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Business News Deals Digital
Vevo to offer in-video advertising
By Andy Malt | Published on Wednesday 7 May 2014
Vevo has announced a new deal with native in-video advertising company Mirriad. The partnership will see the video platform use Mirriad’s technology to enable advertisers to superimpose their adverts actually into the music videos. The superimposed ads – a form of product placement – can be varied from territory to territory, and over time.
Says Mirriad CEO Mark Popkiewicz: “Vevo is an essential partner for us as we grow our brand in North America, extend our technology beyond linear television to online digital video, and offer brands a powerful new way to affiliate with the world’s best video content. Mirriad is disrupting the traditional barriers between content and advertising with an innovative solution that allows brands to very precisely integrate brands in a range of online video, in-context and with total transparency. We help marry top brands and quality content and deliver an entertaining experience to the ‘skip generation’ – those consumers whose viewing skips through many traditional ads and across multiple screens”.
Vevo President Rio Caraeff adds: “Our vision at Vevo is to continually re-invent music video as an entertainment art form. Over 30 years ago, music videos on television were a linear, one-dimensional experience. Today, connected platforms give fans more interactive and personal ways to engage with their favourite artists. Mirriad allows us to continue bringing the industry forward and improve our fan’s experience by offering uninterrupted viewing while giving brands and content partners a native, creative, scalable and targeted way to come together”.
The first advert to use the technology is Aloe Blacc’s ‘The Man’, which features a super imposed billboard advert for Levi’s. Watch it here:
