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.
Ad tech vendor, TubeMogul, and ad exchange platform, Site Tour, have jointly launched a new platform allowing marketers to purchase digital advertising on thousands of out-of-home billboards, kiosks and elevator screens across Australia programmatically.
Following integration with TubeMogul’s software last month, Site Tour’s digital out-of-home (DOOH) ad exchange opens up a video inventory across screens in different environments nationally in real-time. Targeting is available by format such as on a kiosk or billboard, as well as location and time of day.
The ads appear as 15-second videos and offer online advertisers the opportunity target consumers in the real world with the same flexibility and targeting as they have enjoyed online, the two companies said.
Ad agency, Cadreon Australia, is the first client to test the unified platform, using the trading desk to holistically plan videos across screens, with one set of reporting and insights informing optimisation.
According to Cadreon managing director, Marc Lomas, the company can now execute video-based digital out-of-home buys alongside mobile and desktop video, delivering advanced screens planning and efficiencies to clients through a single platform.
“Breakthroughs like this get us closer to our mission of enabling brands and consumers to communicate completely unimpaired by device or location," he said. “Making advertising more accountable, efficient and effective for our clients is a priority at Cadreon and we are excited to continue our mission to bring automation and data-led targeting to the OOH channel.”
TubeMogul Australia’s managing director, Sam Smith, said the company is proud to help bring the benefits of automation and data-driven decisions to outdoor advertising, giving advertisers one place to execute their campaigns.
“TubeMogul plans on rolling out many more features to advance this product further forward throughout the year, he added “This is just the beginning of our vision of unifying brand advertising across all screens.”
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For Site Tour CEO, Michael Scruby, the programmatic video buying of DOOH is a very exciting step for the business as well as the out of home industry as a whole
“It’s a win win – a new audience for video advertisers and a new revenue channel for out-of-home media owners,” he said. “The out-of-home sector is one of the only sectors showing continual growth, and the partnership between Site Tour and TubeMogul will only serve to strengthen it.”
Upon completion of the product’s private beta in the coming weeks, the full offering will roll out to other TubeMogul platform customers.
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