Crown Media Taps into Mirriad’s In-Video Advertising Opportunities for Holiday Season
LONDON and NEW YORK
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November 17, 2021 09:15 AM Eastern Standard Time
Mirriad, the leading in-video advertising company powered by Academy Award Winning technology, today announced its partnership with Crown Media, enabling in-content advertising as a new avenue for brands and advertisers to engage with audiences including access to Hallmark Channel's Countdown to Christmas in 2021.
The partnership has yielded early success across key advertising categories such as, Automotive, Financial and Retail and more. Utilizing a mix of creative executions enables wider category participation for in-content advertising campaigns vs. traditional product placements. This capability has resulted in new advertisers for Crown Media and has become a powerful tool for Crown Media’s sales team to extend value to existing clients.
“Our partnership with Crown Media has accelerated quickly to include so many leading brands, which proves the growing demand for in-content advertising,” said Mark Melvin, EVP Sales and Brand Partnerships U.S. at Mirriad. “Brands are seeking new solutions to contextually target their consumers in a seamless and authentic way. We’re seeing massive brand interest for quality programming, such as Hallmark’s original movies.”
Through the partnership, brands now have access to content on one of the highest-rated cable networks in the U.S. The success of the partnership will expand into Hallmark Channel's marquee event of the year Countdown to Christmas, which kicked off on October 24 and features an extensive slate of holiday content, including new movie premieres every Friday, Saturday, and Sunday and fan-favorite original seasonal films from years past.
“We’re always looking for new technology that will enable our marketing partners to incorporate their brand messages into our programming and reach viewers in an organic way that optimizes impact,” said Chris Ward, SVP of Midwest Ad Sales at Crown Media. “Mirriad has quickly experienced great success in the first few months of our partnership. We’re excited to build on these results by expanding our partnership to enable advertisers to leverage this newly unlocked inventory during the holiday season – the most popular, highest-rated time of the year on our channels.”
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.
About Crown Media Family
NetworksOwned and operated by Hallmark Cards, Inc., Crown Media Family Networks is home to Hallmark Channel, Hallmark Movies & Mysteries, and Hallmark Drama. Hallmark Channel features an ambitious slate of new, original content, including movies, scripted series, and annual specials. Hallmark Channel is also home to the popular annual holiday franchise Countdown to Christmas featuring a 24/7 lineup of holiday programming. Hallmark Movies & Mysteries is a 24-hour cable network featuring a unique mix of new, original movies and acquired series focused on the lighter side of the suspense and mystery genres. The network also features its own annual holiday programming franchise, Miracles of Christmas. Hallmark Drama showcases the rich legacy of the Hallmark Hall of Fame library and spotlights movies and series from Crown Media’s collection of original dramatic content. Crown Media Family Networks is also home to Hallmark Movies Now, the company’s subscription streaming service, which offers commercial-free, feel-good movies and series from Hallmark Channel, Hallmark Movies & Mysteries, and more, including exclusive content you can’t find anywhere else. Crown Media Family Networks’ publishing extension, Hallmark Publishing, offers original novels, as well as books adapted from Hallmark original movies.
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