TubeMogul Signs Up Geo-Data Provider Factual To Enhance Mobile Targeting

Global ad agency DWA is the video ad platform’s first client to use Factual’s location intelligence on behalf its brand marketers.

Video ad platform TubeMogul is the latest tech company to partner with geo-data provider Factual as ad agencies are increasingly looking to mobile to close the loop between online and offline ad targeting.

TubeMogul will make Factual’s Geopulse Proximity and Geopulse Audience targeting tools available directly within its demand-side platform. That allows its global agency and brand clients to use Factual’s analytics as a setting within TubeMogul’s dashboard.

Bridging Online-To-Offline Insights And Reach

The Emeryville, CA-based video platform’s work with Factual reflects a greater demand for online-to-offline marketing services, which tend to be powered by location data, notes Antoine Barbier, senior director of Mobile at TubeMogul. But even more than that, it’s part of the widely growing importance of mobile advertising in general

And location data has emerged as the most important instrument to enhance that marketing.

“Marketers are always actively looking for better ways to measure the ROI of their ad campaigns, and the vast majority of sales still occur offline,” Barbier tells GeoMarketing. “Location data allows advertisers to measure foot traffic and is a powerful tool for automotive, entertainment and quick-serve restaurant (QSR) verticals trying to drive consumers to brick-and-mortar locations.

“But despite mobile’s growing importance, there is still a significant -but quickly shrinking- gap between the time consumers spend on mobile devices and mobile ad budgets,” Barbier continues. “As a distinctly mobile phenomenon, location data is a key driver in accelerating mobile ad spend growth.”

Brand Awareness — Or Real-Time Targeting?

In looking at how the use of location data strengthens TubeMogul’s targeting capabilities, the question facing brands is whether it’s best to support real-time, direct response ads. Or… is it meant to better position brand awareness video advertising by building up better consumer profiles based on the place patterns they create while on-the-go?

“It’s important to distinguish between historical location data and real-time geofencing,” Barbier says. “Both have distinct use cases, and our platform affords advertisers the flexibility to test different strategies against their marketing goals to determine what works best for them. The combination of the breadth of our mobile video inventory with Factual’s robust location data represents a powerful and scalable solution. As we continue to accumulate preliminary results, we will learn more about which tactics lend themselves more to direct response and which are better suited for branding.”

There is a tremendous amount of demand from advertisers for mobile video advertising empowered by our location-based targeting capabilities, and that’s driven by the confluence of two factors — overall growth in the mobile video advertising market and increasing understanding among marketers of the flexibility and value of location-based targeting, adds Vikas Gupta, director of Marketing at Factual.

“While location-based targeting was historically tagged as a direct response tactic (coupons being the example everyone used to use), today marketers understand that location can drive performance across all stages of the consumer journey,” Gupta says. “This partnership with TubeMogul, given their platform’s flexibility and scale, will enable marketers to use our location data in multiple different ways to best satisfy the objectives of their campaigns, so I think we’ll see a wide variety of usage and I’m excited to see the creative ways marketers take advantage of the partnership.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.