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FranceTV Publicité has partnered with Mirriad #MIRI, a British Start-Up to offer a product placement offer via augmented reality. Julia Leadbeater, VP Commercial Development for Mirriad in Europe tells us how and why.
What is Mirriad technology?
Julia Leadbeater : It is a patented artificial intelligence technology which, thanks to an augmented reality process allows producers and distributors to dynamically insert, in post production, brands and / or products in their content ( series, fictions…). This solution improves the viewer’s experience significantly, and represents a tremendous lever for bringing brands to the fore.
Why did you choose France Télévisions?
Julia Leadbeater : It was a natural choice for us. France Télévisions reaches a wide variety of profiles and receives 12.6 million viewers per day, through its daily soap operas – Plus Belle La Vie , Un si grand soleil – and its prime time series – Ten percent , Astrid & Raphaëlle or again Cain . Current regulations currently limiting product placement to fiction, large broadcasters are essential to create a market with attractive content proposals.
FranceTV Publicité’s offer, effective in encouraging the purchase of products, allows us to carry out post-tests that measure the impact of our devices. The content offers are sold per second of brand exposure over a specific period. We work together to refine the offers according to the needs of advertisers.
What are the first returns?
Julia Leadbeater : Viewers appreciate the fluidity of their advertising experience. According to data from Kantar and Toluna, 95% of respondents appreciate this new advertising format and find that it integrates naturally with content; 92% think that this technique reinforces realism. More concretely, another impact study conducted by Kantar for a T-Mobile campaign in the United States highlighted an increase of 10 points in brand awareness and 12 points on consideration items. In another register, we measured with Spark Neuro the emotional transfer of a content for the benefit of the brands integrated into it. It appears, for example, that the brands of car manufacturers see their appreciation increase when they are inserted in thriller scenes.
We are enthusiastic about making our partners benefit from this innovation developed by Mirriad. The quality of the user experience is at the heart of our innovation strategy and we are convinced that augmented reality will revolutionize the product placement market. This new format confirms our conviction: advertising is more effective when it is broadcast at the right time, in the right place and in a quality context.
The France Télévisions group’s offer is one of the most beautiful showcases of fiction in France. In one year, fiction has gathered nearly 800 times more than 3 million viewers on our antennas.
FranceTV Publicité offers its partners three tailor-made product placement offers:
• Daily , around Un si grand soleil and Plus belle la vie ,
• Prime-time , to be present at the heart of the most powerful fictions in public service: Candice Renoir , Astrid and Raphaëlle , Alexandra Ehle …,
• Events , within the cult series of France 2 as Dix percent (season 4).
Link here to read the full article
Mirriad #MIRI CEO Stephan Beringer discusses the group’s AI powered advertising technology and recent trading with Alan Green
Mirriad #MIRI CEO Stephan Beringer discusses the group’s AI powered advertising technology and recent trading with Novus Communications CEO Alan Green. Mirriad’s innovative advertising solution reaches consumers watching content, offering something new to the film and TV industry. Newly appointed CEO, Stephan Beringer, talks to Alan Green about their position within the advertising space, and how machine learning technology can be utilised to improve advertising for both the company and the consumer.
Mirriad Advertising plc (‘Mirriad’), the computer vision and AI platform company is updating the market on current trading.
The Directors confirm that the new management team and business are successfully executing the plan and strategy shared with shareholders last year. Trading is in line with guidance given to the market in July 2019.
2019 revenues are subject to audit, but the Company expects them to be 2.74 times 2018 figures, with 2019 full year revenues of £1.14m compared to 2018 full year revenues of £416k.
The Company has continued to sign framework agreements with leading broadcasters and distributors. After the conclusion of successful tests with Channel 4 in Q4 2019, the company has now signed its first broadcaster agreement in the UK and is expecting to run first live campaigns on Channel 4 programmes in Q1 2020.
In the US the Company is in multiple discussions with tier one networks and streaming platforms and signed deals with two global media companies in December 2019; Condé Nast, who produce some of the world’s leading digital, video and social brands and Tastemade, whose leading food, home, and travel content reaches 250 million monthly active viewers.
In France the Company now has contracts with the top three TV channels following a deal with M6 shortly before the year end.
These agreements contribute to improved foundations for future revenues, with management confident they underline the Group’s continued progress.
The Tencent contract was signed in July 2019 and covers the two years April 2019 to March 2021, with a guaranteed level of revenues for each year. The relationship with Tencent is developing successfully, with an increasing number of Chinese advertisers placing recurring campaigns on the platform, alongside growing interest from global advertisers as well as close collaboration between Tencent and Mirriad technology teams who are actively working on next levels of the proposition for China.
Mirriad expects to end 2019 with cash resources of £19.1 million, with monthly cash consumption over the course of that year averaging slightly below £1 million per month.
Stephan Beringer, CEO of Mirriad, said: “We continue to make strong progress, following the large-scale strategic reset in 2019. The steady flow of new agreements with top-tier content producers and distributors as well as the growing enthusiasm from major advertisers and agencies are evidence of the accelerating traction in the market and the increasing adoption of Mirriad’s proposition.”
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.
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
Numis Securities Limited (Nominated Adviser & Broker)
Tel: +44 (0) 207 260 1200
Charlotte Street Partners
Andrew Wilson Tel: +44 (0) 7810 636995
Tom Gillingham Tel: +44 (0) 7741 659021
Software company Mirriad has developed a way for adverts to be “inserted” into films and television shows streamed online.
It uses artificial intelligence techniques to recognise objects in a scene and spot slots where branded goods and posters can be added without looking out of place.
The aim is to ultimately tailor the product placements to individual viewers’ interests.
The London-based ad tech firm will show off its software at the CES tech expo in Las Vegas next week, as BBC Click’s Lara Lewington reports.
Alan Green discusses Mirriad #MIRI, i3 Energy #I3E, Polarean Imaging #POLX and Fair Oaks Income #FAIR on Vox Markets podcast
Alan Green and Justin Waite discusses Mirriad #MIRI, i3 Energy #I3E, Polarean Imaging #POLX & Fair Oaks Income #FAIR on the Vox Markets podcast. We also talk about: Open Orphan #ORPH & Vanguard’s FTSE U.K. Equity Income Index Fund – Accumulation.
Alan Green discusses Open Orphan #ORPH, Mirriad Advertising #MIRI and IXICO #IXI on Vox Markets podcast
Alan Green discusses Open Orphan #ORPH, Mirriad Advertising #MIRI and IXICO #IXI with Justin Waite on the Vox Markets podcast.
Article by Megan Graham, CNBC.
- A new report from Forrester Research predicts that marketers will double their spend on marketing partnerships with Netflix, like product placement and “other creative marketing integrations with brands.”
- This will come as marketers increasingly seek more natural and less intrusive ways to reach consumers, instead of bombarding them with traditional ads.
- Netflix steadfastly denies that it looks to paid product placement in shows as an important current or future source of revenue.
As marketers come up against economic uncertainty in 2020, they will increasingly turn to Netflix to help get their messages to consumers, according to Forrester Research. In a report shared with CNBC Tuesday, the firm predicts that marketers will double the amount of money spent for product placement or other creative marketing integrations with Netflix.
Although the analysts expect Netflix to remain ad-free in the traditional sense, they predict the company will “redefine advertising opportunity by doubling its investment in product placement and other creative marketing integrations with brands.” This would be one way of connecting with consumers in a memorable way “without the creepy personalization and annoying disruption plaguing today’s ads.”
Advertising insiders have often predicted that Netflix will eventually start showing ads, but the company has steadfastly insisted they’re wrong — in response to execs speculating on Netflix’s advertising plans at Cannes Lions, Netflix called comments “wishful thinking from an advertising conference.” Showing ads could deflect subscriber growth: A study earlier this year found23% of respondents would definitely or likely drop their Netflix subscriptions if the service added advertising at its current price point or a dollar cheaper.
A Netflix spokesperson said the prediction is inaccurate and that it’s not doubling its investment in the space, whether financially or in team size. The company said just because a brand is shown on a Netflix show doesn’t mean it has been paid, and said it’s rarely paid for these placements.
But Jim Nail, principal analyst for B2C Marketing at Forrester, believes marketers will keep knocking on Netflix’s door, as audiences are increasingly turning away from traditional TV.
“We know these people aren’t … meditating or playing with their kids. They’re watching stuff, they just happen to not be watching traditional television,” he said.
“The product placement stuff is a nice way for them to tap into some of that revenue without risking the customer relationship in the way that announcing an ad-supported option might,” Nail said.
An arm’s length relationship
Although product placement is all over Netflix, the company says that a lot of the placement is driven by show creators rather than Netflix, and that brands seldom pay Netflix directly for placement.
Forrester points to an estimated $15 million worth of product visibility from brands like Burger King and Coca-Cola in the third season of “Stranger Things…
Link here to read full CNBC article
First came product placement. In exchange for a payment, whether in cash, supplies or services, a TV show or a film would prominently display a brand-name product.
Then there was virtual product placement. Products or logos would be inserted into a show during editing, thanks to computer-generated imagery.
Now, with the rise of Netflix and other streaming platforms, the practice of working brands into shows and films is likely to get more sophisticated. In the near future, according to marketing executives who have had discussions with streaming companies, the products that appear onscreen may depend on who is watching.
In other words, a viewer known to be a whiskey drinker could see a billboard for a liquor brand in the background of a scene, while a teetotaler watching the same scene might see a billboard for a fizzy water company.
Streaming services could also drop in brand-name products based on when a show is being watched. Someone who watches a streaming show in the morning could see a carton of orange juice within a character’s reach, while a different viewer watching the same thing in the afternoon could see a can of soda.
It could start within a year, said Stephan Beringer, the chief executive of Mirriad, a virtual product placement company that has worked brands including Pepsi, Geico and Sherwin-Williams into ABC’s “Modern Family,” CBS’s “How I Met Your Mother” and the Univision program “El Dragón.”
Streaming services are more likely than traditional TV companies to pull off this specially targeted version of product placement because they have direct access to far more information on their customers. With every click of the remote, viewers tell the services something about themselves, information that can be used to determine which products might appeal to them.
This supercharged version of digital product placement is being developed at a time when the marketing business — which bet big on TV commercials for decades — needs new tricks to grab the attention of ad-hating cord-cutters.
Mr. Beringer, the head of Mirriad, said the current digital product placement technology has been successful enough to suggest that a bespoke version is a logical next step.“Viewers have been educated to look away from advertising,” he said. “But we’re putting something in that contextually makes sense. If you do it well, and it’s not annoying, it can work.”
Through digital video services like Hulu and YouTube, companies are already able to target viewers based on information about their ages, their locations, where they like to shop and other details. Some of the data is collected by the platforms themselves, others by outside data companies. And now streaming services are mulling how to make use of that information to create tailored product placements.
“Just like there’s no reason that all viewers of a program need to see the same advertisement, there’s no reason that they all need see the same brand integration or crossover campaign,” said David A. Schweidel, a marketing professor at Emory University……..
Link here to view the full article