National Bank of Canada (TSX:NA) has announced that it has enlisted TubeMogul (NASDAQ:TUBE) as one of its advertising software partners, and has begun using TubeMogul’s video platform to automate media planning, buying, optimization and measurement across Canada.
Adviso, the National Bank’s agency of record, continues to advise National Bank on its digital and programmatic advertising strategy.
TubeMogul was founded in 2007, and is headquartered in Emeryville, California, although it also has Canadian offices in Toronto, Montreal and Vancouver, with additional offices across the United States and globally in Kyiv, London, New York, Paris, São Paulo, Singapore, Shanghai, Sydney and Tokyo.
“This partnership with TubeMogul gives us full control over our entire digital advertising strategy and empowers us with knowledge, insights, and ultimately expertise that we would not have had otherwise,” said Alexandre Truong, Lead Strategist, Programmatic Marketing, National Bank of Canada.
As of July 31, 2016, National Bank of Canada manages $230 billion in assets and employs nearly 22,000 people.
The National Bank will keep complete ownership of audience data, as well as complete transparency across ad economics and performance, under the terms of the deal, while also retaining Adviso’s advice for crafting campaigns.
It may surprise people to know that the National Bank has been relatively ahead of the curve in adopting new marketing technologies such as programmatic advertising and measuring KPIs across platforms to measure effectiveness of advertising spend.
“National Bank has been an industry leader not only in their savvy deployment of digital media to supplement traditional methods, but also in their forward-thinking approach to the traditional agency-vendor relationship,” said Dana Toering, Managing Director, TubeMogul Canada. “We’re excited to help National Bank and Adviso realize all the benefits software provides.”
Representatives from National Bank have completed TubeMogul’s Client Certification Program, a hands-on training program that instructs clients in how to use TubeMogul’s platform and offers an overview of current trends in the digital advertising industry.
The campaigns created using TubeMogul’s platform, crafted in collaboration with Adviso, began rolling out earlier this year, and will continue to employ TubeMogul’s full product suite to power cross-screen advertising initiatives across non-traditional advertising media like desktop, mobile, connected TV and Facebook.
National Bank of Canada isn’t the only Canadian business to make use of TubeMogul’s video advertising platform.
Last year, Canadian sporting goods retailer Sport Chek, owned by Canadian Tire, unveiled a programmatic video campaign running ads using TubeMogul, incorporating shoppable video (in which a consumer can click on a product for purchase while a video is playing).
Approximately 33% of TubeMogul’s business comes from outside the United States, with Canada accounting for a nascent if not underdeveloped market for programmatic video marketing.
Sport Chek made it clear that part of the reason that it chose TubeMogul is that the company has recently offered to refund its customers for ad spend wasted owing to fraudulent views, a phenomenon that represents a huge problem for programmatic marketing in general, with TubeMogul’s offer to combat the problem seen as a gesture of good faith toward potential clients.
Videos uploaded during the past several months on National Bank’s YouTube page are very obviously targeted to a millennial demographic.