The ads are then given specific messages, such as noting that a store is having a sale on a certain Friday. In addition to creative, EyeView also provides features such as voiceovers for the ads.
It has lately been creating "video circulars" from scratch based on what marketers have put in their weekend newspaper print advertising.
"We charge on a CPM basis, and we include the creative and performance metrics in that service to the advertiser," Harnevo said. "We even let them repurpose the ad for television, even though we don't manage that distribution or targeting."
By focusing on features like the crafting and targeting of its video circulars, EyeView believes it can better align national marketers with local advertising.
"TubeMogul has many brand clients who run national video campaigns, yet they want to deliver a localized message to their potential customers," said Jason Lopatecki, Chief Strategy Officer, TubeMogul. "Eyeview's technology enables TubeMogul to easily adjust the creative messaging or calls to action based on the location, time of day, and other data specific to each viewer. In addition, Eyeview's ability to do the same thing across mobile and connected devices opens up numerous possibilities for brands to engage customers while they are on the go with a hyper-relevant ad."
While there's a lot of talk about cross-platform advertising, particularly between TV and mobile, there's still not a large market for latter and there's no pipes for the former. For EyeView, which is largely focused on cookie-based targeting, it looks at those efforts as ancillary to the PC-based web.
"If the agency wants us to run a video ad on other platforms, we're fine with that," Harnevo said. "We will simply tell them how it performed and optimize for the best person. Cross-platform is more than a slogan for us; it just goes without saying. We make everything look as good as it can no matter the screen. In terms of advancing the mobile marketplace, we're waiting for the other vendors to break through there. We have no desire to be a network and create the inventory or become a strict publisher/content play. When there are a billion views available on mobile, we'll be there."