Ahead of the weekend, National Bank of Canada named TubeMogul one of their advertising software partners.
According to the announcement, National Bank will use TubeMogul’s software platform to automate media planning, buying, optimization and measurement across Canada, and Adviso, National Bank’s agency of record, will continue to advise National Bank on digital and programmatic strategy.
Through the deal, National Bank gains complete ownership of audience data as well as complete transparency across ad economics and performance while retaining Adviso’s expertise. The partnership reflects the growing trend of brand marketers taking direct ownership of technology used to improve overall advertising effectiveness and to better understand audience behaviors across multiple channels and screens.
National Bank and Adviso will use TubeMogul’s full product suite to power cross-screen advertising initiatives across desktop, mobile, connected TV and Facebook to raise brand awareness, influence consideration and drive purchase intent.
“This partnership with TubeMogul gives us full control over our entire digital advertising strategy and empowers us with knowledge, insights, and ultimately expertise that we would not have had otherwise,” said Alexandre Troung, Lead Strategist, Programmatic Marketing, National Bank of Canada.