will appear.

Last year the company debuted its product by promoting the Will Ferrell flick 'Semi-Pro' in the online entertainment press through a series of digitally inserted images.

In the agreement, Repucom's brand analysis tools will provide a measure of on-screen duration, exposure size, the embedded object's media equivalency and a post-campaign ROI report.

The two companies previously hooked up for a campaign in India with Hindustani Unilever.

Mark Popkiewicz, MirriAd CEO, said: "Embedded advertising is an emerging but already highly developed approach.

"The advertising placements are seamlessly incorporated -- exposing brands to consumers without detracting from the core content and this agreement with Repucom allows MirriAd to demonstrate the value up front."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Paddy McGuinness joins Bauer Radio for Sunday morning show

Paddy McGuinness joins Bauer Radio for Sunday morning show

Bauer Media has hired Paddy McGuinness, the host of ITV's 'Take Me Out', to present a Sunday show across its radio stations in the North of England and Scotland.

Share
Why Amazon should tread carefully in the wake of its Twitch.tv acquisition

Why Amazon should tread carefully in the wake of its Twitch.tv acquisition

Amazon pipped Google in the battle for Twitch.tv, the live streaming video platform which focuses on gaming-related content. Richard Smith, account director, business planning - intelligence, at Mindshare UK explains, explains why Amazon paid nearly $1bn for the platform.

Share
Media: Why programmatic is an opportunity, not a threat
[Sponsored feature]

Media: Why programmatic is an opportunity, not a threat

Programmatic is ripping up the advertising rule book. However, there's no need for marketers to fear, if you truly understand your brand's audience.

Share

Get news by email