|Weekly Brand and Agency News Delivered In a Neat Little Package||January 26th, 2015|
Welcome to our inaugural weekly digest of industry news! The "TubeMogul Times" has been an internal staple at TubeMogul for years. Its purpose is to keep our employees informed by aggregating industry news and research from the past week. We hope you come to value it as much as our team does. Enjoy!
Featured: Strategy Analytics predicts that ad spending will rise 13% in 2015, reaching $187 billion (TechCrunch)
Featured:Capital One increases its ad budget (Ad Age)
Featured: MediaVest appoints three executives (MediaPost)
Featured:On the Border names Sq1 as its digital agency of record. (MediaPost)
Featured: AdExchanger covered TubeMogul's 2015 roadmap (AdExchanger)
It's impressive you made it all the way down here!
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The TV advertising industry has remained largely unchanged for the better half of a century - but the benefits of automation and the power of data are intriguing enough that this decades-old model is starting to change. That's why, following the release of our programmatic TV platform, PTV, TubeMogul has created a map to help marketers understand how the puzzle pieces fit together.
Download the PDF here. You can also snag the Programmatic TV whitepaper that provides a narrative and background to this visual guide, or get in touch to find out more. Show Less
To better compare their TV and video buys, Hotels.com leveraged BrandSights to measure message recall based on where a viewer saw an ad. The results are pretty obvious: 39% of the viewers that saw an ad both on TV and online remembered that Hotels.com is known for being the "obvious choice" for hotel booking, compared to 32% who saw the ad on TV only.
This novel use of BrandSights -- originally developed by a large trading desk client in Australia -- is increasingly common among platform customers worldwide.
Read more about the approach by downloading the full case study.
Happy New Year everyone! 2015 is going to be a transformational year for us. In some ways, TubeMogul will look like a different company a year from now, but the essence of TubeMogul will remain the same as we stay focused on nourishing our culture and executing our strategy.
Our mission of making brand advertising simple and accountable is more important than ever. Video continues to be the most effective way for brands to tell their story and win the hearts and minds of their consumers, but getting a video ad watched by a target audience remains too complex. The increasing fragmentation of audiences across devices and content channels remains a challenge for brand advertisers. This complexity is exacerbated by an ad ecosystem that continues to be dominated by manual, black-box solutions and organizations that are conflicted with incentives to do what’s best for them and not for advertisers.
Our strategy to solve these challenges is to build a comprehensive software platform that gives brands everything they need to plan, buy, measure and optimize their global brand advertising spend. A single, self-serve software platform where brands can launch sophisticated and scalable brand campaigns onto any device, within minutes.
The core tenets of our strategy that differentiate us from our competition will remain the same:
- Brand-Focused – We are 100% focused on brand advertising, which has traditionally been synonymous with TV advertising, which is a much larger market than direct response with unique challenges to solve.
- Buy-Side Only – we do not own media or make money from publishers in any way. Our only incentive is to do what’s best for advertisers.
- Software Approach – Our software-based approach provides numerous benefits to our clients and enables us to scale rapidly and expand geographically.
- 100% of the Buy – our software automates the entire buy including direct deals with premium publishers.
- Global – our platform, team and capabilities are truly global which is imperative for our global brand and agency clients.
- Cross-Screen – Our software makes it seamless to launch video campaigns onto any device including desktop computers, smart phones, tablets, and connected TV’s. With the launch of PTV, we can now access the vast majority of devices where video advertising inventory is available.
- Unprecedented Control and Transparency – Our economic model is 100% transparent to advertisers as are campaign results at any dimension (down to the site-level) within our software.
1. Grow Fast – build capability to continue our market-leading growth
- PTV – programmatic TV will be a major investment area this year. We will build out the product, partnerships and sales capabilities with the goal of establishing a market leadership position and develop this into a meaningful new business going into 2016.
- Mobile – we will continue to invest in mobile, which was the fastest growing part of our business in 2014. This includes further developing our product, sales expertise and inventory access.
- Display – we will launch the industry’s first programmatic brand-centric display offering.
- Social – we will launch more brand focused social media capabilities.
- Cross-screen – we will launch tools that begin to solve de-duplicated cross-screen planning and buying and remove the distinction between different screens.
- vCPM – we will launch a scalable solution to plan and buy only viewable video ads
- Geographic expansion – we will open new markets in France and Germany. We will develop markets that we opened last year, including Mexico and Brazil. We will continue to invest in our strongholds – UK, Australia, Canada and SE Asia.
- Focus on ease, quality and delighting our clients – we need to ensure our product remains cohesive and delivers true value and joy to our clients
- BrandAccess (programmatic direct) upgrades – to better capture 100% of the buy
- Attribution – we will launch an attribution suite to help brands better understand if their buys are working
- Client Training & Certification – we kick off formal client training this month with our first class of clients attending a 4-day training session in late January.
- Brand equity – our marketing budget is increasingly significantly as we continue to invest in marketing, PR and events to become the dominant brand for brand advertising software.
- Strategic partnerships – we will announce several significant inventory and technology partnerships to help our clients better achieve their advertising objectives.
- Optimization – this will continue to be a key investment area and we will expand into viewability and display optimization.
- Functional team ‘project easy’ tasks – each functional team lead has been tasked with completing a list of initiatives that make it easier for people to do their jobs
- Leadership – we will continue to fill leadership gaps like VP Engineering and will continue to be demanding of existing leadership
- Communications – improved internal communication with more Town Halls and launch of dedicated intranet site
- Business intelligence – improve our internal reporting capabilities so teams can make better data-centric decisions
- Recruiting – accelerate time to fill open positions by building job sourcing capabilities and improving internal processes
- Manager training – we will continue our standard training on a monthly basis and will launch workshops to address deeper topics
- Career progression and performance management – updated and more consistent program and processes to receive feedback and discuss career trajectory
- Internal training – we will continue to invest in TubeMogul Academy and plan to launch new classes
- Mobility program – we’ll be formally launching an internal mobility program for TubeMogulers that want to move to another region or function
- Culture ambassadors – we’ll be giving our ambassadors more budget and will be asking them to continue to spearhead office-centric events and programs to cultivate our culture
- Workday – we are rolling out this human capital management software today to streamline internal HR functions and information requests
- HR business partners – create new position of devoted HR business partners for largest functions
Hang on team, it’s going to be a fun year!
Please note, this blog post contains “forward-looking” statements regarding future events, including, without limitation, statements regarding our business strategy, product development plans, hiring plans, and other corporate initiatives. These forward-looking statements are subject to a number of risks and uncertainties that could cause actual financial results to differ materially from the results anticipated by such statements, including, but not limited to our limited operating history, particularly as a new public company; the possibility that our strategies, plans or initiatives in these areas may not be successful or that we may change them over the course of the year or in the future; the expansion of the digital video and video advertising markets, including the development of the programmatic TV market; our ability to adapt to changing market conditions; the effects of increased competition in our markets and our ability to compete effectively; our ability to develop and introduce enhancements and new features and functionality of our platform that achieve market acceptance; fluctuations in our operating results; and general market, political, economic and business conditions. Additional factors that could cause actual results to differ materially from those anticipated by these forward-looking statements are described under “Risk Factors” in our prospectus filed with the Securities and Exchange Commission on July 18, 2014 and in subsequent Securities and Exchange Commission filings. These forward-looking statements are made as of the date of this blog post, and we expressly disclaim any obligation or undertaking to update the forward-looking statements contained herein to reflect events that occur or circumstances that exist after the date on which the statements were made.Show Less
We’re incredibly proud of our history of crusading for brand safety (remember fakepreroll.com?) and we continuously bolster our comprehensive BrandSafe product suite - but we also understand the need for objectivity. So, in August, we announced a partnership with Integral Ad Science (IAS) to further build upon our BrandSafe 2.0 initiative.
We’re glad to report our first-to-market partnership with IAS empowers clients to verify viewability and brand safety performance from an accredited, trusted source. We’re even more glad to report that since launch, TubeMogul has outperformed IAS’ industry benchmarks by a wide margin.
Impressions bought from TubeMogul are approximately 4x less likely to be fradulent (originate from known botnet proxies), have 49% higher viewability rates and have a TRAQ score 30 points higher than the industry average. But what specifically led to these stellar metrics?
TubeMogul’s pre-bid blocking technology filters out known bot-infected inventory and our two-pronged site quality screen includes both an automated as well as human review element. Advertisers can also optimize for 13 granular viewability metrics, measure the viewability of iFrames running in WebKit browsers and leverage player size information that’s passed along before an impression is ever served to give their ads the best chances of actually being seen.
We take tremendous pride in our platform, and we’re excited to see that our clients are taking advantage of these features and our partnership with IAS to drive exceptional performance. Show Less
The highlight of the summit was a panel interview between TubeMogul CEO Brett Wilson and members from the leading supply-side TV inventory providers, including:
- Jason Burke, VP of Product, clypd
- Walt Horstman, President, AudienceXpress
- James Rooke, GM Business Solutions, FreeWheel
- Chris Satovick, Chief Operating Officer, placemedia
- Brian Burdick, EVP, Digital & Programmatic, WideOrbit
Congratulations to the class of January 2015 for being officially certified as Regional Client Trainers!
PARTICIPANTS FROM LEFT-TO-RIGHT:
BACK ROW: Nakita Austin (EMEA), Claudia Luck (New York), James Hannah (Canada), Wei Chong Ho(Singapore), Kelley Heleniak (Emeryville), Mark Mastrangelo (Chicago)
FRONT ROW: Yael Harrison (Australia), Wesley Blassneck (Detroit).
The purpose of the "Training the Trainer" program was to learn about each region's client learning needs, to educate them on the Client Certification Program's initiatives and to ultimately provide them with an opportunity for professional development. Even though all our internal new hires go through a rigorous and comprehensive on-boarding program when they first join TubeMogul, the learning doesn't stop there. Employees are constantly trained on new products, techniques, strategies and ways to help our clients achieve their video branding goals. They learn both through lecture-style classes, hands on activities as well as on-the-job training.
The global Client Training team consists of Account Managers that were nominated by their supervisors for demonstrating proficiency in the TubeMogul platform along with a desire to lead and help others learn both inside and outside the organization. Through continuous training, TubeMogul's internal teams are well equipped with the knowledge and skill sets to support client's needs. The "Train the Trainer" bootcamp will bring dedicated expertise to local markets and ensure that the Certification Program is accommodating all market needs.
Interested in Getting TubeMogul Certified? Get Started Today.