LG and HS Ad leverage Mirriad technology for new product launches, expanding revenue opportunities for global broadcasters.
Mirriad, a technology company reshaping the future of video advertising, announced a deal with LG Electronics to digitally integrate brand content into programming on A+E Networks and RTL Group channels. LG’s in-house agency HS Ad led the agreement, selecting Mirriad as an innovative partner to help launch the new LG Centum System washing machine across Europe this June. The deal marks the formation of a new long-term strategic partnership between Mirriad and global media company A+E Networks; and a continuation of its partnership with RTL’s sales house IP Deutschland.
The campaign launched this June, featuring LG’s new Centum System appearing within highly viewed shows across the UK and Germany. Under the arrangement, Mirriad will digitally integrate LG content into the popular UK reality entertainment show “Dance Mums with Jennifer Ellison” and the US hit “Dance Moms” on A+E Networks’ channel Lifetime®, as well as RTL shows, including long-running German soap opera “Gute Zeiten, schlechte Zeiten”, “Alles was zählt” and “Unter uns.”
This seamless brand integration is made possible with Mirriad’s patented native-in-video technology, which delivers high quality imagery directly into content while maintaining the quality of the program. Mirriad is the only solution that turns brand integration into a standardized ad unit, providing an impactful way to reach and engage target audiences with content that won’t fall victim to ad skipping – and still improving the viewer experience.
Mirriad is delivering incremental revenue to global broadcasters through this partnership with HS Ad. This comes at a time when broadcasters and their sales houses aim to provide advertisers with innovative ways to integrate their messages.
“Advertising today is at a crossroads, as brands, content owners and broadcasters are challenged to engage, entertain and protect the viewing experience for their ad fatigued audiences,” says Mark Popkiewicz, Mirriad CEO. “Our technology integrates brands in a way that is organic, respectful and seamless – ensuring audiences enjoy the content they love while retaining the benefits of a traditional commercial. We are so pleased to build on these partnerships with HS Ad and LG, providing a pathway to build inventory and revenue across this shifting content landscape.”
A+E Networks UK is home to among the most powerful brands in media including Lifetime, HISTORY, Crime + Investigation and H2. Luke Duffy, VP of Ad Sales at A+E Networks UK, said: “A+E Networks is always keen to embrace new technology to foster its commercial growth ambitions. So we are excited to be the first movers to adopt this innovative advertising solution under the new model, through a strategic partnership with Mirriad, combining A+E Networks’ globally popular content with top brands.”
This marks the continuation of a long-term partnership between Mirriad and IP Deutschland, following campaigns for Sparkasse, Nissan, Coca Cola, Telekom and Universal Pictures across three premium RTL shows.
The Mirriad and A+E Networks’ strategic partnership launches on the heels of a successful pilot with PUIG in December 2015, which saw ads for Paco Rabanne MILLION integrated into episodes of Fifth Gear on its channel HISTORY.
“We are truly excited to have partnered with Mirriad to enable LG to take its first step into a new native in-video advertising. The LG’s Centum System™ is a state of the art washing machine technology that minimizes noise and vibrations, and comes with a 20-year Direct Drive motor warranty as well as an anti-scratch enamel finish. The release of such a unique washing machine product in the UK and Germany was the ideal opportunity to do something innovative and different. HS Ad will continue to build on this strategic partnership with Mirriad to help the LG brand build more meaningful and positive relationships with consumers who are becoming increasingly frustrated with disruptive ads,” stated Seung-Hoon Kang, President of HS Ad UK.
About Mirriad Advertising Ltd
Launched in 2008 with a mission to revolutionize video advertising for the skip generation – people who skip, block or ignore video advertising on TV, online and on mobiles. Mirriad’s patented technologies offer a scalable new standard in advertising where brands are integrated as ad units across highly viewed multi-title content and campaigns managed against reach and frequency. The resulting native in-video advertising is impactful and engaging whilst being relevant and authentic. Mirriad’s native in-video ads work across all three screens and can be traded in the same way as other mainstream advertising inventory.
Mirriad works with with major US content producers and with leading broadcasters and video distributors in the world’s largest advertising markets. Mirriad is the chosen native in-video ad provider for Youku, China’s leading entertainment platform. Mirriad’s investors include IP Group PLC, Unilever Ventures, Parkwalk Funds and Edge Investment Management and has offices in London, New York, Mumbai and Shanghai.
About LG Electronics Inc.
Established in 1958, LG Electronic Inc. is a South Korean multinational electronics company headquartered in Seoul, and a member of LG Group, employing approximately 83,000 people in 119 local subsidiaries worldwide. With 2014 global sales of USD 55.91 billion, LG comprises four business units – Home Entertainment, Mobile Communications, Home Appliances & Air Solution, and Vehicle Components – and is renowned as one of the world’s leading manufacturer of flat panel TVs, mobile devices, air conditioners, washing machines and refrigerators, continuing to reinforce its status as a global leader.
About HS Ad Inc.
Established in 1984 as an affiliate of LG Group, HS Ad Inc. is the second largest full-service, integrated TTL advertising agency in South Korea today and serves as LG Group’s master in-house agency handling the majority of its domestic and global advertising initiatives from 25 offices worldwide. HS Ad is renowned for delivering true 360 degree brand experience solutions that drive business results and highly awarded for excellence in creativity and effectiveness at numerous international festivals including Cannes and One Show.
About A+E Networks® UK
A+E Networks® UK is a joint venture between A+E Networks® and Sky. Its portfolio of high-quality, ground-breaking factual and entertainment channels includes HISTORY®, HISTORY® HD, Lifetime®, Lifetime® HD, Crime + Investigation®, Crime + Investigation® HD and H2®. A+E Networks® UK launched in November 1995 and now operates 19 channels, with 118 million subscriptions, broadcasting into 45 million homes across 90 countries in the UK, Scandinavia, Benelux, Central & Eastern Europe, Sub-Saharan Africa and the Middle East.
