Times Audience Network partners with TubeMogul to launch PlayTime in India

According to the deal, the digital video arm of the Times Group will sell PlayTime, a video advertising platform, to advertisers who will be able to reach Indian audiences online on a cost per view basis

Close on the heels of the partnership with Monsoon Ads for digital video advertising, Times Audience Network (TAN) has announced yet another deal. The digital video arm of the Times Group has entered into a partnership with TubeMogul, a US-based video advertising and analytics platform.

TAN syndicates and monetises digital video content for top-tier online video publishers, which includes Times Now, Zoom, ET Now, STAR News, Aaj Tak, India TV and Headlines Today. Meanwhile, TubeMogul's platform enables advertisers to reach a majority of internet users through all forms of digital video, ensuring the best use of their media spends.

Under the partnership, TAN and TubeMogul will launch PlayTime, the world's first 100 per cent transparent ad platform, for video advertisers in India. TAN will sell PlayTime to advertisers, who will be able to reach Indian audiences on publisher sites and social networks, through rich, engaging ad units on a cost per view basis.

The results will be tracked in real time, with easy access to reporting on views, minutes-watched, sharing on social networking sites and more. The viewing habits of online users can also be gauged, by observing exactly where viewers are leaving, fast-forwarding and rewinding.

All data will be available in a self-serve dashboard with easy tools for export, sharing and collaboration.

Commenting on the partnership, Rishi Khiani, chief executive officer, Times Internet says, "TubeMogul is the leader in online video measurement and video analytics. The in-banner video solution completes TAN's offering of providing advertisers with the best of online video brand solutions."

PlayTime is being seen as unique for its accountability and is expected to provide advertisers with increased control on where their ads run, transparency on placements and detailed reporting on metrics. Launched earlier this year, it has powered over 150 video advertising campaigns for major brands, and claims to have delivered over 100 million views.

"Online video viewership in India is growing at an astounding rate of 5.8 per cent per month in 2010. TAN is at the centre of this growth, and we are excited to connect their advertisers with audiences in a new way," says Marc Galens, vice-president, International, TubeMogul.