According to Mediabong, Kellogg’s saw a 40% increase in viewability and L’Oreal reached a 14% CTR when they tested the unit. Mediabong claims to only charge its advertisers when their KPIs are met.
But the company is also looking to appeal to publishers by helping them improve their performance and scale.
“One of the big issues facing publishers is the need for more inventory to leverage across their sites,” said Mediabong COO Priyesh Patel. “A lot of publishers are creating their own content, but they might only be able to generate a million or so video impressions in total. Our goal is to help publishers grow and monetize their video inventory and ensure that their campaigns are being delivered.”
In addition, Mediabong places scripts on publisher pages to collect data and create user profiles based on behavioral information rather than just basic demo, gender and geo.
“It’s about what you’re doing, not just about who you are,” said Bury, who named Teads as one of the company’s biggest competitors on the advertising front. “If you’re reading articles about war or the British elections, we push video content that makes sense for you when you’re in that mood. But if the next day is Saturday and you’re catching up on your celebrity news, the videos we push out to you are going to be very different.”
Mediabong has been actively pitching its products across North America since the company’s official US launch in September and several publishers, including Bloomberg and Complex Media, are already using its technology. Refinery29 is actively running tests.
The company still faces a minor challenge during the pitching process, however – what does the name Mediabong mean? Apparently, it’s a reference to the deep and resonant sound a bell makes when it’s rung, a continuous sound wave.
“But potential clients will ask me that all the time,” said Patel, chuckling. “It’s actually one of their first questions.”