Endemol Extends Global Embedded Advertising Footprint With MirriAd

LONDON - MirriAd , the embedded advertising specialist, today announces it has
extended its global partnership reach with Endemol to exploit embedded
advertising opportunities. The new deals follow MirriAd’s joint venture with
Endemol India and cover the Latin American and Hispanic markets, and Spain.
They are expected to produce revenues approaching $1m in the first year.

We are in an environment in which traditional advertising revenues are
falling, largely due to consumers using Personal Video Recorders (PVRs) and a
variety of VOD services and viewing content online rather than on a TV.
Endemol is using MirriAd’s embedded advertising technologies and expertise to
create a compelling advertising environment in which the viewer is fully
engaged. The brand references (e.g. props, signage, logos, videos and
animations) are digitally inserted into existing video content to appear as
if they were part of the original shoot. They can’t be skipped or ignored
and, crucially, can be changed to suit different markets giving advertisers
more flexibility and surety of viewer engagement. Using MirriAd’s online
services, content owners have full editorial control of what, when and how a
brand reference appears. Endemol Latin America (Endemol LatAm), Argentina’s
largest independent production company and MirriAd will jointly identify
opportunities for the seamless insertion of branded imagery into new or
existing video owned by Endemol, and third party content providers and
broadcasters. In particular, MirriAd will develop a complete embedded
advertising inventory for Endemol’s award-winning soap, ‘Mr. Pells’, which
will cover more than 100 episodes. Endemol’s international hit ‘Wipeout’ game
show will also feature embedded advertising in the most brand-attractive
moments and will join other brands like Fanta, Renault, Coca-Cola and
Unilever that worked with Endemol LatAm’s branded entertainment division in
2008, generating significant revenues.

In addition, MirriAd has signed an exclusive one-year partnership with
Endemol Spain to exploit embedded advertising opportunities in the region and
expand Endemol’s existing branded entertainment offering to include online
video, as well as broadcast, to form a combined brand called ‘Tattoo’.

In 2008, Endemol Spain’s Gestmusic and Zeppelin TV production houses led
the Spanish branded advertising market with programmes such as the popular
talent show, ‘Operacion Triunfo’, and reality show ‘Grande Hermano’ (Big
Brother). Teaming up with MirriAd will not only add a new product placement
revenue stream that Endemol can sell, but will enable the company to embed
advertising into online video, meaning it can also monetise content on its
own web community portal, Portalmix.

Toni Cruz, CEO of Endemol Spain, comments; “We have been working with
brands in the broadcast space for a while and generating significant revenue
from branded entertainment on TV, but the partnership with MirriAd means we
can build on our experience and extend our business to include branded
entertainment online as well as broadcast, which opens all kinds of
incremental revenue opportunities for us.”

Under the terms of the deals Endemol will market embedded advertising
opportunities identified by MirriAd using its patented ZoneSenseTM
technology. Using MirriAd’s online services, potential advertisers have full
editorial control and will be able to view an inventory of video files to
identify content that matches their campaign requirements. Brand references
are then tested in a low quality stream before a commitment is made, and the
brand references are inserted into the source content as if they had been
included in the original production. Those insertions may be static or
dynamically linked to the content so that they move or ‘morph’ in response to
on screen action.

Mark Popkiewicz, CEO at MirriAd adds; “These deals with Endemol further
establish product and brand placement as a new and complementary way for
broadcasters and content owners to extract value from existing and new
assets. And because MirriAd’s technology allows advertisers to see what their
video will look like before they commit to a final version, we can offer a
flexible, low-risk way of achieving brand awareness and attachment at a time
when ROI needs to be tracked and guaranteed.”

About MirriAd Limited

MirriAd seamlessly embeds advertising into any video content, as if it
was always there. The company’s solutions allow content owners to effectively
monetise their assets and deliver a means by which brands can capitalise on
the worldwide shift from the analogue broadcast model to multi-platform,
on-demand digital video delivery. London based MirriAd is the first and only
company that has the ability to embed advertising, words, images and
interactive hyperlinks cost-effectively, in small and large volume digital
content and to a high quality on any platform using its proprietary
ZoneSense(TM), technology. MirriAd is funded by venture capital funds
including London Seed Capital, Oxford Technology Management and South East
Growth Fund and by private investors led by Seraphim Capital.

For more information: www.mirriad.com

MirriAd was recently named in Library House’s MediaTech top 100 list,
which lists Europe’s hottest private media technology companies, likely to
have the biggest impact on the industry.

About Endemol Spain

Endemol Spain, the country’s leading audiovisual entertainment company,
is made up of seven audiovisual production and interactive content companies
that create and produce all kinds of formats (contests, reality, talk show,
fiction, among others). Zeppelin TV and Gestmusic’s roster of successful
reality show and contest productions includes “Fama,” “Esta Casa Era Una
Ruina”, “Gran Hermano”, “Los Mejores Anos”, “Mira Quien Baila” and “Operacion
Triunfo.” Four Endemol companies produce series, including “Amar en Tiempos
Revueltos” from Diagonal TV on TVE, the most-watched primetime show on
Mondays through Fridays; Diagonal TV’s “Ventdelpla,” one of TV3’s
most-watched series; Nadir TV’s “L’Alqueria Blanca,” the surprise success on
Channel 9 that’s garnered up to a 30% share; or Linze TV’s “Arrayan,” which
has aired for nine years on Canal Sur.

In addition, Endemol Spain owns Internet entertainment site Portalmix,
and is promoting its catalog of interactive formats through Endemol Digital,
a division that creates content specifically for new media (TDT, Internet,
mobile) and which just premiered its new series, “Bustamante, Uno de los
Nuestros”.

For further information please contact:
Katharine Simon or Ian Hood, Babel PR
E. MirriAd@babelpr.com
T. +44(0)20-7434-5550
W. www.babelpr.com
ENDEMOL ESPANA
prensa@endemol.es

Katharine Simon
E: katharine@babelpr.com
T: +44-(0)207-434-5553
M: +44-(0)7500-038-458
W: www.babelpr.com

Source: Endemol Spain and MirriAd Limited

For further information please contact: Katharine Simon or Ian Hood, Babel PR, E. MirriAd at babelpr.com, T. +44(0)20-7434-5550; ENDEMOL ESPANA, prensa at endemol.es. Katharine Simon, E: katharine at babelpr.com, T: +44-(0)207-434-5553, M: +44-(0)7500-038-458.