Video marketing company TubeMogul is offering Canadian marketers a way to buy smartphone and tablet video advertising through its new centralized real-time bidding service.
Grant le Riche, the company’s managing director for Canada, said part of the appeal of the centralized approach to buying is it puts the control in clients’ hands. Contrary to ad networks that bundle pre-bought inventory and sell brands on a sample site list, TubeMogul allows brands to choose the specific sites on which they want to run, which helps them target particular audiences.
“Unlike buying it from a network where [inventory sources are] kind of concealed, the user can log in and see exact sites and [what’s available in each exchange], and have a lot more control over what they’re buying,” he said.
Advertisers can also set global frequency targets with the new service. “They will receive reporting on site-specific, app-specific levels on all their ad units,” said le Riche. “So it’s not just ‘We’re going to lump a bunch of inventory and you get what you get.’” By obtaining real-time performance data, le Riche said the marketers can fine tune their campaign.
The company announced last week that its media buying platform for video advertising now has 6.5 million pre-roll streams per day for Canadian marketers to buy for tablets and smartphones.
Its mobile video inventory is aggregated from major video inventories from around the world. “It’s from our own private inventory sources and a lot of different ad exchanges,” he said.
The new ads on offer through TubeMogul’s platform are full-screen units that feature active audio. They run the gamut from messages that play when an app is launched to video pre-rolls within an app to messages that play between game levels.
TubeMogul officially launched its real-time media buying platform for video advertising in Canada last August.
Based in Emeryville, Cali., TubeMogul has offices in Toronto, London, New York, Chicago, Tokyo and Sydney.
