Mad valley startups

Mad Valley Startups

Introducing the Mad Valley Startups

Universal McCann’s Mad Valley program aims to capture the passion and spirit of innovation that permeates throughout San Francisco and Silicon Valley, creating an ecosystem that connects the startup, publisher, VC, brand and agency communities.

Instead of attempting to force-fit startups into media campaigns, our program is designed to work with startups and media owners to lay the infrastructure in building lasting partnerships that push the envelope of digital innovation.

This deck provides an overview of our participating companies and their unique value propositions.

Resident Startups

Value

Case Studies

Contact Information

Topical TargetingSocial Ads

Website: www,taykey.com Address: : 129 W 29th St, 7th Floor, New York, NY

10001 Contact Number: 212-776-1920 Email: [email protected] Contact: Ben Leaverton (San Francisco)

Taykey helps make your brand more real-time by delivering media based on what is topical for your target audience. Until now, targeting audiences has meant relying on predefined information, but Taykey adds a real-time layer, capitalizing on unpredictable and momentary topics. By focusing on an audience’s attention in the moment, Taykey maximizes the value of media across Facebook, Google Display Network, YouTube & Twitter.

ABC’s ‘The View’ – Taykey outperformed ABC’s benchmark CTR on YouTube by 43%. We did this by capitalizing on topics including a previously unheard Whitney Houston song and Mom’s searching for indoor activities online in preparation for Hurricane Sandy.

Dell – Taykey hit 137% of Dell’s ‘Like’ goal through Sponsored Stories and Page Posts on Facebook. We did this by capitalizing on topics including buzz around the 5th generation iPad and Johns Hopkins researchers finding a way to track the flu through Twitter.

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Location Powered Advertising at ScaleMobile Ads

Website: http://www.xad.com

Address: 440 N. Wolfe Rd. Sunnyvale, CA 94085

Contact Number: (415) 308-1399

E-mail: [email protected]

We’re hiring: http://www.xad.com/careers

xAd combines location targeting technology and mobile search behaviors to deliver audience targeting options not previously available to national advertisers. This powerful combination of data eliminates wasted ad exposure by 20-30% and ensures ads appear in the most effective locations. And while our campaigns can be narrowly targeted for better campaign relevance, our extensive network of high-traffic mobile sites, apps, and mapping and navigation partners, ensures scale. We allow advertisers to maximize national brand exposure and awareness across a host of mobile properties, while honing in on specific markets for local relevance.

Calvin Klein utilized xAd to help increase local market awareness of the brand’s latest line while driving in-store traffic and sales to local retail outlets. Through the use of geo-fencing combined with search behavioral targeting, the campaign exceeded the clients CTR benchmark by 26% while helping to increase local sales during the campaign period.

http://www.xad.com/

http://www.xad.com/careers

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Concept Targeting for AdvertisersDisplay Ads

Website: http://www.netseer.com

Address: 555 Ellis Street: Suite B Mountain View, CA 94043



NetSeer is the originator of Concept Targeting – rich ad targeting powered by their patented ConceptGraph™ technology. Rather than direct site, domain or section buys, NetSeer redefines “premium” placements by unlocking the meaning of every page on the Web, matching user intent to content. This delivers exceptional relevancy for advertisers and agencies by treating each impression uniquely — reaching 95% of the U.S. Web, making every ad impression count and assuring brand safety along the way.

A financial services client sought to drive lift in consideration and new small-business applicants as part of a business credit card launch campaign. By creating a series of custom themes around concepts such as credit card rebates, rewards, and small businesses, NetSeer delivered highly targeted ads matching user intent to content. Netseer was the top performing brand partner (per VIZU), showing 180% brand lift, a CTR rate of 0.13% , and delivery to more than 25MM highly relevant, targeted impressions.

mailto:[email protected]

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Social gaming with real rewardsGaming

Website: http://www.myvegas.com/

Address: 1409 Chapin Ave., Burlingame, CA 94010

Contact: Wynn Xiao Wu

Email: [email protected]

Wynn Wu: [email protected]

PLAYSTUDIOS produces social games that create deep brand integration in FB games. Their unique loyalty platform allows players to redeem virtual points for real-world prizes allowing users to physically re-engage with the brand.

Viva MyVegas is their mobile QR platform that allows users to play additional games and earn points on property.

PLAYSTUDIOS, through a deep partnership with MGM Resorts, has produced myVEGAS which incorporates free-to-play casino style games, a rich virtual Vegas Strip the player builds and real MGM rewards.

• Over 120 experiences at MGM Resorts properties including Cognac tastings, wine parings and room stays in Las Vegas available on their rewards platform.

• Avg user plays 30+ min/day deeply immersed in branded content. Most engaged players spend hours more each day.

http://www.socialappshq.com/



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Delivering Intelligent CreativeDigital Ads

Website: http://www.spongecell.com/

Address: 261 Madison Avenue, 12th Floor, NY, NY 10016

Contact Number: 1-888-680-7999


Darwon Choe: [email protected]

Spongecell is an award-winning, venture-backed ad technology company that transforms standard ads into interactive experiences that can run anywhere on the web. Spongecell helps brands and their agencies deliver more effective video and display campaigns and better analyze consumer engagement. Spongecell’s dynamic creative technology allows ads to automatically update their content to match the individual consumer in real time. Spongecell can turn around most ads in 72 hours or less. The short build-time allows for greater focus on client service and satisfaction.

Spongecell worked with a leading airline to create a high volume, multinational dynamic campaign that could automatically serve consumers fare offers specific to their location. The client was able to manage ad content easily using Spongecell’s campaign management interface. The result was a decrease in cost per booking by 17% and a time savings of 2-5 working days per new banner.

http://www.spongecell.com/



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Named by Apple Top 20 App of All-TimeMobile Social App

Website: http://www.loytr.com/

Address: 1160 Battery St. #40, San Francisco 94133



Cole Ratias: [email protected]

Over 11 million people use MyPad, the all-in-1 social application, to connect and use their accounts on Facebook, Twitter & Instagram. MyPad is also the leading social app discovery platform on iPad and iPhone, driving millions of app downloads and visits to Partner websites & web apps. Through MyPad, advertisers can reach over 200 million users on social networks each month.

Partners & advertisers can reach high-quality, organic audiences with integrated experiences, in-line advertising and banners. With Loytr’s behavioral targeting, Partners can also achieve greater than 10% CT.R

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Mobile gaming for social goodNative Ads for Mobile Games

Website: http://http://www.grantoo.org

Address: 1160 Battery St Suite 40 San Francisco, CA 94111



Grantoo is an in-game mobile app marketing platform that gives back. Social gaming for social good.

Grantoo partners with popular mobile games to create branded, social tournaments where people play with each other and win money to donate to charities or pay for education. In March 2013, at the Game Developers Conference, Grantoo launched its first integrated marketing program with the Hilton on the iBasket mobile game (15 million downloads). The Grantoo tournament increased time people played the game by 289% and delivered a click through rate of 3.78%.


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Leverage authentic user-generated photosInstagram Marketing

Website: http://www.pixlee.com/

Address: 1160 Battery Street, Ste. 40, San Francisco



We’re hiring: [email protected]

Pixlee helps companies connect with their customers by easily crowdsourcing thousands of user-generated photos from any social network, microsite, or email, and allowing companies to curate and showcase them in style.

It is a full-featured marketing platform driven by data that gives you the tools, photo intelligence, and analytics to deliver tangible results.

In the 80s, the SF 49ers were one of the NFL’s greatest dynasties. This year, the 49ers had the chance to win a sixth Super Bowl in the “Quest for Six.” They used Pixlee to showcase a new generation of 49ers fans and revive the dynasty. The campaign went viral with incredible results.

In under 2 months, over 50,000 photos were submitted generating 125,000 pageviews and 72,000,000 impressions. Pixlee provided a way to celebrate and engage with fans like never before, personalizing the 49ers experience and brand.

#QUESTFORSIX


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Monetize every moment of web contentInteractive Video

Website: http://moogi.com/

Address: 152 Panoramic, Suite #1, Berkeley CA 94704



Moogi enhances YouTube videos by enabling viewers to interact with everything seen or heard on-screen – people, places, products, songs, recipes, and other contextual references. Embedding Moogi’s clickable interface on a publisher’s website, makes the publisher’s content actionable (viewers can purchase products, download songs, discover related videos & more) and each viewer purchase generates new affiliate revenue for the publisher. Featured brands receive unobtrusive exposure and increased viewer engagement. Moogi also measures viewer behaviors and quantifies the performance (e.g. sales, ROI) of brand sponsorships & product integration.

The Challenge: In 2012, an Emmy-winning TV production company partnered with Moogi to bring full-episodes of one of its cable shows to the web for the first time.

The Solution: Moogi’s interactive player interface connected the show’s audience with dozens of relevant products, places, tips & related videos, and drove a 1.41% purchase completion rate.

http://demo.moogi.com/Meat-Eater-Quail-Stir-Fry

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Uses high impact visual tools to tell brand storiesImmersive Technology

Website: http://www.briteliteimmersive.com/

Address: 1160 Battery Street, Ste. 40, San Francisco



BLI is an experiential design agency that uses high impact visual tools to tell brand stories.

Using interactive and immersive technology as a catalyst, they create memorable experiences for brands ranging from in-store installations such as touch screen glass windows to projection mapping at events, and much more.

BLI has helped with a number of product events such as the Ouya launch, where they built a massive 16 ft. game console replica that they projected game play onto. They have also helped brands strategize ways to engage consumers in new ways with installations such as interactive bars which detect what item is placed on the surface, and projecting visual effects such as product information, photos, or flying objects on contact.

BRITELITE IMMERSIVE

http://briteliteimmersive.com/decks/assets/fallback/index.html

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The media company for the social ageNative Ads

Website: http://www.BuzzFeed.com

Address: 54 West 21st Street NY, NY 10010

Contact Number: 315.549.8982


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Making premium ad sales and revenue reporting effortless for digital publishers

Enterprise Software/AdTech

Website: http://www.placements.io

Address: 1160 Battery St, Ste 40 San Francisco, CA



The premium or direct ad sales process is expensive. On average, it will cost an online publisher 10-12% of sales to process each order and over 72+ hours from close to delivery (NextMark Study).

This high cost of sales makes it difficult for publishers to maximize their display margin and service smaller advertisers. Additionally, the absence of a “single source of truth” makes managing inventory and forecasting an administrative nightmare.

Placements provides a beautiful solution that automates the entire advertising campaign process - booking, targeting, approval, reconciling, and reporting.

Placements has developed a proprietary backend API that provides (1) instant integration-as-a-service for popular ad servers, such as Google DFP and (2) delivers actionable insights in real-time to drive higher revenue and lower cost.

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Query-Based Analytics PlatformBusiness Intelligence

Site: http://looker.com

Address: 877 Cedar St, Ste 100, Santa Cruz, CA 95060



Looker changes the way businesses make decisions. By unlocking the value of data and socializing analytics, their query-based BI platform breeds an inquisitive culture. Everyone in your organization can pursue insights, develop intuition about data, leverage the unpredictability of results, and find answers to rapidly evolving questions. There’s no waiting for predetermined reports. Data is available at the moment of decision—building confidence, driving collaboration, and accelerating progress.

Business data belongs in the hands of the business user. Looker provides fully accessible BI functionality on any analytical or transactional database, opening up data discovery to the people who are responsible for business results. Business users can access, perform, and share real-time queries based on their gut, their experience, their intuition, their concerns, their immediate needs—without continuous IT intervention.


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Using social intelligence to improve customer experiences

Ecommerce and Social Intelligence

Website: www.intenthq.com

Address: 20-22 Elsley Court, Great Titchfield St, London



Sherrod Patching, VP of US Business Development

Global Dawn is a social personalization platform that adds context and insight to unstructured social data and hands control of rich user profiles back to businesses. Site users benefit from improved user experience; content, messaging and recommendations all tailored to their interests and preferences.

'Refresh Your World', a Pepsi campaign encouraged consumers to submit videos and pictures around their innovative ideas on how to refresh their worlds.

The Outcome:39% registration rate. (8x increase from average)10% created and shared content (5x increase from average)40% engagement rate (4x increase from average)


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Discover the best in original web seriesOnline Video

Website: http://blip.com/

Address: 636 Broadway, 3rd FL, New York, NY, 10012



We’re hiring: http://blip.tv/careers

Blip's mission is to make it easy for people to find, watch and share the best in original web series. Since launch in 2005, Blip has cultivated a community of 2,500+ independent producers, featured thousands of original videos, developed pioneering viewing and distribution technology tools, and collaborated with more than 300 blue chip advertisers and 26 of the top 50 advertisers in the US.

The Challenge: In Q3 2012, BOSCH partnered with Blip to drive awareness of BOSCH Spark Plugs and drive interactions/clicks to their site by distributing two :30 videos across Blip’s platform.

The Solution: Blip conceived, designed & developed two custom ad units. The Preroll with Bug provided multiple interaction points and CTA, while the Expandable Overlay allowed viewers to watch both videos & share the content on social networks.

The Results: Blip was able to drive 4.4MM views of the preroll video across the network. The Preroll with bug garnered a 3.32% CTR, 84% VCR and drove over 144,000 unique viewers to the Bosch destination site.

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To Play only Music You’ll LoveInternet Radio

Website: www.pandora.com

Address: 2101 Webster St #1650, Oakland CA 94612

Contact Number: (310) 498.9390


We’re hiring: www.pandora.com/careers

Pandora has a single mission: To play only music you'll love. (OK, they’ve added comedy as well so they’ll also up for playing some jokes you'll love.)

Since 2000, they have working on the Music Genome Project, the most comprehensive analysis of music ever undertaken. A team of musician-analysts has been listening, one song at a time, collecting hundreds of musical details on every track - melody, harmony, instrumentation, rhythm, vocals, lyrics ... and more.

Over 200 million users can create and optimize up to 100 stations with any of your favorite songs, artists or genres. Let the Music Genome scan its entire world of analyzed music, almost a century of popular recordings - new and old, well known and completely obscure - to find songs with interesting musical similarities to your choice. Then sit back and enjoy as it creates a listening experience full of current and soon-to-be favorite songs for you

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Mobile App

Website: http://twcmediakit.com/

Address: 300 Interstate North Pkwy Atlanta ,GA 30339

Contact Number: (415)-882-7488


Matt Krumme: [email protected]

Each month, over 38mm unique consumers access The Weather Channel Mobile/Tablet platforms to get local forecasts, severe weather updates, airport delays and more. Whether it’s preparing for a vacation, business trip or organizing activities, users are coming to TWC Mobile daily for needed information at their finger tips. As a leading Mobile Brand, we are dedicated to help improve the Marketing Landscape for advertisers and consumers through innovation and technology.

- Hyper Local Targeting: Lat/Long, Zip & Audience Profile

targeting (based on location and time of day).

- Weather Analytics/WeatherFX: A new opportunity that combines TWC Analytics and Forecasting to predict how consumers will react in the days ahead.

- Personal, Local & Social:

• My Friends Weather- Facebook/Weather integration

• Branded Backgrounds- A new dynamic ad placement in FY13.

Affiliate Startups

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Boost awareness, drive traffic, and increase conversions

Online Advertising

Website: www.retargeter.com

Address: 33 New Montgomery St.Suite 1150, San Francisco, CA 94103



Marvin Benedict: [email protected]

ReTargeter is a full-service display advertising platform specializing in retargeting and audience targeting. Our solutions enable companies to optimize marketing spend by serving targeted advertisements to people who have previously engaged with them online, whether they’ve read an email, visited the website, searched for relevant keywords, or simply signed up for email updates.

BustedTees, one of the most well-known online t-shirt brands, began working with ReTargeter to re-engage customers who hadn’t made a purchase, been to the website, or opened an email in a significant period of time. To help BustedTees achieve their goal, we used CRM Retargeting, an innovative form of retargeting that allows advertisers to serve display ads with nothing but an email or mailing address. Over the course of one month, we served 447,180 ad impressions resulting in 195 conversions. With an average order value of $40, Busted Tees was able to see an ROI of 390%.


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Ad Innovation at ScaleAd Tech

Website: http://www.flite.com/

Address: 706 Mission Street 5th Fl, San Francisco 94103



We’re hiring: http://www.flite.com/careers

Flite delivers ad innovation at scale to the world's top publishers and brands. Marketers use the self-service Flite Platform to reduce the complexity and cost of delivering differentiated ad products that engage their audiences. The Flite Platform serves, updates, and measures advertising in real-time and integrates web applications directly into online ad units fueling digital advertising innovation at scale.

Wikia operates the world’s largest network of collaboratively published video game, entertainment, and lifestyle content on the web. In March 2012, they built an interactive ad using the Flite Platform. When the campaign went live, the Wikia team realized that users weren't engaging with the ad. After analyzing real-time metrics, the team identified why, and updated the creative. The crucial adjustment made all the difference: interaction rate jumped from 3% to 27%, and the clickthrough rate increased from 0.4% to 0.91%.


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Skip the line – order and pay for drinks through a simple app

Mobile

Website: www.usecoaster.com

Address: 25 Division St. San Francisco, CA 94103



Kevin Callaghan: [email protected]

Coaster’s app platform helps people avoid awkwardly waiting at the busy bar to order drinks. Order and pay straight from your phone and be notified when the drinks are ready to be picked up.

This provides an opportunity for beverage advertisers to directly engage with users through the drink selection function in the app.

Coaster is currently monetizing through sales commissions with 10 local San Francisco bars such as Jones, Reed & Greenough, Temple, and Eve. As they expand, they will be looking to partner with advertisers who wish to showcase and promote product.


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Turning consumers into content creatorsDeep engagement through music

interactivity

Website: http://www.soniqplay.com/

Address: 181 Fremont Street, San Francisco, CA 94105



Martin Macmillan: [email protected]

Soniqplay delivers white-labeled music remix iPad apps that allow users easily to download and remix tracks, and share their creations on social networks.

Soniqplay empowers brands to create/augment campaigns that enable consumers to become creators of content. All apps are built on the Soniqplay interactive audio platform, allowing brands to deliver consistent interactive music offerings across markets and instances.

Soniqplay executed a number of campaigns using its core remixing technology for a range of media and consumer brands, each with high levels of engagement (average user session length was three mins). When working to develop an app with Absolute Radio, UK’s national pop and radio station, 10,000 users downloaded the app within the first week of launch, with a 9% conversion rate from free to paid accounts.

http://www.soniqplay.com/


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Reach them when they’re happyGaming

Website: http://www.kiip.com

Address: 970 Folsom Street, San Francisco, CA 94103

Contact Number: (310)804-7223

E-mail: Michael Vos -- [email protected]

By providing users a custom branded reward at the moment of achievement, Kiip drives efficient response rates and brings serendipity to your potential customers. The potential to reach people when they are most engaged drives efficient results in boosting direct and latent KPIs for brand advertisers.

Kiip helped Disney launch a major motion picture by integrating film assets into the existing gaming activity of a massive audience. This resulted in:

• 2.5MM+ Scores Posted

• 350,000+ Unique Players Participated

• 4MM+ Branded Impressions via Engagement

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The #1 Big Data Platform for the CloudAnalytics & IT

Website: http://www.infochimps.com/

Address: 1214 W 6th St., Suite #202 Austin, TX 78703



The Infochimps PlatformTM is a suite of managed infrastructure, software, and expertise that makes it much easier to perform Big Data analytics and create Big Data applications. Our fully managed Platform-as-a Service provides administration, maintenance, and support — so your team and resources can stay focused on creating insights, not herding machines.

InfomartTM is Canada's largest provider of news and broadcast media monitoring, and financial and corporate data. Infochimps provides Infomart with a complete, scalable Big Data backend analytics system to power their social media monitoring and analytics product. Infomart develops the frontend web application and the algorithms, and Infochimps takes care of the rest.

http://www.infochimps.com/

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Full-Service Digital Creative and Development Agency

Social, Mobile, Web

Website: http;//hyfn.com/

Address: 1235 Hermosa Ave, Ste 300, Hermosa Beach, CA 90254



HYFN specializes in digital strategy, wireframing, design, development and campaign analysis. Custom social and mobile application development is the main emphasis.

Additionally, HYFN8 is a proprietary platform for social conversation management, on-the-fly Facebook app development, and social listening and analytics.

In business for over 12 years, HYFN’s clients include some of the largest brands and agencies in the world.

• Built Google’s GoMo site in partnership with Mullen and launched in 75 countries

• MTV Fantasy Election applies fantasy football concept to this year’s campaigns

• Mobile website and CMS for administration of sweepstakes at each concert venue of Rihanna’s international tour

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All-in-One Social Media Marketing PlatformSocial

Website: http://www.socialappshq.com/

Address: 848 N. Rainbow Blvd #1855, Las Vegas, NV



Rajat Garg: [email protected]

SocialAppsHQ is the largest plug-and-play Facebook app store to get your campaigns started within minutes. Their app store currently has 29 apps with an install base of over 1M pages.

The also provide a listening and monitoring product along with a social planner to augment their app store.

SocialAppsHQ has successfully completed campaigns for several small, medium and large brands, creating unique experiences to increase awareness and engagement. • Ran an awareness campaign for International Union for

Conservation of Nature. The campaign received 160 essays, 24,037 votes and 2.15 million impressions. Overall number of fans doubled during the campaign.

• Set up a campaign for Reethi beach resort in Maldives (“Win a dream vacation” worth $7,000) , driving 238 entries, 9286 votes and 659, 967 impressions. Their fanbase grew by 150% during the campaign.

http://www.socialappshq.com/


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Branded content marketing (mobile & social)Native Ad Tech

Website: http://www.thoughtleadr.com/

Address: 419 Park Avenue South, 2nd Fl., NY, NY 10016



Arton Gjonbalaj [email protected]

ThoughtLeadr offers an innovative solution to traditional display ads, by partnering with popular publishers to allow brands to place branded content that runs alongside regular content. Consumers can comment on and share branded content (i.e. native ads) across social networks.

ThoughtLeadr worked with Brisk to launch a social marketing campaign on the popular image-sharing site Imgur. ThoughtLeadr helped create, promote, and track audience-specific content driving deep branded engagement:

• 32M thumbnail impressions

• 2.7M full-screen impressions

• 94K social actions

• 3.5% engagement

• 15 times more effective than display ads


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The world’s music, talk & sports available anywhere, anytime

Mobile Music App

Website: http://tunein.com

Address: 270 University, Avenue Palo Alto, CA


Matt Stegman: [email protected]

Over 40 million users listen to Tunein’s live radio and on-demand programs. Rock from London. Celebrity gossip from Cannes. March Madness. Soundtracks from Fashion Week. Over 80K stations & 2M on-demand programs.

• In over 190 countries & territories in 22 languages. • 200 platforms carry TuneIn: web, aland tablet operating

systems, smart radios, smart TVs and connected automobiles.• (4.5 Stars) App Store & Google Play

TuneIn developed a campaign highlighting Ford Sync’s innovative in-car entertainment platform. Engaging ad units targeted tech & entertainment enthusiasts to highlight the vast selection of audio entertainment, plus exciting features like voice activation.


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Logo Logo Logo

Website: http://www.ryse.co/ Address: 181 Fremont Street, San Francisco, CA

94105 Contact Number: E-mail: Contact:

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