TubeMogul, the largest real-time media buying platform for digital video advertising, announced a partnership today with Innovid, the leading provider of interactive video technology, to expand the branding possibilities available to marketers and further standardize industry metrics.
The companies are formalizing their partnership after working on dozens of successful campaigns in the past few months. Innovid specializes in iRoll®, the standard for transforming online video ads into interactive experiences. iRoll® leverages all the digital medium has to offer, allowing marketers to expand the reach of their media buys with features such as social sharing tools, dynamic store locators, product carousels, shopping carts, and more – all right from within the video player.
Doner, an early client, lauded the results on a recent campaign for a top small business service provider. “Adding interactivity let us engage with viewers in interesting ways, and we are encouraged by early participation rates”, said Bob Tacy, SVP, Digital Media. "Rather than simply having viewers click through to a brand's site, viewers can learn more about a brand within the ad itself in a way that is customized to them, resulting in increased Facebook visits and use of the store locator."
The partnership will enable brand advertisers to easily include interactive iRoll® units in their video campaigns and access Innovid’s suite of engagement metrics from TubeMogul’s platform in real-time. This eliminates the need to log into multiple dashboards and allows marketers to compare the brand impact of their interactive units side-by-side with standard pre-roll and other video formats, optimizing accordingly down to the site level. Nielsen GRP metrics are also available.
“Video is already inherently one of the best branding mediums, so to add the opportunity to allow viewers to explore a product more deeply and actually purchase it right from the video player, creates a huge potential upside for brand marketers,” said Brett Wilson, CEO and Co-Founder of TubeMogul.
“Our real-time analytics integration with TubeMogul will give marketers a single dashboard to monitor the impact of iRoll® interactive formats on brand metrics and consumer engagement. This is one more step in our commitment to provide the industry with the appropriate analytics to evaluate online video ads and simplify the media buying process for brands,” commented Zvika Netter, CEO and Co-Founder of Innovid.
At the outset of a campaign, TubeMogul collaborates with the advertiser to create custom units that fit the branding goals of their campaign. The units are sold on a cost per engagement (CPE) basis, so a marketer only pays when someone chooses to engage with their ad. For example, instead of paying per impression, a movie studio would only pay when someone checks showtimes in their local area. As always, TubeMogul’s built-in optimization continually adjusts the campaign to find more viewers who are engaging with the ad.
“Adding interactivity to targeted real-time buying of video advertising makes for a powerful combination,” said Dewayne Hankins, Director of New Media at AEG Sports. "Rather than simply having viewers click through to a site, viewers can learn within the ad itself in a way that is customized to them, like automatically displaying available game tickets for an upcoming match."
TubeMogul is the only video marketing company built for branding. By integrating real-time media buying, ad serving, targeting optimization and brand measurement into its PlayTime platform, TubeMogul simplifies the delivery of video ads and maximizes the impact of every dollar spent by brand marketers. Founded in 2006, TubeMogul is based in Emeryville, CA with offices in New York, London, Sydney, Chicago, Detroit, Austin and Los Angeles.
Backed by Sequoia Capital, Innovid is the leading global platform for interactive pre-roll and video ad serving, recognized by Streaming Media magazine as one of the top 100 companies with greatest impact on streaming media industry. Innovid developed the groundbreaking iRoll®, the de-facto standard for interactive video advertising, supported by 90% of the publishers in the US, including: Yahoo, AOL, MTV, NBC, CBS, ABC, VEVO and 100% of the US video ad networks. The Innovid platform is used in campaigns for most of the top global brands. Innovid's agency video ad server enables seamless delivery of video ads across platforms and devices, Desktops, Mobile, Tablets and Connected TVs, allowing advertisers to create a consistent brand experience independent of where the user sees an ad.