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Mobile video programmatic platform TabMo, which simplifies the mobile video ad buying process for advertisers and agencies, is expanding to the UK. Principally targeted at trading desks, the new operation is led by Chris Childs who joins from programmatic video advertising specialist, BrightRoll.
TabMo provides mobile video advertisers with a single point of access to a full technology stack, including data suppliers, premium inventory and video creative. Its programmatic expertise combines behavioural and geo-location data to enable robust audience targeting via device ID for mobile applications and cookies for mobile websites. Features that are unique to TabMo include:
Founded in France by Renaud Biet (myThings.com, StickyAdsTv and AOL Advertising) and Hakim Metmer (Exponential, StickyAdsTv and Havas Media), TabMo has an ad operations team in Paris and an R&D facility in Montpelier, France’s ‘Silicon Valley’.
The UK launch comes as smartphones overtake laptops as the most important device for connecting to the internet in the UK (Ofcom Communications Market Report 2015). In addition, eMarketer reports that UK adults will spend an average of 2 hours, 26 minutes with a mobile device this year, almost half an hour more than in 2014.
Childs explains: “There can be no doubt that UK consumers are firmly wedded to their mobile devices, meaning that the much talked-about promise of the sector has finally arrived. Brands now need a straightforward and failsafe way to connect with the mobile audience that is relevant to them. TabMo enables this engagement and I look forward to driving its growth in this new phase of its development.”
TabMo is privately funded, and Brian Fitzpatrick, formerly managing director for EMEA at programmatic video advertising specialist Adap.tv (purchased by AOL for $405 million in 2013) is a major investor, as well as advisor to the company. He comments: “In contrast to many other operators, TabMo was launched as a programmatic specialist from day one. It has the right balance of people, products and strategy to make it a key player in the mobile advertising industry.”
“The UK is a key market for us because of London’s pivotal place in the media buying industry,” says Biet. “We have invested time and resource to develop and prove the technology, as well as find the right people such as Chris and Brian to help us develop the business.”