Mirriad launches in-video ad capability | Ad Tech | News | Rapid TV News
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Mirriad has launched a new ten-second, in-video ad unit supported by the company’s Visual Impact Score (VIS).

mirriad 3may2018This patented technology solution enables advertisers to embed their brand messaging and imagery within premium content in multi-title content across different platforms, including video-on-demand and linear broadcast. For example, an advertiser's message might appear as ad units containing signage such as billboards, posters, mobile or TV screens and be combined with others displaying the brand's product, all digitally rendered to be contextually relevant and blended naturally with the content.

"In-video advertising offers tremendous marketing power to advertisers, well beyond the capabilities and scale of traditional brand integration,” said Mirriad CEO Mark Popkiewicz. “Marketers can now reach large audiences on-demand through a consistent ad unit with verifiable quality and impact – essential in today's highly scrutinised world of value for money and data transparency especially in the two largest advertising markets in the world."

The automated measurement and gating technology called VIS is integrated into its advertising platform. It ensures that each instance of ad exposure meets thresholds known to drive effectiveness such as exposure size and proportion, clarity, proximity to action and prominence. This completes the first phase of the company’s goal to establish a standard for 'in-video advertising,' by addressing key industry requirements for safety, verification, viewability and value by working with independent advertising measurement companies.

An initial analysis demonstrated that 98.5% of 261 sampled ad units passed the independent comScore reference standard based on statistical tests.

"comScore has been measuring branded content and product placements for over a dozen years, providing consistent measurement for brands, agencies and networks," said Gary Warech, senior vice president, branded entertainment, at comScore . "In working with Mirriad, we analysed a sample of its new in-video ad units on a recent campaign. We look forward to continually working with Mirriad to execute similar tests on future campaigns."