SOUTH KOREA – To strengthen its leadership in the digital advertising market, Cheil Worldwide has partnered with Mirriad, the global leader in native in-video advertising.
This agreement builds on Mirriad’s recently announced partnership with Universal Music Group (UMG), and Havas, the multinational advertising and public relations company.
“With this partnership, Cheil secures a platform to directly influence consumers’ purchase decisions, overcoming a barrier that many marketers face in raising brand awareness and preference,” said Bong-gyun Kim, Vice President of Digital Labs, Cheil Worldwide.
Described as “the cure for ad blindness,” Mirriad’s patented NIVA (native in-video advertising) technology is an award-winning platform that allows brands to be digitally integrated into TV shows and music videos in the form of products, signage, video and other branded assets.
Based on research, brands are two times more likely to stick to consumers when they see it on native in-video ads than comparable pre-rolls or interstitial ads.
“Fitting in is the new standing out. Audiences are becoming increasingly frustrated with advertising that disrupts and stands in the way of the content they want to enjoy,” said Michael Rees, Asia-Pacific Vice President, Mirriad.
“In the marketing industry where competition is getting tougher every day and the environment is evolving very rapidly, digital is no longer supplementary, and ‘going digital’ has now become a global phenomenon,” added Kim.
