Youku Tudou — a Chinese multi-screen entertainment and media company — yesterday (3 November 2015) announced that it has entered a long-term exclusive collaboration with Mirriad Advertising Ltd in China.
Under the partnership, Youku Tudou will connect Chinese and international brands with Mirriad NIVA (native in-video advertising) technology on its platform. This enables advertisers to reach China's fast-growing consumer base by digitally inserting their brands into popular video content through products, signage, video and other branded assets at scale.
The collaboration will also allow Youku Tudou to utilise 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.
"The Chinese market offers immense opportunities and challenges for brands looking for the best ways to reach its highly desirable consumer base," said Michael Rees, Asia-Pacific Vice President, Mirriad. "It is no secret that the Chinese market has its own uniqueness which makes finding the best local partner all the more crucial, and we are delighted that our digital technology will enable Youku Tudou to offer innovative advertising opportunities to brands at scale. 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 — the viewer, the advertiser, the content creator and the channel — thus benefits from our collaboration with Youku Tuduo."
"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.
The first Mirriad campaign on Youku appeared within talk show Life & Fate and featured electronics giant Samsung as the inaugural brand to capitalise on this new opportunity. The campaign launched on Monday, 19th October 2015, and will last for 6 episodes over a two-week period.
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