PHD Hong Kong has launched a market-first in-video advertising campaign for Unilever, inserting Knorr products ad into TVBās myTV SUPER service by using Mirriadās technology.
The in-video ad insertion allows Knorrās ongoing āThe Irreplaceable Home Tasteā campaign to appear in popular video content at scale, reaching a potential audience of six million viewers in Hong Kong without disrupting their viewing experience.
āThis cooperation signifies that multi-media execution has entered a new era. This new technology provides advertisers with innovative solutions to drive brand awareness and strengthen ad recall in a highly-engaged context along the consumer journey,ā said Cecilia Teng, food director of Unilever Hong Kong and Taiwan.
The partnership facilitates the natural blend of content through AI-based algorithm from Mirriad, capable of identifying the right moments and placement spots in myTV Superās existing premium content, such as the long-running drama series entitled āCome Home Love: Lo and Behold (ę. åå®¶ä¹éåæéé)ā.
Mirriad uses machine learning (ML) techniques from AI to train and then run models, which annotate extra metadata on content and identify potential zones for advertising. These allow Mirriad to quickly convert content into saleable inventory. They also use ML networks to measure their delivered ads to ensure they meet a consistent level of quality without any human intervention or subjective bias.
Benjamin Li, head of online advertising sales at myTV SUPER, said, āNative in video, an innovative new ad format, opens new revenue streams and opportunities for advertisers, allowing them to engage with audiences while maintaining the joys and delights of the contentās storyline.ā
Clement Chung, managing director of PHD Hong Kong, said the industry has long known that highly engaging content brings about higher ad memorability. āWorking together with Unilever, the team has unlocked an opportunity for Knorr to integrate its branded messaging into some of Hong Kongās most popular programmes in a completely unique – yet unskippable – manner,ā he concluded.