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Seraphim Capital Fund Leads £2 million Investment in MirriAd

26th September 2007


Digital Advertising / Virtual Product Placement

Not Disclosed



Seraphim Capital, the £30m Enterprise Capital Fund, has led a £2million round of investment into leading embedded advertising specialist, MirriAd Ltd.

Seraphim is co-investing alongside existing investors that include London Seed Capital, South East Growth Fund and Oxford Technology Partners. The transaction is Seraphim’s fourth investment since the fund’s launch one year ago.


The £2 million investment led by Seraphim, will enable MirriAd to effectively promote its pioneering embedded advertising technology and product placement service to the advertising industry.

MirriAd’s unique and patented technology offers marketers a powerful promotional tool by digitally inserting brand images into video content after filming has been completed, making them look like they were always there.

Now for the first time products, logos, posters or bill boards can be seamlessly placed into video streams post-production, across cinema, TV, DVD, mobile and online platforms delivering optimal presence for the brand whilst remaining in context with the content.

Cinema releases and TV shows can also use MirriAd to regionalise their advertising content, whilst film and music video back catalogues can be monetised by MirriAd retrospectively inserting new branded products and adverts into the content.

MirriAd enables advertisers to more effectively target specific audiences by changing where brands and products are placed in a video clip, according to who and where in the world it is being watched.

The media industry is suffering from falling advertising revenues, due to increasing audience fragmentation. MirriAd’s new services will deliver better value for money through targeted advertising on any platform that reaches the desired audience and guaranteeing visibility as long as the content is watched without damaging the viewing experience.

In recognition of the predicament facing broadcasters, the EU recently passed a directive legalising product placement in Europe for the first time. This deregulation is expected to lead to triple digit growth rates in countries such as the UK, Italy and Spain in the years ahead.

MirriAd’s technology and services are ideally positioned to help content and brand owners take advantage of this innovative advertising opportunity whilst opening up new revenue streams for content owners.

MirriAd is already working with some of the leading studios, broadcasters and advertising agencies in both Europe and America.

As part of the Seraphim investment, Denny Wilkinson will join MirriAd’s Board. Having previously successfully built up and sold a US company that placed virtual advertisements into live broadcast sporting events, Denny has unrivalled experience of the virtual advertising industry.


Mark Boggett (Investment Director) from Seraphim Capital led the deal.
Mark Popkiewicz (CEO) and Stephen Bullock (Chairman) represented MirriAd Ltd.


Mark Popkiewicz, CEO of MirriAd

'Content owners are always hungry for new revenue streams and brand owners need innovative ways to market their products in an increasingly online world. With Seraphim’s support, MirriAd will continue to deliver ground-breaking digital campaigns that will demonstrate the power and value of in-video, embedded advertising to brands, content owners and media buyers.

“This milestone funding is great news for MirriAd, bringing significant fire power and industry expertise to the company.”

Mark Boggett, Investment Director at Seraphim Capital
“MirriAd stands at the forefront of a new form of advertising that looks set to become a global phenomenon. Supporting the world’s leading pioneer of embedded advertising and virtual product placement represents a terrific opportunity for Seraphim.”


Publisher Contact Information:

Seraphim Capital
+44 20 7089 2318

Company profile of MirriAd
Past press releases of MirriAd.


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