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28 February 2012
Utilising MirriAd Ltd’s “Zone Sense” technology, Bitmama has opened up the national digital product placement (DPP) advertising market, and can now offer the new service to the major TV and web broadcasters.
Bitmama, a creative digital communications agency backed by Reply’s technological know-how, has signed a partnership agreement with MirriAd Ltd, a world leader in digital product placement solutions (DPP.) This agreement will give rise to the first Italian business entity specialising in the analysis, planning, and placement of brands and products on web and television entertainment programmes.
With this partnership, Bitmama aims to expand its offer in a market (product placement) already worth 14 billion worldwide with a predicted annual growth rate in Europe of 18.2% during 2012-2014 (source: PQ Media).
As part of the agreement, a technological hub will be established in Milan. This will allow broadcasters and producers to take advantage of product placement opportunities for content that has already been produced; it will also allow the customers to plan their campaigns based on a variety of positions. The solution allows the direct integration of brands into existing television content: it will be possible to choose, from among the individual scenes, the space best suited to the specific products and the intended target audience.
The entire digital product placement process is highly automated and allows you to achieve, in a few days, results that would require weeks of work and considerably higher costs if traditional post-production methods were used. Clients, broadcasters, and producers can thus preview the results of the integration and request any possible changes in real-time, before going on air.
“We have the highest level of skills within Bitmama – stated Maurizio Sala, Creative Director and Partner - and these skills are specific to brand communication and solutions of excellence in terms of technology, creativity, and communication. The agreement with MirriAd introduces to the Italian market a centre specialised in product placement, a form of promotion only recently allowed by the laws of our country; it also represents a new important asset for our offer on the Digital Media”.
“We are delighted to be the first suppliers of digital product placement in Italy. An agreement with a high profile partner such as Bitmama and the Reply Group is a great testimonial to the capabilities of our technology in a market that is quickly expanding worldwide” – Mark Popkiewicz, MirriAd’s CEO.
Bitmama, which specialises in consulting and conceptual design for digital branding, is one of Italy’s most important digital creative agencies. By combining the creative talent of the Armando Testa Group and Reply’s technological excellence, Bitmama addresses the brand market with a multiplatform approach, also bringing a store of experience, in terms of brand marketing, creativity, and technology, on a par with the highest international standards. Bitmama relies on a team of professionals skilled in: classical advertising, digital advertising, relationship strategy and web-applied technology, mobile telephony and digital P.O.S. The client portfolio ranges from prestigious brands in the field of international fashion and luxury goods such as Valentino, Ermenegildo Zegna and Panerai to corporate clients of the stature of Vodafone, Lancia Chrysler, Ferrero and Banca Intesa. www.bitmama.it
MirriAd, headed by Peter Bazalgette (former COO of Endemol International and architect of the global success of Big Brother) and launched in September 2007 by CEO Mark Popkiewicz, formerly director of BBC Ventures, aims to revolutionise product placement by launching it into the digital age. MirriAd has developed an end to end solution for inserting product and brand images digitally into any type of video; at last transforming product placement into a scalable business. With headquarters in London and offices in New York and Mumbai, MirriAd is a privately owned company with institutional investors including Oxford Technology Management, Oxford Capital Partners, STV Group PLC, Seraphim Capital and South East Growth Fund, as well as a few angel investors like Bruce Smith and Stephen Bullock. www.mirriad.com