In-video advertising company Mirriad said it is working with Hallmark Cards’ Crown Media, putting commercial messages in the content of Hallmark Channel programming, including the network’s upcoming Countdown to Christmas.

The companies said they’ve already run more than dozen campaigns since 2021 with advertisers in categories including financial services, consumer packaged goods, fast-moving consumer goods, direct to consumer, auto, delivery services, liquor and retail.

The in-content ad capability has attracted new advertisers to Crown Media and provides extra value to existing clients, the companies said.

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“Our partnership with Crown Media has accelerated quickly to include so many leading brands, which proves the growing demand for in-content advertising,” said Mark Melvin, executive VP Sales and Brand Partnerships U.S. at Mirriad. “Brands are seeking new solutions to contextually target their consumers in a seamless and authentic way. We’re seeing massive brand interest for quality programming, such as Hallmark’s original movies.”

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As Christmas approaches, Hallmark Channel’s ratings swell, making it very attractive to advertisers, particularly those looking to sell holiday themed products. Some advertisers are likely to want their messages conveyed amid the Christmas cheer.

"We’re always looking for new technology that will enable our marketing partners to  incorporate their brand messages into our programming and reach viewers in an organic way that optimizes impact,” said Chris Ward, senior VP of Midwest Ad Sales at Crown Media. “Through our partnership with Mirriad, we have quickly surpassed seven figures in incremental revenue. We’re excited to expand our partnership and enable advertisers to leverage this newly unlocked inventory during the holiday season – the most popular, highest-rated time of the year on our channels.”

Mirriad said its Academy Award winning patented technology uses artificial intelligence and computer vision technology to dynamically insert products and graphics into content after that content has been produced.

Mirriad said the in-content ads can improve the viewer experience by limiting commercial interruptions. ■ 

Crown Media Family Networks said that its subscription video on demand service, Hallmark Movies Now, has become available via YouTube TV.

YouTube TV subscribers can get Hallmark Movies Now as an add-on option for $5.99 a month, following a seven-day free trial.

The offering comes as the holiday season approaches, along with the service’s Movies and Mistletoe event chockablock with Christmas-themed content.

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Launched in 2017, Hallmark Movies Now, provides access to nearly 1,000 hours of commercial-free Hallmark branded original content. 

Hallmark Movies Now is also available on iOS, Android, Roku and Amazon Fire platforms.

Crown Media Holdings, which runs the Hallmark cable channels, reported higher second quarter earnigs.

Net income rose 3% to $16.5 million, or 5 cents per share, compared to $16 million, or 4 cents per share, in the second quarter of 2014.

Revenue rose 9% overall to $97.4 million, with ad revenue ahead 10%.

“During second quarter, we continued to showcase our commitment to quality, original scripted series by successfully launching our third series, Signed, Sealed, Delivered, fortifying our brand and establishing a strong foundation for the second half of the year,” Bill Abbott, president and CEO of Crown Media Family Networks, said in a statement. “Moreover, we reported double-digit operating cash flow growth propelled by rising advertising revenue in recent quarters. Solid pricing combined with our second season of Cedar Cove and a robust slate of original movies should bolster earnings through the remainder of the year.”

Subscriber fee revenue increased 2% to $21 million in the second quarter of 2013 due to contractual rate increases, the company said.

Advertising revenue increased 10% to $75.8 million from $68.7 million. The company said it got rate increases on both Hallmark Channel and Hallmark Movie Channel, but those gains were offset by lower demographic ratings at Hallmark Movie Channel.

Programming costs increased 16% due to the amortization of costs related to the original series Signed, Sealed, Delivered (pictured). Marketing expenses increased $2.6 million during quarter as the company promoted the Martha Williamson-penned series.