Lenovo turns to TubeMogul for programmatic video advertising

Parent Category: News | 06-12-2013

PC giant Lenovo has named TubeMogul programmatic brand marketing as its partner for programmatic video advertising worldwide.

Lenovo manages a portfolio of products from desktop and laptop computers to smartphones, tablets, televisions, servers, enterprise software and more. For media, it relies on an array of agencies around the world, often working with different teams in every country.

The hardware firm had been searching for a global company that could fulfill its vision of unifying brand, creative and media strategy on a single platform.

Under the terms of the deal Lenovo’s agencies and media teams will execute video ad buys around the world using TubeMogul’s software to drive real-time engagement marketing to build its brand. In a single interface, Lenovo’s agencies can buy targeted video ads across open and directly-brokered inventory, optimising by audience, site and more in real-time.

Key to the Lenovo strategy is to embrace real time engagement marketing globally by driving in-market creative testing, fast execution speed, lower costs while offering a consistent approach across the regions and agencies that Lenovo operates in.

“TubeMogul reduced our costs by over 70% compared to ad networks,” reports Gary Milner, Director of Global Digital Marketing at Lenovo. “By unifying our creative and media agencies on a single platform, we are seeing the quantifiable results that real-time iteration makes possible.”