A Closer Look at the WideOrbit – TubeMogul Alliance

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WideOrbit EVP Digital and Programmatic Brian Burdick offers perspective on our programmatic efforts to date, our partnership with TubeMogul, and what it means for broadcasters:

As I’m sure you’re aware, the demand for programmatically traded advertising is growing quickly. Programmatic TV is a key initiative for WideOrbit and we have made a lot of progress. This week was both a culmination of years of work and also a new beginning.

WideOrbit launched WO Programmatic last month to highlight our combined programmatic offering for linear and digital. WO Programmatic is comprised of two major products, WO Programmatic – TV and WO Programmatic – Digital (which is essentially the US launch of our recent acquisition AdMeta). The ability to offer both digital and linear solutions – which we anticipate will solve major pain points for broadcasters and networks as their businesses evolve – differentiates us from every other company in the ad tech industry.

One of the key problems in launching any innovative product is the proverbial ‘Chicken & Egg’: it’s built on anticipated demand, but customers won’t buy until their convinced it’s ‘real’ and works. In the case of WO Programmatic – TV, we needed commitments from advertisers to convince sellers to release inventory. Sellers – historically and with good reason – prefer to know advertisers will spend with them before they allocate inventory. That’s a really challenging paradigm.

To solve this challenge, we partnered with one of the largest buyers of digital video advertising on the planet – TubeMogul. Just as WideOrbit only represents sellers in media transactions, TubeMogul only represents buyers. This made them natural partners to jumpstart the market.

We are already airing spots purchased through the Programmatic – TV – TubeMogul partnership from major advertisers like 3M and Allstate and media agencies like Digitas and Levelwing, among many others. To viewers, these spots may look like your usual 30-second national TV ads. For WideOrbit, it’s the culmination of years of hard work, problem solving and commitment to strong client relationships.

This progress is only possible due to many years of work and effort that WideOrbit has put into winning the trust of our clients at broadcasters and cable networks. In particular, a huge thank you is due to early adopters like The E.W. Scripps Company, Raycom Media, and others.

We are actively fine-tuning and expanding our platform, and more details will follow in the New Year. There is an incredible opportunity here for advertisers, broadcasters and networks, and we hope you’ll join us on the journey.

Introducing the World’s First Programmatic Marketplace for Broadcast TV Ads

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WideOrbit and TubeMogul are debuting a collaboration on technology that will change the way TV ads are purchased and sold. Sellers of broadcast TV ads now have a programmatic technology platform for matching their inventory with advertiser demand, simplifying the buying process for everyone.

The partnership was announced today at a New York City event attended by hundreds of advertisers for the launch of TubeMogul’s PTV, the first-ever automated, data-driven solution for brands and agencies to buy digital TV advertising from a single platform. WO Programmatic – TV is the exclusive provider of ad inventory for PTV through Q1 2015.

This is a partnership that should excite broadcasters of all sizes. TubeMogul is already the largest independent programmatic platform for purchasing online digital video ads, and now its PTV is the only programmatic platform for buying broadcast television advertising. As it opens for business today, TubeMogul PTV has commitments to purchase broadcast TV ads with PTV from an impressive set of customers that includes Dell, Gildan, and Digitas, who will select inventory from partners like Scripps and Raycom.

Click here to read the official press release

In addition to generating new opportunities to grow revenue, WO Programmatic – TV gives broadcasters 100% control of their inventory and deals. WO Programmatic – TV users can carve out inventory intended for Direct Sales and accept, reject or ignore any offer received in the Programmatic market.

The partnership with TubeMogul again shows how WideOrbit is leading the industry with technology for broadcasters who want to derive new revenue from the opportunities brought by programmatic advertising. Today’s announcement follows on the heels of the October launch of WO Central, our partnership with MAGNA GLOBAL and Tribune Media Company on programmatic targeting and automated buying for local and national marketers.

To learn more about WO Programmatic – TV and what it can mean for your business, click here or don’t hesitate to call your WideOrbit Account Manager.

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