‘Generation Skip’ ad firm Mirriad eyes float

A London firm behind revolutionary “in-video” advertising technology that could make commercial breaks obsolete is preparing float plans, the Evening Standard understands.

City sources said the launch of Mirriad, whose chairman is former EMI chief executive Roger Faxon, could value the firm at as much as £100 million on London’s junior AIM exchange.

The company, launched in 2008, styles itself as an advertising firm for the “skip generation”, who skip, block or ignore video advertising on TV, online and on mobiles.

Its 3D technology allows advertising slogans, banners or even products themselves to be superimposed onto video post production, potentially eventually making the traditional ad break redundant.

Experts say consumers are subconsciously more responsive to “in-programme” ads rather than shutting off during commercials.