Transpera

Lincoln unveils its new 2009 MKS utilizing “Peek” Pre-Roll, Display Banner, and Overlay mobile ad units across Transpera’s network of premium content sites.

Santa Monica, Calif., Oct. 6, 2008 – Transpera, providers of the first comprehensive solution to monetize Web video on mobile phones, today announced the launch of a new mobile video ad campaign from Ford Motor Co., the global automotive industry leader whose brands include Ford, Lincoln, Mercury, Volvo and Mazda. The ad campaign, designed to unveil the all new 2009 Lincoln MKS, will run within Transpera’s network of premium mobile content sites, including AP Mobile News Network and CBS Mobile News, October 6 – December 15, 2008.

The media package, structured by Mindshare/Team Detroit and Transpera, consists of a combination of rich, mobile ad units which include “Peek” pre-roll video, display banner placements and proprietary Overlays served through Transpera’s Ad Platform (TAP™). “Peek” pre-rolls are 5-15 second mobile video ads, targeted based on content usage and demographics, and inserted server side in real-time to ensure rapid delivery with no lengthy rebuffering. Transpera is the only company to offer mobile overlay units -- text or graphics that appear on the selected video while it’s playing. The campaign utilizes Transpera’s combined advertising package, which both companies assert are more effective than mobile ad banners alone. Data resulting from the campaign will be available in the following months.

The Lincoln MKS campaign is aimed at the technologically astute and connected audience with a message for them to “Boot Up,” “Lift Off,” and “Reach Higher.”

“Due to the sophisticated technology within the vehicle itself, Lincoln has chosen to associate itself with cutting edge media, such as mobile video, as it unveils the MKS to consumers,” said Brian Bos, SVP Convergence Director, Mindshare|Team Detroit. “Reach higher’ is our motto, and that’s the example we’re setting by using mobile video to drive awareness and purchase intent. We’re appealing to our audience in a way that caters to their mindset and lifestyle, but also how they use their mobile device.”

According to a recent Nielsen report on Television, Internet and Mobile Usage in the US (May 2008), as of Q1 2008, 91 million Americans (36% of all mobile phone subscribers in the U.S.) owned a video-capable phone. In addition, 95 million persons (37% of U.S. mobile subscribers) subscribed to mobile Internet as part of their mobile data plan in Q1 2008, a significant platform for mobile video consumption.

“Mobile video is one of the fastest growing areas in mobile and these consumers represent a highly educated and affluent audience; a great fit for the Lincoln brand,” said Bos.

“We’re thrilled that Lincoln has chosen the Transpera Mobile Video Ad Network to reach a dynamic, affluent audience,” said Frank Barbieri, founder & CEO of Transpera. “Lincoln expects its premium content needs to be met regardless of platform, and we’re proud to deliver on their expectations.”

About Transpera

Transpera provides the industry’s first comprehensive platform for monetizing Web videos on mobile phones. The company's award winning mobile video delivery and advertising platform provides online content owners, network operators and advertisers with a turnkey solution that connects all the necessary pieces involved in successful and profitable mobile video deployments. Powering mobile video channels for such premium online video brands as AccuWeather.com, Associated Press, Break.com, CBS News, Discovery Communications, Ebaum’s World, Fox Reality Channel, maniaTV, MTV Networks, Next New Networks, Revision3, Travel Channel, Zoovision and more, Transpera is quickly building the largest free mobile video network in North America. Transpera is based in Santa Monica, Calif. and is funded by top venture firms Flybridge Capital (formerly IDG Ventures), Intel Capital, and First Round Capital Ventures. For more information, visit www.transpera.com.

About Ford Motor Company

Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles in 200 markets across six continents. With about 228,000 employees and about 90 plants worldwide, the company's core and affiliated automotive brands include Ford, Lincoln, Mercury, Volvo and Mazda. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com .

About Team Detroit

Team Detroit brings together five of WPP's largest marketing and communications agencies in one central location, including: JWT, Y&R, Wunderman, Ogilvy & Mather and Group M. Implemented in January 2007, WPP restructured its service offerings to offer best-in-class talent and more effective marketing partnerships to its client base in Detroit.

Team Detroit's client roster includes Bosch, Compuware, Dollar General, DuPont Automotive, Ford Motor Company, Oakwood Healthcare System, Shell, United Way of Southeast Michigan and White Castle. Located in Dearborn, Michigan, Team Detroit employs 1,400 people. Visit www.teamdetroit.com for more details.

# # #
The names of companies mentioned herein are trademarks of their respective owners and should be treated as such. Transpera is a registered trademark of Transpera, Inc.