RE: Test19 Feb 2025 20:43
Link takes you to a news release
https://www.einpresswire.com/article/787018197/global-cpg-giant-expands-mirriad-partnership-driving-virtual-product-placement-success-with-younger-diverse-audiences
Study Demonstrates Virtual Product Placement's Full-Funnel Impact and Multicultural Reach
NEW YORK, NY, UNITED STATES, February 19, 2025 /EINPresswire.com/ -- Mirriad, a leader in virtual product placement (VPP) announced today a campaign with a world-leading global CPG brand, delivering strong performance metrics across brand awareness and sales, particularly among diverse and younger audiences.
Impact on Purchase Behavior:
- 5.5x more individual purchases per household after VPP exposure
- +82% average spend per transaction (compared to unexposed to advertising)
Combined with Traditional TV Advertising:
- 11x increase in household purchases vs. TV ad alone
- 15.5x higher purchase value per household vs. TV ad alone
- 9.4x more individual purchases per household vs. TV ad alone
Brand Lift Among Key Demographics (Black Women 18-54):
- +10pp in ad awareness
- +10pp in purchase intent
This campaign demonstrates the effectiveness of Mirriad’s streaming-age content format—delivering authentic engagement and robust results among younger and diverse audiences, with standout performance in the 18-34 and 18-24 age groups through its hyper-relevant, contextual approach. (*Kantar)
Methodology
These results, revealed by iSpot data, further validate the impact of pixel tagging methodology for VPP aligned with standard TV ad reporting. The iSpot data highlighted the campaign's elevated ROI, significant increases in purchase behavior, and exceptional performance among diverse and younger audiences.
"The results we’re seeing here demonstrate yet again the outstanding power of our in-content format on a standalone basis as well as in tandem with traditional TV advertising " said Stephan Beringer, CEO at Mirriad. "As audiences increasingly shift to streaming while ignoring traditional ad formats, virtual product placement is proving to be the game-changing way to connect with audiences in far more meaningful ways that drive better business outcomes. Mirriad’s solution solves for both ROAS and ROI in a very impressive manner.”
The campaign's exceptional performance comes at a crucial time for the advertising industry, as brands seek innovative solutions to maintain growth while building meaningful connections with younger and diverse audiences. Black consumers’ purchasing power in the US is projected to reach an impressive $1.7 trillion by 2030. Meanwhile, Gen Z wields an estimated $360 billion in disposable income, highlighting their growing influence in the marketplace.
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