Universal Music Group makes in-video advertising deal

Native in-video advertising firm Mirriad has partnered Universal Music Group (UMG) and Havas to enable UMG to feature digital brand integrations in select music videos. This will be done using Mirriad’s video technology.

In addition, Havas, through its Havas Media network, becomes the first global agency to partner with Mirriad and UMG for strategic native in-video advertising from key clients including LVMH, Dish Network, LG, and Coca-Cola.  Havas’s venture 18-Siliwood, a research center launched in collaboration with Orange Silicon Valley, will also incorporate Mirriad technology and UMG content in ongoing research it is conducting in media, content, technology and data science.

Mirriad’s technology integrates products, signage, video and other forms of branded assets into professionally produced video content. This agreement builds on Mirriad’s recently announced launch with music video and entertainment platform Vevo as a distribution partner .

Mirriad’s technology will also allow agencies such as Havas Media to run multi-title campaigns in select UMG music videos on-air, online and on mobile.

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