Future Proof: Why should advertisers embrace in-content advertising?

Tim Jones from Mirriad discusses a less invasive and more innovative approach to improving advertising ROI.
23 August 2021
product placement in content advertising
Duncan Southgate

Senior Director, Creative & Media Solutions, Kantar

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We speak to Tim Jones, Global Head of Research and Insights at Mirriad, an advertising platform that allows brands to seamlessly integrate with content. Tim tells Kantar’s Duncan Southgate about the current challenges for advertisers, including changing consumer viewing habits and limited reach via linear TV advertising, as well as targeting and measurement. He explains how the placement of product or signage within the right content can deliver strong results, in terms of brand and sales uplift – and from the perspective of the consumer. How do brands make the most of that receptivity? How does the process work? And what does the future of the advertising technology industry look like?

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Future Proof is the marketing podcast from Kantar and Saïd Business School, Oxford University.

In each episode, we have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing, sharing evidence and inspiration for the future.

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