'Net Features : tubemogul

PlayTime – Audience Targeting with Third-party Data

Pete Prestipino — Wed, 09 Nov 2011 01:00:00 GMT

Video, like news about Kim Kardashian's love life, is wildly popular right now. Unlike her recent marriage, however, online video is going to last and continue to expand its role in user content consumption.

This also means that it will be crucial for marketers trying to share their messages with an audience growing increasingly interested in video content.

Standing out among the crowd with video advertisements can be difficult for brands, especially smaller and medium-sized companies with limited budgets. Because of this, audience targeting can play a huge part in spreading the message of a growing company to relevant consumers on the Web.

Several new targeting capabilities have been introduced into TubeMogul’s video advertising platform PlayTime. The features should provide brand advertisers a bit more control in reaching audiences within their in-stream and display placements.

“Consumers are constantly adapting, forming opinions of a brand and making last-minute purchase decisions,” says Brett Wilson, CEO and Co-Founder of TubeMogul. “Video advertisers deserve tools that are as nuanced as these customers and the measurement to see if they are working.”

And nuanced it is. Advertisers are now able to choose which audiences to target across a set of pre-selected and contextually relevant sites, and choose third-party audience segments based on consumer intent, demographics, purchase history and interest by using TubeMobule’s audience selector tool. Data providers include BlueKai, Acxiom, DataLogix, IXI, Lotame, Nielsen, ShareThis, RapLeaf and TARGUSinfo. PlayTime is also now supporting advertisers interested in using their own first-party data.

“Using audience data inherently involves a lot of experimenting and tweaking, and we typically see great lift in purchase intent and product recall following video exposure ,” says John Grudnowski, CEO of FRWD. "To have this all accessible with built-in reporting opens up more possibilities to make an impact across media inventory. It's very interesting."

Private Video Ad Exchange from TubeMogul

Pete Prestipino — Mon, 11 Jul 2011 14:39:00 GMT

Video marketing provider TubeMogul has launched a new private ad exchange product. Media companies interested in pursuing some real-time media buying on video now have a powerful solution capitalize on surplus inventory. Private exchanges are commonly used in the display advertising market but this may just be the first foray into the same for video.

What makes TubeMogul’s platform so interesting is that the exchange plugs into an existing ad server. At setup, publishers set rules on variables like which agencies and trading desks have access, pricing packages, available inventory, and what data can be used for targeting. It is easy to see how by providing insights into bids and performance assists publishers in monetizing their inventory effectively and serves to correct the imbalance perpetuated by programmatic buying.

“We’re making the bet that if we empower publishers, it will result in better inventory access for buyers and ultimately a better advertising experience for advertisers and consumers,” said Brett Wilson, CEO and Co-Founder of TubeMogul.

On the demand side (for advertisers), the product leverages TubeMogul’s existing demand side platform for video advertising PlayTime. Advertisers invited by a media company to participate in a private exchange will automatically be emailed, and the new inventory will show up seamlessly into their TubeMogul account for immediate planning and buying.

Related Reading from Website Magazine on TubeMogul:
- TubeMogul Retools as Demand-Side Video Ad Platform
- PlayTime Now With Demographics
- Free, Real-time Video Analytics from TubeMogul

TubeMogul Retools as Demand-Side Video Ad Platform

Pete Prestipino — Tue, 12 Apr 2011 19:45:00 GMT

TubeMogul, a tool for online video production, announced today the launch of a brand-focused demand side platform for video advertising.

According to the announcement, its PlayTime product (which was rolled out last year) provides the benefits of a DSP (targeted, real-time, media buying across multiple inventory sources) and gives video marketers greater reach and transparency.

TubeMogul aggregates inventory from top publishers, exchanges, ad servers, supply side platforms and other transparent inventory sources to reach 99% of U.S. Internet users, according to comScore. At launch, over 90% of the comScore Top 1000 sites are available to select from. In addition, private exchanges can be built between any agency and publisher directly for sites not generally available.

In all, TubeMogul clients can bid on over five billion auctions for ad space per day, or over 60,000 auctions per second. To buy at this scale, the company must identify a viewer, choose whether or not to bid, name a price, receive an answer as to whether the auction was won and finally call an ad – all in the milliseconds before a video player or page loads for a viewer.

The company offers several layers of targeting to reach audiences. At setup, marketers select contextual targeting (i.e. sites, categories, etc.) and geographic regions to narrow in on a specific country or market. From there, marketers can layer on audience data, whether it’s their own or data or from third-party providers like BlueKai, Exelate, Rapleaf and TARGUSinfo.

TubeMogul will support mobile and social video ads, such as ones people watch in exchange for virtual currency in games. For self-serve advertisers running video ad campaigns through TubeMogul, it will take 10 percent to 15 percent of the advertising budget. For larger ad agencies and trading desks, better deals are negotiable.

Free, Real-time Video Analytics from TubeMogul

Linc Wonham — Fri, 16 Jul 2010 17:45:00 GMT

One area that’s struggled to keep pace with the online video boom has been analytics, as most measurement tools thus far have been costly and require complex integrations. But TubeMogul has just launched a free self-service suite of analytics that can integrate with any site and can be activated for every major video player on the Web.

InPlay analytics are robust and real-time. Viewership and engagement analytics include streams, time watched, audience geography, video player embeds, what sites and search terms are referring viewers, completion rates and much more. Performance metrics include bandwidth delivered (and wasted), rebuffer rates by geography and more. All data is easily shared to clients and exported via Excel, data feeds and APIs.

InPlay is compatible with the Open Source Media Framework (OSMF) from Adobe, Long Tail Video’s JW Player, Kaltura and Flowplayer, and it comes pre-installed in Brightcove, the leading online video platform. InPlay will soon be available for HTML5, Microsoft Silverlight and YouTube’s embedded player, and the full list of participating video players and platforms is available on the TubeMogul website.

TubeMogul Upgraded Analytics Unveiled

Pete Prestipino — Fri, 29 May 2009 14:45:00 GMT

An 85,000 user strong video syndication service, TubeMogul (now called LiveStream) announced the latest version of its analytics platforms is now available.

The company's free inPlay analytics technology now tracks 15 different video sites including Brightcove, DailyMotion, MetaCafe, blip.tv, Break.com, Howcast, eBaum’s World, Graspr, GrindTV, Sclipo, Webcastr, Viddler, 5min, Streetfire.net and Sevenload.

While inPlay provides some valuable data including standardized per-second audience drop off, referral sites and terms and geography, you might notice that YouTube is absent from those video portals listed above. If analytics on YouTube video usage are important (and they should be) it might be wise to keep YouTube promotions separate as professional account holders at YouTube have a good bit of analytics at their disposal already.

These metrics will be free to all users not putting out overtly commercial content - not sure what "overtly commercial" means but I'm sure we'll find out. Overall, it's very valuable information. According to TubeMogul/LiveStream, "This is the type of data that top advertisers and media companies often pay top dollar for just for their own sites, and we are giving away a cross-site version for free! We hope that this public, census-based data will illuminate viewing behavior online much more than the simple metric of video “views,” which are counted on most sites as soon as a video stream starts."

InPlay Video Statistics: BrightCove, TubeMogul

Pete Prestipino — Mon, 08 Dec 2008 13:33:00 GMT

Video analytics and syndication service TubeMogul announced a partnership with video platform company BrightCove.

Under the partnership, any video producer currently utilizing Brightcove's online video platform will be able to activate TubeMogul InPlay, a plugin that tracks rich viewership statistics like audience engagement, viewer attention span and site performance. Brightcove users will also have access to TubeMogul's video syndication tools, allowing them to automatically syndicate their Brightcove videos to YouTube and up to 20 other video sharing sites.

Website Magazine has discussed TubeMogul and BrightCove in various posts over the past few months and years.

How Do You Define a Video "View"?

Pete Prestipino — Tue, 27 May 2008 14:07:00 GMT

A recent study by TubeMogul, a distribution and analytics company for online video, revealed rseults which reflected an increase in standardization as to what constitutes a "view" across video sharing sites.

TubeMogul tested various actions on 14 different video sites (e.g. hitting refresh on a video after it starts playing, watching more than one-half of a video, wathing a video to completion and playing embedded videos) and found that once a video starts playing, all but three sites tested logged a view no matter how much of the video was actually watched.

"That a standard is starting to emerge, with big players like YouTube embracing it, is great news for content creators trying to monetize their videos and relying on views data to sell ads," commented Brett Wilson, Co-Founder and CEO of TubeMogul. "That said, further transparency and standardization would be ideal."

TubeMogul also announced a distribution partnership today with video site 5min.com. "TubeMogul will make life easier for many 5min video creators who are spending a lot more than five minutes uploading to multiple sites," said Ran Harnevo, Co-Founder and CEO of 5min. "We're confident that TubeMogul's analytics will demonstrate that 5min's Smart Player is creating one of the most engaged and enraptured audiences out there."