Wasserman + Partners has signed on with TubeMogul for programmatic video buying, making it the latest in a string of independent agencies across Canada to adopt the platform.
According to the exclusive agreement, TubeMogul will fulfill Wasserman’s programmatic video needs, though the B.C. agency will continue to buy video directly from publishers outside the platform.
Turning to programmatic isn’t just about cost efficiencies, said Antonella Frustaci, Wasserman + Partners associate director of connections. “When you look at a cost-per-completed-view, programmatic video and publisher-direct buys are equally efficient,” she said.
“For us, programmatic is really about finding the right consumer,” Frustaci said. “There are definitely situations where we need to be in premium placements and, therefore, buy publisher direct.
“But when the context or environment isn’t as important and we have the opportunity to layer in data and increase the likelihood that we’re reaching the right people, we’ll take it.”
Wasserman digital strategist Kate Thomas, who will be working directly with the platform, said TubeMogul’s video-specific platform was more appealing than an all-in-one service that combined video and display.
“We see value in working with a partner who specializes in one thing rather than just offering everything because they can,” she said. “A dedicated video partner really understands the metrics that matter to video and will actively work with us to help our clients get beyond the idea of clicks or views.”
TubeMogul’s self-serve video platform has attracted a number of independent full-service agencies looking to build their internal programmatic trading capabilities. Earlier this year, Toronto’s One Advertising (now part of Sandbox) signed an exclusive deal with TubeMogul, as did Quebec’s Bleublancrouge last fall. Wasserman is the first deal that TubeMogul has struck in Western Canada.
