Visual mobile advertising network Apptera has raised $10 million in its second round of financing to continue to grow its business, it said today in a statement. New World Ventures led the round, and were joined by existing investors Lightspeed Venture Partners, Alloy Ventures, and Walden International. New World partner Matt McCall joins Apptera’s Board of Directors.

Apptera’s technology inserts voice ads into calls which can be targeted based on a caller’s location, mobile carrier, interests and behavior. The ads don’t stop there, consumers who opt-in can receive visual “follow on” ads, including scheduled SMS text messages, mobile coupons, MMS messages with videos, and callbacks from sales agents among other formats.

Founded in 2010, Apptera has raised two previous rounds of disclosed funding, one in 2007 for $9 million and one in 2008 for $10.5 million.