Youku Tudou, a multi-screen entertainment and media company in China, has entered into a long-term collaboration arrangement with native and in-video ad firm Mirriad Advertising.
In the alliance, Youku Tudou will connect Chinese and international brands with Mirriadâ€™s technology on its platform, enabling these brands to reach Chinaâ€™s fast-growing consumer base through digitally embedded brand advertising in popular premium original content.
Mirriadâ€™s patented technology will offer Youku Tudou a vast number of advertising opportunities within its entertainment and media ecosystem (by way of ad units featuring brand integration inserted after the content is shot).
Mirriadâ€™s native in-video advertising (NIVA) technology will enable advertisers to digitally insert their brands into video content through products, signage, video and other branded assets at scale.
Through the new collaboration arrangement, Youku Tudou will utilise Mirriadâ€™s suite of marketplace applications to create ad inventory at scale, providing content owners and distributors with editorial control over brand integration and overall ad operations.
â€śWorking with an industry leader such as Mirriad allows us to further our efforts of placing digital advertising directly into content; empowering advertisers and content owners to enhance relevance, context and effectiveness without detracting from the narrative,â€ť said Edward Su, chief operating officer of Youku Tudou.
Mirriad CEO Mark Popkiewicz commented: â€śWe look forward very much to collaborating with Youku Tudou to bring this technology to China for the first time.
“This agreement is not just strategically significant to us â€“ it paves the way for advertisers to benefit from NIVA technology on one of the worldâ€™s largest distribution platforms and sets a global precedent. We anticipate that our work with Youku will provide the foundation for a new and exciting era of in-video advertising across the globe.â€ť
Michael Rees, Asia-Pacific vice president at Mirriad, added: â€śThe Chinese market offers immense opportunities and challenges for brands looking for the best ways to reach its highly desirable consumer base.
â€śIt is no secret that the Chinese market has its own uniqueness which makes finding the best local partner all the more crucial, and we are delighted that our digital technology will enable Youku Tudou to offer innovative advertising opportunities to brands at scale.
“Research shows that in-video advertising is twice as likely to be recalled as traditional forms such as pre-roll, and it offers a seamless experience for the consumer.iii Everyone wins: the viewer, the advertiser, the content creator and the channel,â€ť he said.
The first Mirriad campaign on Youku appears within talk show Life & Fate and features electronics giant Samsung as the inaugural brand to capitalise on this new opportunity.
The campaign launched on Monday 19 October and features Samsung throughout six episodes over a two-week period.
This announcement builds on Mirriadâ€™s global strategy of partnerships with Universal Music Group (UMG), Havas and Cheil Worldwide.