TubeMogul Finds 40 Percent of Real-Time Video Ads Now on Tier-One Sites

By on 10/04/2012 9:50 PM @daisywhitney

The real-time bidding business used to be thought of as a marketplace for remnant inventory. That perception is changing and here’s a useful stat to illustrate the transition: in August, TubeMogul saw 10 billion real-time biddable in-stream impressions from marketplaces and 40% of those impressions came from tier-one sites, says Brett Wilson, CEO and co-founder of video ad-buying platform TubeMogul.

He spoke with Michael Learmonth, Digital Editor at Ad Age during a session at the recent Beet.TV Leadership Summit on Digital Video Advertising in an RTB World. During their session they delved into issues of inventory, analytics and the future of real-time buying.

TubeMogul launched more than five years ago with a focus on providing analytics to publishers. The company has since evolved into a media-buying platform that relies on analytics, insight and data, in part because of the opportunities in real-time and programmatic buying. But when asked if the future lies in real-time, Wilson says the future of media is in software. “The power of software is it can make our lives simpler and enable us to spend more time on the campaigns rather than on the planning and putting them together. So we can call it media buying software or demand-side platforms…I think we’ll buy most media the way we buy Google AdWords,” he says in this video session.

He adds that pre-rolls will remain a popular format. Pre-rolls today comprise about 60% of TubeMogul’s revenue, and the format will remain strong as more TV ad money moves to online video, Wilson predicts. That’s because pre-rolls precede video programming that viewers choose to watch, which is why their completion rates are around 80%, he adds.

Looking to the near-term, Wilson says he expects some consolidation in the demand-side platform business. Today, there are platforms that focus on direct response buyers and there are also those that target brand buyers. The consolidation will likely occur along those twin lines, he says. But don’t expect TubeMogul to go public anytime soon. “More so than focusing on a liquidity event, we are trying to simplify brand advertising and make it as simple and measureable and accountable as direct response,” he says.

The event took place at the Manhattan offices of GroupM and was sponsored by TubeMogul.

Daisy Whitney

Recent Videos
image
AOL Readies Slate of Web Original Video for the U.K.

LONDON  – AOL has been expanding its video offering via its web originals and its distribution play across screens.   This initiative is expanding internationally as  AOL readies a slate  of Web original premium video for the U.K. market, says James Harris, Agency Lead, International, in this ...

image
Xaxis’ Ad-Synch Product Rolls Out in Nine Markets: “It Captures the Imagination of our Clients”...

LONDON – It’s a bit like finding the “lost GRP,” says  Caspar Schlickum, CEO of Xaxis EMEA, explaining the value of the agency’s new ad-synch product, in this interview with Beet.TV He says that the platform serves synched ads to  multiscreen viewers, many who reach for their ...

image
Rubicon Taps Global Publishers’ “Demand for Greater Efficiency”

LONDON –  The Rubicon Project, the Los Angeles-based adtech firm, has been rapidly expanding globally as publishers demand greater efficiency in managing their ad sales, says Jay Stevens,  GM for International, in this interview with Beet.TV    Rubicon helps a number of big global publishers ...

image
Data Can Be Used as a ‘Consumer Fingerprint’, SMG’s Simpson

LONDON — Data is rooted in numbers, but the use of it is most effective when brands view data as a “consumer fingerprint,” says Steve Simpson, Exec VP and Global Managing Director of Digital Strategy, Data and Analytics at SMG, in an interview with Beet.TV. “Think about it as a ...

image
Vice Sees Huge Upside for News Operation, Brian Dietz Tells Beet.TV

In just the past six month, Vice has become “one of the biggest newscasts in the country and possibly the world,” says Vice SVP for sales Brian Dietz in this segment on Beet.TV.  Dietz tells our Ashley Swartz that Vice news has some 650K subscribers on YouTube and has had 70 million videos ...

Ashley Swartz, Furious Minds 2
VOD Could Shepherd More Programmatic Buying in TV, Ashley Swartz

Video-on-demand inventory is the next logical entry point for programmatic style advertising into linear TV, says Ashley J. Swartz, CEO and Founder of Furious Minds, in an interview with Beet.TV. “VOD is the first inventory that will come online for dynamic ad insertion,” she says. “The ...

image
Razorfish Media Chief Kathuria on Scale, TV Dollars, and Big Data

Moving TV dollars to online remains a challenge says Vik Kathuria, Global Chief Media Officer at Razorfish in an interview with Beet.TV. “It’s very hard to find an apples to apples comparison in terms of TV money and where to move it. If you are a TV buyer, you want to scale. To effectively move ...

Steve Parker, SMG UK
Programmatic Poised to Impact TV Buying, SMG’s Steve Parker says

LONDON — Programmatic advertising not only has the potential to influence digital advertising, but also TV, says Steve Parker, co-CEO of Starcom MediaVest Group in London, in an interview with Beet.TV. “What we’re learning around programmatic video allows us to transform our relationship ...

image
More Agencies to Launch Private Exchanges, Zenith’s Zilberbrand

As programmatic buying expands, look for agencies to build more private marketplaces in the next 12 to 18 months, says Julian Zilberbrand, EVP Activation Standards, Insights, & Technology at ZenithOptimedia Group in an interview with Beet.TV. That’s because private exchanges provide an ecosystem ...

image
Programmatic TV Buying on the Horizon

Programmatic advertising has flourished digitally, but in time it will spread further to TV, says Brendan Condon, CEO of Media Property Holdings, which operates like an ad network but for TV buying by aggregating TV spend across multichannel video providers, syndicators and local broadcasters. But there are ...

image
Ad Tech Lets Advertisers Run Their Own Show: MediaMath’s Cox

Larger advertisers are beginning to realize that, with a range of new online technology, they can disintermediate their agencies to take more control of their own campaign spending, says an ad tech exec. “We’re seeing an increase in operators wanting to run their own marketing programs directly using ...

image
2014 Is ‘The Year Of Private Marketplaces’: BrightRoll’s Avila

The next stage in the adoption of  automated ad-trading tools, private marketplaces are helping so-called “programmatic” practices flourish, says an exec in the space. “If 2013 was the year of real-time bidding and programmatic coming in to reality, 2014 is the year of private ...

loader