TubeMogul allows brands to set up cross-channel branding campaigns, and L’Oreal’s partnership will see the beauty giant use the service specifically for its US video advertising content.
The move follows several other recent moves by the company set to bolster its digital presence, including its recent acquisition of the particularly video-savvy brand NYX Cosmetics, and, last year, being one of the first major FMCG brands to appoint a Chief Digital Officer, in Lubomira Rochet.
Dealing in digital
Beauty, an industry which has been comparatively slow on the digital uptake, is now making moves to redress the balance, and L’Oreal sits at the forefront of this.
In its Annual Report for 2014, the company said that 15.7% of its media spending is on digital, and indicated that, with its cross-channel branding remaining a central focus, growth in digital spending is predicted to accelerate.
“Beauty and digital is really a perfect match,” confirmed Rochet recently. “Beauty is one of the most searched terms on the internet with 4 billion queries per year.”
“What digital allows us to do, is really to reach consumers we did not reach before like the millennials – those young, smart, connected consumers – and sell our products to consumers we did not sell to before, especially in the developing world.”
The multinational has indicated it is looking to e-commerce, big data, and digital branding as key focuses in the immediate future.
Video content is a key device for branding on social media, and is an area in which L’Oreal seems keen to dominate: along with the NYX Cosmetics acquisition, the company also recently helped to promote video-in-video commentary app Twicer.
This latest partnership with TubeMogul will continue to strengthen its video-generated presence.
“Digital expertise will shape the iconic brands and companies of the 21st century,” Jean-Paul Agon, chairman and CEO of L’Oréal, has observed.