News Corp and Tesltra-owned Foxtel has struck a deal with digital video advertising company TubeMogul, to use its programmatic software to bring its video advertising operations in-house.
The move is to help Australia’s largest subscription television provider drive sales and optimise its branding efforts. Foxtel has already brought its digital display trading in-house.
Foxtel is set to debut the use of the software in coming weeks and its digital media team will focus on using TubeMogul’s video advertising platform to support brand, customer and acquisition marketing efforts.
Director of marketing operations and media at Foxtel, Justin Robinson, said the move allows them to make smarter decisions about every video ad it buys in order to reach the right audiences using the power of programmatic software.
“We are planning to shift more media spend to digital channels and online video is a key part of that. Through TubeMogul, we gain unparalleled transparency in both delivery and pricing,” Robinson said.
TubeMogul Australia's MD, Sam Smith, said more and more brands care about where their ad ran, who saw it, how it performed, who owns the strategic data, audience verification, and they care about where they get their video inventory from.
On the subject of if more brands will take such digital activity in-house, Smith said he doesn't think taking programmatic in-house is a model that the majority of brands will take as brands like to have agencies to hold them to account. “Taking on that risk internally can be quite challenging for brands”, he said.
“I think agencies do a lot of good things such as how to trade strategically, and they have the skills in the trading discipline.
“Trading is becoming an art form with all of these new automated tools. I also think that agencies are good at trading deals upfront and certain brands, campaigns, and times of the year, that’s very important.
“There will be a mixture of different models and different structures in the programmatic market. The overall theme is that brands want to get closer to programmatic technology and they want to understand how it works.”
The partnership between TubeMogul and Foxtel is effective immediately.
In other news, Foxtel’s MCN and AOL-owned Adap.TV have just launched the world’s first private programmatic trading market, combining television and online video.
For more news see below:
Australia is leading the world in mobile programmatic growth
Starcom and Zenith to benefit from Publicis' first programmatic venture
Ad watchdog rejects “deceptive” TAB advert complaint
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