TubeMogul helps brands and agencies compare digital video and TV ads

By Rosie Baker | 2 June 2014

The capability to plan, buy and measure digital video advertising in the same way as TV is something the industry has been calling for. TubeMogul is launching a tool that helps brands, agencies and trading desks do just that.

BrandPoint has been co-developed by media agency Ikon, which has also been trialling the service.

The concept behind the tool is helping brands, agencies and trading desks discuss TV and digital video ad buying using the same language. It allows advertisers to buy digital video ads using traditional TV audience TARP measures.

The industry has long struggled with aligning how TV ads and digital are bought and measured and TubeMogal believes its tool will help bridge the disconnect between measuring the impact of TV and online video and make “screen agnostic” planning a step closer.

TubeMogul Asia-Pacific managing director Stephen Hunt, said: “We believe the introduction of our new combined TV and video measurement, planning and buying tool will stimulate strong interest by brands that want to better understand and compare the performance of both mediums.

“Our mission is to prove that online video can deliver powerful results for brands and is the perfect complement to television marketing. BrandPoint marks a watershed moment where the two mediums finally speak the same language.”

Advertisers can use BrandPoint to buy media in real time and shift the ad spend to reach the right audience and reduce costs. Nielsen Online Campaign Ratings (OCR) is integrated into the dashboard so that advertisers can see the reach and frequency of video ads against their target demographic and measure the performance against TV ad campaigns.

Ikon head of technology Phil Cowlishaw, said: “The BrandPoint tool streamlines the entire process by giving us an understanding of the marketplace in real-time from a pricing and control perspective, helping us build the most robust, engaging campaigns for our clients.

“We aim to prove to our brands that online video is safe, effective and accountable.  This gets us further down that path and on our way to planning in a screen-agnostic world.”

Agencies and advertisers can use the tool for pre-roll, in-display video and social video on self-serve, automated basis, choosing the age and gender of target audience and desired weighting of TARPs.

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