IP Group plc

09/30/2021 | Press release | Distributed by Public on 09/30/2021 04:00

Mirriad Advertising plc - Mirriad launches new CPM pricing model via partnership with Tencent in China

Mirriad, the leading in-content advertising company, today announces the launch of a new cost-per-thousand (CPM) pricing model delivered in partnership with Tencent in China.

This important next step in the Company's renewed partnership with Tencent Video, a leader in China's video streaming market, was noted in the Company's recent interim results. It will offer advertisers in China an easier and more seamless way to take advantage of Mirriad's proprietary in-content advertising solution.

A commonly used advertisement buying methodology, the newly established CPM pricing model is significant as it provides advertisers with a framework to evaluate the performance and overall costs of an in-content campaign relative to other more "traditional" options. This enhances the buying experience, allowing advertisers to book Mirriad's in-content advertisements as they would with any other digital media campaign.

The resulting ease with which Tencent clients can plan, buy, sell and scale in-content campaigns offers a template for how Mirriad's proposition can be further integrated into the global marketing ecosystem.

Advertisers can use this new CPM pricing model across Tencent Video's top 20 most popular drama programmes which will be continuously refreshed as new shows are released. The new model will first be used with from 28 September 2021, with the aim of further expansion to follow.

These campaigns will allow brand messages to appear in front of the right audiences with specific targeting available, including gender and geography targeting. Third party tracking of CPM campaigns is also available for advertisers.

Stephan Beringer, CEO of Mirriad, said: "The rollout of a CPM pricing model is a pivotal change and in line with our strategic runway to scale. It ensures Mirriad becomes a 'line item' in the ad buying process, making our in-content proposition even more convenient for advertisers. From this year, we will see more customers and markets adopting the CPM pricing model as we continue to accelerate the adoption of Mirriad's format.

"We know that Mirriad solves key challenges in marketing including ad fatigue and consumer aversion to anything that interrupts them. With viewers actively preferring our in-content format, this model helps us build on those very strong fundamentals."


About Mirriad

Mirriad's market-first solution seamlessly integrates with existing subscription and advertising models, improving the viewer experience by limiting commercial interruptions whilst delivering dramatically increased reach and impact for advertisers.

Mirriad currently operates in the US, Europe and China.


For further information please visit or contact:

Mirriad Advertising plc

Stephan Beringer, Chief Executive Officer

David Dorans, Chief Financial Officer

Tel: +44 (0)207 884 2530

Nominated Adviser & Broker:

Canaccord Genuity Limited

Richard Andrews

Simon Bridges

Thomas Diehl

Tel: +44 (0)20 7523 8000

Financial Communications:

Charlotte Street Partners

Tom Gillingham Tel: +44 (0) 7741 659021

Andrew Wilson Tel: +44 (0) 7810 636995