Computer vision and AI-powered platform company Mirriad, today announced it has received the award for “Most Effective Video Campaign” by Masterclassing for its campaign with T-Mobile on Univision. T-Mobile leveraged Mirriad’s technology to drive brand consideration, awareness and brand favorability. The winners were revealed at an Awards Ceremony in London.
Mirriad’s proprietary technology creates opportunities for advertisers to seamlessly insert their brand creative into premium content without interrupting the viewer experience.
In an effort to reach Hispanic adults aged 18 to 49, T-Mobile complemented its TV spot campaign in Univision’s popular prime-time Spanish crime drama, “La Piloto II.” T-Mobile signage on building facades, indoor and outdoor scenes, was naturally inserted into the most contextually relevant scenes to capture viewer attention.
Mirriad’s technology successfully delivered T-Mobile’s brand message at scale across 10 episodes with over 200 seconds of brand exposure, reinforcing T-Mobile’s spot ads that ran before each episode. Mirriad drove impressive increases over the TV spot activity, which itself far exceeded research company Kantar’s telecom category norms. The TV spot campaign itself gained high brand consideration for T-Mobile amongst consumers at 75%, the addition of Mirriad was able to increase consideration further to 87%, an increase of 12ppt. The campaign also gained remarkable results for viewer likability with 88% liking the format.
Said CEO Stephan Beringer, “We are excited that the collaboration between T-Mobile, Univision and Mirriad achieved fantastic results and garnered industry recognition.”
The Masterclassing Effective Digital Marketing Awards feature a diverse global judging panel comprised of leading brand marketers from the US, UK, Canada, Spain, Germany, Singapore, Australia, and South Africa, representing brands from around the world. In 2018, Masterclassing acquired Dot Media, the company which publishes Mobile Marketing Magazine.
About Mirriad
Mirriad is a computer vision and AI-powered platform company, built on Academy Award-winning entertainment tech, with 14 patents.
Using sophisticated technologies, Mirriad connects people with brands, through seamless ad insertions in popular linear and digital content. Advertisers can now reach very large target audiences in a contextually relevant way without interrupting the viewing experience.
Research has consistently shown in-video advertising to be highly effective for the marketer and preferred by audiences.
Mirriad is headquartered in London, with offices in New York, Paris, Munich, Mumbai, and Shanghai.