Mirriad Releases Study Pointing to Concerns Over Ad Fatigue and Revenue Loss in TV Advertising

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New survey shows majority of industry respondents believe reduced ad loads will lead to a revenue hole for broadcasters

As networks and advertisers begin to wonder how lost ad revenue will be replaced, they will need to be on the lookout for creative new ways to plug the revenue hole.

Video technology company Mirriad today released new research from a survey that polled over 200 executives across entertainment and digital media about growing trend of ad reduction trend the TV advertising industry. The survey comprised of media buyers, brands and broadcasting reps, and provides insightful perspectives on ad avoidance and improving the viewer ad experience.

Key findings from the study include:

  • 72 percent are concerned about ad skipping, which breaks down to 79 percent of agencies and 76 percent of marketers vs. 62 percent of content distributors and networks
  • 8 in 10 respondents believe reduced ad loads will create a revenue hole for networks
  • 56 percent say integrating brands into content is the best solution to make up for lost revenue
  • The need to improve contextual relevancy is seen as even more important by brands and marketers (57 percent) compared to advertising agencies (36 percent) and networks and distributors (33 percent).

Ad avoidance is an industry-wide issue that is growing faster than networks are responding, and executives who are concerned over ratings erosion and measurement problems are looking for solutions to compete with digital rivals. The study was conducted from August 2018 – September 2018.

Says Mirriad CEO Mark Popkiewicz, “The economics of TV continues to shift, and broadcasters are dealing with the new realities of cord cutting. As networks and advertisers begin to wonder how lost ad revenue will be replaced, they will need to be on the lookout for creative new ways to plug the revenue hole.”

Mirriad has developed an innovative solution to the problem, an ad format for brands to connect with their target audiences by embedding messaging within premium shows and multi-channel entertainment, without interrupting the viewer experience. Mirriad works with leading audience measurement companies to create viewability standards for these insertions, establishing a secure and transparent format for advertisers going forward.

Mirriad will be presenting and hosting a seminar panel, “Ad Fatigue, Improving Viewer User Experience and Next Gen Video Advertising,” at Advertising Week on October 4 in New York. The panel features prominent executives from Nielsen, 20th Television and Publicis Media. To learn more about Mirriad’s survey visit mirriad.com/fixing-tvs-ad-model/, or for more information on their presence at the event visit Mirriad’s Advertising Week page.

About Mirriad
Mirriad is a video technology company delivering in-video advertising by naturally blending brand advertising into popular entertainment content.

Mirriad creates advertising opportunities within existing video content across multiple shows. Advertisers can reach target audiences in a contextually relevant way without interrupting the viewing experience. The new ad format can be used alone or combined with other media and is aligned with existing media trading.

Mirriad is headquartered in London, with offices in the leading advertising markets in the world: New York, Mumbai, Shanghai and São Paulo.

Michelle O’Rourke
Clarity PR for Mirriad

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Michelle O'Rourke
Clarity PR
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