Commentary

Independent Agency 22squared Moves To Self-Serve, Names TubeMogul Preferred Video Partner

An independent Atlanta-based agency called 22squared has named TubeMogul a preferred video advertising partner. The agency represents clients including Southeast Toyota, Mizuno and Publix.

The partnership will enable 22squared to use TubeMogul’s software to streamline media planning, buying, reporting and optimization on behalf of clients. TubeMogul will allow the agency to move beyond targeting a specific platform or channel and take an audience-first approach that goes beyond demographic targeting. The deal marks an extension of an existing multi-year partnership and solidifies the agency’s segue to a self-serve model. The self-serve, soup-to-nuts model is becoming more popular among agencies.

Moving from a managed service model to a self-serve approach is not without its challenges."Personnel and training is a huge challenge, as it is for most agencies of all sizes. From questions of specialization vs. generalists, to decisions about how many platforms we can commit to training for, it can be pretty daunting,” Kyle Lebet, associate digital media director, 22squared, told RTBlog via email.

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The agency does not believe in siloing its programmatic capabilities: "As of today it is a skill we ask many of our digital planners to add to their repertoire, rather than siloing off a separate trading desk or programmatic team,” Lebet said, adding that keeping programmatic integrated into the bigger picture is more strategic and better for clients. However, he concedes that a separate trading desk may be necessary as things grow.

In addition to the preferred partner relationship, 22squared employees have completed TubeMogul’s Client Certification Program. More than nine employees from 22squared’s Atlanta and Tampa Bay offices received a “Gold” level accreditation, the program’s highest level. The program supports the self-service platform model. It’s also an example of agencies offering more programmatic education

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