Youku Tudou and Mirriad Advertising have entered into a long-term exclusive collaboration arrangement in China, the world's second-largest advertising market.
Youku Tudou will connect Chinese and international brands with Mirriad's technology on its platform, enabling these brands to reach China's fast-growing consumer base through digitally embedded brand advertising in original content.
Mirriad's patented technology will offer Youku Tudou a vast number of new advertising opportunities within its entertainment and media ecosystem (by way of ad units featuring brand integrations inserted after the content is shot).
Mirriad's NIVA (native in-video advertising) technology enables 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 use Mirriad's suite of marketplace applications to create new, prime ad inventory immediately at scale, providing content owners and distributors with editorial control over brand integrations and overall ad operations.
Michael Rees , Asia-Pacific VP at Mirriad, said 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. Everyone wins — the viewer, the advertiser, the content creator and the channel.
The first Mirriad campaign on Youku appears within talk show Life & Fate and features electronics giant Samsung as the inaugural brand to capitalize on this new opportunity.