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PlayTime – Audience Targeting with Third-party Data

Posted on 11.07.2011

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."

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