Mirriad Advertising PLC In-content first for UK's favourite property show

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Mirriad Advertising PLC

06 October 2021

6 October 2021

Mirriad delivers in-content first for UK's favourite property show

Mirriad, the leading in-content advertising company, today announces its collaboration with Electric Glue and 4Sales to incorporate a novel in-content product placement for Rightmove, the UK's biggest property website, within Channel 4's popular peak time property show Location, Location, Location.

The new autumn series of Location, Location, Location, which debuted on 29 September 2021, is accompanied by a brand-new digital overlay in each episode, the first of its kind in media, that features contextually relevant statistics from Rightmove's extensive property data. One of the largest property shows on TV, the previous season of Location, Location, Location attracted an average of 2.0 million viewers per episode and a 9.9% share of the viewing audience at 8pm on Wednesdays.

As house hunters embark on a journey to find the perfect home in the perfect location on the show, Mirriad's AI technology is used to 'insert' information pertaining to various neighbourhoods into each episode, ensuring that contextually relevant information appears on screen to the audience at exactly the right time.

As a result, viewers will be able to see in real-time current property information relevant to the residential area that each episode is filmed in, in the form of a digital overlay that includes topical statistics such as specific location pricing, sharing Rightmove's wealth of property knowledge.

Stephan Beringer, CEO of Mirriad, said, "This partnership is an example of the forward-looking way brands are integrating Mirriad's technology to provide a better, uninterrupted experience for their audiences. We are delighted to be a part of this collaboration between an iconic TV show, Location, Location, Location, a highly recognisable brand in Rightmove and, of course, Channel 4, which has always led the way when it comes to the integration of new media innovation."

Iain Kennedy, Rightmove CMO, said: "This product placement represents a step-change in the way our data is used. It will seamlessly integrate us into the show's context, providing authentic, sophisticated advertising, adding further value to the viewer. It's a perfect fit for Rightmove and supports our target audience too."

Lexi Booker, business director at Electric Glue, said: "It is fantastic to see our idea come to life, extending our long relationship with our brilliant client Rightmove. Mirriad and Channel 4's capability to overlay real time data within the most popular property show on TV, has allowed Rightmove to be truly integrated within the show and most importantly share insight in a way that is useful for viewers."

Jonathan Lewis, Channel 4 said: "4Sales has a strong track record in delivering innovative, digital solutions for our advertising partners and this unique collaboration enables Rightmove to benefit from being integral to a much-loved and hugely popular Channel 4 show whilst enhancing our viewers' experience of Location, Location, Location."

ENDS

About Mirriad

Mirriad's award-winning solution unleashes new revenue for content producers and distributors by creating new advertising inventory in content. Our patented, AI and computer vision technology dynamically inserts products and innovative signage formats after content is produced. Mirriad's market-first solution seamlessly integrates with existing subscription and advertising models, and dramatically improves the viewer experience by limiting commercial interruptions.

Mirriad currently operates in the US, Europe and China.

About Electric Glue

Electric Glue https://www.electricglue.com/ came into being following the success of a landmark campaign developed in 2014 by the founders for Yeo Valley. The "Rapping Farmers" ad, created by BBH and negotiated directly with ITV, took up an entire break during the whole season of live shows of The X-Factor and was propelled through packaging, social channels and PR. Electric Glue now works for clients across multiple categories, including Rightmove, Trainline, NTT, Allbirds and Peak AI.

About Rightmove

Rightmove is the UK's number one property portal. Millions of people visit Rightmove every week to view more property listings than any other portal. To make all those home hunters happy Rightmove have invested in their tech and website, constantly looking to try new things with their aim to make home moving easy and enjoyable.

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October 06, 2021 02:00 ET (06:00 GMT)