Targeted video advertisements on Facebook Inc (NASDAQ:FB) and Instagram can now be bought on through programmatic advertising platform of TubeMogul Inc (NASDAQTUBE). The advertisements are usually based on television viewership and publisher data.
The company located in Emeryville, California, now allows another company or brand to hit a new target audience on Facebook and Instagram, which they might have missed with television advertising due to its new integration with Facebook. They are primarily helping their clients retarget any of the lost television audiences. TubeMogul Inc (NASDAQ:TUBE) helps with the retargeting of audiences based on data from Nielsen and integration of Facebook’s APIs. Metrics including likes, comments and shares will be used by marketers to target audiences. Other metrics that might be of use will be video completion rates and purchase intent and sentiment.
TubeMogul CEO, Brett Wilson, told reporters that, “We think that’s what advertisers want. They want holistic buying; they want unified reporting, and they need the help of technology to make sense of this fragmented world we are living in.”
40 advertisers ran more than 100 campaigns and advertisements on Facebook and Instagram through their partnership with TubeMogul. The campaigns were done during a closed beta program. Expedia, Lenovo Australia, and Kraft were part of the brands which ran campaigns during the program using advertisers like the Publicis Health Media and Starcom Mediavest.
Wilson mentioned that traditionally advertisers saw Facebook as a lower funnel, direct-response vehicle and that his company’s platform was essentially inverting the advertisements will be done. Expedia has been using the TubeMogul service to target the television audience initially. With an understanding of who the campaign reaches on television, they can then plan on how to target the social media audience.
Vic Walia, Expedia’s senior director of brand marketing, said the social media campaign was one of their strongest since the brand has run in recent years. He, however, refused to share the exact results. The efforts had a near 70 percent completion rate, which was higher than the average 30 % to 40 % rate. Walia said, “We want to make sure we get the right eyeballs. So that’s where TubeMogul comes in and helps us get those incremental eyeballs across a series of different publishers.”
Publishers like Playboy have also been working with TubeMogul to retarget its online audience both on its website and social media accounts. Playboy is relying on its data rather than on Facebook’s data. The chief digital officer of Playboy, Phillip Morelock spoke of plans to grow its distributed advertising business by 25 to 30 percent.