Facebook has teamed with Tubemogul to enable brands to purchase video ads within Facebook News Feed and Instagram and place those ads on desktop and mobile.

The capability is available to all TubeMogul clients globally.

According to the companies, the integration enables marketers to consolidate their entire brand advertising budget through TubeMogul’s self-serve platform and holistically plan, buy and measure their video advertising on Facebook and Instagram alongside existing linear TV, digital video and display advertising initiatives.

In practical terms the development will allow advertisers to ;

  • Sequentially message by retargeting individuals across both Facebook and Instagram;
  • Receive third-party audience verification and cross-channel deduplication reporting from Nielsen directly within TubeMogul’s platform;
  • Eventually inform cross-channel media planning by determining incremental reach provided.

More than 40 global advertisers in the closed beta program such as Expedia, and Lenovo Australia have already run over 100 campaigns on Facebook and Instagram

The opportunity for both companies is huge. Facebook’s Q4 2015 earnings call revealed that more than half a billion people view over 100 million hours of video on Facebook daily. Add to that the 400 million monthly users that share over 80 million photos daily on Instagram and the scale of the channel is extraordinary.

“Our vision was to work with Facebook and Instagram in order to provide a seamless branding experience for marketers across all media channels, and today we’re one step closer to that goal,” said Brett Wilson, TubeMogul CEO and co-founder.

“By including formats like Facebook video in their platform, TubeMogul continues to solidify their status as a one-stop shop for marketers looking to drive incremental reach and quickly understand how their media spend is working,” said Vic Walia, Senior Director, Brand Marketing, Expedia.

“Buying Facebook ads through TubeMogul allows us to get instant learnings across both desktop and mobile and extend those insights to inform our strategy across our entire media buy,” said Danielle Uskovic, AP Digital & Social Lead, AP Marketing, Lenovo.

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