Don’t look now, but the Barbarians truly are at the gate: Cox Media is partnering with TubeMogul in a deal that helps brands and agencies one-stop shop for linear TV ads and online video ads.
Cox, the third-largest broadband and cable provider in the United States, will make its local spot market TV inventory available through TubeMogul's programmatic TV buying platform. Cox, meanwhile, will provide local marketers with a first-to-market cross-screen video ad solution powered by TubeMogul's software.
TubeMogul’s called the deal “an industry first,” and noted that programmatic TV is “off to a hot start.”
Mondelez International (its brands include Oreo, Chips Ahoy, Toblerone and Trident) in June committed to a programmatic digital video buying binge that included the Super Bowl, looking to reach an audience that’s both mobile and more likely to find video online than on a TV.
“Programmatic fits within the larger digital optimization strategy we’ve been employing for the last year as we shift more media spend to digital, and online video is a major area for growth,” Ivelisse Roche, Mondelez’s associate director for global media and consumer engagement, told Ad Week at the time.
This weekend, ad agency DigitasLBi, purchased TV spots in nine markets programmatically for an unnamed client.
“We wanted to really get in the marketplace with programmatic television,” Scott Marsden, senior VP media at DigitasLBi, told Broadcasting & Cable. “Obviously we know that there is going to be more and more availability of inventory there and we want to develop the expertise as quickly and possible.”
The Cox/TubeMogul deal, Mike Zeigler, Cox Media’s vice president of business development, told the Wall Street Journal, is an effort to “bring cable and digital together and let advertisers find audiences regardless of screens.”
“It would be easy to see Web video as competing with TV but we see it as a direct complement,” Zeigler said. “We see a lot of synergy bringing the two together.”
Follow me on Twitter @JimONeillMedia and on LinkedIn