Member Info for LOTM-13

Sorry 2phevs, just been speaking to someone I know, who bought the 2M shares earlier today!

Sounds like its everywhere in Germany today then!

Just need that to translate into a couple of big buyers & the landscape will change completely .............

LOTM

Hi 2phevs,

The headline reads ...

"Virtual Product Placement goes Prime Time"

Now if your doing it in the Prime Time TV slots then you are basically at peak viewer numbers which means much more revenue for everyone.

$$$

LOTM

Hi 2phevs interestingly this is the only thing SB has liked recently!

https://www.linkedin.com/posts/seth-hittman-67017a4_congratulations-to-rory-mcilroy-on-finally-activity-7317608456776003585-1mnB

LOTM

Hi 2phevs,

I love it :)

https://www.linkedin.com/posts/meiko-reissmann-4b87697a_kampagnen-gzsz-adandconceptstudio-activity-7317828634809917440-WhCB?utm_source=share&utm_medium=member_android&rcm=ACoAAEG4l0gBO7-otCES7DDpar2cXo5aD5L2eLY

Meiko Reissmann

General Director Ad+ Concept Studio at Ad Alliance GmbH

52m

Virtual placements: unobtrusive, attention-grabbing and simply smart

We at @Ad Alliance are expanding our cooperation with @Mirriad and going into the next round. The great thing about it: We bring virtual product placements into even more large RTL formats.

Why am I happy about it? Because this brings real added value for our customers:

👉 your brands end up directly in the content

👉 yours #Campaigns become more visible, more emotional and have been proven to have a better effect

👉i you can reach your target group directly in first-class, context-relevant environments

And who knows –, maybe your brand will soon appear very elegantly in the next episode #GZSZ on 😉 as in the example here.

The main point being is that they clearly want to do a lot more VPP's & now into there larger viewership programs.

That means more eyeballs viewing them & therefore more Ad$ spent on them :)

Maybe Germany alone could now provide Mirriad with net cash of £1M in 2025 as a very realistic goal.

That would leave them needing to find £2.2-£2.3M from the USA & elsewhere to last to the end of 2025.

LOTM

Hi 2phevs,

No Dr Milner's shareholding (£40M) was held through Schroders.

LOTM

Hi Laura2022 yes very complicated indeed unfortunately :(

LOTM

I see yesterdays

Trade 22 1.478 83333 O 1.3 1.5 13:32:05 83,333

Trade 18 1.5 194534 O 1.3 1.5 12:38:54 194,534

Buyers have both sold out this morning.

LOTM

Hi BringMeRiches,

The MM (Investec) is the middle man, so yes everything is the wrong way round in your mind as to whats happening.

There sells (Investec) means someone bought it from them a purchase in our term, where as a PI selling shares means the MM (Investec) has bought them from that seller!

It took me a few days to work it a while ago.

So yes it will cause a lot of confusion.

LOTM

Hi 2phevs,

No

Rathbones have 143,870,225 13.93%

M&G have 117,878,683 11.42%

Directors have 16,150,266 1.56%

Which gives the insiders 26.91% in total

Then Arbuthnot Latham (Nominees) Limited 73,853,277 7.15%

IP Group* 34,431,534 3.33%

As outside institutions own 10.48% of the company

Hargreaves Lansdown, stockbrokers (EO) 34,887,677 3.38% holding is for private investors like us.

LOTM

Hi 2phevs,

Sorry been out shopping,

There is a section where it states & has done for the 1 year I been looking at Mirriad about inside ownership.

This is from the top of that page I posted earlier

"As at 9 April 2025, Mirriad Advertising plc has 1,032,600,894 Ordinary Shares of £0.00001 in issue. Of these 26.91% are not in public hands"

To get to that number you need to add the Rathbones M&G & Director holdings :)

That's why I know :)

LOTM

I'm not sure why they needed to update it again 2phevs, maybe because Rathbones is described as an insider & there holding reduced.

Or they maybe starting to prepare things for a placing, who knows with this lot.

They haven't even updated the blog page with the Group black news or the new 3 year agreement! - they really are useless quite frankly.

LOTM

I'm really surprised that no-one has actually taken a step back here & asked themselves a few questions .....

Like why did they spend 12 days testing this section when its pretty expensive to do so ?

They clearly got the well log & decided that they felt it was worth digging deep in there pockets & spending the cash to test 6 different sections.

Now given the 300%+ run-up in the share price after the drilling of the well & the pipeline news from Alaska, surely they must have discussed making sure they were not going to risk delivering any negative news to the market whatsoever & risk causing more dilution (as well as upsetting the new loan backers).

So to go ahead with testing this 6th zone they must have been highly confident about getting a result.

Yet after doing the frac & starting to recover the excess material pumped down the well as it started to flow from the TS1 zone, they'd be seeing some water from there & pretty soon after you'd expect to see a slight oil cut to it.

Clearly there wasn't though, so they just carried on flowing it stuck in the belief that it was going to deliver oil for them & they carried on doing so until they got up to 1000 barrels a day of water & not one of oil !

They made a costly mistake, including reputational damage with this decision & there going to have quite a few questions to answer because of it, no matter how they try to dress it up in the RNS. Its not a good look

I wonder how the testing budget looks now ?

LOTM

An early morning to you All !

I've been doing some more digging around, around Group Black .....

This is all really starting to make sense now & what we've seen since 7th January ....

https://www.blackenterprise.com/group-black-secures-nine-figure-media-investment-to-accelerate-next-gen-black-owned-media-companies/

From the old article

“Our goal at P&G is to have the number-one brand in every category among Black consumers, so we intend to be the numbe- one spender in Black media,” said senior director for multicultural media at P&G Charlotte La Niear.

“Group Black helps us overcome our biggest challenge in that effort, which is a lack of available inventory.”

GroupM was set-up specifically by WPP to help Group Black gain direct access to Ad$.

It doesn't say it as such when you click on the link, it just takes you to https://www.groupblack.co/ but in the Bing text, there was a section called people asked ....

"What is Group Black private marketplace" ?

Seamlessly scale across our site, Group Black Private Marketplace is our unified Programmatic offering featuring standard IAB ad units and comprised of 2K+ sites activated ..... (Bing doesn't show me any more of it than that)

So Group Black has very strong links with both P&G & GM............ P&G clearly spend over $100M annually with Group Black now but want cleared inventory hence the NBCU channels etc.

If Mirriad can help facilitate all of that quickly & easily & at the same time give the Multinational Brands that massive uplift of revenue that they get from using VPP it has to be a big win for everyone.

So why wouldn't those involved in Group Black not want to own at least a large strategic stake in Mirriad itself ?

LOTM

Mirriad has recently updated its major shareholders page this is it as at 9thApril 2025

Name ------------- Number of Ordinary Shares Held ---------------- % of issued Ordinary Shares Capital

Rathbones Investment Management Limited 143,870,225 13.93%

M&G Investments 117,878,683 11.42%

Arbuthnot Latham (Nominees) Limited 73,853,277 7.15%

Hargreaves Lansdown, stockbrokers (EO) 34,887,677 3.38%

IP Group* 34,431,534 3.33%

* Held by its subsidiary IP2IPO Portfolio LP acting by its general partner IP2IPO (GP) Limited

Executive Directors

Stephan Beringer (CEO) 4,391,666 0.43%

James Black (Chair) 8,240,000 0.80%

Nic Hellyer (CFO) 1,600,000 0.15%

Non-executive Directors

Bob Head 1,918,600 0.19%

Total Director Holdings 16,150,266 1.56%

https://www.mirriadplc.com/investor-relations/aim-rule-26

To put it in context 14 of us here on LSE combined own around 123M+ shares .....

LOTM

They are happy to take 190K at 1.38p or 290K at 1.325p from me

Just need a couple of buyers .....

LOTM

Part 2 ......

In the DACH region, Mirriad is represented by the Brandplace agency. „I am very pleased that brands and media agencies can now book virtual placements on RTL in selected, high-quality primetime formats after the RTL Dailies. Through subsequent digital integration into the respective format, they benefit from short lead times, can extend OOH campaigns to TV and intensify TV campaigns,“ says Sandra Freisinger-Heinl, Managing Director of Brandplace. The virtual placement experts have already successfully supported numerous national and international customers in this area for Mirriad DACH. In addition to TV, virtual placement also prevails in films and social media content in Germany.

About Mirriad:

As a leader in virtual product placement and in-content advertising, Mirriad's multi-patented and award-winning platform dynamically adds products and brands to TV, SVOD/AVOD, Music and influencer content. With its ad format, which virtually integrates brands into entertainment content, Mirriad creates brand new revenue opportunities for Content Owners, enabling advertisers to perform exceptionally and providing a huge improvement in the viewing experience. Mirriad currently operates in the United States, Europe and India.

About Ad Alliance:

Ad Alliance is the marketing unit of RTL Deutschland and is responsible for marketing the channels and offers of RTL Deutschland, Bauer Media Group and RTL AdAlliance's video and addressable TV network. In addition, the team markets selected brands or. Genera for Media Impact as a service provider or. Self-dealer.

About Brandplace:

Brandplace GmbH ( https://brandplace.de/) is an agency for branded entertainment & content based in Munich. Under the leadership of Sandra Freisinger-Heinl, the company offers competent support in the areas of product placement ( also in VR, AR & Metaverse), cross promotion, branded content, digital product placement and influencer content. Brandplace works for numerous national and international customers and also acts as the German representative of Mirriad, an expert in digital placement in TV, digital and VoD. Since 2016 she has been Chairwoman of the Branded Content Marketing Association (BCMA), an international community for branded content and influencer marketing.

LOTM

Super find 2phevs,

Here's the content - part 1

"In the future, brands will be able to book in-content advertising for further RTL programs

Virtual Placements: Mirriad and Ad Alliance continue to expand their partnership

Copyright: Mirriad/Ad Alliance/Brandplace

Munich, 14.04.2025 – Mirriad, one of the leading providers of AI-supported, virtual product placements, and cross-media marketer Ad Alliance are extending their cooperation for another three years. The expanded collaboration on innovative in-content advertising solutions enables advertisers to now also benefit from innovative advertising solutions within selected primetime formats such as „Der Bachelor“ on RTL.

The continuation of the cooperation not only underlines the success achieved so far, but also illustrates the increasing demand for scalable and unobtrusive forms of advertising that seamlessly integrate brands into premium entertainment content. By leveraging Mirriad's AI-powered platform, Ad Alliance can offer virtual placements, an innovative format that ensures a high level of audience engagement in a brand-safe and effective manner. At the same time, it has been proven to complement Ad Alliance's classic advertising formats, so that brands can benefit from strong KPIs.

„Ad Alliance was one of the pioneers in the introduction of virtual placements in Germany and since then our cooperation has grown steadily in recent years. The contract extension ensures that advertisers continue to benefit from our collaboration on the virtual placement in-content advertising format. And now in even more high-quality programs“, says Stephan Beringer, CEO of Mirriad. „ The expansion will give brands additional exciting opportunities to connect with the audience at crucial moments.“

Mirriad's Virtual Placement solution has been proven to increase brand awareness, buyability and ROI for advertisers while improving the viewing experience. In the US, top advertisers report that virtual placements have improved their advertising strategy in several ways: ROI of 5:1, an average 51% increase in sales, 82% higher spending per purchase, and 11% higher purchases per household compared to a single TV spot.

Mirriad and Ad Alliance are setting new standards for the future of in-content advertising in Germany. „Virtual Placement is a powerful format that increases brand visibility in a way that resonates with viewers. The feedback from our customers confirms this“, says Meiko Reißmann, General Director Ad+Concept Studio at Ad Alliance. „As the leading advertising marketer in Germany, Ad Alliance offers the most comprehensive and innovative portfolio of advertising solutions on the market, supported by the country's strongest content offering. By extending our long-standing and highly successful collaboration with Mirriad, we continue to set new standards for integrated brand experiences and enable advertisers to reach their audiences in world-class, context-rele

Darn it :(

I've just realised, because Lombard's holding was already down below 1% they won't actually have to issue a holding announcement for selling out! :(

Its possible they might still do it, but technically its not needed now

LOTM

So basically primed for when the Lombard announcement comes out !

LOTM

Is it still NT to buy after that sale or not ?

I can sell 190K for 1.325p but it won't quote me for my full holding currently.

One more bit of a rise & we'd be on the top 5 leaders board ....

LOTM