In a big step towards a video viewability standard, TubeMogul along with four other companies – BrightRoll, Innovid, LiveRail and SpotXchange – has officially unveiled a solution for in-stream ads. The tool, OpenVV (Short for Open Video View), is completely open source, making the code available to the entire industry.
At the highest level, what the TubeMogul-developed solution is designed to do is answer a central question among brand marketers: did someone actually watch — and listen to — my ad?
The goal of the open source approach is to encourage open usage, conversation and contribution by the industry to create a single standard around the measurement of online video viewability. We’ve already shown the site to IAB and MRC, both of which have provided supportive feedback.
But seeing is believing – get a full demo of OpenVV and check out how it all works here: http://playtime.tubemogul.com/demo/viewability/index.html
If you want more information, read Mike Shields’ article in AdWeek, or contact TubeMogul’s Chief Strategy Officer, Jason Lopatecki if you’re interested in joining the OpenVV community.
As we noted earlier today, TubeMogul University descended on Australia last week. Our CEO Brett Wilson flew out to keynote the conference, but before arriving he dropped by Sky TV’s weekly Technology Behind Business show to talk about digital video advertising and how programmatic buying is changing media strategy for top brands. Watch the interview here:
Brett Wilson Interviewed on SkyNews Australia from TubeMogul on Vimeo.
The explosion in digital video consumption has created new opportunities for brand marketers to reach audiences through video advertising, and programmatic buying is changing how they buy and sell that video inventory. This was the main topic of conversation among attendees at the debut TubeMogul University summit in Hunter Valley just outside of Sydney, Australia last week. The event was held at the Peppers Guest House, which was transformed into TubeMogul University.
Attendees gathered from Australia, New Zealand, Singapore, Indonesia, and Hong Kong to learn more about programmatic buying and the impact of programmatic buying on branding campaigns. TubeMogul CEO Brett Wilson kicked off the event with a welcome and a thank you to attendees for their part in building one of the fastest growing programmatic video advertising markets in the world. The event covered a variety of topics including mastering advanced targeting techniques, mobile video, the competitive landscape in Australia and Asia and even how to compare TV and online buying.
In addition to the TubeMogul leadership team, guest speakers from Innovid, SingTel and Millward Brown each took the stage giving attendees additional insight into the impact and future of programmatic buying.
Here are a few highlights from the event:
Peppers Guest House transformed into TubeMogul University.
Presentations and group discussions focused on programmatic video ad buying.
Fun team-building exercises included Segway relays and grape stomping.
Check out our TubeMogul Australia Facebook page for more pictures and videos from the event!
Coming on the heels of our recent integration with StickyXchange, we have another exciting announcement for France; we are pleased to announce that we have partnered with Re-Mind, the top French independent digital media agency. The partnership will grant Re-Mind’s clients total control over their performance and branding objectives by giving them a transparent view of where and when their ads are placed.
View the full release here.
Today we officially announced our most recent U.S. office opening in Detroit!
TubeMogul has officially opened doors in the newly renovated M@dison Theatre Building in the heart of downtown Detroit where a big push is being made by the Detroit Venture Partners to revitalize the city. Alongside several other companies expanding from California, TubeMogul was invited to locate in the building and contribute to technological and digital innovation in Detroit.
Dan Gilbert of Detroit Venture Partners discusses the revitalization of Detroit
To read more about the new office, click here.
Today, TubeMogul won an iMedia ASPY Award for Best Customer Service.
The awards, which are voted on entirely by agency executives, recognize leaders in the marketing industry. We are proud of our account management and client services teams and honored to be recognized for our customer service, one of the aspects of our business that we take immense pride in.
We are humbled by the support we have received from the agencies that believe in TubeMogul, and we are glad our platform is helping to forge the way for programmatic video ad buying by combining the branding power of video with the direct control and return-on-investment of real-time buying. Other winners include BuzzFeed, Google and TubeMogul partner, Innovid. See the ASPY Awards announcement here.
This past week we were reading this article in AdWeek about the history of online video and were inspired to chronicle our own history; after all, TubeMogul has risen and adapted since the early days of video in 2006.
From our roots as an analytics company to helping brands capitalize on the promise of programmatic branding today, we want to say thanks to our growing list of clients for making this possible and continuing to take the journey with us.
Click on the image below to see the full timeline:
In case you missed it, last Friday MediaPost covered our most recent research brief which addresses the use of third-party data by digital video advertisers. You can see the article here.
Interested in the full brief ? You can access it at this link, or continue reading.
Three Things You may Not Know About Audience Targeting in Video Advertising
Aggregating data from the company’s programmatic branding platform, TubeMogul presents several insights on the state of third-party audience data in digital video advertising.
How Many Brand Advertisers Are Using Audience Targeting?
70.9% of brand advertisers are now using third-party data as part of their targeting mix on TubeMogul’s platform, more than doubling last year’s number.
Completion Rates Are Lower for Targeted Campaigns
Completion rates for campaigns using third-party data average 72.6%, or 9.1% lower than campaigns that only targeted by context and region. This is likely due to the fact that to achieve scale, many targeted campaigns have to run on a broader set of sites. This can affect brand performance, as a completed ad is more than twice as likely to be remembered (averaging 20.5% higher recall than a control group that did not see an ad, or double the lift among viewers that did not complete an ad).
But Purchase Intent is Higher
Viewers exposed to an audience-targeted video ad express an intent to purchase 3.2% more than a control group that did not see the ad, compared to overall lift of 2.4%.