Video analytics — and now advertising — firm TubeMogul has gotten some early love for its recently launched PlayTime ad platform, with more than 25 major ad campaigns since the product was announced just a few weeks ago. Now TubeMogul is looking to extend its early traction with the opening of a New York office to capture more video ad dollars.
TubeMogul’s new ad platform is aimed at providing advertisers with transparency and targetability in a market that is missing from some other ad networks. The PlayTime platform not only allows advertisers to see on which pages a video ad ran, but it also gives detailed information, such as whether the ad is click-to-play or auto-play, as well as how long an ad or a video played before a viewer clicked away. Not just that, but the platform uses TubeMogul’s analytics to help target ads to users that are most likely to view them, which can increase click-through rates by 200 to 400 percent above average video ads, with viewing times up some 30 percent.
TubeMogul had seen some success before the platform was even made generally available, with the fledgling ad business pulling in more sales than its existing reporting and analytics business despite still being in testing.
The early success has led TubeMogul to expand its workforce with two new hires and the opening of a New York office aimed at capturing even more ad dollars. The company has added Jeff Valente, formerly of AudienceScience, as its new new vice president of East Coast sales, and Lee Freund, formerly of Pointroll, as its director of East Coast sales. According to TubeMogul marketing director David Burch, that team could expand significantly if it meets early targets.
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