11. Why should advertisers embrace in-content advertising?

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?