In its first campaign using TubeMogul, Hello worked toward 15 million impressions in the initial testing phase and the platform “significantly over-delivered what we expected to have.”
Deploying the platform in a nimble, startup environment helped Hello hit its targets faster, Botello said, since there was no added layer of approvals between its organization and an agency. Hello expects to increase its investment in the platform and noted that programmatic will be part of the activation process for a big product launch in Q1.
The extent to which Hello partners externally for its digital campaigns includes crowdsourced video assets from rich social media platform Tongal, as well as an account manager and planner the company works with through TubeMogul.
“I’m managing the planning and partnership with TubeMogul, and there’s weekly check in’s on reporting where we identify things we can optimize,” Botello said adding that as the company grows, it could possibly wean itself from TubeMogul’s managed services and go fully self-serve.
While Hello originally had print placements in magazines like Fast Company and live event sponsorships at the Sundance Film Festival, the company dabbled this summer in digital media across social, display and video.
Botello still appreciates traditional advertising methods like TV. She began in the industry in 2000, she said, during a TV-heavy time. And while TV still works to kick off a campaign, it doesn’t always provide the best value for one’s investment.
“That’s the biggest thing with digital video in general – so much of the waste you’d experience in broad awareness tactics are remedied through this type of media,” she added.
Brett Wilson, TubeMogul’s CEO, said Hello’s attention to the media selection process is becoming more common among brands.
“That doesn’t mean they take [the platform] in house, although some…do,” he said. “[Others] have a great relationship with their agency or use their agency’s existing trading desk. In most models, it’s still agency led, but brands are calling the shots more than we’ve seen previously.”