First Ad Perception Study of In-Video Advertising in France

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Mirriad ad format drives strong results with TF1 for auto company SEAT

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Computer vision and AI-powered platform company Mirriad today revealed success metrics from its in-video advertising campaign for SEAT, the leading Spanish carmaker owned by the Volkswagen Group. Leveraging Mirriad’s technology to amplify its traditional product placement within the prime-time series Demain Nous Appartient (Tomorrow Belongs to Us) on France’s TF1, SEAT saw remarkable increases in key metrics including brand confidence and positive opinion.

SEAT is the first advertiser in France to leverage the in-video ad format. The campaign, developed in conjunction with TF1 and media companies Fuse and Re-Mind PHD, involved a variety of creative executions brought to life in the most contextually relevant scenes, from street signage to web pages on computer screens.

An ad effectiveness study conducted by TF1 with Toluna, a leading global consumer research company, found Mirriad’s ad format drove significant increases to brand KPIs, including:

  • Driving strong increase in positive opinions of the SEAT brand: +24 points
  • Brand confidence: +22 points
  • Talking/discussing the SEAT brand: +15 points

These results are based on a benchmarking of viewers who watched episodes with Mirriad insertions versus viewers who watched episodes without the insertions.

Says Stephan Beringer, CEO of Mirriad, “It’s great to see research confirming again the huge impact we deliver, as our ad insertions are highly contextually relevant to audiences and always viewable in the content. We’re honored to partner with TF1 to bring our ad format to France, with a prominent automotive brand.”

About Mirriad
Mirriad is a computer vision and AI-powered platform company, built on Academy Award-winning entertainment tech, with 14 patents.

Using sophisticated technologies, Mirriad connects people with brands, through seamless ad insertions in popular linear and digital content. Advertisers can now reach very large target audiences in a contextually relevant way without interrupting the viewing experience.

Research has consistently shown in-video advertising to be highly effective for the marketer and preferred by audiences.

Mirriad is headquartered in London, with offices in New York, Paris, Munich, Mumbai, and Shanghai.

About TF1 Advertising
TF1 Publicité, the leading multi-media agency in France, markets the TF1 group's commercials (TF1, TMC, TFX, TF1 Series Films, LCI, TV Breizh, Ushuaia TV, History) and Discovery Communications Group in France. On the radio market, TF1 Publicité markets the spaces of Indies Radios, the first commercial offer on this media, as well as M Radio.

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Michelle O'Rourke
Clarity PR
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