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The partnership delivers brand integration at scale with deep performance insights
Myriad, the leader in virtual product placement (VPP), and BENlabs, an entertainment marketing company transforming the way brands and creators connect with their audiences, have announced a first-of-its-kind collaboration. The relationship takes a two-pronged approach that combines story-driven, on-site product placement with cutting-edge virtual integrations to revolutionize content advertising and deliver unparalleled scalability, flexibility and effectiveness.
Together, the companies bring a seamlessly integrated solution for advertisers, enabling brand placements across streaming, TV, film, music videos and influencer content. This innovative partnership addresses the growing demand for content-centric strategies that go beyond traditional ads, ensuring that brands can authentically connect with audiences at scale.
Industry first collaboration
This industry-leading approach leverages the strengths of story-driven product placement, virtual product placement (VPP), programmatic VPP, influencer marketing and content-driven storytelling. . The partnership will leverage the strengths, platforms and industry relationships of both companies, including connections with producers, broadcasters, streaming services, advertisers and agencies, to achieve shared market success.
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Scalable solutions for advertisers
Advertisers now have access to a comprehensive solution that integrates story and technology to deliver measurable results. Key points include:
– Unmatched flexibility: BENlabs’ on-site expertise combined with Mirriad’s virtual integrations creates seamless opportunities for brands to integrate into content filmed and distributed globally.
– Integrated Campaigns: The two-way solution strengthens the impact of the campaign by combining traditional and virtual placements for maximum effectiveness.
– Comprehensive measurement: A unified tracking framework allows advertisers to monitor performance across placements, including insights into brand lift, ROI, and cultural resonance.
Stephan Beringer, CEO of Mirriad, said: “This revolutionary partnership leverages the major trend of brands shifting their advertising strategies towards content to effectively stand out and better engage audiences. By combining the expertise and distinct capabilities of BENlab with Mirriad’s leading in-content solutions, we provide an integrated, all-in-one partner ecosystem and connected solution.”
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“Our partnership with Mirriad represents an exciting step forward in BENlabs’ mission to redefine how brands connect with audiences through entertainment. Combining BENlabs’ expertise in strategic integrations with virtual product placement technology of Mirriad, we are poised to deliver even more fluid and impactful brand moments that resonate with today’s viewers — wherever they are,” said Erin Schmidt, GM for Product Placement at BENlabs.
This collaboration allows both companies to provide a complete solution for their customers to unlock new content opportunities in premium productions, networks and digital content.
The two parties will also work together on a measurement framework, which allows advertisers to evaluate campaign performance across traditional product placement, virtual product placement and influencer marketing. This provides a comprehensive view of performance and ROI across multiple platforms.
