Vevo, Mirriad launch native in-video advertising platform
Joseph O'Halloran
| 06 May 2014
The Vevo premium music and entertainment platform is to become the first digital distribution platform for videos using Mirriad's native, in-video advertising technology.

Under the terms of a new partnership, the two companies will work together to connect leading brands with select, premium programming featured across Vevo's Web, mobile/tablet and TV apps. The deal marks Mirriad's entry into both the online digital video space and the North American digital marketplace.

The first example of the arrangement comes with the new video from recording artist Aloe Blacc for which Mirriad worked with the Levi's brand to create a native in-video advertisement integrated in the video for his track, The Man. In the video, currently viewable on Vevo, the Levi's brand appears, completely in-context, as a billboard in an urban streetscape.

"Vevo is an essential partner for us as we grow our brand in North America, extend our technology beyond linear television to online digital video, and offer brands a powerful new way to affiliate with the world's best video content," explained Mirriad CEO Mark Popkiewicz, "Mirriad is disrupting the traditional barriers between content and advertising with an innovative solution that allows brands to very precisely integrate brands in a range of online video, in context and with total transparency. We help marry top brands and quality content and deliver an entertaining experience to the 'skip generation' those consumers whose viewing skips through many traditional ads and across multiple screens."

"Over 30 years ago, music videos on television were a linear, one-dimensional experience. Today, connected platforms give fans more interactive and personal ways to engage with their favourite artists," added Rio Carafe, Vevo president and CEO. "Mirriad allows us to continue bringing the industry forward and improve our fan's experience by offering uninterrupted viewing while giving brands and content partners a native, creative, scalable and targeted way to come together." inShare9