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LONDON (Alliance News) - Mirriad Advertising PLC on Thursday said it has signed a contract with video entertainment firm Tencent Holdings Ltd to bring in-video advertising to one of China's "largest" digital entertainment platforms.
The company said it will combine its technology with Tencent's video entertainment platform to provide advertising market in China.
Mirriad's technology is a new form of brand advertising, it said, creating an in-video ad unit which is naturally embedded into popular mainstream TV shows and entertainment, while not detracting from the viewing experience.
The partners have already run a pilot advertising campaign ahead of the agreement for China's Bank of Communications.
"We're pleased to partner with one of the country's premier entertainment providers, Tencent, to bring this dynamic new ad format to broadcasters in the region," said Chief Executive Mark Popkiewicz.
Shares in the video technology company were down 1.5% on Thursday at 34.00 pence each.
