TubeMogul, the leader in programmatic branding, announced the launch of real-time buying of smartphone and tablet interactive video advertising today, marking the first time that the formats are available for global, centralized buying through real-time bidding. In particular, TubeMogul’s focus in the coming quarters will be developing impactful tablet advertising experiences for brands.
Aggregating mobile video inventory from the world’s top private and public ad exchanges, the results are now available for centralized buying. Never before has so much inventory been gathered in one place, with available impressions topping 94.4 million streams per day in February.
“All too often, mobile advertising is a black box where marketers are not sure what they are buying and have trouble reaching audiences in meaningful numbers,” says Brett Wilson CEO and Co-Founder of TubeMogul. “To solve these challenges, we offer centralized buying of top inventory where advertisers control what apps they run in and see performance results in real-time.”
Compatible with every major device, the new ads appear in a variety of settings, from pre-rolls that play before a video within an app to messages that play at the launch of an application or in between levels of a game. All ads appear as full-screen units and instantly play with active audio, offering brands a new level of engagement on mobile devices that had not been previously available with traditional display units. Click-to-play mobile apps are also available for purchase on a variety of news apps, bringing the look and feel of a desktop to a tablet or mobile app and offering ever more measurable brand uplift where user-initiation is required.
Marketers with specific engagement objectives can add interactivity to the mobile video ads they buy via the TubeMogul platform. Options include “Click-to-Download” to drive mobile app downloads, “Click-to-Calendar” to add an event to the user’s calendar, “Click-for-Showtimes” to display movie times and locations, and “Click-for-Location” to show the nearest retail store, auto dealership or other relevant location to the user. Using interactivity enables marketers to drive higher levels of engagement, while providing more information and clearer calls-to-action to their audience. Innovid, an innovative video advertising technology platform, will enable advanced interactive options. “As we navigate the ever-changing, multi-screen landscape, the ability to scale has become an important factor in activating consumers across multiple screens,” said Zvika Netter, the company’s CEO. “Partnering with TubeMogul to bring iRoll for Mobile functionality to a programmatic buying audience is a big step in helping marketers reach consumers anywhere.”
The new mobile formats bring marketers closer to a future in which they can persuade any audience, anywhere, setting global frequency targets and optimizing across devices. As always, TubeMogul gives marketers total control over exactly who is seeing an ad – and where – at all times, letting marketers optimize based on real-time data. To quantify impact across devices and inform branding strategy, marketers can leverage TubeMogul’s BrandSights survey tool, which precisely measures lift in message association, purchase intent and much more, all whilst a campaign is still in progress.
TubeMogul is the leader in programmatic brand marketing. The world’s largest brands and agencies centralize their video advertising on TubeMogul’s enterprise platform. Created specifically for brand marketers, TubeMogul’s platform enables the execution of scalable digital video campaigns, while providing the measurability and accountability marketers demand. Founded in 2006, TubeMogul is based in Emeryville, CA with offices in New York, London, Tokyo, Singapore, Sydney, Toronto, Chicago, Detroit, Austin and Los Angeles.
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