Summer is when advertisers must catch folks on the move, so it's no surprise to see a surge in mobile app debuts. UberMedia , for one, unveiled its UberAds product that targets app users based on their social media data and location. “So if you follow Tom Cruise on Twitter and are near a theater, you could see an ad for movie tickets,” explained Bill Gross, UberMedia CEO, in an Adweek article. NBCUniversal tested the UberAds' mobile apps network to promote Tom Cruise's sci-fi movie Oblivion and earned a 4% click-through rate that was significantly higher than the industry average of 1%. Doug Neil, senior vice president of digital marketing at NBCUniversal, told Adweek that the Oblivion ads created 2 million mobile impressions while homing in on Cruise’s 3.9 million Twitter followers and other mobile app users. For more on summer mobile initiatives, see the story at http://www.adweek.com/news/advertising-branding/summer-could-be-breakthrough-mobile-advertising-149632
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