Havas Media Group signs on as first U.S. agency partner; will use Mirriad to integrate brands into select UMG music videos
BestMediaInfo Bureau | Mumbai | October 1, 2014
Mirriad, the global leader in native in-video advertising, Universal Music Group (UMG), the world's leading music company, and Havas announced today that the companies have signed an agreement that enable UMG to feature digital brand integrations in select music videos by using Mirriadâs Academy Award-winning video technology.
In addition, Havas, through its Havas Media network, becomes the first global agency to partner with Mirriad and UMG for strategic nativeÂ in-videoÂ advertising from key clients including LVMH, Dish Network, LG, and Coca-Cola.Â Â Havasâs ventureÂ 18-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.
Mirriadâs 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 worldâs top broadcasters and content owners. Mirriadâs pioneering form of advertising has been described as âthe cure for ad blindnessâ with research proving brands are two times more likely to be top of mind with consumers watching native in-video ads than comparable pre-rolls or interstitial spots.
This agreement builds on Mirriadâs recently announced launch withÂ distributionÂ partnerÂ Vevo, the worldâs leading all-premium music video and entertainment platform.
Mirriadâs 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, Mirriadâs native in-video ads can be planned and executed with the same reach and frequency metrics as traditional ad campaigns. Mirriad offers content owners and creators complete editorial control over brand integrations, as well as the incremental revenue stream to UMG and its artists.
"Through innovative technologies such as Mirriadâs, and leading global agencies such as Havas, we can offer our artists additional opportunities to generate revenue from their music videos,â said Lucian Grainge, Chairman and CEO, Universal Music Group. âAnd with Mirriadâs highly customizable platform, we have the ability to insure that artistsâ and brandsâ interests are aligned while we remain focused on presenting fans with the most compelling music experience possible.â
âPartnering with Mirriad and UMG is an innovative way for us to help brands build more meaningful relationships with consumers,â said Yannick BollorĂ©, Chairman and CEO of the Havas Group.Â Â âMirriad will make it possible for us to create a more authentic, logical and in-context connection with our clients and audiences that have insatiable appetites for content across multiple screens.â
âWe 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.Â Â Â We want to help bring a better experience to fansâ, said Mark Popkiewicz, Mirriadâs Chief Executive Officer âWe designed Mirriad with content producers very much in mind so our platform allows all stakeholders to painlessly review and approve campaigns ahead of launch.â