TubeMogul Launches PTV, Enabling Programmatic Buying of TV Advertising
The first self-serve software for automated buying of TV ads spans over 80 cable networks and hundreds of local broadcasters, reaching over 90% of American households
NEW YORK(04 Dec 2014)
Today, TubeMogul (NASDAQ: TUBE) premiered TubeMogul PTV, a software solution that enables automated, data-driven buying of TV advertising. The product was unveiled at The TimesCenter, with over 250 brands and advertising agencies attending.
Over 10 brands and ad agencies have already signed up for TubeMogul PTV, including 3M, Allstate, Digitas and Levelwing (who will be executing buys on behalf of Gildan USA).
TubeMogul PTV aggregates TV advertising inventory from the major cable and satellite companies, national TV networks and local broadcasters. This is made possible by integrations with the leading TV supply side platforms, including AudienceXpress, clypd and placemedia. At launch, TubeMogul will also be the exclusive buy-side technology partner for WideOrbit, whose WO Programmatic-- TV marketplace helps 75% of local TV stations automate their ad sales.
Historically, the planning and buying of TV ads has been a time-consuming, manual process that offered little room for optimization. Targeting is generally limited to age and gender, and navigating the complexities of the upfronts, scatter and disparate regional markets is difficult.
TubeMogul PTV changes that, making every TV ad more valuable and efficient for brand marketers. TubeMogul's buying software is the first to enable advertisers to target specific TV networks and dayparts. To inform these targets, TubeMogul incorporates data from Nielsen and others, recommending media mixes that index highly toward specific audiences. Targeting is available by: age, gender, income level, ethnicity, educational level, children in household, home ownership status, automobile preferences, pet ownership and more.
As a campaign proceeds, marketers can utilize granular measurement to inform optimization and strategy. Third-party verification and analytics are built into the software, allowing for deeper analysis of shows, dayparts and regions. Instead of adjusting strategy in weeks or months, advertisers can shift spending in real-time based on their goals.
"TubeMogul PTV brings the accountability and control of programmatic buying to TV for the first time," said Brett Wilson, CEO and Co-Founder of TubeMogul. "By automating TV buys, marketers can focus on strategy and better results for their clients."
"3M has long been synonymous with innovation and invention, and TubeMogul PTV helps us make sure that our advertising strategy reflects those values," said Chris Luna, Digital Media Specialist at 3M. "By buying TV through software, we can bring more relevant messages to potential customers."
"All of our clients need to be able to reach their target audience as media consumption shifts between screens," said Steve Parker Jr, CEO & Co-Founder at Levelwing. "Today we can use a single piece of software to ensure that we're improving relevance and resonance among viewers, ultimately improving ROI."
About TubeMogul
TubeMogul 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 New York, London, Singapore, Tokyo, Sydney, Toronto and offices across the United States.