Business
In-content first for UK's favourite property show
In-content first for UK's favourite property show.
About this update from Mirriad Advertising Plc
[{"type":"text","content":"\n \n \n \n RNS Number : 0528O\n Mirriad Advertising PLC\n 06 October 2021\n \n \n \n \n 6 October 2021\n \n \n Mirriad delivers in-content first for UK's favourite property show\n \n \n 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.\n \n \n 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. \n \n \n 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. \n \n \n 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, \n sharing Rightmove's wealth of property knowledge.\n \n \n 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.\"\n \n \n 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 vi...