TubeMogul - Preroll DSP w/ those whistles and bells!
March 22, 2016
TubeMogul - Preroll DSP w/ those whistles and bells!
Score 7 out of 10
Vetted Review
Verified User
Overall Satisfaction with TubeMogul
We upload our custom segments into the platform for targeting specific audiences--even though they have a plethora of third party segments available for targeting. We mainly use TubeMogul to expand our video inventory for our pre-roll campaigns. TubeMogul is only being used within our advertising operations department but its capabilities are known throughout the company, specifically our client facing department, as a useful tool for video ads.
Pros
- User interface - It's extremely easy to build out campaigns with all your typical DSP targeting capabilities (locations, site lists, dayparting, device targeting, topic targeting, brand safety, inventory source. You can easily set up a campaign, daily and all time budget caps.
- Turn around time - While many other self-service DSPs take up to ~24 hours to have an ad actually begin serving, my experience has been usually around 2 hours or less from when a placement is built out until it begins running.
- Private Marketplace Deals and extremely easy access to premium inventory - TubeMogul has a site list divided into several tiers based on national recognition, quality, brand safely that you can easily have your campaigns target. They also have "On Demand" premium inventory that you can easily opt in to (without having to actually go to the publisher). The process is as simple as clicking a button to request access. Additionally, direct reservation deals can be set up through this tool.
- Optimization Goals within your campaigns - You can set up a list of prioritized goals for your campaigns. They include things like ensuring delivery, optimize for a specific eCPM or vCPM, setting a viewability threshold, optimize to a specific CPC/CPM, CTR.
Cons
- Bulk Editing campaigns - While Tubemogul has a bulk edit feature built in, it is behind the times compared to other DSPs (e.g. DoubleClick). It's difficult to bulk edit impression caps in particular and requires you to individually go into each campaign to then adjust it in the settings
- Higher vCPMs and Costs per Completion - My company did a small scale data comparison for several campaigns and noticed that Tubemogul was more expensive for similarly targeted/viewable inventory in our other DSP, DoubleClick. Disclaimer, the targeting for these campaigns were somewhat rigid and specific.
- Increased efficiency in campaign creation. Within the platform, you can build out campaigns and/or save them as a template for future campaign buildouts so you don't have to keep redo-ing your targeting for similarly targeted campaigns. This feature allows you to also pick and choose what aspects (e.g. geo or segment targeting) of your template you want to use to create your new campaign.
Between the two platforms for similarly targeted campaigns, I have not seen any real difference in metrics like click through rate and completion rate. When stacking on a viewability threshold, DoubleClick tends to scale a bit better than TubeMogul. While I am a HUGE Google products fan, I have to say TubeMogul's Optimization Goals feature is awesome and something DoubleClick does not have. The ability to prioritize your goals is a huge plus. Coming from an agency, ensuring delivery usually is king. Having the ability to then tack on your viewability, CPM/CPC, completion rate, CTR, CPA, site diversity preference goals is awesome.
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