LONDON–()–MirriAd Limited, the market leader in digital product placement, is pleased to announce integrated measurement and analysis for its unique digital product placement platform. Brands placed digitally will be assured of premium exposure. MirriAd has developed unique technology for the digital placement of branded imagery into professional video that ensures placements are seamless, in context and now completely measurable immediately at the point of placement.
MirriAd already delivers digital placements in video at quality and in volume. With the latest addition to its services MirriAd clients will benefit from very accurate measurement and tracking data on every placement executed for each brand by instance. The rich data set and supporting visuals, which include information such as exposure duration, position, size, level of integration and even orientation to the camera, is now produced automatically. The data allows the content owner, agency and brand to rigorously view all aspects of a placement or long term placement campaign with total accuracy at speed and on-demand.
The analytics services, part of MirriAd’s ZoneSense technology, also allow content owners to determine durations of available inventory in long running series giving brands confidence in committing to a campaign, in advance of that campaign. This completely mitigates a brand’s investment risk as exposure is both accurately predicted and reported pre and post-campaign as proof of performance. MirriAd will commence delivery of analytics services alongside digital placements from November 2011, globally. This new service is in addition to providing support for 3rd party service providers such as Repucom, a global leader in placement tracking and valuation.
As an additional option, MirriAd will be offering eye tracking analysis. Broadcaster/producers will be able to offer clients eye tracking analysis directly from the platform as an orderable item. This provides compelling proof of audience attention by providing compelling visual analysis comprised of audience eye tracking response data overlaid onto the content they were asked to watch. This service is proving critical in confirming audiences are visually engaging with brands in content. Research shows that audiences concentrate on faces and brands. Using MirriAd’s brand placement preview capabilities this can now be offered in advance as well as post airing.
Mark Popkiewicz, MirriAd CEO said:
“We have already revolutionized how product placement manifests itself in the digital world. We have expanded our digital product placement offering from being scalable, controllable and integrated to now being targeted and highly measurable. We see our mission as providing our clients with the same or better on demand dashboard information from this new medium as with any other contemporary advertising platform.”
Hugh Geach, industry compliance and regulatory consultant:
“Apart from the obvious benefits for both advertisers and broadcaster/producers the new analytics services offered by MirriAd puts real science behind product placement. The analytical data gathered by the MirriAd platform will not only report on the exposure and integration of products within programmes, thereby supporting value for money, it will also provide a robust compliance tool for managing the prominence of products and brands within programming.”
Mihkel Jaatma CEO. Realeyes said,
“We have been working with MirriAd for the last six months to develop a fully integrated on-demand eye tracking solution. Our integration to MirriAd’s on-line platform means that broadcasters can order eye tracking in just one click. This makes this kind of solution very accessible for both pre and post analysis.”
NOTES TO EDITORS
About MirriAd
Launched in September 2007 by CEO, Mark Popkiewicz, previously a director of BBC Ventures, MirriAd aims to revolutionize product placement for the digital era. MirriAd has developed an end to end solution able to digitally place brand imagery into any video on demand and at scale. MirriAd’s digital placements have been extensively researched and proven to achieve excellent results for brands whilst positively impacting production values and the viewer experience on line and on TV.
Headquartered in London with offices in New York and Mumbai, MirriAd is privately owned with institutional investors including Oxford Technology Management, Oxford Capital Partners, STV Group PLC, Seraphim Capital and South East Growth Fund and notable angel investors Bruce Smith and Stephen Bullock.
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