Snakk Media Limited (NXT: SNK) has unveiled a strategic partnership with US mobile ad-tech company UberMedia to exclusively distribute its in-app social, interest, and geo-location mobile advertising products in Australia, NZ and Southeast Asia.
Snakk boss Mark Ryan says exclusive mobile ad tech partnerships in these markets are almost unheard of.
California-based UberMedia was founded in 2010 by entrepreneur Bill Gross, and is led by ceo Gladys Kong, who in late 2015 was named one of the 30 most powerful women in mobile advertising by Business Insider.
UberMedia has developed patented in-app technologies that combine advanced first-party social cues, interest data and geo-location signals with mobile consumer behaviour, resulting in market-leading campaign performance for advertisers.
The company has delivered advertising solutions for many Fortune 500 companies including the top retail, automotive, entertainment, consumer packaged goods and telecom advertisers in the US.
UberMedia is part of Idealab, a company started in 1996 by Bill Gross which it sold to Yahoo for US$1.63 billion. UberMedia investors include Accel Partners, Index Ventures and Comcast Ventures.
The UberMedia mobile advertising technologies that Snakk brings to Australia, New Zealand and Southeast Asia include Location Visit Optimization (LVO) Footfall Attribution Reporting, Programmatic Geo-Creative and True Lift Retail Insights.
In addition, Snakk will continue to work with UberMedia to develop innovative new mobile and data products that meet the specific needs of its advertisers. Snakk has utilised these technologies for brands in all of its markets, including Hyundai, BWS, Metcash and Subway.
“In our industry it’s not always easy to speak in simple terms, however what this exclusive partnership with UberMedia means is that Snakk can offer what we feel are best-in-market mobile location, social & audience products,” said Snakk Media Group’s Sydney-based ceo Mark Ryan.
“Brands can literally find the right people, in the right place, at the right time using the most precise
geo-targeting available. They can obtain advanced reporting that shows who saw their ads, and then who made it to their physical stores – and why.
“We’ve been working with UberMedia since 2013, and have benchmarked their unique geolocation, mobile audience and social offerings against a number of other players in market. It became very clear that what they offered was far beyond other mobile geo-location platforms in terms of accuracy and scale.”
UberMedia ceo LA-based Gladys Kong said: “In the US, mobile is set to take centre stage as the primary tool in the marketer’s toolbox and will no longer will be the third or fourth media option. We see this trend happening in other markets, particularly Southeast Asia where mobile is predominantly the first screen and mobile ad spend is forecast to outpace global trends.
“As advertisers demand more accountability from their mobile ad spend UberMedia’s ability to measure how mobile ads influence real-world consumer behaviour makes for a powerful partnership with Snakk Media.”
UberMedia’s exclusive relationship complements Snakk’s current portfolio of mobile advertising offerings including TV Sync in partnership with Impulse Screen Media, and Snakk’s mobile-first creative division Touch Create, enabling the company to offer a unique set of mobile creative, content and media services.
UberMedia is a cross-screen mobile insights, advertising, and measurement platform that leverages social signals, interests, and location history to identify the heart of consumer decision-making and reach consumers when they are most receptive to purchase. In 2012, UberMedia was ranked #16 in The Wall Street Journal’s Top 50 Start-ups and was listed as one of Fast Company’s “50 Most Innovative Companies.” UberMedia has delivered dynamic advertising solutions for many Fortune 500 companies. UberMedia is a network company of Idealab, a creator and operator of technology businesses. For more information, please visit www.ubermedia.com.
Idealab’s mission is to create and operate pioneering technology companies. Founded in 1996 by entrepreneur Bill Gross, Idealab provides a broad range of operational support to its companies, allowing the company management teams to focus on getting to market quickly and cost effectively and to take advantage of the serial start-up experience of the Idealab team. Bill Gross and Idealab have founded or advanced development of more than 150 companies including Overture Services, eSolar, UberMedia, CitySearch, Picasa and Internet Brands. Current operating companies are providing innovative technology solutions in industries such as software, search, Internet media and services and alternative energy fields. Additional information may be found at www.idealab.com.
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