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.
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.”
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.