Atomic 212° and TubeMogul recently inked a cross-platform partnership, with the aim of the strategic match up to allow for planning, execution and measurement of cross-screen campaigns to enhance client performance and agency productivity.
B&T caught up with TubeMogul managing director, Sam Smith (pictured right), and Atomic 212° head of media technology, Tom Sheppard (left), to learn about the need for such a partnership.
“We were looking for a best in class video and programmatic partner and Sam’s name came up quite a few times,” Sheppard explained.
“Being a full service media agency, having a partner that can touch all mediums and all screens is really important and that’s what stood out from our perspective.”
Smith added, “Not many businesses understand that we have an agency strategy and we offer our technology to be licensed by agencies that really value the technology.
“So this is a really good example of a client that did an enormous amount of due diligence on the product and the products that are being offered, and looked at the roadmap, and decided to maximise reach and control frequency.
“When you have a business partner that really values the software, the relationship moves much further into a strategic one rather than a transactional one, and that allows us to open a whole heap of opportunities in the future.”
Smith insisted that programmatic software “at its heart” should be driving workflow efficiency, and this was something that was very attractive from Atomic’s perspective.
“As you start to build out a product portfolio of all the other different disciplines that existed at Atomic, particularly social, and in the future television, but also display, video, and everything else, you start to see the benefit of having all things unified in one platform with independent verification, more data sets, etc.”
Sheppard claimed, “The workflow is definitely a plus for the agency, but I think for our clients, the increase in reach and becoming more efficient is going to save the clients dollars and we can reinvest that and drive more results for them.
“The agency has become more efficient and streamlined so we can go to market and deliver campaigns at a faster rate, but also from the client’s perspective as well is that we’re adding more value by getting more media at a cheaper rate, which allows us to get more exposure for them.”
For Smith, having a “siloed execution” means you’re not as efficient as you can be in reaching your audience.
“The efficiency in the return of the investment from a client’s perspective, there’s a heap of efficiency to be gained by unifying everything in one place,” he said.
The partnership kicked off this quarter, with the pair admitting results are already flowing thick and fast from happy clients.
“It’s been a really swift development of the relationship,” Smith said.
“The idea is that they license the technology so it’s a self serve model, so they can take control of the software and they can start to develop the disciplines around test and learn of the media trading.”
“TubeMogul is also training the staff, so there’s official accreditation for our staff to get,” Sheppard added.
“Not only are they working at a cool agency, but they’re getting accredited for it. On the paid search site, for example, people are getting their Adword certificate and they’re getting a seal of approval from TubeMogul so that’s great for their own personal growth.”
“What you do with staff is you set them up so they can put their fingers on the keyboard and they can execute straight away,” Smith said.
“But software continually evolves, so the job of TubeMogul is to continually help the teams at Atomic to navigate through the new technology and software so they can be better at their jobs, better at delivering outcomes for clients, better at solving problems for their clients.”
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]