Cadreon, the programmatic trading division of IPG Mediabrands Australia, has today announced a partnership with TubeMogul to introduce a ‘programmatic direct’ video management platform.
The new platform, now in operation, allows Cadreon to accurately buy, manage and deliver premium inventory to clients through the programmatic ecosystem. This approach brings broadcast quality inventory, increased reach and significantly reduced wastage to clients. “We have created one of the largest ‘programmatic direct’ video advertising ecosystems, enabling us to negotiate high-quality placements with better targeting for our clients,” said Cadreon Australia managing director Marc Lomas. “We are using the new platform to cement programmatic direct deals with many of the premium publishers, including Mi9, Yahoo7, Ten Digital and MCM Media. We are now spending the majority of our exchange budget with premium inventory partners and will continue to increase the ratio.” Lomas said that Cadreon had collaborated on the customised platform, called BrandAccess, in tandem with TubeMogul to enable Cadreon to aggregate both premium and long-tail inventory sources, effectively centralising programmatic video buying. He said the approach had resulted in Cadreon’s clients maximising their potential audience reach, better controlling the frequency of brand messages to consumers, reducing wastage and greatly improving return on investment for clients. The new BrandAccess platform, which has been in test for the past six months, provides a streamlined and flexible means for Cadreon to unify its programmatic video media buys on a single platform. “The TubeMogul BrandAccess tool allows us to unify planning, buying and reporting on a single platform, enabling Cadreon to access the entire video inventory landscape via one console,” Lomas added. “We have worked in close partnership with the TubeMogul Australia team to achieve this result, and the outcome has been highly advantageous for our clients.” The technical solution was tailored for the Australian programmatic video advertising market, where there is an extremely high demand for premium video inventory. Lomas said Cadreon was constantly seeking increased efficiencies in its video trading desk operations and that BrandAccess has delivered significant efficiencies. TubeMogul Asia-Pacific Managing Director Stephen Hunt said the technology solution developed for Cadreon was an outstanding example of a local initiative that has global implications and shows the Australian market is leading the world in technical innovation.“We started work on creating a unique programmatic direct platform with Cadreon two years ago and we are delighted to have created a centralised console that enables brand marketers to maximise their on-target delivery and improve their cross-buy frequency management,” said Hunt. “We believe that programmatic direct is a powerful means of achieving scale in digital video and gaining access to premium inventory.” Hunt said the future of programmatic digital video advertising would focus on helping brands to automate direct buys, improving brand metrics, increasing viewer interaction and driving a higher return on investment for brands. “Brands want a simple way to reach their target audiences and the full suite of brand metrics, reporting and viewability tools on the one platform,” Hunt said. “Our goal is to work with leading trading desks such as Cadreon to make programmatic digital video buying simple as well as more measurable and accountable.” About TubeMogul 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. For more information, contact: David Burch, Senior Director of Global Communications email@example.com