Ignacio Iglesias
Universal Music Group and Havas Group signed an agreement with the British company MirriAd technology to digitally integrate promotional content in music videos and thus provide new opportunities for brands, artists and fans.The technology MirriAd developed can insert trademarks in music videos after they are already edited and ready to air, through the placement (product placement), a much less intrusive way than the usual banners and ads broadcast before the video and are omitted in most cases.Havas, through the Havas Media Group network becomes the first global media agency to partner to develop strategic native advertising within videos.According to Lucian Grainge, president and general director of Universal Music Group, “With these innovative technologies and global leaders such as Havas agencies, we can offer our artists opportunities to generate additional revenue from their music videos.”Meanwhile Ignacio Iglesias, CEO of Havas Media Group Central LatAm states that “this alliance is another reflection of the constant work in creating new formats, metrics and business models that adapt to the need to continually innovate in the integration of our services. The Brand experience, content and digital platforms are certainly pillars of our strategic thinking.”
