MirriAd, a digital ad company, has received a funding worth £3.6 million from ZEE and its subsidiary Asia Today Ltd. While Asia Today invested about £3 million, the rest was invested by ZEE. The funds, MirriAd says, will be used to deploy MirriAd's services across India and other Asian markets on broadcast, cable and satellite medium. Note that MirriAd has previously partnered with Zee Network Europe, part of Zee Entertainment Enterprises Limited, to provide digital product placement in ZEE’s shows. Launched in 2008 by mark Pokiewicz, MirriAd provides a platform that allows its channels to digitally integrate brands into video content at scale. MirriAd’s platform analyses content, creates inventory and allows clients to place products in the video. It also provides audience engagement and supports analytics. The company is headquartered in London and has offices in Mumbai. It has previously raised funds from Edge Investment Management, Edge Group, Oxford Technology Management, Oxford Capital Partners, STV Group PLC, Seraphim Capital and South East Growth Fund and angel investors Bruce Smith and Stephen Bullock. How MirriAd Works Interestingly, ZEE Chairman Subhash Chandra mentions that MirriAd's technology might also enable companies to provide an ad-free channel. We believe how this would work is, MirriAd provides channels with an alternative advertising solution by embedding brands directly into video content. For example, if there is a character standing in front of a wall in a show, MirriAd can place an ad on that wall. This could possibly work like a product placement or rather an advertisement within the half hour video program, eliminating the…
