Programmatic for TV? Yes, indeed.
Thanks to TubeMogul, which recently premiered its TubeMogul PTV, a software solution that enables automated, data-driven buying of TV advertising, programmatic for television is reaching for a whole new level of maturity.
Word is that more than 10 brands and ad agencies have already signed up for TubeMogul PTV. Early on-boarders include 3M, Allstate, Digitas, and Levelwing (on behalf of Gildan USA).
“TubeMogul PTV aggregates TV advertising inventory from the major cable and satellite companies, national TV networks and local broadcasters,” notes TubeMogul in a detailed announcement on its website.”This is made possible by integrations with the leading TV supply side platforms, including AudienceXpress, clypd, and placemedia. At launch, TubeMogul will also be the exclusive buy-side technology partner for WideOrbit, whose WO Programmatic TV marketplace helps 75 percent of local TV stations automate their ad sales.”
Because targeting of TV ads relies heavily on demographics like age and gender, dealing with the complexities of ad placement has always been a difficult art.
“TubeMogul PTV changes that, making every TV ad more valuable and efficient for brand marketers,” the company contends. “TubeMogul’s buying software is the first to enable advertisers to target specific TV networks and dayparts. To inform these targets, TubeMogul incorporates data from Nielsen and others, recommending media mixes that index highly toward specific audiences.”
TubeMogul says its targeting can identify by age, gender, income level, ethnicity, educational level, children in household, home ownership status, automobile preferences, pet ownership, and other variables.
“TubeMogul PTV brings the accountability and control of programmatic buying to TV for the first time,” said Brett Wilson, the firm;s CEO. “By automating TV buys, marketers can focus on strategy and better results for their clients.”