TIDMMIRI
Mirriad Advertising PLC
06 October 2021
6 October 2021
Mirriad delivers in-content first for UK's favourite property
show
Mirriad, the leading in-content advertising company, today
announces its collaboration with Electric Glue and 4Sales to
incorporate a novel in-content product placement for Rightmove, the
UK's biggest property website, within Channel 4's popular peak time
property show Location, Location, Location.
The new autumn series of Location, Location, Location, which
debuted on 29 September 2021, is accompanied by a brand-new digital
overlay in each episode, the first of its kind in media, that
features contextually relevant statistics from Rightmove's
extensive property data. One of the largest property shows on TV,
the previous season of Location, Location, Location attracted an
average of 2.0 million viewers per episode and a 9.9% share of the
viewing audience at 8pm on Wednesdays.
As house hunters embark on a journey to find the perfect home in
the perfect location on the show, Mirriad's AI technology is used
to 'insert' information pertaining to various neighbourhoods into
each episode, ensuring that contextually relevant information
appears on screen to the audience at exactly the right time.
As a result, viewers will be able to see in real-time current
property information relevant to the residential area that each
episode is filmed in, in the form of a digital overlay that
includes topical statistics such as specific location pricing,
sharing Rightmove's wealth of property knowledge.
Stephan Beringer, CEO 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. We are delighted to be a part of this collaboration
between an iconic TV show, Location, Location, Location, a highly
recognisable brand in Rightmove and, of course, Channel 4, which
has always led the way when it comes to the integration of new
media innovation."
Iain Kennedy, Rightmove CMO, said: "This 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. It's a perfect fit for Rightmove and supports our target
audience too."
Lexi Booker, business director at Electric Glue, said: "It is
fantastic to see our idea come to life, extending our long
relationship with our brilliant client Rightmove. Mirriad and
Channel 4's capability to overlay real time data within the most
popular property show on TV, has allowed Rightmove to be truly
integrated within the show and most importantly share insight in a
way that is useful for viewers."
Jonathan Lewis, Channel 4 said: "4Sales has a strong track
record in delivering innovative, digital solutions for our
advertising partners and this unique collaboration enables
Rightmove to benefit from being integral to a much-loved and hugely
popular Channel 4 show whilst enhancing our viewers' experience of
Location, Location, Location."
ENDS
About Mirriad
Mirriad's award-winning solution unleashes new revenue for
content producers and distributors by creating new advertising
inventory in content. Our patented, AI and computer vision
technology dynamically inserts products and innovative signage
formats after content is produced. Mirriad's market-first solution
seamlessly integrates with existing subscription and advertising
models, and dramatically improves the viewer experience by limiting
commercial interruptions.
Mirriad currently operates in the US, Europe and China.
About Electric Glue
Electric Glue https://www.electricglue.com/ came into being
following the success of a landmark campaign developed in 2014 by
the founders for Yeo Valley. The "Rapping Farmers" ad, created by
BBH and negotiated directly with ITV, took up an entire break
during the whole season of live shows of The X-Factor and was
propelled through packaging, social channels and PR. Electric Glue
now works for clients across multiple categories, including
Rightmove, Trainline, NTT, Allbirds and Peak AI.
About Rightmove
Rightmove is the UK's number one property portal. Millions of
people visit Rightmove every week to view more property listings
than any other portal. To make all those home hunters happy
Rightmove have invested in their tech and website, constantly
looking to try new things with their aim to make home moving easy
and enjoyable.
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END
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