TubeMogul, the video distribution and analytics company, which I covered earlier, has just announced its newest product: a webshow marketplace. Described by the company as “a ‘dating’ site for online video producers and advertisers,” the marketplace compiles show information and viewer data to help interested advertisers target the perfect audiences.
The advertising industry has been slow to acquiesce to web video, in part, I think, because ad-buyers don’t have the infrastructure to manage so many products reaching relatively few eyeballs. This development marks an evolution in the professionalization of the medium with a clear and manageable tool to which ad agencies will hopefully adapt.
TubeMogul Marketplace users can sort by 15 categories, minimum views or demographic information such as age and gender. Soon they’ll add geographic data so advertisers can pinpoint specific regions.
Established media companies with ad-selling infrastructures may prefer their own analytics – interestingly, Sony Music Entertainment opted out of the merketplace – but independent producers and new media companies should take part in the opportunity to broaden exposure with yet another tool that makes TubeMogul a must-use for creators.
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