TubeMogul currently sits at 6th in ComScore's top 10 online video ad properties. They are a video marketing company with a focus on brands, integrating real-time ad buying, serving, targeting, brand measurement, and optimization into a platform they call PlayTime. They are also one of our sponsors for the ReelSEO Marketing Summit taking place in the next two days (and you still have a chance to register by the end of the day). Keith Eadie, the VP of Marketing at TubeMogul, has given us a post in time for the event, discussing the benefits of real-time ad buying.
The Top 5 Benefits of Programmatic Buying for Brand Advertisers
Programmatic buying is taking an increasing share of digital budgets and gaining the attention of the media buyers worldwide. For digital video in particular, Forrester Consulting predicts that the largest subset of programmatic – real-time buying – will grow by 57% from 2013 to 2014 and comprise 25% of all online video spend in 2014.
For brand advertisers, buying ads in real-time enables them to quickly and efficiently execute a branding campaign. They can plan and adjust their campaigns in real-time, based on detailed analytics, and drive performance gains that would not be possible using traditional buying methods. The data available for real-time buyers allows brands to identify their ideal user, while transparent reporting ensures brands can trust their ad is in front of their target audience, in a brand safe environment. With this in mind, let's take a deeper look at five ways brands can benefit from buying video advertising in real-time.
1. Impression-by-Impression Buying and Valuation
Real-time bidding enables brands to bid on individual impressions rather than agreeing to a predetermined fixed price. Buying in real-time is cost effective, reduces waste and prevents advertisers from overpaying for media. TubeMogul’s platform enables marketers to evaluate impressions individually and pay only what an impression is worth to them.
2. Targeting Technology
Data has become somewhat of a cryptic buzzword when it comes to advertising technology, but advertisers are becoming more aware of the benefits of 1st and 3rd-party data to target desired audiences. With the help of third party data vendors, advertisers can successfully profile their ideal audience by modelling the attributes of existing customers. By taking advantage of 1st-party data, advertisers can reach their existing customers with customized messages.
3. Dynamic Optimization and Real-Time Analytics
Real-time buying generates performance data as the campaign runs, so advertisers can adjust their campaigns to react to external industry or world events, update their site lists, add/remove ad units from their campaigns or concentrate spend on the sites and audiences that are delivering the best performance metrics.
Advertisers buying video in real-time know which sites their ads are running on during their campaigns. TubeMogul provides advertisers with site-by-site reporting and advertisers can adjust their site list at any time while their campaign is running.
5. Private Exchange Capabilities and Access to Premium Inventory
Private Exchanges are a way for advertisers and publishers to benefit from programmatic buying in a controlled environment. While relatively nascent, the option for advertisers to enter into an exclusive partnership with a single publisher, while still seeing the benefits of a real-time buying platform like TubeMogul, is becoming more popular, especially when premium inventory is involved.
Programmatic buying has matured significantly in recent years and can now meet the requirements of brand advertisers. Efficiency, transparency, precision targeting and scale are just a few ways programmatic buying can benefit brand advertisers and continue to drive the growth of video advertising in 2013 and beyond.