Mirriad Advertising Regulatory News (MIRI)

THIS ANNOUNCEMENT CONTAINS INSIDE INFORMATION FOR THE PURPOSES OF ARTICLE 7 OF THE MARKET ABUSE REGULATION (596/2014/EU) AS IT FORMS PART OF UK DOMESTIC LAW BY VIRTUE OF THE EUROPEAN UNION (WITHDRAWAL) ACT 2018 ("MAR").

14 January 2026

Mirriad Advertising plc

("Mirriad" or the "Company")

Full year trading update

Mirriad, a leading provider of virtual product placement ("VPP"), provides an update on trading for the year ended 31 December 2025 and the outlook for 2026.

Subject to completion of the audit, Mirriad's revenue for 2025 is expected to total just over £0.4m (FY24: £1.0m).

Although Q4 sales were disappointing, the Board remains cautiously optimistic about Mirriad's outlook. The Company continues to work closely with its key partners, including Rembrand, and expectations are for a significantly stronger sales performance in 2026. The quieter than expected Q4 followed a broader industry-wide underperformance in media sales during 2025, which affected partners' full suite of products across the sector.

In parallel, the Company has entered discussions with strategic partners in a number of key emerging markets to establish joint ventures. These discussions are aimed at capitalising on Mirriad's significantly reduced campaign delivery costs, enabled by further automation and enhanced scalability. Negotiations are underway at varying stages with potential partners in a number of regions, including India, Indonesia, the Philippines, Thailand and Malaysia, with some being structured around meaningful minimum guarantees. Expansion into the Middle East has progressed well and contributed significantly to revenues in H2.

The Company is also in discussion with a major UK media company to take to market a test campaign and is progressing discussions towards an agreement. In alignment with the indication received from certain partners, the Board anticipates a potentially significant uplift in sales during the upcoming February-March period.

The Company had cash at 31 December 2025 of £1.2 million. This included the £350k R&D tax credit received in December. Costs continue to be carefully managed and, as announced on 19 December 2025, the current cost base is c. £220k per month.

For further information please visit www.mirriad.com or contact:

About Mirriad

The leader in virtual product placement and in-content advertising, Mirriad's multi-patented and award-winning platform can dynamically insert products and brands into Television, SVOD/AVOD, Music, and Influencer content. Mirriad creates net-new revenue opportunities for content owners with an ad format that virtually integrates brands in entertainment content, drives exceptional performance for advertisers and dramatically improves the viewing experience.

Mirriad currently operates in: EMEA, the US (via a Joint Venture with Rembrand), and India.