Mirriad, a company that specialises in native in-video advertising, Universal Music Group (UMG) and Havas have announced that the companies have signed an agreement that enable UMG to feature digital brand integrations in select music videos by using Mirriad’s Academy Award-winning video technology.
In addition, Havas, through its Havas Media network, becomes the first global agency to partner with Mirriad and UMG for strategic native in-video advertising from key clients including LVMH, Dish Network, LG, and Coca-Cola. Havas’ venture 18-Siliwood, a research centre launched in collaboration with Orange Silicon Valley, will also incorporate Mirriad technology and UMG content in ongoing research it is conducting in media, content, technology and data science.
Mirriad’s technology integrates products, signage, video and other forms of branded assets into professionally produced video content. The company has more than four years of global broadcast experience, working with many of the world’s top broadcasters and content owners. Mirriad’s pioneering form of advertising has been described as “the cure for ad blindness” with research proving brands are two times more likely to be top of mind with consumers watching native in-video ads than comparable pre-rolls or interstitial spots.
This agreement builds on Mirriad’s recently announced launch with distribution partner Vevo, an all-premium music video and entertainment platform.
Mirriad’s technology will allow agencies such as Havas Media to run multi-title campaigns in select UMG music videos on-air, online and on mobile. For the first time ever, Mirriad’s native in-video ads can be planned and executed with the same reach and frequency metrics as traditional ad campaigns. Mirriad offers content owners and creators complete editorial control over brand integrations, as well as the incremental revenue stream to UMG and its artists.
"Through innovative technologies such as Mirriad’s, and leading global agencies such as Havas, we can offer our artists additional opportunities to generate revenue from their music videos,” said Lucian Grainge, Chairman and CEO, Universal Music Group. “And with Mirriad’s highly customizable platform, we have the ability to insure that artists’ and brands’ interests are aligned while we remain focused on presenting fans with the most compelling music experience possible.”
“Partnering with Mirriad and UMG is an innovative way for us to help brands build more meaningful relationships with consumers,” said Yannick Bolloré, Chairman and CEO of the Havas Group. “Mirriad will make it possible for us to create a more authentic, logical and in-context connection with our clients and audiences that have insatiable appetites for content across multiple screens.”
“We are thrilled to work with UMG and Havas as we grow our brand globally and extend our technology beyond broadcast television to online digital video. We want to help bring a better experience to fans”, said Mark Popkiewicz, Mirriad’s Chief Executive Officer. “We designed Mirriad with content producers very much in mind so our platform allows all stakeholders to painlessly review and approve campaigns ahead of launch.”