TubeMogul Partners With Facebook to Help Brands Extend TV Audience Reach to Digital

Expedia and Playboy are among the first to sign on

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Marketers interested in buying targeted video advertising on Facebook and Instagram based on television viewership and publisher data can now do so through TubeMogul, a programmatic advertising platform.

Emeryville, Calif.-based TubeMogul's new integration with Facebook allows a brand to hit a target audience on Facebook and Instagram that it may have missed with its television advertising. By integrating with Facebook's API, TubeMogul helps advertisers retarget on the social media platforms based on data from Nielsen. Marketers will receive reporting metrics such as likes, comments, shares and video completion rates. Other metrics include purchase intent and sentiment.

"We think that's what advertisers want," TubeMogul CEO Brett Wilson told Adweek. "They want holistic buying, they want unified reporting, and they need the help of technology to make sense of this fragmented world that we're living in."

During a closed beta program, at least 40 advertisers ran more than 100 campaigns on Facebook and Instagram through TubeMogul's partnership. Brands including Expedia, Lenovo Australia and Kraft ran campaigns through advertisers like Publicis Health Media and Starcom Mediavest.

Wilson said TubeMogul's platform essentially inverts the way Facebook has traditionally been used for advertising. Normally marketers see the social network as a lower funnel, direct-response vehicle. However, Expedia has been using it to expand reach and frequency.

Expedia has used TubeMogul to promote travel packages by first launching a campaign on television. Then, after understanding who it reached there, the travel brand could plan its social push to fill the gaps. 

Vic Walia, Expedia's senior director of brand marketing, wouldn't share exact results, but said the campaign was "one of the strongest" the brand has run in recent years. He said the efforts netted a nearly 70-percent completion rate—much higher than the average 30 percent to 40 percent rate. Expedia's digital spending accounts for about 20 percent of its overall marketing budget, but Walia said that might increase based on the cross-platform campaign.

"We want to make sure we get the right eyeballs," Walia said. "So that's where TubeMogul comes in and helps us get those incremental eyeballs across a series of different publishers."

On the publisher side, Playboy has been working with TubeMogul to bring its first party data to advertisers for retargeting the magazine's online audience both on its website as well as on Facebook and Instagram. Earlier this month, the publisher partnered with Tullamore D.E.W. on a St. Patrick's Day campaign. During the campaign, anyone who visited would see an ad for the Irish whiskey. Then, when those visitors were on Facebook or Instagram, they'd see the same ad again. What Playboy and advertisers could previously do with images, they can now do the same with targeting video.

Think of it as a way for Playboy to use its own data for targeting on the social media platforms, rather than only relying on Facebook's own undisclosed data. Phillip Morelock, Playboy's chief digital officer, said it plans to grow its distributed advertising business by 25 percent to 30 percent. He said data is increasingly playing a part in the magazine's overall plans.

"Our strategy has been to get the Playboy brand in front of as many consumers and on as many platforms as possible," he said. "For partners to work with us, they get access to those audiences, and so the elimination of barriers to that audience acquisition and distribution is an important part of our strategy."

@martyswant Marty Swant is a former technology staff writer for Adweek.