Mirriad Study Reveals In-Content Ad Placement Combined with Traditional TV Campaigns Can Increase Brand Reach by 44 Percent, Driving Business Growth The company releases whitepaper illustrating the substantial reach of in-content placements when used in tandem with traditional TV ad spots, spurring business growth for brands
London and New York
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March 31, 2022 07:00 AM Eastern Daylight Time
Mirriad, the leading in-content advertising company powered by Academy Award Winning technology, today announces its latest whitepaper: The Lost Audiences - Regaining Control. The paper highlights in-content advertising as a continually growing avenue for brands and advertisers to engage with audiences in an impactful and non-disruptive way, and explores how companies can recuperate lost GRPs and expand reach via the use of in-content advertising.
Consumers’ viewing habits are continuing to shift within the TV advertising space. In the US, linear 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 order to effectively communicate with audiences, brands must embrace in-content placements in addition to more traditional ad formats. 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.
Stephan Beringer, CEO of Mirriad, said: “Leading into the 2022 Newfronts and Upfronts season, brands and advertisers must prioritize 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.”
Per the whitepapers 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. The combination of traditional TV advertising and in-content placement is a solution to not only address the shifts in the market, but also enable brands to combat ad fatigue and apathy by creating non-disruptive experiences for viewers.
Beringer continued: “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 16ppt, 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.''
“The television landscape has changed immensely over the last five+ 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,” said Chris Ward, SVP of Midwest Ad Sales at Crown Media. “The challenge for us as a network, and for the brands we partner with, has been how to incorporate relevant advertising in a new way that optimizes impact while not disrupting the viewing experience. Mirriad provides a strategic and scalable solution for brands to effectively amplify their TV ad spend.”
To view the full whitepaper, please visit https://info.mirriad.com/the-lost-audiences-regaining-control-whitepaper
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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