March 2009
Embedded advertising specialist, MirriAd, has extended its global partnership reach with global production company, Endemol, to exploit embedded advertising opportunities across markets in India, Latin America, Spain and other Hispanic markets. Revenues arising from this arrangement are anticipated to approach $1m in the first year.
In the current advertising environment which sees falling revenues arising from consumers using more Personal Video Recorders (PVRs), a variety of VOD services and an increased habit of viewing content online rather than on television, Endemol is staying undiscouraged by now using MirriAd’s embedded advertising technologies and expertise to create compelling advertising environments that fully engage target viewers.
Through embedded advertising, brand references (e.g. props, signages, logos, videos and animation) are digitally inserted into existing video content to appear as if they were part of the original shoot. They cannot be skipped, ignored but can be changed to suit different markets thus giving advertisers more flexibility and surety of viewer engagement.
Using MirriAd's online services, content owners have full editorial control of what, when and how a brand reference appears. Endemol Latin America (Endemol LatAm), Argentina's largest independent production company and MirriAd will jointly identify opportunities for the seamless insertion of branded imagery into new or existing video owned by Endemol, and third party content providers and broadcasters.
In particular, MirriAd will develop a complete embedded advertising inventory for Endemol's award-winning soap, 'Mr. Pells', which will cover more than 100 episodes. Endemol's international hit 'Wipeout' game show will also feature embedded advertising in the most brand-attractive moments and will join other brands like Fanta, Renault, Coca-Cola and Unilever that worked with Endemol LatAm's branded entertainment division in 2008, generating significant revenues.
In addition, MirriAd has signed an exclusive one-year partnership with Endemol Spain to exploit embedded advertising opportunities in the region and expand Endemol's existing branded entertainment offering to include online video, as well as broadcast, to form a combined brand called 'Tattoo'.
In 2008, Endemol Spain's Gestmusic and Zeppelin TV production houses led the Spanish branded advertising market with programs such as the popular talent show, 'Operacion Triunfo', and reality show 'Grande Hermano' (Big Brother). Teaming up with MirriAd will not only add a new product placement revenue stream that Endemol can sell, but will enable the company to embed advertising into online video, meaning it can also monetise content on its own web community portal, Portalmix.
Toni Cruz, CEO Endemol Spain said; "We have been working with brands in the broadcast space for a while and generating significant revenue from branded entertainment on TV, but the partnership with MirriAd means we can build on our experience and extend our business to include branded entertainment online as well as broadcast, which opens all kinds of incremental revenue opportunities for us."
Under the terms of the deals Endemol will market embedded advertising opportunities identified by MirriAd using its patented ZoneSense technology. Using MirriAd's online services, potential advertisers have full editorial control and will be able to view an inventory of video files to identify content that matches their campaign requirements. Brand references are then tested in a low quality stream before a commitment is made, and the brand references are inserted into the source content as if they had been included in the original production. Those insertions may be static or dynamically linked to the content so that they move or 'morph' in response to on screen action.
Mark Popkiewicz, CEO MirriAd said, "These deals with Endemol further establish product and brand placement as a new and complementary way for broadcasters and content owners to extract value from existing and new assets. And because MirriAd's technology allows advertisers to see what their video will look like before they commit to a final version, we can offer a flexible, low-risk way of achieving brand awareness and attachment at a time when ROI needs to be tracked and guaranteed."
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