Mirriad & BENlabs Forge First-Ever Dual Pathway In-Content Ad Solution, Merging Virtual & Traditional Product Placement

The collaboration offers brand integration at scale with in-depth performance insights

Mirriad, the leader in virtual product placement (VPP), and BENlabs, an entertainment marketing company transforming the way that brands and creators connect with their audiences, announced a first-of-its-kind collaboration. The relationship takes a dual-pathway approach that combines story-driven, on-set product placement with cutting-edge virtual integrations to revolutionize in-content advertising and deliver unmatched scalability, flexibility and effectiveness.

Together, the companies bring a seamless, integrated solution for advertisers, enabling brand placements across streaming, TV, film, music videos, and influencer content. This innovative collaboration addresses the growing demand for content-centric strategies that go beyond traditional ads, ensuring brands can authentically connect with audiences at scale.

Industry-First Collaboration
This industry-first approach leverages the strengths of story-driven product placement, virtual product placement (VPP), programmatic VPP, influencer marketing, and content-driven storytelling. The collaboration 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.

Marketing Technology News: MarTech Interview with Jon Moran, Head of MarTech Solutions Marketing @ SAS

Scalable Solutions for Advertisers
Advertisers now have access to a comprehensive solution that integrates storytelling and technology to deliver measurable results. Key highlights include:
– Unmatched Flexibility: BENlabs’ on-set expertise combined with Mirriad’s virtual integrations creates seamless opportunities for brands to integrate into content being filmed and distributed globally.
– Integrated Campaigns: The dual-pathway solution strengthens campaign impact by combining traditional and virtual placements for maximum effectiveness.
– Comprehensive Measurement: A unified tracking framework enables advertisers to monitor performance across all placements, including insights into brand lift, ROI, and cultural resonance.

Stephan Beringer, CEO at Mirriad said, “This groundbreaking collaboration leverages the major trend of brands shifting their advertising strategies towards in-content to effectively stand out and better engage audiences. By merging BENlab’s distinct expertise and capabilities with Mirriad’s leading in-content solutions, we are providing a seamless, all-in-one, integrated partner ecosystem and connected solution.”

Marketing Technology News: Bridging the Gap: How CMOs and CIOs Can Align to Drive Organizational Growth

“Our collaboration with Mirriad represents an exciting step forward in BENlabs’ mission to redefine how brands connect with audiences through entertainment. By combining BENlabs’ expertise in strategic integrations with Mirriad’s virtual product placement technology, we’re poised to deliver even more seamless, 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 deliver a comprehensive solution for their clients to unlock new content opportunities across premium productions, networks, and digital content.

Both parties will also work together on a measurement framework, allowing advertisers to assess campaign performance across traditional product placement, virtual product placement, and influencer marketing. This will provide a comprehensive view of performance and ROI across multiple platforms.