LONDON (ShareCast) - (Sharecast News) - Mirriad Advertising announced on Friday that it has a new services agreement with MBC Media Solutions, the advertising division of MBC Group, to provide its virtual product placement (VPP) technology across the Middle East and North Africa.
Under the two-year deal, Mirriad said it would act as the exclusive VPP provider for MBC and its affiliates, integrating branded content into MBC's subscription video-on-demand and linear programming.

The AIM-traded firm said the agreement included minimum purchase commitments of 4,000 seconds of brand-integrated content per year, which was expected to generate $0.37m of annual revenue for Mirriad, subject to certain conditions.

It said the collaboration would build on previous successful campaigns between the two companies.

"Together with MBC, we've previously built out a compelling model for brands to scale virtual placement campaigns and planning in the Middle East, and it's great to renew and now formalise our partnership with a fresh sense of possibility with new offers in the region," said chief executive Louis Wakefield.

"This partnership ensures that advertisers can continue to benefit from the in-content format across a broad slate of MBC's premium and popular programming, and our combined product offering with MBC will create greater opportunities for brands to connect with audiences in the moments that matter most.

"We believe this reinforces the industry's shift toward more integrated and effective advertising formats."

In a trading update for the first half of 2025, Mirriad reported revenue of £0.2m, split evenly between the US and EMEA markets.

The company ended June with £2.4m in cash and had reduced its monthly run-rate costs to around £0.22m, which was £30,000 below the target set during its May fundraising.

Mirriad said the cost reductions, combined with its growing partnerships, provided a stronger foundation for scaling its VPP solutions globally.

At 1318 BST, shares in Mirriad Advertising were up 6.15% at 0.01p.

Reporting by Josh White for Sharecast.com.

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