MirriAd and Repucom announce partnership allowing for accurate valuation ahead of product placement campaigns
Digital brand integration provider, MirriAd has announced it is to partner with sponsorship research and evaluation company, Repucom. The two partners have incorporated Repucom’s evaluation process into MirriAd’s commercial platform to provide analytics enabling integrations to be evaluated on demand.
This means that long or short placement campaigns can be accurately valued in advance, removing the uncertainty for content owners and brands alike. It is hoped that the innovation will make digital integration campaigns stronger contenders for marketing investment as MirriAd and Repucom’s valuation processes will allow for brands to be certain of the value that will be delivered by brand integrations in standalone deals.
Channel 4 has supported the development having used Repucom’s valuation model for some time, most recently for pre and post valuation of PG Tips brand integration campaign on Endemol UK’s Deal or No Deal. Vicky Kell, business manager at Channel 4, commented: “The new MirriAd and Repucom solution is important for us. We can now reference tried and tested methodology for valuation when we need it and predict value with accuracy in advance of campaigns. Together with eye-tracking research we can continue to build a very compelling proposition to brands.”
MirriAd CEO, Mark Popkiewicz, added: “While the effectiveness of product placement has been known for some time, the uncertainty around delivery and measurement often relegated brand placement to a nice-to-have rather than a standalone staple offering.
“Together with Repucom, we can now reliably answer questions on value and guarantee exposure before a campaign starts, which can elevate brand integration to a new level of importance in the marketing mix.”
Michael Tange, head of media products for Repucom, continued: ““The integration of our metrics will provide an independent evaluation of the opportunity MirriAd’s technology presents for advertisers and content owners.
“We see this as a holistic partnership with MirriAd, and the clients who utilise this unique platform, paving a new era in the way product placement and brand integration are created, managed and measured.”
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