TubeMogul (NASDAQ: TUBE), an enterprise software company for video advertising, announced a partnership with Site Tour, an ad exchange for out-of-home media, that will enable clients of TubeMogul’s platform to buy ads on thousands of billboards, kiosks and elevator screens across Australia programmatically.
Under the integration that went live last month, TubeMogul’s software is now directly integrated with Site Tour’s digital out-of-home (DOOH) ad exchange, opening up premium video inventory – high impact screens in real world environments. Targeting is available by format (i.e. kiosk, billboard), location and day-part. The ads appear as 15-second videos. TubeMogul is the first video buy-side partner to integrate with Site Tour.
This launch unlocks a substantial opportunity for online advertisers: the ability to reach consumers in the real world with the same flexibility and targeting as they have enjoyed online.
Cadreon Australia is the first client to test the offering. Since Cadreon already centralises video ad buying through TubeMogul, the trading desk can now holistically plan video across screens, with one set of reporting and insights to inform optimisation – all within a single, unified platform.
“Making advertising more accountable, efficient and effective for our clients is a priority at Cadreon and we are excited to continue our mission to bring automation and data-led targeting to the OOH channel,” said Marc Lomas, Managing Director of Cadreon. “This partnership is particularly valuable because we can now execute video based digital out-of-home buys alongside mobile and desktop video and even TV in the near future, delivering advanced screens planning and efficiencies to clients through a single platform. Breakthroughs like this get us closer to our mission of enabling brands and consumers to communicate completely unimpaired by device or location.”
Upon completion of the product’s private beta in the coming weeks, the full offering will roll out to other TubeMogul platform customers.
“We are proud to help bring the benefits of automation and data-driven decisioning to outdoor advertising, giving advertisers one place to execute campaigns,” said Sam Smith, Managing Director of TubeMogul Australia. TubeMogul plans on rolling out many more features to advance this product further forward throughout the year. “This is just the beginning of our vision of unifying brand advertising across all screens.”
“Facilitating programmatic video buying of DOOH in partnership with TubeMogul is a very exciting step for Site Tour and the out-of-home industry,” said Michael Scruby, CEO and founder of Site Tour. “It’s a win win – a new audience for video advertisers and a new revenue channel for out-of-home media owners. The out-of-home sector is one of the only sectors showing continual growth, and the partnership between Site Tour and TubeMogul will only serve to strengthen it.”
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 Kyiv, London, New York, Paris, Sao Paulo, Shanghai, Singapore, Sydney, Tokyo, Toronto and offices across the United States.
About Site Tour
Site Tour is the global ad exchange for out-of-home media. Site Tour’s software enables world-class out-of-home media owners and advertisers to trade faster and smarter than ever before using data-driven insights and automated processing. Site Tour was incorporated in 2011, with its first office in Sydney, Australia. Many of the largest vendor and buyers use Site Tour to enhance their out-of-home campaigns.