Not content with measuring detailed analytics across the online video sector, TubeMogul has started to sell video advertising as well, launching its Play Time video ad platform. And it’s already seeing promising results from the endeavor.
TubeMogul
TubeMogul was the first dedicated online video analytics firm, enabling content creators to track the performance of their videos over a number of online video services.
But that clearly wasn’t enough for the company, which has now launched Play Time, its video advertising platform. And the firm is already seeing results from the year-long beta.
Play Time
According to MediaWeek, TubeMogul is using its experience in video analytics to its advantage with Play Time. The company is aiming to be “far more open and effective than other video networks” and “the largest video ad network in the world.”
Which are big ambitions indeed, but TubeMogul is confident that by using the data from its analytics platform it can target video ads at exactly the right people.
Beta Testing Results
TubeMogul has been testing Play Time over the past year, running campaigns for the likes of 20th Century Fox, Coca Cola, Nestlé, and Kmart. Which are very big names with some very big advertising bucks to play with.
According to NewTeeVee, the company is already reporting higher revenues from this new part of its business than the analytics service it has been specializing in for the last few years. So expect this to become a larger part of the company’s business than it is currently is.
Indeed, Tubemogul has reportedly already started buying “inventory from the top 250 comScore sites.”
Conclusions
Rivals are seeing TubeMogul’s move into video advertising as a conflict of interests, but i really don’t see why. The company is merely attempting to use its experience and the data it has gained from one part of its business to its advantage in another field. And if the results from the beta period are anything to go by, it’s proving a successful strategy.
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