"This is just the beginning" - TubeMogul spearheads programmatic DOOH venture

Rachael Micallef
By Rachael Micallef | 4 May 2015

Video DSP TubeMogul has tied up with digital out of home (DOOH) ad exchange Site Tour, to enable ads on thousands of digital screens across the country to be bought programmatically.

TubeMogul's software is now integrated with Site Tour's DOOH ad exchange, and is the first video buy-side partner to integrate with the ad exchange.

The video inventory is available by format, location and day part and the ads appear as 15-second videos.

TubeMogul Australia MD Sam Smith said the launch means advertisers can now target consumers in the real world with the same flexibility and targeting they have enjoyed online.

“We are proud to help bring the benefits of automation and a data-driven decisioning to outdoor advertising, giving advertisers one place to execute campaigns,” Smith said.

“This is just the beginning of our vision to unify brand advertising across all screens.”

IPG's trading desk, Cadreon Australia, is the first client to test the offering. Since Cadreon centralises video ad buying through TubeMogul, the deal means it can plan video across screens within a single platform.

Cadreon MD Marc Lomas said the partnership allows it to bring automation and data-led targeting to the OOH channel.

“This partnership is particularly valuable because we can now execute video-based digital OOH buys alongside mobile and desktop video, delivering advanced screen planning and efficiencies to client through a single platform,” Lomas said.

“Breakthroughs like this get us closer to our mission of enabling brands and consumers to communicate completely unimpaired by device or location.”

On completion of the product's private beta in coming weeks, the offering will be fully rolled out to other TubeMogul customers.

Site Tour founder and CEO Michael Scruby called it a “win win” for advertisers and OOH media owners.

“Facilitating programmatic video buying of DOOH in partnership with TubeMogul is a very exciting step for Site Tour and the OOH industry,” Scruby said.

“It's a win win – a new audience for video advertisers and a new revenue channel for OOH media owners.

“The OOH sector is one of the only sectors showing continual growth, and the partnership between Site Tour and TubeMogul will only serve to strengthen it.”

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