MirriAd, a UK startup which has developed a technology to embed advertising into videos ranging from user generated video up to studio quality productions, has received a a £2 million investment from Seraphim Capital among others.The firm, which has operations in New York and Mumbai, has a patented its technology called ZoneSense to insert video advertising into video streams which purportedly makes it look as if the image was in the original video. The technology could be used for seamless product placement, a market which is worth $7 billion globally.
MirriAd debuted its technology in August, in a campaign to promote the release of The Bourne Ultimatum movie. It embedded content into live-action clips taken from the movie, to create a promotional competition. Special keyword clues were digitally added to movie clips running on EMAP’s FHM.com and Empireonline.com web sites.
I can see this type of technology being looked at with interest by the likes of YouTube and others.
London Seed Capital, South East Growth Fund and Oxford Technology Partners, also participated in the investment.