TubeMogul is out to smash the silos that have long separated TV and digital planning and buying with a new digital video tool.
Officially launched Tuesday, BrandPoint is a self-serve tool that agencies and brands can use to buy digital video advertising on a cost per gross rating point (GRP) basis. Used in conjunction with Nielsen Online Campaign Ratings, the new product allows buyers to choose a target based on age, gender and the number of GRPs they want, then the remainder of the process is automated. Designated market area and day part targets can also be selected.
TubeMogul said it has built brand safety measures into this product that can be used for video formats from social video to standard pre-roll.
Rob Bochicchio, executive vice-president of broadcast investment at ID Media (which assisted with creating the tool) said in a release that BrandPoint reflects the way people are consuming on multiple screens and provides media planners with a platform to plan and report in a way that aligns with that.
Accountability is a key component to this product. According to TubeMogul, all buys through BrandPoint are backed with a cost-per-point guarantee. Agencies and brands can confirm whether they are reaching their target audience over the course of a campaign by monitoring Nielsen Online Campaign Ratings in the BrandPoint platform.
TubeMogul CEO and co-founder Brett Wilson said that GRPs have changed what accountability looks like in the digital video advertising space. “Now advertisers can determine where video ad dollars go based on relative branding results for a given budget, rather than traditional assumptions about digital or TV,” he said.
This launch comes soon after TubeMogul’s announcement about Open VideoView, a tool a group of digital video companies is now using to track how much of an in-stream video ad is in view, and for how long.
For more on Nielsen’s Online Campaign Ratings, check out the July 8 issue of Marketing.
