REA Group gets programatic video capabilities

The biggest property site in Australia the REA Group has signed a deal with TubeMogul to launch programatic video ad capabilities on its platform allowing access to advertising data to selected agencies.

The release:

 Sydney, November 19, REA Group (REA; ASX), owner and operator of Australia’s No. 1 property site realestate.com.au, has selected programmatic video provider TubeMogul to help use its audience data to present more relevant video advertising to realestate.com.au’s millions of consumers. 

The digital advertising business said it was using TubeMogul’s online video platform to consolidate its vast pool of household transaction data, enabling advertisers and their digital trading desks to use that data to help boost the performance of branding campaigns.

REA Group said it selected TubeMogul as its advertising software platform because its programmatic tools delivered the right level of sophistication and data protection.

“We plan to use the TubeMogul platform to enable our media customers access to our unique first party audience, behavioural and intention data to a number of selected agency and trading desks in Australia,” said Jonas Jaanimagi, REA Group Head of Media Strategy and Operations.  “These partners will use our valuable and anonymised database information to inform and optimise their digital video branding campaigns.”

Mr Jaanimagi also said “it was important for REA Group to protect consumer data and have access to the best reporting tools in the market in order to track the performance of our customers’ digital video advertising investments.”

The partnership will involve REA Group using TubeMogul’s video software on a self-serve basis, allowing them to take full control of advertising campaigns. REA Group will also provide a video branding offering to advertisers and agencies, facilitated by its own internal programmatic trading team.

The business wanted to secure a new revenue stream by leveraging its data, which may include anonymised consumer demographics, location, behaviour, and purchase intent. This information enables advertising agencies and trading desks to better measure consumer intent, which can be used to make ads more relevant to viewers.

REA Group has already launched a data-driven partnership with Ikon Communications, which leverages the real estate advertising business’ home ownership and property data to feed into its digital advertising campaigns across a number of its key brand clients.

“REA Groups’ data sets enable us to create finely-tuned digital campaigns based on exactly what consumers are looking to buy, ” said Phil Cowlishaw, Ikon Communications Head of Technology. “This relationship gives Ikon clients a key competitive advantage, moving beyond demographic targeting, to understanding explicit online consumption behaviors.”

TubeMogul Australia Managing Director Sam Smith said REA Group wanted to partner with the right platform and ensure its consumer data was protected.

“We will continue to see the importance of better targeting and the use of data to increase the overall performance of digital video, and also reduce wastage,” Smith said. “In this world of short consumer attention spans, reaching the right audience becomes more important than the spray and pray messaging of the past.”

Smith added: “We are thrilled to aid REA Group in providing better data-driven video advertising. I expect to see more large data providers and publishers move to commercialise their data sets using programmatic software.”

TubeMogul’s programmatic video platform has the capacity to execute campaigns that reach 12 million Australian consumers and had the scale and reach that REAGroup was seeking, Smith said.

Smith said by using software from TubeMogul, REA Group can now take data sourced from online display advertising and extend that information layer to its video branding programs.

“REA Group is achieving a more detailed understanding of their potential market because every time they execute a programmatic video software campaign, they learn more about their target customers,” Smith said.

Source: Duncan Craig press release


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