Transpera is a mobile technology company close to launching with a white label video product. The business model is to partner with content companies, particularly video content, and bring the media to mobile while stitching in ads seamlessly. The targeted ad unit is similar in execution to one offered by Ad Infuse on ZooVision content. Execution has to be seamless as mobile users won’t have patience to wait for load time, buffering, and an ad. The ad units, typically under :10, stream right into the entertainment.
Discovery primarily happens on the Web, site visitors can send a video clip to their mobile phone. The sticky application then encourages users to download an app to aggregate more video and share with friends, who will also sign up. Company founder and CEO said Transpera builds discovery tools on the Web, but once users get the video, they’ll naturally visit the site via mobile for more content.
Ads, sold either by the content company or Transpera, can by dynamically targeted based on an aggregate of user behavior across the network. Site registration data can also be applied to targeting. Location-based targeting by phone number is another option for advertisers.
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