TubeMogul is set to launch its real-time media buying platform in Canada, entering what it sees as a growing market of real-time video advertising inventory.
While the California-based video marketing company has operated in Canada for several months in a private “beta” test phase, it will officially launch its real-time media buying platform for video advertising here on Thursday.
TubeMogul has opened an office in Toronto led by Grant le Riche, most recently sales team lead at Say Media.
Describing why Canada is a big part of the company’s strategy, le Riche pointed to how popular video consumption has become in the country and said it is amongst the highest in the world; online video spend has grown at a rate of 85% since 2010, le Riche said.
The volume of quality real-time video available in Canada made it “a natural step” for expansion, he said. Internal TubeMogul research shows more than 19 million pre-roll streams per day were available to buy in June, and le Riche added that Canadians’ clicking and sharing of the company’s video ads are two to three times better than that of Americans.
“We allow brands to choose exactly which sites they want to run on, so they may only run on 150 or 200 of the exact sites that make sense for the type of people that they want to reach,” said Keith Eadie, TubeMogul’s vice-president of marketing. “We’re all about making sure they have the control and individual site selection that will benefit them and keep their ads in the right place.”
“Contrast that to an ad network that bundles pre-bought inventory and sells brands on a sample site list – they won’t actually report on how much inventory ran,” said le Riche.
In terms of available inventory, le Riche said he’s seen RTB-ready premium video inventory increase at 9% per month.
TubeMogul also has offices in New York, Los Angeles, Detroit, Chicago, London, U.K. and Sydney, Australia.