Former EMI CEO appointed chairman of Mirriad

Editor | 20-12-2013

In-video advertising provider Mirriad has turned to leading TV, film and music industry executive Roger Faxon to helm its global expansion into contextual in-video advertising.

Mirriad’s ad tech platform is designed to transform abstract brand integration into a measurable, scalable, trackable ad unit. For content owners, it offers a new revenue stream with complete editorial control. The company says that it is tapping into a trend whereby consumers are more likely to recall brands that they see within programmes or video that they choose to watch, reversing the decline in TV marketing spend.

Faxon was behind the sale of EMI in 2012 and is currently a board member of ITV and advisor to a number of media businesses. The former EMI and Lucasfilm CEO and Columbia Pictures executive will act as Mirriad non-executive chairman Faxon. He will work closely with Mirriad’s founder and CEO, Mark Popkiewicz, as the company sets out on its mission to “revolutionise advertising for the skip generation.”

“Anyone in the content business knows we are facing some very big challenges,” Faxon commented. “Big problems need big solutions and Mirriad has developed the only technology that creates native advertising opportunities for brands at scale. I’m delighted to help Mirriad realise its goal of uniting the world’s greatest content with the world’s most prestigious brands.”