Digital video branding company TubeMogul has expanded into Melbourne with the hire of former Microsoft Media Network sales top gun Shaun Warry, who thinks that once advertisers start creating video content for mobile devices the sector will boom.
Warry takes on the role of Victorian sales manager, with a remit of sniffing out sales leads in the southern state and building up a Melbourne office.
Warry has argued that online and mobile video may still have a few issues to work through, but suggested that when they do, they will “explode”.
Australia is one of the fastest growing markets for the adoption of programmatic trading, including the real-time bidding of digital video ad units, which allows brands to bid for online ad slots exposed as auctions by publishers. The online video advertising sector in Australia is expected to grow 44 percent this year, according to Pricewaterhouse Coopers
“I was at the IAB yearly review last week, and video keeps growing,” Wary told AdNews. “People need to start looking more at the interactive elements, but once that’s figured out, it will be in a great space.”
“Mobile is also growing, but they need to figure out the cookies, and how to properly track and target it, but at the moment I think video has it covered.”
Some have suggested that 2014 could be the year of mobile video. But people said it was the year of mobile for about a decade, so Warry was reluctant to add his voice.
“Well, that is a space that is really exciting. Mobile video is already starting to explode. We are starting to see some excellent full screen executions, and once we start to see more interactive videos, not just television ads re-purposed, there will be more of an explosion.”
Warry has also worked previously key account manager at REA Group.