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Tag: MirriAd

  • Neha Singh Warrier joins Amazon Ads as lead content monetisation

    Neha Singh Warrier joins Amazon Ads as lead content monetisation

    MUMBAI: Neha Singh Warrier, a veteran in media sales with over two decades of experience, has joined Amazon Ads as lead content monetisation for the west and south regions in India. Warrier announced her new role on LinkedIn, expressing her excitement to be at the “intersection of content, commerce and technology.”

    She joins Amazon Ads after a significant tenure at Sony Pictures Networks India, where she served as associate vice president of SonyLiv digital ad sales. Her role involved transforming marketer engagement on over-the-top (OTT) platforms and securing sponsorships for major sporting and entertainment intellectual properties (IPs). Before that, she was the head of digital sales at Zee5, where she consistently exceeded revenue targets and pioneered long-term strategic sales plans.

    Warrier’s career also includes a decade-long stint at Discovery Inc, where she was an associate director of advertising sales, leading ad sales for the Discovery network’s flagship channels. She was recognised as a “stellar performer” for her role in achieving a compound annual growth rate (CAGR) of 24 per cent over ten years. She also held roles at Mirriad, CNBC-TV18, and Sony Entertainment Television, where she worked on monetising marquee IPs like Bigg Boss and Indian Idol in their inaugural years.

    A professional athlete in her early career, Warrier stated that she applies the same dedication and teamwork skills to her professional endeavours. She is known for her ability to take calculated risks and propose innovative strategies to deliver tangible results.

  • Bytedance elevates Abhishek Karwar to head of global creative & emerging markets – user growth

    Bytedance elevates Abhishek Karwar to head of global creative & emerging markets – user growth

    NEW DELHI: TikTok developer Bytedance has elevated Abhishek Karwar to head of global creative and emerging markets – user growth. Karwar had joined the organisation in December 2019 as head of user growth.

    During his two decades in the media and entertainment industry, Karwar has experience managing and scaling up digital businesses and heading product development, marketing and product marketing functions on a global level. He is well-versed in building platforms, negotiating partnership deals and executing go to market strategies.

    The NIIT graduate considers his specialities to be in the field of short format videos, OTT technologies, digital media, broadcast media, business strategy.

    Prior to his role at TikTok, Karwar had a brief stint as head of sales and marketing at Intuition Intelligence. He has also been associated with Mirriad, Zee Entertainment Enterprises, Times Group and ITC Infotech.

    Karwar’s elevation comes at a time when Bytedance is downsizing its workforce in India after a months-long ban on its moneymaker, TikTok. Undeterred by this short-lived foray in one of its biggest markets, the Chinese app developer is expanding its operations worldwide, and has particularly ramped up recruitment in Singapore. The Beijing-headquartered company has also come under global scrutiny over TikTok’s data collection practices.

  • UK’s MirriAd concentrates on India after striking video ad deal in China

    UK’s MirriAd concentrates on India after striking video ad deal in China

    MUMBAI: Television or online viewers react badly to having their shows interrupted with ad breaks. They are uncomfortable when a battery of ads interrupts, also owing to the resurgence of high-value content.

    A UK-based advertising company may soon enjoy the first fruits of a significant video streaming deal (VoD) with a group owned by Alibaba, the Chinese technology giant. The company MirriAd has now concentrated its efforts on the US, Brazil, Germany and India, but without signing up clients in the UK.

    MirriAd is working with Alibaba after striking the deal with Youku, the Chinese streaming platform (OTT), which the Alibaba’s Jack Ma bought for around $4 billion.

    Mark Popkiewicz, the CEO of MirriAd, which hired Google’s Bharat Vijay Zende as its general manager – India in July 2017, said the company was formed in response to the explosion in quality online television programming.

    Mirriad, together with Alibaba, has announced the launch of native-in-video advertising (NIVA) CPM in China. Tangeche is the first brand to run a NIVA CPM campaign with Alibaba/Youku and Mirriad.

    Youku viewers may soon be seeing programmes with brands, such as a realistic soft drink can on a coffee table, superimposed or digitally inserted episodes by MirriAd, in which India’s ZEEL wrote off its Rs 330 million investment in August 2016.

    Running until January 30, 2018, the Tangeche campaign features signage and product ad unit insertions using the brand’s mascot. The first flight will cover approximately 300-500 episodes of a variety of dramas and variety/reality shows. The campaign will be managed for viewability and verification in partnership with third party tracking.

    Tangeche parent Hangzhou Souche Automotive Services VP Chen Qi said, “Besides cost-effective brand exposure, Tangeche attracted the attention of younger users, and communicated a new way for buying cars, thanks to its subtle messaging in scenes that featured urban mainstream working and living.”

    Mirriad MD – APAC Mike Rees says: “As a brand that typically purchases OOH, Tangeche is utilising NIVA as a supplement with powerful ad tech and tracking capabilities that feature high quality integrations that deliver high relevancy, reach and efficiency.”

    Alibaba Digital Media & Entertainment Group – Youku COO Shen Wei said, “Advertisers can now leverage hot IPs for increasing brand exposure and enhancing brand association, as well as generating more opportunities for content marketing.”

  • Mirriad partners with Universal Music and Havas for native in-video advertising

    Mirriad partners with Universal Music and Havas for native in-video advertising

    MUMBAI: Mirriad, the global leader in native in-video advertising, Universal Music Group (UMG), the world’s leading music company, and Havas announced today that the companies have signed an agreement that enable UMG to feature digital brand integrations in select music videos by using Mirriad’s Academy Award-winning video technology.

     

    In addition, Havas, through its Havas Media network, becomes the first global agency to partner with Mirriad and UMG for strategic native in-video advertising from key clients including LVMH, Dish Network, LG, and Coca-Cola.  Havas’s venture 18-Siliwood, a research center launched in collaboration with Orange Silicon Valley, will also incorporate Mirriad technology and UMG content in ongoing research it is conducting in media, content, technology and data science.

     

    Mirriad’s technology integrates products, signage, video and other forms of branded assets into professionally produced video content. The company has more than four years of global broadcast experience, working with many of the world’s top broadcasters and content owners. Mirriad’s pioneering form of advertising has been described as “the cure for ad blindness” with research proving brands are two times more likely to be top of mind with consumers watching native in-video ads than comparable pre-rolls or interstitial spots.  

     

    This agreement builds on Mirriad’s recently announced launch with distribution partner Vevo, the world’s leading all-premium music video and entertainment platform.

     

     Mirriad’s technology will allow agencies such as Havas Media to run multi-title campaigns in select UMG music videos on-air, online and on mobile. For the first time ever, Mirriad’s native in-video ads can be planned and executed with the same reach and frequency metrics as traditional ad campaigns. Mirriad offers content owners and creators complete editorial control over brand integrations, as well as the incremental revenue stream to UMG and its artists. 

     

    “Through innovative technologies such as Mirriad’s, and leading global agencies such as Havas, we can offer our artists additional opportunities to generate revenue from their music videos,” said Lucian Grainge, Chairman and CEO, Universal Music Group. “And with Mirriad’s highly customizable platform, we have the ability to insure that artists’ and brands’ interests are aligned while we remain focused on presenting fans with the most compelling music experience possible.”

     

    “Partnering with Mirriad and UMG is an innovative way for us to help brands build more meaningful relationships with consumers,” said Yannick Bolloré, Chairman and CEO of the Havas Group.  “Mirriad will make it possible for us to create a more authentic, logical and in-context connection with our clients and audiences that have insatiable appetites for content across multiple screens.”

     

    “We are thrilled to work with UMG and Havas as we grow our brand globally and extend our technology beyond broadcast television to online digital video.   We want to help bring a better experience to fans”, said Mark Popkiewicz, Mirriad’s Chief Executive Officer “We designed Mirriad with content producers very much in mind so our platform allows all stakeholders to painlessly review and approve campaigns ahead of launch.”

     

                                                       

  • Zeel and ATL invest ?3.6 million in MirriAd

    MUMBAI: Indian media mogul Subhash Chandra has a strategic investment of ?3.6 million in digital brand integration specialist MirriAd through his broadcasting company Zeel and subsidiary Asia Today Ltd (ATL).

    The strategic investment by Chandra‘s ATL and Zee will see MirriAd deployed across India and other markets in the Asia region on broadcast, cable and satellite, and follows the success of campaigns by Zee TV in the UK, which used MirriAd technology to integrate UK brands into the Indian-produced popular daily soap Pavitra Rishta.

    Zeel chairman Subhash Chandra commented, “MirriAd‘s technology offers Zee and ATL a great opportunity to integrate locally relevant brands across all our territories, who knows, we might even be able to create an ad-free channel before long.”

    MirriAd‘s digital solution means brands can be integrated into programming remotely and independently of production schedules. This MirriAd platform offers brands the opportunity to target huge audiences across many countries with ease and across a wide variety of content locally, regionally and globally.

    MirriAd CEO Mark Popkiewicz said, “This is an exciting and important development for MirriAd. Asia and in particular India represents an incredibly important growth market with enormous potential for our bespoke technology for both media owners and brands. With a high GDP growth rate and a population of over 1.21 billion, India is a must have market for brands. Edge is an active and supportive investor with immense entertainment industry knowledge, and to have Subhash Chandra together with Zee and ATL commit to our future is a significant endorsement of our vision.”