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Transpera Launches The Attention Network; BlackBerry Partners Fund Invests

Series C Financing Totals $9MM for Mobile Video Advertising Company (June 02, 2010)

SAN FRANCISCO, CA -- (Marketwire) -- 06/02/10 -- Transpera today announced the launch of The Attention Network, fostering pure, undivided attention between consumers and brands through mobile video advertising. The Attention Network is built on delivering high quality, captivating mobile video advertising experiences through interactive video ads with a variety of engaging placement options, including pre-roll video that appears before content or as a video interstitial for any mobile application.

Transpera also announced the completion of its third-round of financing, totaling $9 million. BlackBerry Partners Fund, a global venture capital firm focused on applications, services and supporting infrastructure for mobile computing, led the round, which included participation from existing investors Flybridge Capital Partners, First Round Capital, Intel Capital and Labrador Ventures. Transpera will use the funds to continue its development of mobile video advertising innovations to meet the rapidly growing demand from both publishers and brand advertisers. The company also has plans to increase its mobile video focused ad-sales and publisher acquisition force.

"Mobile phone usage in the U.S. continues to grow despite the decline in use of other forms of media," says Vikrant Gandhi, Senior Analyst, Mobile and Wireless Communications, Frost & Sullivan. "With the steady rise of smartphones and other sophisticated connected devices capable of video viewing in market, Transpera's next-generation, interactive ad units are perfectly suited for creating meaningful, one-to-one engagement with on-the-go consumers."

For mobile publishers and developers, Transpera's ad platform provides the highest revenue per impression and further unlocks the revenue potential of apps, games, and services by creating premium mobile video inventory. Transpera's platform-agnostic approach ensures that video ads can be placed across the largest mobile footprint possible, including the mobile Web and on a variety of platforms such as iPhone, iPad, Android and Blackberry.

According to Matt Golden, Partner at BlackBerry Partners Fund, "Transpera is at the forefront of innovation in mobile video advertising with their advanced video ad-serving technology, superior engagement performance and strong network of publishers and brand advertisers. They are uniquely positioned to capitalize on the opportunities this market represents and deliver on the promise of mobile video advertising." Matt Golden will join the Transpera board of directors.

"BlackBerry Partners Fund brings key insights and relationships that will help Transpera further maximize our impact within the advertising ecosystem. We're thrilled to welcome them and appreciate the continued support shown by all of our esteemed investors," says Frank Barbieri, founder of Transpera.

For brand advertisers, Transpera's high-quality mobile video ads captivate audiences to achieve the most consumer focus and receptivity possible. Mobile video campaigns on Transpera's network consistently outperform overall online video norms in recent third-party studies, making it some of the most effective and efficient digital inventory available. Results show The Attention Network achieving up to:

  • 9X higher increase in purchase intent than what is seen from typical online video campaigns.
  • 19X higher increase in aided awareness, compared to online video norms.
  • 4X higher increase in unaided awareness, compared to typical online video campaign performance.
  • 2X higher increase in ad awareness, than typical online video campaign performance.

"We've really unlocked the secret to consumer attention. The results have been impressive and the industry is scaling rapidly," explains Barbieri.

About Transpera

Transpera is The Attention Network, fostering pure, undivided attention between mobile consumers and brands. For brand advertisers, our mobile video ads captivate audiences to achieve the most consumer focus and receptivity possible. For publishers, our ad platform provides the highest revenue per impression and further unlocks the revenue potential of apps, games, and services by creating premium mobile video inventory.

Transpera's mobile video ad network includes premium publisher brands such as, CBS News, Discovery Communications,, MTV Networks, SHOWTIME®, Travel Channel and more. Transpera is based in San Francisco, Calif. and is funded by top venture firms Flybridge Capital, Intel Capital, First Round Capital, Labrador Ventures and BlackBerry Partners Fund. For more information, visit

About BlackBerry Partners Fund

BlackBerry Partners Fund is the leading independent venture capital firm focused exclusively on mobile computing. In collaboration with Research In Motion, the global fund brings capital, resources and unparalleled domain expertise to the partnerships it forms with exceptional entrepreneurs around the world who are shaping the future of the mobile eco-system. For further information visit:

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Media contacts:
Amy Isenberg
C: +1 310-486-4039

BlackBerry Partners Fund
Jodi Echakowitz
T: +1 905-709-9600
C: +1 416-271-7250

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