What: Mirriad, Universal Music Group (UMG) and Havas partner to offer Native In-Video Advertising.
Why it matters: Havas, through its Havas Media network, becomes the first global agency to partner with Mirriad and UMG for strategic native in-video advertising.The agreement includes both the Latin American and US Hispanics markets
In addition, Havas, through its Havas Media network, becomes the first global agency to partner with Mirriad and UMG for strategic native in-video advertising from key clients including LVMH, Dish Network, LG, and Coca-Cola.
Havas’s venture Siliwood, a research center launched in collaboration with Orange Silicon Valley, will also incorporate Mirriad technology and UMG content in ongoing research it is conducting in media, content, technology and data science.
“We are thrilled to work with UMG and Havas as we grow our brand globally and extend our technology beyond broadcast television to online digital video. We want to help bring a better experience to fans”, said Mark Popkiewicz, Mirriad’s Chief Executive Officer .
Mirriad’s technology integrates products, signage, video and other forms of branded assets into professionally produced video content. The company has more than four years of global broadcast experience, working with many of the world’s top broadcasters and content owners. Mirriad’s technology will allow agencies such as Havas Media to run multi-title campaigns in select UMG music videos on-air, online and on mobile. For the first time ever, Mirriad’s native in-video ads can be planned and executed with the same reach and frequency metrics as traditional ad campaigns.
Will Emrick, director of business development and alliances in Latin America at MirriAd, told Portada that the agreement effectively extends to both the Latin America market and US Hispanic markets “regarding our recent announcement, we are planning for a number of US based Latino Artists to be involved in the very near future, but we are not yet ready to announce which ones.”
we are planning for a number of US based Latino Artists to be involved in the very near future, but we are not yet ready to announce which ones
This agreement builds on Mirriad’s recently announced launch with distribution partner Vevo, the music video and entertaiment platform.
“And with Mirriad’s highly customizable platform, we have the ability to insure that artists’ and brands’ interests are aligned while we remain focused on presenting fans with the most compelling music experience possible, ” said Lucian Grainge, Chairman and CEO, Universal Music Group.
“Partnering with Mirriad and UMG is an innovative way for us to help brands build more meaningful relationships with consumers,” said Yannick Bolloré, Chairman and CEO of the Havas Group.