LG Partners with Mirriad for Europe Advertising Push

LG Mirriad Europe

The LG deal will see Mirriad serve as innovative partner to support the existing partnerships with A+E Networks and RTL Group.

LG has inked a deal with Mirriad to digitally integrate brand content into programming on both A+E Networks and RTL Group channels. Led by the HS Ad, the electronics giant’s agency, the technology company was selected to help launch the brand’s Centum System washing machine across Europe.

While the formation reflects a new long-term partnership between said innovative partner and global media outlet, A+E Networks, the agreement marks the continuation of its partnership with RTL’s sales house, IP Deutschland. The resulting campaign has premiered across the UK and Germany.

Mirriad will digitally integrate LG content into the popular UK reality show, Dance Mums with Jennifer Ellison, and American hit, Dance Moms, on A+E Networks’ Lifetime as well as RTL shows including the German soap operas: Gute Zeiten, schlechte Zeiten; Alles was zählt, and Unter uns.

The strategy is made possible with its patented native-in-video technology that delivers imagery into content while maintaining the quality of the programme. The platform delivers a standardised ad unit to provide impact when engaging target audiences with content that is ad-skipping-free.

A+E Networks UK is home to brands such as Lifetime, HISTORY, Crime + Investigation, and H2. Meanwhile, the move signals the continuation of the tie-up between Mirriad and IP Deutschland, following campaigns for Sparkasse, Nissan, Coca Cola, Telekom and Universal Pictures across three RTL shows.

“We are excited to have partnered with Mirriad so LG could take its first step into native in-video advertising. We will build more meaningful relationships with consumers who are becoming increasingly frustrated with disruptive ads,” said Seung-Hoon Kang, President of HS Ad UK.