Mirriad Advertising extends partnership with RTL Ad Alliance
By Josh White
Date: Wednesday 02 Apr 2025
(Sharecast News) - Mirriad Advertising announced on Wednesday that it has extended its partnership with RTL Ad Alliance for a further three years, continuing its provision of virtual product placement (VPP) services across RTL programming.
The AIM-traded firm said the agreement, which started on 1 January, strengthened its integration within the RTL Group, and included deployment in selected prime-time formats such as the Bachelor.
It said the renewal would allow RTL Ad Alliance, one of Germany's leading advertising sales houses, to continue using Mirriad's AI-powered platform to deliver in-video advertising integrating brands directly into entertainment content.
The format was designed to offer a non-intrusive alternative to traditional advertising, enhancing viewer engagement while maintaining brand safety and effectiveness.
In the year ended 31 December 2024, activity under the existing agreement with RTL Ad Alliance contributed around 12% of Mirriad's total revenue.
The firm said the renewed collaboration reflected the growing role of in-content advertising as a complement to conventional ad formats in driving campaign performance.
"Ad Alliance has been a key partner in driving VPP adoption in Germany, and our partnership is now set to evolve on the steady growth we've achieved over the past years," said Mirriad chief executive officer Stephan Beringer.
"This renewal ensures that advertisers continue to benefit from the in-content format across an even broader slate of premium programming."
Beringer said that by expanding into RTL's prime-time series, the company was creating greater opportunities for brands to connect with audiences in the moments that mattered most.
"Through this partnership, brands can now access Mirriad's premium VPP inventory across a broader spectrum of RTL Deutschland's top-tier programming, reinforcing the industry's shift toward more integrated and effective advertising formats."
At 1406 GMT, shares in Mirriad Advertising were down 9.68% at 0.28p.
Reporting by Josh White for Sharecast.com.
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