NEW YORK, Nov. 19, 2014 /PRNewswire/ -- Mediaocean, the leading software provider for the advertising world, and Videology, one of the world's leading video advertising technology platforms, today announced a partnership that will allow media buyers to access television and digital video inventory within the same user interface used by the majority of television ad buyers – Mediaocean's Spectra. As consumers continuously shift between screens to watch TV shows and videos, Videology and Mediaocean enable media buyers to reach the right audiences wherever they are within a single platform.
"What is most exciting about our partnership with Videology is that it allows our current users to access new advertising inventory across all screens without disrupting the way that they have been successfully buying traditional sources of TV inventory," said Bill Wise, CEO, Mediaocean. "It also brings added automation and real-time inventory management that minimizes the back and forth between buyers and sellers. With consumers moving from the big TV screen to mobile devices, PCs and tablets, we are making it possible and easier for media buyers to reach them anywhere."
Television ad buyers use Mediaocean's Spectra advertising management platform to execute the entire media lifecycle of their campaigns – from research and order management, to reporting and invoicing. The integration with Videology now allows TV buyers to perform many of these same functions for digital video within the same user interface, for a single campaign.
"With the volume of television campaigns placed through Mediaocean's platform each day, the ability to seamlessly integrate video into the mix is huge," said Scott Ferber, Chairman and CEO, Videology. "We talk about the convergence of television and video advertising all the time, but the practical application of buying TV and video together is what will move convergence from an interesting concept to an everyday reality."
The technology integration brings several enhanced capabilities to the Spectra platform:
- Local Market Video Targeting –material video scale for advertisers at the Designated Market Area (DMA) level is achieved through advanced digital targeting capabilities and integrations with publishers and other third-party supply sources.
- Comparable TV and Video Metrics –seamless access to comparable cost per points (CPPs) for video and TV inventory allows TV buyers to plan holistic cross-screen buys.
- Direct Integration to Connect Publishers with TV Demand –direct video supplier integrations help publishers and other third-party supply sources connect with traditional TV demand sources with more automation.
- Real-time, Automated Inventory Forecasts –a new level of automation to video inventory management with real-time updates on available impressions across publisher sites enables a more streamlined workflow and greater operational efficiencies.
Videology will also integrate with Prisma, Mediaocean's platform for digital media channels, enabling real-time inventory and avail management for publishers' video inventory. Collectively, these enhancements to Spectra and Prisma will bring greater automation to digital video advertising as a standalone medium, or in conjunction with television planning and buying.
Mediaocean is the leading software platform provider for the marketing world. Its open traditional and digital media platforms empower businesses and professionals across the global marketing ecosystem with intelligent automation, efficiency, and flexibility in their workflow – from planning and buying, to analyzing and optimizing, to invoicing and payments. With over 80,000 advertising professionals conducting 7 million transactions daily across all media channels and managing $100 billion annually through its platforms, Mediaocean drives the marketing universe forward. Mediaocean is headquartered in New York with six offices worldwide. Learn more at www.Mediaocean.com, or connect with Mediaocean on LinkedIn, Facebook or Twitter.
Videology (videologygroup.com) is one of the world's leading video advertising technology platforms. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Tokyo, Singapore, Sydney and sales teams across North America. For more information, contact Michele Skettino at [email protected] or 212-231-7853.