Youku Tudou, Mirriad seal digital advertising deal


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Rebecca Hawkes

| 04 November 2015





Chinese video streaming company Youku Tudou and Mirriad Advertising have come together for a long-term in-video advertising collaboration.


Using Mirriad's technology on its video-on-demand (VOD) platform, Youku Tudou will enable both Chinese and international brands to digitally embed brand advertising in its premium original content.

"We are pleased with this exclusive partnership, the first of its kind in China and at the cutting-edge of innovative trends in advertising. Working 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," said Edward Su, chief operating officer, Youku Tudou.

Mirriad's native in-video advertising (NIVA) technology enables advertisers to digitally insert their brands into video content through products, signage, video and other branded assets at scale.

Mark Popkiewicz, CEO, Mirriad, said: "This agreement is not just strategically significant to us - it paves the way for advertisers to benefit from NIVA technology on one of the world'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."

China is expected to be the world's largest retail market by 2018, with McKinsey estimating that three-quarters of the country's urban population will qualify as middle-class by 2022.

Consumer electronics giant Samsung featured in the first Mirriad campaign on Youku within talk show Life & Fate in October.