TubeMogul adds capability to buy video advertising on Facebook and Instagram

All TubeMogul customers globally can now purchase video ads within Facebook News Feed and Instagram and place those ads on desktop and mobile.

According to TubeMogul, over 40 global advertisers have already run more than 100 campaigns on Facebook and Instagram during a closed beta programme, including Expedia, Lenovo Australia, Publicis Health Media on behalf of athenahealth and Starcom MediaVest on behalf of Kraft.

“Buying Facebook ads through TubeMogul allows us to get instant learnings across both desktop and mobile and extend those insights to inform our strategy across our entire media buy,” said Danielle Uskovic, Lenovo's APAC digital and social lead, APAC marketing, in a statement provided.

TubeMogul lays claim to being one of the first major video buying platforms to integrate with the Facebook API, enabling advertisers to employ the same granular audience-targeting capabilities currently available through Facebook’s native interfaces and quickly evaluate their success with unified reporting across multiple media platforms.

According to the company, the integration enables marketers to consolidate their entire brand-advertising budget through its self-serve platform and “holistically plan, buy and measure their video advertising on Facebook and Instagram alongside existing linear TV, digital video and display advertising initiatives.”

Capabilities for advertisers include:

• Sequentially message by retargeting individuals across both Facebook and Instagram
• Receive third-party audience verification and cross-channel deduplication reporting from Nielsen directly within TubeMogul’s platform
• (Eventually) inform cross-channel media planning by determining incremental reach provided.

Available reporting metrics include: Likes, comments, shares, impressions, video completion rates, and downstream brand metrics such as purchase intent and sentiment.

Brett Wilson, TubeMogul CEO and co-founder, said the company’s vision was to work with Facebook and Instagram in order to provide a seamless branding experience for marketers across all media channels.

“Today we’re one step closer to that goal,” he added. “We’re tremendously excited about the integration and we look forward to continuing to work with them to build a better future for brand advertising.”

According to Facebook’s Q4 2015 earnings call, over 500 million people view over 100 million hours of video on Facebook daily. Instagram has over 400 million monthly users that share over 80 million photos daily.