In conversation with Proactive London's Thomas Warner, Stephan Beringer, CEO of Mirriad Advertising PLC (AIM:MIRI, OTCQX:MMDDF), detailed the company's innovative approach to advertising, particularly in the context of their recent agreement with a top US entertainment network. Beringer's insights into virtual product placement and the strategic shift towards the US market offer a glimpse into the future of advertising.
Thomas Warner (TW): Welcome, Stephan. Can you introduce Mirriad Advertising to our audience?
Stephan Beringer (SB): Good morning, Thomas. Mirriad is redefining advertising by integrating brands and products virtually into content. We're moving away from traditional interruptive ads to a seamless in-content experience. This is especially relevant in the era of streaming services, where traditional ad models are less effective. Our solution allows for a more engaging, non-disruptive viewer experience, meeting the needs of both content creators and advertisers.
TW: That sounds like a significant shift. How does virtual product placement benefit advertisers and viewers?
SB: Virtual product placement allows customization based on viewer location or profile. It's a game-changer from traditional product placement. You and I could watch the same content but see different products, catering to our unique preferences or locations. This approach is more aligned with media buying, offering immediate, tailored impressions to audiences.
TW: How has the pivot to the US market been progressing?
SB: The US market, due to its massive advertising spend, is crucial for us. Innovations in advertising often scale from the US globally. Since our focus shift in 2020, we've seen significant progress. We're working with some of the top media companies in the US, which is crucial for our global aspirations. The momentum we're gaining in the US is a critical stepping stone to expanding our programmatic capabilities and entering the streaming platform space.
TW: What makes Mirriad unique in this evolving advertising landscape?
SB: Our experience and platform's capability to blend the best of AI technologies set us apart. We're a UK-based company making strides in the largest advertising market – the US. Our approach to seamless, programmable advertising places us at the forefront of this industry transformation. We envision our platform playing a key role in creating more engaging, immersive advertising experiences, especially with upcoming technologies like AI headsets.