Publishers are looking for ways to more precisely match online video content and ads with viewers, based on their interests and behaviors, while delivering more targeted campaigns for advertising clients.
To that end, TEN: The Enthusiast Network, publisher of Motor Trend and its associated OnDemand video hub, has struck a deal with Tubular Labs for video data and analytics to guide its content strategy and ad sales.
TEN will incorporate the video intelligence provided by Tubular Labs into its content creation, audience development, ad campaign strategy and targeting, and campaign reporting for both organic and sponsored campaigns. It will span all the company’s video channels, including Web, mobile, and subscription video on demand.
Tubular provides data and analytics covering audience profiles, competitive market intelligence, social sharing and user-generated content, among other strategic elements.
The Tubular partnership is the latest in a series of moves by TEN to expand its online video business.
In December, TEN rebranded its in-house content and production agency, previous known as MindOverEye, as StudioTEN. TEN also hired executive producer Jerry Solomon to serve as managing director of StudioTEN.
Last summer, TEN’s Motor Trend OnDemand hub launched a new online video and podcast feature, called “Daily Fix,” hosted by veteran auto journalist Carlos Lago.
TEN also recently announced a significant expansion of its automotive events business, which includes more than 20 racing and aftermarket lifestyle events, centered on three staples of the auto event circuit: the Hot Rod Power Tour, Hot Rod Drag Week, and Car Craft Summer Nationals.