Mirriad Advertising PLC Correlation between viewer experience and purchase
08 Agosto 2023 - 1:00AM
RNS Non-Regulatory
TIDMMIRI
Mirriad Advertising PLC
08 August 2023
8 August 2023
Mirriad Advertising plc
("Mirriad" or the "Company")
Research reveals ad avoidance causes and correlation between
viewer experience and purchase
New ad formats foster positive viewer attitudes, driving growth
in advertiser KPIs
Mirriad, the leading in-content advertising company, today
announced results of a groundbreaking study in partnership with
Kantar which finds a direct correlation of the likeability of
advertising and its ability to drive positive performance.
In the newly released whitepaper ' Hack to the Future:
Understanding viewers' attitudes and preferences to overcome ad
avoidance', Kantar found that a substantial 86% of all viewers are
taking actions to avoid TV and video advertising across broadcast
and network TV, streaming, and online video. In contrast, viewers
feel much more positive about in-content advertising from Mirriad
and take no steps to avoid this integrated ad format.
Declining viewership squeezes inventory availability, so the
ability to drive differential results and create new opportunities
is a pivotal quality. A visual representation of where Mirriad fits
in as a key industry solution can be found here .
The Kantar research also found that a viewer's negative
perception of an ad format leads to lower ad effectiveness and
purchase activity. Viewers are so over-saturated by TV and video
ads that they dislike and avoid the format and, if they do see the
ads, purchase the advertised products and services at a lower rate
compared to when they're exposed to highly favourable formats like
in-content advertising from Mirriad.
Mirriad's strong performance in driving better results can be
attributed to a favourable viewer perception especially due to the
natural feel of the format (83%) and its non-intrusive nature
(79%). The study found that on average, viewers who feel positive
about their ad experience are much more likely to purchase an
advertiser's product, resulting in a 61% higher incidence of adding
products to the shopping cart, and 40% higher online purchase and
27 % higher in-store purchase.
Stephan Beringer, CEO at Mirriad , said: "Advertisers looking
for ways to improve their performance on TV, CTV and video now have
even more proof that in-content advertising is an indispensable new
solution. Given the growing ad fatigue and the dramatic issue of ad
escapism, in-content advertising is a format that is pivotal for
brand equity and sales. In contrast to the traditional ad-break
that today has a compounding negative effect, Mirriad operates with
an experience-first solution in the content itself, maximising a
brand's opportunity to leverage positive viewer perceptions to
drive better results."
Sparsh Pandya, Client Director at Kantar , said "Viewers feel
positive about Mirriad's ad formats and that directly drives an
incredible increase in purchase, among other key performance
metrics. At a time when traditional advertisements are skipped,
blocked, and creating fatigue, our study proves that in-content
advertising as spearheaded by Mirriad is a smart choice for
advertisers."
ENDS
Enquiries:
For further information please visit www.mirriad.com or
contact:
Mirriad Advertising plc
Stephan Beringer, Chief Executive Officer
David Dorans, Chief Financial Officer
Tel: +44 (0)207 884 2530
Financial Communications:
Charlotte Street Partners
Tom Gillingham Tel: +44 (0) 7741 659021
Fergus Mcgowan Tel: +44 (0) 7590 049023
About Mirriad
The leader in virtual product placement and in-content
advertising, Mirriad's multi-patented and award-winning platform
dynamically inserts products and brands into Television, SVOD/AVOD,
Music, and Influencer content. Mirriad creates net-new revenue
opportunities for content owners with an ad format that virtually
integrates brands in entertainment content, drives exceptional
performance for advertisers and dramatically improves the viewing
experience. Mirriad currently operates in the US, Europe, and the
Middle East.
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END
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