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

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

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.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

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?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

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.

Simone Waugh

Managing Director, Publicis Queensland

Sign in