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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).
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