Transpera has received $9 million in Series C financing to further its mobile video advertising business.

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 to meet growing demand from publishers and brand advertisers. 

?Transpera will use the funds to continue our development of our mobile video ad platform and ad units,? said Frank Barbieri, founder of Transpera, San Francisco. ?We?ve already had great success with our pre-roll video units, which may appear for up to :15 seconds before selected content as well as our interstitial video units. 

?The interstitial video ads are interactive/clickable, with the ability to click-to-call and click-to-Web, and may appear during app load time, or during app transition periods,? he said. ?We?ll continue to bring brand advertisers new, captivating ways to reach their audiences on mobile.

?We also have plans to increase our mobile video focused ad-sales and publisher acquisition force. In fact, we already have a few new hires in the field.?

Transpera has also launched the Attention Network, a mobile video advertising network. 

The Attention Network is built on delivering mobile video advertising experiences through interactive video ads with a variety of placement options, including pre-roll video that appears before content or as a video interstitial for any mobile application. 

Transpera?s platform-agnostic approach ensures that video ads can be placed across a large mobile footprint, including the mobile Web and on a variety of platforms such as iPhone, iPad, Android and BlackBerry. 

Mobile video campaigns on Transpera's network consistently outperform overall online video norms, according to recent third-party studies. Results show the Attention Network achieving up to:

? Nine times higher increase in purchase intent than what is seen from typical online video campaigns.

? Nineteen times higher increase in aided awareness, compared to online video norms.

? Four times higher increase in unaided awareness, compared to typical online video campaign performance.

? Two times higher increase in ad awareness, than typical online video campaign performance.

?Overall, mobile video advertising is on the rise, and for good reason,? Mr. Barbieri said. ?It works. Our metrics prove that video ads on the mobile device attract attention. And brand advertisers have taken notice.

Mobile already plays a vital role in consumers? lives. 

Vikrant Gandhi, senior analyst of mobile and wireless communications at Frost & Sullivan emphasizes the point that mobile phone usage in the United States continues to grow despite the decline in use of other forms of media. 

Transpera believes that the next few years represent the second big wave of advertising on mobile: brand advertising.

Where the first wave of mobile advertising was primarily performance and display, now we?re seeing increasing dollars flowing to brand advertising on these powerful devices.

?Of course video is the best brand out there,? Mr. Barbieri said. ?The power of sight, sound and motion can deliver strong brand impact in short periods of concentrated attention.?

Transpera has been in the mobile video advertising space for some time now.

Mobile video advertising performs exceptionally well for brand marketers. 

If marketers did not include a mobile strategy in their budget last year, they got a free pass. Perhaps they were waiting to see if the devices would rise to the occasion, or if consumers were paying attention. 

?The current round is another vote of confidence in the company we?ve built and the customers we serve,? Mr. Barbieri said. ?Brand advertisers are able to captivate audiences while on the go, and publishers are able to monetize their apps and mobile services with quality video that adds value to the mobile experience.?