Native In-Video Ads Bring a New Universe of Possibilities

I reached out to Chisarick and we discussed the challenge that everyone who sells advertising faces Advertisers always want new ideas and better integration with the contentamp160 How does someone do that for syndicated televisionChisarick outlined several ways she accomplishes thisamp160 Unlike live TV Twentieth can offer EIPs or Exclusive Integrated Podsamp160 These are 60second exclusive national spots that due to their short length viewers are less likely to skipamp160 They can tap into their extensive library of syndicated shows to identify a relevant scene and create an integration which best aligns with the advertiser39s messaging allowing the advertiser to quotownquot the entire 60 breakChisarick and I then discussed Native In Video Ads NIVAs which was an eye openeramp160 With the help of the company Mirriad Twentieth can seamlessly integrate a brand into a show such as a car a storefront or any household productamp160 Mirriad is able to replace an existing roadside billboard in a show with a new one for the advertiseramp160 No billboardamp160 No problem amp8211 Mirriad can insert oneamp160 They can swap the brand of phone an actor is holding in their handsamp160 And Chisarick explained it can be in full motion so the beverage someone picks up and drinks from can be replacedamp160 Here39s a demonstrationMy favorite example Chisarick sharedamp160 Running a commercial for GEICO on a television that was in the background of a show audio off or course but the highly recognizable gecko still visibleamp160 He can be seen in the background of a scene in Last Man Standing pictured aboveamp160 Done well so as not to detract from the story I could see a new universe of advertising opportunities actually within the world of the television showI wanted to understand the process better and so I met with Matt Wilkinson President of Content and Brands at Mirriad He explained to me how they used their technology to scan through Twentieth Television39s syndicated shows Modern Family How I Met Your Mother and Last Man Standing and identified potential ad opportunitiesamp160 This creates an inventory of advertising availsamp160 It39s an important distinction that both Chisarick and Wilkinson made Unlike traditional product placement these avails are bought and sold as advertising unitsWilkinson anticipates NIVAs will eventually become a line item a certain number of NIVA impressions at a certain rate over a certain period of time What39s special about these impressions are they39re not skippable you39d miss part of the storyline and they39re not blockable they39re stitched into the video for the length of the campaignamp160 Mirriad39s processes also make sure the opportunities are brand safe and not adjacent to something inappropriateAll involved parties Twentieth the advertiser and Mirriad have to be on the same page so the ad doesn39t detract from the storyamp160 Don39t expect Barney Stinson from How I Met Your Mother to wear a NASCAR jumpsuit for no explicable reason or Hawkeye calling home using a cell phone on MASHamp160 When combined with a commercial the lift in brand recall is 45 but Chisarick was clear that they would only allow one brand integrated into each episodeTo recap brand safe unskippable unblockable impressions with a great wow factor helping monetize an existing library of contentamp160 quotCoolquot might be an understated reactionI asked Chisarick about the response of agencies to the concept of NIVAs and they love itamp160 They had sold something similar in the past but it39s only with Mirriad that the technology has caught up to truly deliver on the potential and agencies are embracing itamp160 The key to success Chisarick has found is alignment with and within the agenciesamp160 It occurred to me that she must often talk to agency television buyers who are used to transacting on standard 15s 30s and 60s and NIVAs are a whole new animalamp160 Agency digital buyers on the other hand might need to familiarize themselves with this and other values of syndicated televisionHelping an agency figure out how to embrace and buy such a product must be difficult but a key part of what Chisarick39s team does is to help her clients think about bigger and broader possibilities then collaborate with the agencies to make it workamp160 Just imagine after seeing a demonstration of NIVAs that brand manager at home watching her favorite episode of Modern Family and having an aha moment about all the potential places her brand could exist in that worldamp160 It39s a new universeSourceamp160 Journal of Advertising Research Comparing Brand Placements and Advertisements on Brand Recall and Recognition September 2016Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Native In-Video Ads Bring a New Universe of Possibilities

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Native In-Video Ads Bring a New Universe of Possibilities

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Rob Beeler

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