MirriAd Gets £2 Million Funding For Digital Product Placements

Guildford, Surrey-based MirriAd, which uses its technology to digitally add product placement in movies, video, games and DVDs, has attracted a £2 million round of investment. Alarm:Clock says the round was led by Seraphim Capital, the consortium of UK business angel networks which has a fund of £10 million plus £20 million government funding; it was joined by London Seed Capital, South East Growth Fund and Oxford Technology Partners. MirriAd’s ZoneSense technology allows post-production staff to define hot zones in videos, in to which static or animated ads can be placed. It piloted the output last month in Bourne Ultimatum promo clips on FHM.com and EmpireOnline.com.