Toronto’s One Advertising has signed up to use TubeMogul‘s programmatic video buying platform, in what’s quickly becoming a trend among independent Canadian agencies.
One’s integrated director of media Brad Clarkson said the agency plans to continue buying video directly from publishers when it makes sense for the client, but with growing share of client dollars going to programmatic, it made sense to expand its programmatic buying capabilities to video.
“The efficiency is definitely a key factor, as well as the ability to have greater visibility as to where video ads are running,” he said. “Layering in data to aid in making better decisions about the audiences we are targeting are all benefits to buying video programmatically.”
He said another big benefit of the TubeMogul platform is that by serving video campaigns across publishers (including direct buys), One is able to measure and evaluate campaigns holistically, on a digital GRP basis.
The partnership follows on the heels of a similar deal between TubeMogul and Quebec agency Bleublancrouge in October.
Independent agencies have been among the first to implement hands-on, in-house programmatic, rather than outsourcing it to a third-party trading desk — which may be why TubeMogul is looking to work with them.
Clarkson said as an independent agency, it’s easier for One to shift gears and adopt new technologies like programmatic video. “We have greater flexibility to make decisions on which partners to work with, and don’t have any pre-existing commitments or agreements at the holding company level,” he said.
