In-content advertising increases reach

31 March 2022

Mirriad Advertising plc

("Mirriad" or the "Company")

In-content advertising dramatically increases reach

Mirriad whitepaper illustrates the effectiveness of the format, spurring improved audience engagement and business growth for brands

Mirriad, the leading in-content advertising company, today announces the launch of its latest whitepaper: The Lost Audiences - Regaining Control.

The paper, which can be downloaded here, highlights the continually growing avenue for brands and advertisers to expand their reach via in-content advertising and to engage audiences in an impactful and non-disruptive way. It also uncovers new data on the impact companies can achieve by reconnecting with audiences through in-content advertising.

Consumers' viewing habits are continuing to shift within the TV advertising space. In the US, linear (traditional TV ad-break advertising) impressions for the 18-49 age group declined by 49 percent in just five years and are forecasted to decline an additional 22 percent over the next two years.

In-content placements therefore offer a new route for brands to effectively communicate with audiences, alongside traditional avenues. In fact, Mirriad found that brand reach can increase up to 44 percent in the 18-49 age group when contextual, in-content ads are present.

Per the whitepaper's findings, consumers prefer in-content advertising seven times more than traditional TV spots, and 70 percent of those polled agreed that traditional advertising frequency is excessive.

In-content advertising provides a new solution to address the shifts in the market and enable brands to combat ad fatigue and apathy by creating non-disruptive experiences for viewers.

Stephan Beringer, CEO of Mirriad, said: "Leading into a key ad sales period in 2022, brands and advertisers must prioritise diversification to ensure campaign success and relevancy with their customers, and drive business growth. And this is only the beginning - with the rise of connected TV and streaming services, we can expect further digital growth across new platforms.

"The clear gains in reach and impact that Mirriad can deliver are hugely significant at a time of change in the advertising industry. The power of the in-content format is further underlined by repeated third-party research that shows clear viewer preference for it. Across all measured Mirriad campaigns, we found average consumption rose 16 percentage points (ppt), ad awareness increased by 27ppt, and spend increased by 15ppt. This shows that in-content advertising is not only a very effective way to reach and engage consumers, it also prompts purchases."

Chris Ward, SVP of Midwest Ad Sales at Crown Media, added: "The television landscape has changed immensely over the last five-plus years. New platforms and content formats, the rise of binge watching, and a global pandemic have all had their own effects on how viewers watch and respond to content.

"The challenge for us as a network, and for the brands we partner with, has been how to incorporate relevant advertising in a way that optimises impact while not disrupting the viewing experience. Mirriad provides a strategic and scalable solution for brands to effectively amplify their TV ad spend."

END

Enquiries:

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

Mirriad Advertising plc

Stephan Beringer, Chief Executive Officer

David Dorans, Chief Financial Officer

Tel: +44 (0)207 884 2530

Financial Adviser, Nominated Adviser and Broker:

Panmure Gordon

Alina Vaskina / James Sinclair-Ford (Corporate Advisory)

Erik Anderson (Corporate Broking)

Tel: +44 (0)20 7886 2500

Financial Communications:

Charlotte Street Partners

Tom Gillingham Tel: +44 (0) 7741 659021

Andrew Wilson Tel: +44 (0) 7810 636995

About Mirriad

Mirriad's award-winning solution unleashes new revenue for content producers and distributors by creating new advertising inventory in content. Our patented, AI and computer vision technology dynamically inserts products and innovative signage formats after content is produced. Mirriad's market-first solution seamlessly integrates with existing subscription and advertising models, and dramatically improves the viewer experience by limiting commercial interruptions. 

Mirriad currently operates in the US, Europe and China.

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