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
‘Addressable TV Will Take Off In 2015′: SMG’s Scheppach

CHICAGO — In 2014, TV began learning the targeting tricks that digital media have deployed for years. In 2015, those techniques will kick in to high gear, says one ad agency exec. “(In) 2014, I see a marketplace that has essentially gone from zero to $300 million of spend,” according ...

image
McDonald’s Puts Video At ‘Core’ Of Digital Focus

CHICAGO — After being named by advertising peers the most creative marketer at this year’s Cannes Lions, McDonald’s is ready to bolster the part video plays in its digital efforts. “We’ve been the definition of  a mass marketer,” the group’s digital brand engagement ...

image
Programmatic ‘Is Not A CPM Crunch’: Digitas’s Zaben

CHICAGO — The collection of new-wave automated ad targeting and trading techniques known as “programmatic” may have initially been seen as helping advertisers drive down inventory costs – but that is no longer the sole way ad buyers see it. “This is not a CPM crunch where ...

image
AOL Tops comScore Rankings of Video Advertising Properties

In comScore’s monthly ranking of video advertising properties, AOL reached the top spot for the time. It  ranked #1 in video ad reach, serving ads to 53.8 percent of the total U.S. population in October. BrightRoll Platform came in second with 52.3 percent reach, followed by LiveRail with 52.1 ...

image
Direct-To-Consumer Video Offerings Slated to Grow, thePlatform’s Roberts

Expect a rash of direct-to-consumer over-the-top offerings from networks and broadcasters in the next year or so, says Marty Roberts, co-CEO of thePlatform in an interview with Beet.TV. “Networks and broadcasters need to establish a direct relationship with the audience,” he says, and ...

image
Tribune Picks Taboola For TV Sites’ Content Marketing: Report

Big media companies are increasingly keen on locking in long-term native advertising commitments, if the latest of two big announcements this week is anything to go by. Tribune Media’s broadcast subsidiary Tribune Broadcasting, whose TV stations include KTLA of Los Angeles and WGN-TV of Chicago, is ...

image
Mediaocean Extends Digital Video Ads With Videology

Mediaocean, which currently helps ad buyers plan, execute and analyze advertising on TV using software, is about to get greater traction in the online video world, through a partnership with Videology. The integration will make online video ad inventory amassed by Videology buyable by Mediaocean‘s ...

image
TV Everywhere Authentication Rates Improving, Marty Roberts of thePlatform

In-home, improved authentication protocols can dramatically improve the consumer experience for TV Everywhere, says Marty Roberts, co-CEO of thePlatform in an interview with Beet.TV. In some cases, log-in failure rates are north of 40% and that’s too high to be sustainable. However, when multichannel ...

image
Video Ad Customization Platform Eyeview Raises $15 Million in New Venture Round

Eyeview, the New York-based company that provides marketers with the technology to personalize digital video ads to specific consumers, has raised an additional $15 million, the company announced on Monday. More on the raise and other developments reported here on Re/code by Peter Kafka. Last month, we spoke ...

image
AOL Presents iJustine In Chicago: the Beet Video Summit w/ McDonald’s,Target, Digitas, Havas and...

iJustine, a pioneering  innovator  in the Web originals space will headlining a two hour video summit on the emerging medium of digital video. Also participating will be  brand marketers  from McDonald’s and Target and media agency execs from Digitas, Havas and Starcom MediaVest Justine will speak ...

image
Digital Means ‘World Of Opportunity’: DigitasLBi’s Shlachter

NAPA, CA — As much as it poses challenges, the ongoing explosion in digital media is also opening up a wealth of new opportunities for marketers to reach consumers, says DigitasLBi North America’s chief investment officer Adam Shlachter. “The numbers are there now – if you look at ...

image
NBC Launches Programmatic Division Across Properties

NAPA , CA — NBC Universal recently launched a programmatic initiative called NBCUx as part of an effort to enable data-centric buying across its properties. As programmatic buying spreads in usage, the key is to view all inventory in this potential light, says Aaron Radin, SVP Partnerships and Portfolio ...

loader