SAN FRANCISCO and EMERYVILLE, Calif. and NEW YORK, Jan. 30, 2015 /PRNewswire/ -- Today, TubeMogul (NASDAQ: TUBE), a leading enterprise software company for video advertising, and WideOrbit Inc., the leading provider of advertising management software for media companies, announced that Mondelez International will be the first-ever marketer to programmatically buy broadcast TV advertising during the Big Game. The ads will air on Sunday in Erie, Pennsylvania, and are part of Mondelez International's commitment to use programmatic buying to enhance its media effectiveness.
Mondelez International will run two 15-second advertisements on Sunday, Feb. 1, one for OREO cookies and one for RITZ crackers. The ads will be bought through a partnership between TubeMogul and WideOrbit that matches TubeMogul's video buying software with broadcaster inventory from WideOrbit's WO Programmatic–TV online marketplace.
"We're proud to be the first company to test out automated ad buys during the Big Game. This pilot will help us learn how to transform media buying with leading-edge technology," said Laura Henderson, Associate Director of U.S. Media and Communications at Mondelez International. "Data-driven buying is the future of TV and media. We believe it will play a key role in improving our ROI, and helping to fuel growth for our Power Brands."
"We continuously look for new ways to experiment and collaborate with our creative and media partners," said Janda Lukin, Senior Director OREO North America. "We're thrilled to give our new 'Play with OREO' campaign additional visibility through this exciting new channel."
"Mondelez International is a true pioneer," said Brett Wilson, TubeMogul CEO & Co-founder. "The Big Game is the pinnacle of brand advertising, and the fact that a global powerhouse like Mondelez International is buying TV inventory programmatically on the world's largest stage proves that software can transform video advertising at any level."
"The Big Game is clearly the number one broadcast event delivering great value to advertisers. Mondelez International's pioneering effort demonstrates how leading brands can efficiently deliver incremental advertising dollars to local broadcasters through programmatic technology," said Eric R. Mathewson, Founder and CEO, WideOrbit."
TubeMogul (NASDAQ: TUBE) is an enterprise software company for digital branding. By reducing complexity, improving transparency and leveraging real-time data, our platform enables advertisers to gain greater control of their video advertising spend and achieve their brand advertising objectives. TubeMogul was incorporated in 2007 and is based in Emeryville, California with operations in New York, London, Singapore, Tokyo, Sydney, Toronto and offices across the United States.
WideOrbit (www.wideorbit.com) is the leader in premium broadcast technology and the largest sell-side processer of premium advertising in the world, covering the broadest assortment of media. WideOrbit is committed to helping media companies manage their advertising business more efficiently and profitably, from proposal to receipt of cash, across all media platforms via any sales method, from direct sold to programmatic. WideOrbit software manages more than $30 billion in annual ad spending. WideOrbit has been providing trusted solutions to the media industry since 1999, delivering high ROI, greater efficiencies and revenue optimization. More than 2,900 Television stations, Radio stations and Media Networks around the globe use WideOrbit Traffic software and another 3,200+ stations operate on WideOrbit Radio Automation platforms. Clients include: Bell Media (Canada), Canal+ (France), Corus Entertainment (Canada), DirecTV, Entercom Communications, Fox Sports, Galavision, Gannett Co., Hearst Television, Madison Square Garden, Meredith Corporation, NBCUniversal, Orange (France), Rogers Communications (Canada), Scripps Television Group, Time Inc., Tribune, Yankee Entertainment Sports, Univision, Viacom and more than 300 other major media organizations. WideOrbit is headquartered in San Francisco, with offices in New York; Seattle; Denver; Dallas; Vancouver, WA; Birmingham, AL; Agawam, MA; London, UK: Paris, France; and Gothenburg, Sweden.
About Mondelez International
Mondelez International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2013 revenue of $35 billion. Creating delicious moments of joy in 165 countries, Mondelez International is a world leader in biscuits, chocolate, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum; Jacobs coffee and Tang powdered beverages. Mondelez International is a proud member of the Standard and Poor's 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com and www.facebook.com/mondelezinternational.
Contact: David Burch, 1-510-653-0501, [email protected]