BrandPoint is TubeMogul’s attempt at simplifying the way brands and agencies buy digital video advertising on a cost-per-gross rating point (GRP) basis. It aims to help these firms plan, buy and measure video across various screens.
TubeMogul wants to remove the barriers that have traditionally existed between agency, TV and digital teams. By using BrandPoint to verify a target audience has been reached, these teams can give video the same accountability as TV.
Reacting to today’s multi-screen world, TubeMogul, has set out to make a media planners’ job of reaching viewers a little easier. Annalect managing director of EMEA, Matt Simpson, wants to be able to easily target specific screens.
“Viewers don't distinguish between screens, we do, and if BrandPoint helps us make that a more seamless connected experience then we are one step closer to attributing ad spend in the most effective way,” Simpson explained.
Solving Trial and Error Media Buying
BrandPoint looks like it might do a good job of solving the fact that buying video on a cost-per-point basis is all a bit trial and error. After a buy, marketers usually rely on vendors to manually optimise using Nielsen reporting, causing budget to be wasted because of inaccurate targeting.
Instead, BrandPoint has direct integration with Nielsen Online Campaign Ratings, which should go some way to solving inaccuracies. Buyers can select an age and gender target along with the desired GRPs. Once launched, everything is automated.
There are several other targeting scenarios available to marketers. Designated market area (DMA), time of day and specific sites across private and public inventory can all be honed in on using BrandPoint.
TubeMogul chief executive officer and co-founder, Brett Wilson, pictures marketers using BrandPoint to reach the point of acting on the information gained from GRPs and Nielsen’s own ratings.
“GRPs changed what accountability looks like in digital video advertising,” Wilson said. “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.”