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
Address: : 129 W 29th St, 7th Floor, New York, NY 10001
Contact Number: 212-776-1920
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.
Location Powered Advertising at Scale
Address: 440 N. Wolfe Rd. Sunnyvale, CA 94085
Contact Number: (415) 308-1399
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
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.
Concept Targeting for Advertisers
Address: 555 Ellis Street: Suite B Mountain View, CA 94043
Contact Number: (408) 992-5255
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
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
Social gaming with real rewards
Address: 1409 Chapin Ave., Burlingame, CA 94010
Contact: Wynn Xiao Wu
Wynn Wu: email@example.com
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
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
• Avg user plays 30+ min/day deeply immersed in branded content. Most
engaged players spend hours more each day.
Delivering Intelligent Creative
Address: 261 Madison Avenue, 12th Floor, NY, NY 10016
Contact Number: 1-888-680-7999
Darwon Choe: firstname.lastname@example.org
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.
Named by Apple Top 20 App of All-Time
Mobile Social App
Address: 1160 Battery St. #40, San Francisco 94133
Contact Number: (415) 300-0775
Cole Ratias: email@example.com
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
Mobile gaming for social good
Native Ads for Mobile Games
Address: 1160 Battery St Suite 40 San Francisco, CA 94111
Contact Number: (415) 866-6225
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%.
Leverage authentic user-generated photos
Address: 1160 Battery Street, Ste. 40, San Francisco
Contact Number: (650) 804-9328
We’re hiring: firstname.lastname@example.org
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.
Monetize every moment of web content
Address: 152 Panoramic, Suite #1, Berkeley CA 94704
Contact Number: (650) 539-5660
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.
Uses high impact visual tools to tell brand stories
Address: 1160 Battery Street, Ste. 40, San Francisco
Contact Number: (650) 804-9328
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
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.
The media company for the social age
Address: 54 West 21st Street NY, NY 10010
Contact Number: 315.549.8982
Making premium ad sales and revenue reporting effortless for digital publishers
Address: 1160 Battery St, Ste 40 San Francisco, CA
Contact Number: (415) 987-6534
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
Placements provides a beautiful solution that automates the entire
advertising campaign process - booking, targeting, approval, reconciling,
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.
Query-Based Analytics Platform
Address: 877 Cedar St, Ste 100, Santa Cruz, CA 95060
Contact Number: (970) 389-4589
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.
Using social intelligence to improve customer experiences
Ecommerce and Social Intelligence
Address: 20-22 Elsley Court, Great Titchfield St, London
Contact Number: (415) 967-9767
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
'Refresh Your World', a Pepsi campaign encouraged consumers to submit
videos and pictures around their innovative ideas on how to refresh their
39% registration rate. (8x increase from average)
10% created and shared content (5x increase from average)
40% engagement rate (4x increase from average)
Discover the best in original web series
Address: 636 Broadway, 3rd FL, New York, NY, 10012
Contact Number: (415) 602-4785
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.
To Play only Music You’ll Love
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
Address: 300 Interstate North Pkwy Atlanta ,GA 30339
Contact Number: (415)-882-7488
Matt Krumme: email@example.com
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
- Personal, Local & Social:
• My Friends Weather- Facebook/Weather integration
• Branded Backgrounds- A new dynamic ad placement in FY13.
Boost awareness, drive traffic, and increase conversions
Address: 33 New Montgomery St.
Suite 1150, San Francisco, CA 94103
Contact Number: (415) 738-0573
Marvin Benedict: firstname.lastname@example.org
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
Ad Innovation at Scale
Address: 706 Mission Street 5th Fl, San Francisco 94103
Contact Number: (415) 992-5870
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%.
Skip the line – order and pay for drinks through a simple app
Address: 25 Division St. San Francisco, CA 94103
Contact Number: (847) 721-5225
Kevin Callaghan: email@example.com
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.
Turning consumers into content creators
Deep engagement through music interactivity
Address: 181 Fremont Street, San Francisco, CA 94105
Contact Number: (415) 361-0433
Martin Macmillan: firstname.lastname@example.org
Soniqplay delivers white-labeled music remix iPad apps that allow users
easily to download and remix tracks, and share their creations on social
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.
Reach them when they’re happy
Address: 970 Folsom Street, San Francisco, CA 94103
Contact Number: (310)804-7223
E-mail: Michael Vos -- email@example.com
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
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
The #1 Big Data Platform for the Cloud
Analytics & IT
Address: 1214 W 6th St., Suite #202 Austin, TX 78703
Contact Number: (855) 328-2386
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
Full-Service Digital Creative and Development Agency
Social, Mobile, Web
Address: 1235 Hermosa Ave, Ste 300, Hermosa Beach, CA
Contact Number: (888) 836-3769
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
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
• MTV Fantasy Election applies fantasy football concept to this year‘s
• Mobile website and CMS for administration of sweepstakes at each
concert venue of Rihanna‘s international tour
All-in-One Social Media Marketing Platform
Address: 848 N. Rainbow Blvd #1855, Las Vegas, NV
Contact Number: (206) 330-2076
Rajat Garg: firstname.lastname@example.org
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
• 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.
Branded content marketing (mobile & social)
Native Ad Tech
Address: 419 Park Avenue South, 2nd Fl., NY, NY 10016
Contact Number: (646) 369-2010
Arton Gjonbalaj email@example.com
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
• 32M thumbnail impressions
• 2.7M full-screen impressions
• 94K social actions
• 3.5% engagement
• 15 times more effective than display ads
The world’s music, talk & sports available anywhere, anytime
Mobile Music App
Address: 270 University, Avenue Palo Alto, CA
Contact Number: (415) 990-6004
Matt Stegman: firstname.lastname@example.org
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-
• 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.
Address: 181 Fremont Street, San Francisco, CA 94105