MUMBAI: Television or online viewers react badly to having their shows interrupted with ad breaks. They are uncomfortable when a battery of ads interrupts, also owing to the resurgence of high-value content.

A UK-based advertising company may soon enjoy the first fruits of a significant video streaming deal (VoD) with a group owned by Alibaba, the Chinese technology giant. The company MirriAd has now concentrated its efforts on the US, Brazil, Germany and India, but without signing up clients in the UK.

MirriAd is working with Alibaba after striking the deal with Youku, the Chinese streaming platform (OTT), which the Alibaba's Jack Ma bought for around $4 billion.

Mark Popkiewicz, the CEO of MirriAd, which hired Google's Bharat Vijay Zende as its general manager - India in July 2017, said the company was formed in response to the explosion in quality online television programming.

Mirriad, together with Alibaba, has announced the launch of native-in-video advertising (NIVA) CPM in China. Tangeche is the first brand to run a NIVA CPM campaign with Alibaba/Youku and Mirriad.

Youku viewers may soon be seeing programmes with brands, such as a realistic soft drink can on a coffee table, superimposed or digitally inserted episodes by MirriAd, in which India's ZEEL wrote off its Rs 330 million investment in August 2016.

Running until January 30, 2018, the Tangeche campaign features signage and product ad unit insertions using the brand's mascot. The first flight will cover approximately 300-500 episodes of a variety of dramas and variety/reality shows. The campaign will be managed for viewability and verification in partnership with third party tracking.

Tangeche parent Hangzhou Souche Automotive Services VP Chen Qi said, "Besides cost-effective brand exposure, Tangeche attracted the attention of younger users, and communicated a new way for buying cars, thanks to its subtle messaging in scenes that featured urban mainstream working and living.”

Mirriad MD - APAC Mike Rees says: “As a brand that typically purchases OOH, Tangeche is utilising NIVA as a supplement with powerful ad tech and tracking capabilities that feature high quality integrations that deliver high relevancy, reach and efficiency.”

Alibaba Digital Media & Entertainment Group – Youku COO Shen Wei said, “Advertisers can now leverage hot IPs for increasing brand exposure and enhancing brand association, as well as generating more opportunities for content marketing."