Mirriad Advertising PLC (AIM:MIRI, OTCQX:MMDDF) said its in-content advertising technology is being used as a product placement tool during a UK television series in real-time, in what it said is a first of its kind for television.
In a collaboration between Mirriad, creative agency Electric Glue and Channel 4’s 4Sales arm, the in-content technology allows Rightmove data to be featured on Channel 4's peak time property show Location, Location, Location.
Each episode of the new series, which started last week, uses the technology to provide a ‘digital overlay’ of local property price information or other statistics from Rightmove's databank, relevant to the neighbourhood being featured in the episode.
This will enable relevant information to appear on screen to the audience at exactly the right time, Mirriad said. For a TV audience that averages 2mln per episode and a 9.9% share of the viewing audience.
Stephan Beringer, chief executive of Mirriad, said, “This partnership is an example of the forward-looking way brands are integrating Mirriad's technology to provide a better, uninterrupted experience for their audiences.”
Rightmove boss Iain Kennedy added that the product placement “represents a step-change in the way our data is used. It will seamlessly integrate us into the show's context, providing authentic, sophisticated advertising, adding further value to the viewer."
Electric Glue said Mirriad and Channel 4's capability to overlay real time data within the most popular property show on TV, allows Rightmove “to be truly integrated within the show and most importantly share insight in a way that is useful for viewers”. A Channel 4 spokesman said the ad was not just a product placement but would enhance viewers’ experience of the programme.