MIRRIAD PARTNERS WITH UNIVERSAL MUSIC GROUP AND HAVAS FOR NATIVE IN-VIDEO ADVERTISING
Havas Media Group signs on as first U.S. agency partner; will use Mirriad to integrate brands into select UMG music videos
LOS ANGELES, LONDON and NEW YORK, September 29, 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 Mirriad’s 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 native in-video advertising from key clients including LVMH, Dish Network, LG, and Coca-Cola. Havas’s venture 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.
Mirriad’s 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 world’s top broadcasters and content owners. Mirriad’s pioneering form of advertising has been described as “the cure for ad blindness” 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 Mirriad’s recently announced launch with distribution partner Vevo, the world’s leading all-premium music video and entertaiment platform.
Mirriad’s 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, Mirriad’s 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 Mirriad’s, and leading global agencies such as Havas, we can offer our artists additional opportunities to generate revenue from their Mirriad music videos,” said Lucian Grainge, Chairman and CEO, Universal Music Group. “And with Mirriad’s highly customizable platform, we have the ability to insure that artists’ and brands’ interests are aligned while we remain focused on presenting fans with the most compelling music experience possible.”
“Partnering with Mirriad and UMG is an innovative way for us to help brands build more meaningful relationships with consumers,” said Yannick Bolloré, Chairman and CEO of the Havas Group. “Mirriad 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.”
“We 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. We want to help bring a better experience to fans”, said Mark Popkiewicz, Mirriad’s Chief Executive Officer “We designed Mirriad with content producers very much in mind so our platform allows all stakeholders to painlessly review and approve campaigns ahead of launch.”
Havas (Euronext Paris SA: HAV.PA) is one of the world’s largest global communications groups. Headquartered in Paris, Havas operates through its two divisions: Havas Creative Group and Havas Media Group.
Havas Creative Group incorporates the Havas Worldwide (www.havasworldwide.com) network – formerly Euro RSCG Worldwide – (316 offices in 75 countries), the Arnold (www.arn.com) micro-network (15 agencies in 12 countries) as well as several other strong agencies.
Havas Media Group (www.havasmedia.com), is the world’s fastest growing media group, operating in over 100 countries, and incorporates two major commercial brands: Havas Media (ex MPG), Arena and the Havas Sports & Entertainment network.
A multicultural Group, Havas is present in more than 100 countries through its networks of agencies and contractual affiliations. The Group offers a broad range of communications services, including digital, advertising, direct marketing, media planning and buying, corporate communications, sales promotion, design, human resources, sports marketing, multimedia interactive communications and public relations. Havas employs approximately 16,000 people. Further information about Havas is available on the company’s website: www.havas.com
Mirriad’s pioneering video technology revolutionizes advertising for the skip generation – the generation of consumers from six to sixty who now bypass traditional video ads. Its technology integrates products and signage into professionally-produced content, such as TV programming and music videos, creating ads that look authentic and contextual. Brands and their agencies use Mirriad to manage and run multi-title campaigns, media-planned and tuned for reach and frequency in exactly the same way they currently buy advertising that appears outside the content.
Mirriad turns premium content into premium inventory. These Native In-Video Ads have been extensively researched by the likes of Nielsen and proven to achieve outstanding increases in awareness, brand sentiment, and intent to purchase.
Mirriad currently operates in more than 20 countries and works with many of the world’s leading content owners, broadcasters, distributors, ad agencies, and brands. In 2013 this technology won an Academy Award for technical achievement. This year, it was Innovation Award finalist at Cannes Lions. For more information, please visit: www.mirriad.com
About Universal Music Group
Universal Music Group is the global music leader, with wholly owned operations in 60 territories. Its businesses also include Universal Music Publishing Group, one of the industry’s premier music publishing operations worldwide.
Universal Music Group’s labels include A&M Records, Angel, Astralwerks, Blue Note Records, Capitol Christian Music Group, Capitol Records, Capitol Records Nashville, Caroline, Decca, Def Jam Recordings, Deutsche Grammophon, Disa, Emarcy, EMI Records Nashville, Fonovisa, Geffen Records, Harvest, Interscope Records, Island Records, Machete Music, Manhattan, MCA Nashville, Mercury Nashville, Mercury Records, Motown Records, Polydor Records, Republic Records, Universal Music Latino, Verve Music Group, Virgin Records, Virgin EMI Records, as well as a multitude of record labels owned or distributed by its record company subsidiaries around the world. The Universal Music Group owns the most extensive catalogue of music in the industry, which includes the last 100 years of the world’s most popular artists and their recordings. UMG’s catalogue is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and Universal Strategic Marketing (outside the U.S.). Universal Music Group also includes Global Digital Business, its new media and technologies division and Bravado, its merchandising company.
Universal Music Group is a fully owned subsidiary of Vivendi.