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.
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 able to zero in on people who have already talked about The Purge on Twitter. We like that type of targeting capability.”
Summer – the season of the mobile?
The evidence is that brands are turning to mobile advertising on an unprecedented scale this year. Expedia and Live Nation, for example, are increasing their mobile spend with Amobee, alerted to the fact that smartphone sales are burgeoning and more and more consumers are constantly checking them while on the hoof. Director of Media and Analytics at Expedia, Elizabeth Dorrance, said that the summer months will bring the seasonal upsurge in long-weekend type trips, but mobile will play a much bigger role: “So people‚ while driving, are more likely to book hotels last minute on their phones.”
Del Monte is also spending more over the summer on mobile advertising. While research firms like Gartner and eMarketer only produce data about mobile advertising spending annually, summer is likely to be the season of the mobile: people will spend more time outdoors away from PCs, but they won’t be abandoning their mobiles.