Written by Mark Melvin, General Manager, Americas at Mirriad
As industry momentum builds for virtual product placement, Mirriad continues to lead the sector. With activations across all video platforms – Mirriad is helping brands reach and engage consumers in an entirely new way. And with leading advertisers seeing impressive campaign results, increased campaign activity is occurring across all major ad categories.
VIRTUAL PRODUCT PLACEMENT IS TAKING OFF, WITH MORE AND MORE BRANDS EFFECTIVELY REACHING CONSUMERS IN-CONTENT
Virtual product placement (VPP) is experiencing a major surge in campaign activity among brands looking to enhance their campaign performance and reach increasingly difficult-to-engage consumers. Marketers today are finding it challenging to reach important consumer segments due to shifting viewer behaviors and prolific ad avoidance.
VPP enables advertisers to reach on average 22% more viewers during the content vs in an ad break. Brands are also seeing massive lifts in campaign effectiveness - +25% on average - due to audiences being more engaged and receptive to brands placed in the content. The combination of more viewers and higher attention is fuelling this enhanced campaign performance with and without traditional ad adjacencies.
WITH VIRTUAL PRODUCT PLACEMENT, BRANDS CAN REACH CONSUMERS IN A NEW AND INTERACTIVE WAY
Virtual product placement now enables brands to personalize the ad experience through dynamic ad insertion. This capability is enabling an entirely new ad experience. Publishers can now serve VPP ads to targeted audience segments. This capability is served via an ad server like other digital ad formats and can be paired with commercials, shoppable ads, and interactive ad units to create a holistic ad experience for publishers.
This enables brands to engage viewers while they’re paying full attention to the screen and then retarget them with other creative elements throughout the content to drive a desired outcome. This opens a whole new universe of opportunities, as both established and emerging brands can now reach greater audiences without the concern of oversaturation and uncontrolled frequency.
MIRRIAD IS AT THE FOREFRONT OF VIRTUAL PRODUCT PLACEMENT
Mirriad is the category leader that has become synonymous with the field of virtual product placement. We are blazing new trails for advertisers to improve overall campaign effectiveness, by providing a large body of research, industry partnerships, and marketplace integrations that are the foundation for industry standards for VPP. Mirriad has been awarded 37 patents for our proprietary end-to-end workflow that simplifies VPP campaign execution. With Mirriad, you can target specific audiences wherever they are – allowing them to reach viewers with greater precision driving the enhanced campaign effectiveness that’s been proven by Kantar over a 3+ year period.
With the consistently positive results for virtual product placement campaigns, it's no wonder advertisers are looking to Mirriad as their go-to solution to help deliver more effective advertising campaigns.
Find out more about delivering impactful campaigns with Mirriad by getting in touch today.