Mirriad Advertising PLC (AIM:MIRI, OTCQX:MMDDF) announced a partnership with Canal+ which will see the first in-content advertising service in French cinema.
Through the CANAL+ Brand Solutions unit, advertisers will make use of the Mirriad platform to insert products or brands dynamically and seamlessly into finished video content.
Initially, the tie-up will start with feature films - beginning with 2022 movie ‘Tenor’ - and the company said it is hoped that it will in time extend across the Canal+ content library.
"Canal+ is a partner of the highest quality, with an outstanding VOD and streaming offer to complement its critically-acclaimed film and TV output,” said Mirriad chief executive Stephan Beringer.
“This agreement is an important moment for Mirriad, and it is fantastic to confirm our unique in-content solution will be first used in Tenor. We hope this represents the first of many high quality and non-interruptive integrations across Canal+'s streaming platform and the wide range of original programming."
Fabrice Mollier, president of Canal+ Brand Solutions, added: "At Canal+ Brand Solutions we constantly focus on capitalizing on Canal+'s DNA: technology and premium content, to transform it into solutions for brands' innovative marketing solutions.
"Though this partnership with Mirriad, we are thrilled to propose this innovation to our clients for the first time in the French market."