It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
REA Group has become the latest Australian company to invest in programmatic advertising, striking a new deal with TubeMogul to use its audience data to present more relevant video advertising to realestate.com.au’s customers.
The deal comes off the back of the media group’s recent partnership with Ikon Communications, which will see REA leveraging its home ownership and property data to feed into digital advertising campaigns for a number of key brand advertisers.
In a statement announcing the new TubeMogul partnership, REA Group said it will feed household transaction data into the online video platform, giving advertisers and digital trading desks the ability to tap into that intelligence for campaigns.
REA Group head of media strategy and operations, Jonas Jaanimagi, said TubeMogul’s programmatic offering was chosen both for its sophistication as well as commitment to data protection.
“We plan to use the TubeMogul platform to enable our media customers access to our unique first-party audience, behavioural and intention data to a number of selected agency and trading desks in Australia,” he said.
“These partners will use our valuable and anonymised database information to inform and optimise their video branding campaigns.”
Jaanimagi added the business wanted to utilise its rich data pools to develop a new revenue stream. The data includes consumer demographics, location, behaviour and purchase intent, and will enable advertising agencies and trading desks to be more relevant to target audiences.
REA Group is one of a number of organisations now investing in growing its programmatic video advertising capabilities.
Earlier this month, Foxtel announced a deal with TubeMogul to bring its programmatic video advertising buying operations in-house. In June, snacking brand, Mondelez, also struck a partnership with the vendor to help improve its media reach while optimising video advertising spend.
TubeMogul Australian managing director, Sam Smith, said REA Group can now take data sourced from online display advertising and extend that information layer to its video branding programs.
“REA Group is achieving a more detailed understanding of their potential market because every time a programmatic video software campaign is executed, the group learns more about its target customers,” he commented.
REA Group also confirmed its deal with Ikon Communications aimed at creating more targeted digital advertising campaigns for key brand partners across its online properties.
“REA Group’s data sets enable us to create finely-tuned digital campaigns based on what consumers are looking to buy,” said Ikon Communications head of technology, Phil Cowlishaw.
“This relationship gives Ikon clients a key competitive advantage, moving beyond demographic targeting, to understanding explicit online consumption behaviours.”
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