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Unilever and PHD Hong Kong embed Knorr’s in-video ad into myTV SUPER Service

PHD Hong Kong has launched a market-first in-video advertising campaign for Unilever, inserting Knorr products ad into TVB’s myTV SUPER service by using Mirriad’s technology.

The in-video ad insertion allows Knorr’s ongoing ‘The Irreplaceable Home Taste’ 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.

“This 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,” 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 Super’s existing premium content, such as the long-running drama series entitled “Come Home Love: Lo and Behold (愛. 回家之開心速遞)”.

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, “Native 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 content’s storyline.”

Clement Chung, managing director of PHD Hong Kong, said the industry has long known that highly engaging content brings about higher ad memorability. “Working together with Unilever, the team has unlocked an opportunity for Knorr to integrate its branded messaging into some of Hong Kong’s most popular programmes in a completely unique – yet unskippable – manner,” he concluded.

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