Mirriad Advertising Regulatory News (MIRI)

Mirriad signs contract with Tencent

26 July 2018

("Mirriad" or the "Group")

Mirriad enters contract with Tencent to bring in-video advertising to one of China's largest digital entertainment platforms

Mirriad Advertising plc ('Mirriad'), a video technology company delivering in-video advertising, today announced an agreement with Tencent, one of the largest providers of video entertainment in China.

Mirriad's platform brings its scalable in-video advertising technology to Tencent's video entertainment platform, giving advertisers in one of the largest advertising markets in the world, China, new ways to reach key audiences.

Since IPO, Mirriad has had a positive start, signing contracts with Star India, Univision, NBCU, Globosat and the renewal of the Alibaba contract in China.

In an era of declining TV viewership, the traditional networks have begun to reduce advertising spend to compete with digital streaming channels. Mirriad's patented technology is a new form of brand advertising, creating an in-video ad unit which is naturally embedded into popular mainstream TV shows and entertainment, while not detracting from the viewing experience.

Mirriad and Tencent have run a pilot campaign ahead of the agreement for China's Bank of Communications across Tencent's digital video platform. Mirriad and Tencent have been working on  a roadmap that leads to a bigger scope of business through a number of different brands.

Mark Popkiewicz, CEO of Mirriad, said: 

"China's VOD market has the most potential of any around the world, and in-video advertising offers brands a highly effective way to reach their target audiences. 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."

Recently, Mirriad completed in-video advertising campaigns in China, Brazil and India. These include campaigns for Ford Motor Company with Brazil's Globosat, and Chinese auto leasing company Tangeche, which showed impressive overall results and substantive brand lift within key demographics.

ABOUT MIRRIAD

Mirriad is a video technology company delivering in-video advertising by naturally blending brand advertising into popular entertainment content.

Mirriad creates advertising opportunities within existing video content across multiple shows. Advertisers can reach target audiences in a contextually relevant way without interrupting the viewing experience. The new ad format can be used alone or combined with other media and is aligned with existing media trading.

Mirriad is headquartered in London, with offices in the leading advertising markets in the world: New York, Mumbai, Shanghai and São Paulo.