TubeMogul announced a global online video partnership with Mondelez International, the world’s pre-eminent maker of chocolate, biscuits, gum and candy. The partnership aims at optimizing Mondelez International’s online video advertising strategy – including media planning, buying and ad serving â^’ using TubeMogul’s software. It reflects the growing trend of utilizing programmatic buying to improve online video effectiveness. Mondelez International will debut the use of the software in the Canada and United States with potential expansion to additional markets in Africa, Asia, Eastern Europe and the Middle East.
As part of this, the company will establish a programmatic media buying team at MediaVest, Mondelez International’s media agency of record for North America. The newly formed team will leverage TubeMogul’s full product suite for media buying, including BrandPoint, a tool for accurately buying digital video on a gross rating point (GRP) basis. Media bought through alternate channels will be served and audited for viewability by TubeMogul.
“Mondelez International’s digital branding strategy has always been ahead of the curve,” said Brett Wilson, TubeMogul’s CEO and co-founder. “The way they harness the power of software to amplify their strategy is groundbreaking and we’re proud to enable that in video.”
“We’re very excited about the partnership with TubeMogul because it allows us to improve our video effectiveness. As a company, we’re aiming to shift more media spending to digital and online video is a key part of that,” said Bonin Bough, VP of Global Media and Consumer Engagement at Mondelez International. “Through TubeMogul, we gain unparalleled transparency in both delivery and pricing. And with MediaVest as a partner, we can leverage our existing infrastructure and expertise while having close proximity between our programmatic and traditional approaches.”
TubeMogul is an enterprise software company for digital branding. By reducing complexity, improving transparency and leveraging real-time data, our platform enables advertisers to gain greater control of their digital video advertising spend and to achieve their brand advertising objectives. TubeMogul was incorporated in 2007 and is based in Emeryville, California with operations in Chicago, Detroit, London, Los Angeles, New York, Singapore, Sydney, Tokyo and Toronto.