Youku Tudou leading multi-screen entertainment and media company in\u00a0China and\u00a0Mirriad\u00a0Advertising, global leader in native, in-video advertising, have entered into a long-term exclusive collaboration agreement in\u00a0China.<\/p>\n
Under the agreement, Youku Tudou will connect Chinese and international brands with Mirriad’s award-winning technology on its platform. This way the brands will be able to reach\u00a0China’s\u00a0fast-growing consumer base through digitally embedded brand advertising in highly popular premium original content.<\/p>\n
The first Mirriad campaign on Youku appears within talk show Life & Fate and features electronics giant Samsung as the first brand launching its native ads in Youku Tudou. The campaign was launched on Monday 19th\u00a0October and features Samsung throughout 6 episodes over a 2-week period.<\/p>\n
This collaboration comes on the heels of other agreements framed into Mirriad’s global strategy of partnerships with\u00a0Universal Music Group (UMG) the global music leader, Vevo, Havas, the multinational advertising and Public Relations company, and Cheil Worldwide, a leadingSouth Korea-based marketing solutions company.<\/p>\n
Mirriad’s patented NIVA (native in-video advertising) technology enables advertisers to digitally insert their brands into video content through products, signage, video and other branded assets at scale. Through the new collaboration arrangement, Youku Tudou will utilize 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.<\/p>\n
Following the data published on China Internet Watch, this Asian country is expected to become the world’s largest retail market by 2018. Thi seems a natural evolution if one takes into account that three-quarters of the urban population in China is projected to qualify as middle-class by 2022, at least this is the forecast included in a McKinsey report published in 2013 tiitled \u00abMapping China’s middle class.
\nChina is currently the 2nd ad market in the world.<\/p>\n
The data were provided by Michael Rees, Asia-Pacific Vice President, Mirriad, who added: \u00abThe Chinese market offers immense opportunities and challenges for brands looking for the best ways to reach its highly desirable consumer base. 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.\u00bb<\/p>\n
\u00abWe 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,\u00bb said Edward Su, Chief Operating Officer, Youku Tudou.<\/p>\n
Mark Popkiewicz, CEO, Mirriad, agreed, \u00abWe look forward very much to collaborating with Youku Tudou to bring this technology to China for the first time. This agreement is not just strategically significant to us – it paves the way for advertisers to benefit from NIVA technology on one of the world’s largest distribution platforms and sets a global precedent. We anticipate that our work with Youku will provide the foundation for a new and exciting era of in-video advertising across the globe.\u00bb<\/p>\n
Image over the headline<\/span>.-<\/strong>\u00a0\u00a9 Mirriad, and\u00a0\u00a9 Youku Tudou, respectively.<\/span><\/p>\n