TubeMogul and Site Tour launch programmatic ad network for billboards

Ad tech companies launch the world-first launch is set to revolutionise the digital out-of-home advertising market

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.”

Related: REA Group strikes programmatic video advertising deal with TubeMogul
Mondelez International and TubeMogul partner on programmatic video ad buying
Australia leads the world for programmatic video advertising growth, finds new TubeMogul report

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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in