Grant Le Riche, TubeMogul President, Canada
A new partnership will bring mobile video measurement from Nielsen to TubeMogul, helping the programmatic video platform in its push towards cross-screen campaign execution. With the integration of Nielsen’s new mobile Online Campaign Ratings (OCR) product, TubeMogul clients will be able to independently verify the unduplicated reach of their campaigns’ mobile and desktop devices.
Grant Le Riche, TubeMogul’s Canadian president, said mobile video had become a big focus for the company in recent months. In the Canadian market, TubeMogul recently reported that mobile video inventory grew 281% in the last quarter, marking three consecutive quarters of triple-digit growth. Le Riche said much of that video was available during primetime TV hours.
Nielsen added the capability to track mobile web and in-app reach to its OCR measurement product in the U.S. in July. Mobile OCR measurement will be incorporated into TubeMogul’s Brandpoint analytics dashboard and available to all clients in the U.S. Starcom Mediavest and its client brands, including Kraft and Mondelez, will be the first to use the new mobile-enabled Brandpoint for TubeMogul campaigns.
Nielsen mobile OCR is not yet available for Canadian audiences, though the company is expected to roll it out in Canada by the end of this year. TubeMogul says that mobile OCR for Canadian audiences will be integrated into Brandpoint shortly after it becomes available.
“What this is doing is helping marketers shift video spend seamlessly between platforms,” said Le Riche. “It’s going to help marketers define where those budgets are going at what given time.”
Multiple surveys have found cross-screen media buying and measurement to be among the top priorities for digital marketers. Most marketers want to be able to buy integrated campaigns, that are agnostic to the type of device the consumer uses to access media.
Adding combined mobile and desktop measurement is a step in that direction, said Le Riche.
TubeMogul, like competitors Turn, Adap.tv and Brightroll, has also recently made a big push into programmatic TV, with a big focus on addressable TV. Like programmatic buying in digital channels, addressable TV allows buyers to target individual consumers based on audience data about them. (Programmatic TV in general does not allow for impression-by-impression targeting, but focuses on automating and fulfilling insertion orders in near-real-time.)
The ultimate goal is to combine mobile, desktop and TV in a single video buying platform, and to provide unduplicated reach across all three platforms. It remains to be seen which of the many competitors in the programmatic video space will be first to realize a truly cross-screen product.
