The ad purchased through fully automated programmatic advertising technology will run in eight markets
San Francisco, CA; Emeryville, CA; New York, NY – February 20, 2015 – TubeMogul (NASDAQ: TUBE), a leading enterprise software company for video advertising, and WideOrbit Inc., the leading provider of advertising management software for media companies, announced that DigitasLBi will be the first-ever agency to use programmatic technology to buy broadcast TV advertising during the Oscars ceremony.
The 30-second ad will air in eight markets during Sunday’s live broadcast. The spot was purchased through a programmatic technology partnership that matches marketer demand from TubeMogul’s PTV software with broadcaster inventory from WideOrbit’s WO Programmatic–TV online marketplace.
“We’re proud to be the first agency to purchase a spot in multiple markets with fully automated technology on one of the most prestigious and popular events on TV,” said Scott Marsden, SVP Media, DigitasLBi. “We believe that the future of television advertising is automated and data-driven, so the decision to pilot this technology and learn from the results was an easy one to make.”
“We’re incredibly excited to have an innovative agency like DigitasLBi use TubeMogul PTV to take part in one of the most widely watched broadcast events of the year,” said Brett Wilson, Co-Founder and CEO, TubeMogul. “This is another example of how top brands and agencies can use programmatic technology to purchase premium inventory and extend their reach in an automated and efficient way.”
“Programmatic will be how the majority of television advertising is sold in the future. It is great to see top agencies like DigitasLBi show leadership in programmatic by using it to run ads on premium events like the Oscars, the Super Bowl and March Madness,” said Eric R. Mathewson, Founder and CEO of WideOrbit. “WideOrbit has worked very hard to insure that Programmatic television is a level playing field for broadcasters and advertiser that performs as an automated alternative sales channel that does not commoditize inventory or conflict with existing direct sales channels.”
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TubeMogul (NASDAQ: TUBE) is an enterprise software company for digital branding. By reducing complexity, improving transparency and leveraging real-time data, our platform enables advertisers to gain greater control of their video advertising spend and achieve their brand advertising objectives. TubeMogul was incorporated in 2007 and is based in Emeryville, California with operations in New York, London, Singapore, Tokyo, Sydney, Toronto and offices across the United States.
DigitasLBi is a global marketing and technology agency that transforms businesses for the digital age. We help companies of all shapes and sizes decide what’s next… and then we take them there.
In 25 countries around the world, across 40 offices, there are more than 6,700 digital experts working to enrich people’s lives via our unique blend of strategy, creativity, media and technology.
Our skills span insight, brand building, content creation and distribution, as well as the ability to help clients organise themselves for the consequences of change. We act as strategic partner to some of the world’s most exciting brands across travel, financial services, FMCG, publishing, telecoms and retail.
There are many things that make DigitasLBi unique but if we had to choose one it would be our ability to connect data with storytelling to help make brands special, shareable and more ultimately valuable wherever, whenever and however people choose to engage with them.
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