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One year after launching its mobile ad targeting platform, UberAds UberMedia continues its upward flight

A year ago, we on report­ed the launch of “Uber­Ads”, the nifty new mobile ad tar­get­ing sys­tem devel­oped by Pasade­­na-based mobile adver­tis­ing start­up Uber­Me­dia (basi­cal­ly, it’s a plat­form that lever­ages social and loca­tion sig­nals for brands and mobile adver­tis­ing agen­cies, help­ing them to dri­ve mobile ad sales more effec­tive­ly). One year lat­er, where is Uber­Me­dia head­ing? Cus­tomized mobile ad tar­get­ing Well, onwards and upwards is the short answer. Last month, the four-year-old start­up raised a fur­ther $8 mil­lion in ven­ture fund­ing from media and enter­tain­ment investor Gor­don Craw­ford and Blue Chip Ven­tures, bring­ing its invest­ment total to a prince­ly $34.5 mil­lion. Its deci­sion to diver­si­fy from an exclu­sive focus on cre­at­ing social apps to build­ing an effec­tive mobile ad tar­get­ing sys­tem appears to have paid off (although it still offers Twit­ter apps Echo­fon, Plume and Uber­So­cial). Ear­li­er this year, the startup’s Chief Rev­enue and Mar­ket­ing Offi­cer, Michael Hayes, told TechCrunch jour­nal­ist Antho­ny Ha that Uber­Ads pulls data about user loca­tion and tweet­ing inter­ests (culled from the company’s social apps) and uses it to iden­ti­fy their con­sumer inten­tions. The plat­form then draws from that data to opti­mize cam­paigns and help mobile adver­tis­ing agen­cies and brands to reach the most desir­able audi­ences.…

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UberMedia launches new mobile targeting system as brands splash out on summer season mobile ads

UberMedia launches new mobile targeting system as brands splash out on summer season mobile ads

Pasade­­na-based mobile adver­tis­ing start­up Uber­Me­dia is aim­ing to cap­i­tal­ize on a poten­tial­ly break­through quar­ter for the mobile ad indus­try with the launch of a new ad prod­uct dubbed Uber­Ads. Those hold­ing media jobs in mobile adver­tis­ing agen­cies are like­ly to be tick­led pink by this inge­nious new tar­get­ing sys­tem, which pin­points app users based on their geo­graph­i­cal posi­tion and data from social media. Tar­get­ing social Uber­Me­dia CEO Bill Gross explains: “So if you fol­low Tom Cruise on Twit­ter and are near a the­ater, you could see an ad for movie tick­ets.” Ear­ly signs from brands using the sys­tem are promis­ing. NBCU­ni­ver­sal recent­ly test­ed it for Cruise’s sci-fi block­buster Obliv­ion and were delight­ed with the results: the nor­mal click­through rate is below 1 per cent but Uber­Ads gen­er­at­ed a rate of 4 per cent. NBCU’s Dig­i­tal Mar­ket­ing SVP, Doug Neil, explained that the Obliv­ion ads yield­ed 2 mil­lion mobile impres­sions by focus­ing on Cruise’s 3.9 mil­lion-strong army of Twit­ter devo­tees and oth­er app users. Uber­Ads will be used by NBCU in the near future to run ads for its forth­com­ing sum­mer hor­ror offer­ing, The Purge, pulling data from Twit­ter, Pin­ter­est and Insta­gram users for the inter­est-lev­­el ads. Neil said: “We are…

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