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TubeMogul University APAC: Battle of Programmatic Branding

In August, TubeMogul hosted its second annual TubeMogul University APAC event in the Southern Highlands region of Bowral, Australia, attracting one hundred executives from brands, agencies and publishers.

The event kicked off and guests were split into four teams: Simplify, Unify, Verify or Transparency, each representing the core tenets of our platform offering. The attendees were challenged to win the TubeMogul University shield.

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TUBEMOGUL LEADS GET READY TO GREET THEIR TEAMS!
WHO WILL WIN - SIMPLIFY, UNIFY, VERIFY OR TRANSPARENCY?


This was no ordinary conference; it was the battle of programmatic branding.

The first morning started with TubeMogul CEO Brett Wilson outlining the future of programmatic video branding, and explained how the company was focusing on continuously improving its platform for the brands, agencies and trading desks.

The content-fuelled day involved a variety of debates and workshops including methods in unlocking programmatic video inventory (inclusive of a live trading floor), unexpected insights on viewability across the region, and a heavy examination on what success metrics are important and the fiercest topic of all, fighting fraud. Delegates were also delighted with a presentation from guest speaker Megan Brownlow from the media consulting unit of PricewaterhouseCoopers.

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TUBEMOGUL CEO BRETT WILSON HOSTS A PANEL DISCUSSING THE "NEW NORMAL" BETWEEN BRANDS AND AGENCIES


Guests were then summoned to the University Shield launch pad. The dean of TubeMogul University entered the crowd, shuffling through the sea of team colours as guests waited in anticipation. The activities afternoon kicked off with a school bell to trigger the circuit. Bubble soccer, wine mixing and archery were the highlights of a thrilling afternoon of competition.

After fierce competition, it was only fitting that teams arrived together for one final battle of branding – the clash of the colours. Each team had a few minutes to prepare themselves with shields made from cardboard and sticky tape. Each of the four teams positioned themselves on the four corners of the large grassy knoll. The bell rung and the teams charged at each other. It was a sea of pink, blue, green and yellow – colour powder everywhere! And we mean everywhere.

The second night brought vintage vinyl DJs spinning retro tunes amongst a sea of tables infused with chili, spices and Moroccan flair. The BBQ housed food for all palettes as guests enjoyed a buffet of modern Australian and Asian infusion cuisine.

The final morning left a few delegates rusty from the evening shenanigans, but that didn’t mean anyone wanted to miss our final guest speaker Pete Mitchell from Mondelez. Peter delved into the TubeMogul / Mondelez global relationship and how the APAC region is the region to watch for programmatic video branding.

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THE GROUP AT TUBEMOGUL UNIVERSITY APAC WAS ABSOLUTELY AMAZING!


After a spicy panel debate between brands and agencies moderated by Brett Wilson, the day led onto a surprise offsite graduation lunch at a nearby local farm which housed a tasting table of local produce, mulled wine and the saviour of the day: bloody marys for all.

Afterwards, guests were invited into their graduation ceremony, which entailed a variety of shared dishes alongside accepting their graduation certificates. While Team Transparency was victorious in the battle of programmatic branding, everybody walked away with a better understanding of the programmatic landscape in the APAC region and around the world.


TubeMogul University APAC may be over, but the fun is just beginning for the TubeMogul team! Visit the TubeU website for more information on our upcoming events in Bandol, France and Napa, California.

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