TubeMogul

Why You Should Take An ‘Always On’ Approach To Video Advertising

The Globe and Mail — Thu, 18 Dec 2014 17:07:02 +0000

I work with a number of clients who are accustomed to traditional advertising – television, radio and print – but are looking to transition to the digital world. It’s a promising first step, but the key for them is to understand which digital platforms will deliver the highest return on investment.

One of the most common questions I receive is: should I release video content and advertise my business only when I have special events, sales or products? The short answer is no. Consumers are always ‘plugged in’ which means your brand should be, too.

TubeMogul On How To Become A Best Place To Work

Glassdoor — Wed, 17 Dec 2014 18:38:48 +0000

Here at TubeMogul we are honored to be ranked among the winners of the Employees’ Choice Awards, appearing on the list of the Best Places to Work in 2015. Since starting TubeMogul in 2007 we’ve put our people and culture above everything else, and that decision seems to be paying off. Looking back on how far we’ve come, I’ve identified a few key areas that got us here.

AdTech Apprentice: That’s A Wrap!

Vicki Hsu — Wed, 17 Dec 2014 17:00:36 +0000

As my rotation at TubeMogul comes to a close and I enjoy my farewell lunch with my incredible coworkers, I can’t help but think about all that I have accomplished in the past six months. From department-specific initiatives to self-starting and completing my own projects, I was fortunate enough to gain a wide variety of skill sets through exposure to nearly every aspect of the business.

Starting off with Media Strategy, I was empowered to independently respond to RFPs and initiate conversations with clients. Communication was key, as I had to find the exact site verticals and audience segments to help make the client’s envisioned campaign a reality. Not only did this back-and-forth help me learn the ropes of what it’s like to interact with clients on a daily basis, but the exposure to the inner workings of how campaigns are planned helped prep me for my stint in Account Management.

As an Account Manager, I was given an incredibly complex account and charged with overseeing 14 campaigns. Beyond the substantial workload, our client tasked us with several KPIs: on-target percentage, viewability, and tactical frequency capping. Juggling three KPIs at once taught me how to both manage client expectations as well as develop outside-the-box strategies to manage multiple goals. Although there were many challenges, I saw firsthand the importance awarded to audience buys and the incredible value provided by Nielsen OCR and other third-party audience measurement tools.

Hopping across the fence to the publisher side of the business, I worked with Business Development and focused my efforts in revamping the BrandAccess tag generation process. The team knew that the integrations with our many inventory partners and sources were incredibly complex and the process can always be improved upon. Thus, I helped create a specifications document to tell partners upfront what is needed and the various tag formats that are accepted.

The transition to Inside Sales was the most pronounced, as I felt it was actually the most unique and differentiated experience out of all the rotations. Because the team is relatively new, I was thrown in the deep end and had to give presentations on the industry in addition to an in-depth overview on all the departments that I had worked with to that point. As it turns out, my insights and presentations strengthened the relationships between the departments, as the Inside Sales team connected with Account Managers and reached out to Senior Account Managers that I had learned from. In addition to these presentations, I helped kickstart a new endeavor by reaching out to smaller independent media agencies. By using my client-side knowledge of agencies and by researching their current approach to video advertising, I formulated prospecting strategies and client-specific messaging for outreach.

I finished my time at TubeMogul with a bang as a part of the Product Marketing team. Turns out that this was my personal favorite department because it allowed me to combine my creative abilities with my analytical thinking. Not only did I learn how to position our new products and features in the market, I also got to createe physical marketing materials in order to best visually present our products to clients. It is crucial to use the right language to describe our offerings because it determines how our products are perceived. Although there was an endless queue of projects to tackle, I loved the high energy of the team as we worked tirelessly to try to finish them all.

I owe TubeMogul a huge THANK YOU for helping educate me about the advertising and technology industries, and how the two are intersecting and transforming decades-old business models. And to make sure that others can enjoy the same benefits I did, I thought it would be fitting to create an Apprenticeship Manual so that future Apprentices and new hires would have a guide that helps them ramp up quickly. Since I experienced the full cycle of the business, I wanted to compile all of my tips and string together the various parts of the industry into a coherent story. This includes explaining how holding companies work and how agencies and trade desks function in relation to TubeMogul, as well as how much advertising industry has changed thanks to technological disruption.

While the experience and knowledge is invaluable, what truly defined my experience were the teams with which I worked. Every one of my managers continually amazed me with their quick thinking and expertise in their respective fields. I developed great friendships with all my teammates, which certainly made it tough to end my rotation. But I’m definitely keeping in touch with these Mogulers as I head over to IPG Mediabrands for the second half of the program. Thanks TubeMogul for the best start to my post-grad career!

Making Mobile Work: Five Ways To Make Sure Your Ads Aren’t Skipped

The Drum — Tue, 16 Dec 2014 19:06:05 +0000

Following the IAB’s announcement that mobile video is the fastest growing ad format in the UK, it is worth taking stock of the fact that only 15-25 per cent of skippable online video ads are viewed to completion.

That means that at best, 75 per cent of all mobile ads are skipped. However, in order to help maximise the opportunity afforded by mobile video, brands can take the following steps to ensure their ads have the best chance of being seen:

Mobile + Pre-Roll = Better Together

Laura Crane — Tue, 16 Dec 2014 17:40:40 +0000

At TubeMogul, our focus is on providing advertisers the most streamlined and effective branding campaigns possible. By providing a single platform where advertisers can seamlessly launch complex campaigns utilizing multiple ad formats, we’ve removed the hassle of dealing with multiple vendors. Now, we’ve made it even easier to manage entire cross-device digital video buys by enabling mobile device targeting in standard pre-roll placements.

What are the benefits of running pre-roll across devices? Aggregating data across over a dozen campaigns, we measured lift in message recall depending on where a viewer saw an ad. Unsurprisingly, the greatest lift came from viewers who reported seeing an ad on multiple devices – viewers that saw a video ad on both a computer and a mobile device were twice as likely to recall a brand’s message as those who saw only a desktop pre-roll ad.

Interestingly, message recall was higher for viewers that only saw an ad on a mobile device than viewers that only saw a desktop pre-roll ad, which speaks to mobile’s engagement potential.

In this case, the takeaway is clear: by targeting mobile devices concurrently with desktops, advertisers can more effectively reach their target audiences and maximize their brand impact.

Media agency launches scheme to reward best media owner partners

mUmBRELLA — Mon, 15 Dec 2014 18:34:02 +0000

Media agency GroupM has launched an annual awards scheme to celebrate the media owner partners it works with in Asia that deliver the most innovative and effective campaigns.

Research Brief: Cyber Monday

Laura Crane — Fri, 12 Dec 2014 18:38:53 +0000

December 12th, 2014 | TubeMogul examined online video ad inventory across Thanksgiving week to help advertisers understand how consumers how video traffic affects Cyber Monday shopping trends.

Case Of The Mondays? There’s A Video For That!

Laura Crane — Fri, 12 Dec 2014 18:31:40 +0000

How many people watch videos before they open their wallets on Cyber Monday?

Cyber Monday started the holiday season with a bang, as online shopping sales increased 17% from 2013, according to comScore. Accordingly, TubeMogul looked at corresponding online video ad inventory levels and noticed similar increases in traffic to consumer review and shopping guide sites, with mobile’s share of total inventory more than doubling.

This year, the total number of video ads available for programmatic buying on Cyber Monday increased more than 500% from the prior Monday – in other words, internet activity increased by a factor of five over the course of Thanksgiving week. Moreover, year-over-year traffic from Cyber Monday 2013 increased 5%. The relatively small increase can be explained by the fact that in 2013, the Saturday prior to Cyber Monday actually had more traffic than Cyber Monday itself! This year, Cyber Monday had the most traffic by a wide margin.

Reports of booming mobile ecommerce are apparently well founded, as the mobile’s share of total auctions available on Cyber Monday increased to 6% overall, up from 2% in 2013.

As Cyber Monday graduates from merely complementing Black Friday to establishing its own identity, brands should consider the importance of online video ads to help guide consumers in their holiday purchases. As arguably the premier ecommerce event in the U.S. each year, Cyber Monday has again proven to be an ideal time for opportunistic brands to capture consumer eyeballs before they pull out their purses.

Video Viewability Rising As Marketers Turn To ‘Programmatic Direct’ Technologies

MediaPost — Thu, 11 Dec 2014 17:30:51 +0000

Marketers are still struggling to get even half of their digital ads seen, but video viewability rates are steadily rising. Overall video viewability rates increased to 38% in the third quarter of 2014, up from 29% in the second quarter and 28% to begin the year.

TubeMogul: South East Asia sees Double-Digit Growth

ExchangeWire — Wed, 10 Dec 2014 23:13:40 +0000

Wendy Hogan, ExchangeWire, contributing editor, APAC, speaks with TubeMogul’s South East Asia chief, to examine how publishers in the region are changing their approach to programmatic video advertising.

TubeMogul released its quarterly ‘State of Programmatic Video‘ report this month, revealing that all countries in South East Asia posted double-digit desktop pre-roll inventory growth during the period.