By Sahil Patel
Online video ad tech provider TubeMogul has launched BrandPoint, a new product that aims help agencies plan for and buy digital video based on the language they already understand, the one that exists on TV: GRPs.
Integrated with Nielsen’s Online Campaign Ratings data, BrandPoint is a self-service platform, allowing agencies to target audiences by age, gender, designated market area (DMA), and day-parts, as well as specific sites across public or private video inventory. The product also supports multiple video ad formats, including pre-rolls, videos within display ads, and social video.
The goal here is pretty straightforward: Video ad budgets are not going to shift from TV to online video in any significant way until TV buyers are comfortable with planning and buying digital video. You can say a lot about GRPs, but the fact remains (as I am reminded often), no one has lost their job buying GRPs. Which means, they are here to stay.
BrandPoint is aiming to simplify the process. Which is why the platform allows agencies to set target audience info for age and demographic, and the number of GRPs they want to hit, and then automate the campaign.
And while TubeMogul is ready to concede what everyone already knows — that there is still room for improvement in online video advertising when it comes to targeting audiences by age and gender — the company says it’s always working to better that process. Built on top of Nielsen’s OCR product, BrandPoint allows agencies to dive in and verify that their campaigns are reaching their target audience.
For online video publishers, if a tool such as this catches on among the buying community, it means a larger network to sell their inventory to.