ADOTAS – Earlier today, video advertising/marketing company TubeMogul and “transactional advertising platform” provider TrialPay announced the launch of TubeMogul’s capacity for real-time audience buying for video ads in social games on Facebook. TubeMogul marks this as the first time real-time media buying has been possible for social gaming video ads, certainly a fairly specific (yet potentially quite potent, given the massive international popularity of social gaming) advertising niche. The ads are intended to be served to gamers via social video, the web, connected TVs and mobile devices. TubeMogul clients will be able to incorporate the social gaming vertical into their existing campaigns if they choose.
The announcement comes after a five-month beta phase, during which five brands tested out the new function, and a statement from TubeMogul saw, on average, a 2.1 percent increase in purchase intent and a 7.6 percent lift in message association, figures derived from a survey of over 4,000 social game-players. The statement quoted Bob Panger, senior media planner for Compass Point Media, one of the beta partners, as being “particularly impressed with the above-average interaction rates and longer engagement.”
TubeMogul and TrialPay’s partnership comes about through TrialPay’s private exchange for brand advertisers that want to buy audiences in social games, which launches today and which TubeMogul was approached to assist with, considering its experience in video advertising and its advertiser and trading desk clientele. TrialPay’s been serving video as in social games since last year. Users who choose to watch those ads earn rewards like game privileges or Facebook credits.
In a video TubeMogul posted on its blog, CEO Brett Wilson explained the capability of real-time buying in such a widespread medium as social games “means that marketers can now more easily scale their video brand campaigns in Facebook, while also enjoying the benefits of real-time buying, such as enhanced transparency and targeting.”