Today TubeMogul, a leading enterprise software company for digital branding, announced a partnership with Heineken USA, the nation’s leading upscale beer importer. Through the partnership, Heineken USA will leverage TubeMogul’s programmatic software platform to streamline their domestic video planning, buying and ad serving, with potential to later expand to additional international markets.
The deal follows Heineken’s recent shift of 25% of their annual advertising budget to digital mediums. The company also plans to dedicate over 10% of its total budget to programmatic channels in 2015. Heineken USA will retain MediaVest, their U.S. agency of record, to execute media buys through TubeMogul’s software.
Heineken and MediaVest selected TubeMogul from multiple vendors following an extensive search and evaluation period. Criteria that influenced the decision-making process included the platform’s intuition and ease of use, existing technical integrations with data and a robust product roadmap.
“Throughout our selection process, TubeMogul’s platform stood out for its buy-side orientation and transparency into how every video ad dollar gets spent,” said Ron Amram, Senior Media Director at Heineken USA. “TubeMogul’s position as an independent platform focused exclusively on advertisers was a key driver in cementing our partnership. Working with TubeMogul lets us buy for effect – we can marry data-driven targeting with the scale of TV and tie the results back to awareness, adoption and sales.”
“Heineken represents some of the most iconic brands in the world and is a longstanding innovator in beer advertising,” said Brett Wilson, CEO and Co-Founder of TubeMogul. “We look forward to working with them to help make their advertising more transparent and accountable.”
TubeMogul (NASDAQ: TUBE) 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 video advertising spend and achieve their brand advertising objectives. TubeMogul was incorporated in 2007 and is based in Emeryville, California with operations in New York, London, Singapore, Tokyo, Sydney, Toronto and offices across the United States.
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International BV, the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com