TubeMogul has partnered with Site Tour, an ad exchange for out-of-home (OOH) media, to enable its clients to buy ads on billboards, kiosks and elevator screens across Australia programmatically.

The video advertising software company is now directly integrated with Site Tour’s digital OOH ad exchange. The ads will appear as 15-second videos. TubeMogul is the first video buy-side partner to integrate with Site Tour.

Cadreon Australia is the first client to test the offering. Cadreon already centralises video ad buying through TubeMogul, so the trading desk can now holistically plan video across screens.

Marc Lomas, managing director of Cadreon, said: “Making advertising more accountable, efficient and effective for our clients is a priority at Cadreon and we are excited to continue our mission to bring automation and date-led targeting to the OOH Channel.

“This partnership is particularly valuable because we can now execute video based digital OOH buys alongside mobile and desktop video, delivering advanced screens planning and efficiencies to clients through a single platform.

“Breakthroughs like this get us closer to our mission of enabling brands and consumers to communicate completely unimpaired by device or location.”

After the completion of the product’s private beta in the coming weeks, the full offering will roll out to other TubeMogul clients.

Sam Smith, managing director of TubeMogul Australia said: “We are proud to help bring the benefits of automation and data-driven decisioning to outdoor advertising, giving advertisers one place to execute campaigns.”

TubeMogul plans on rolling out many more features to advance this product further forward throughout the year.

“This is just the beginning of our vision of unifying brand advertising across all screens,” he added.

Michael Scruby, CEO and founder of Site Tour, said: “Facilitating programmatic video buying of DOOH in partnership with TubeMogul is a very exciting step for Site Tour and the out-of-home industry.”