Video advertising provider TubeMogul is signing the future of online video (insert lyrics from Naughty by Nature’s hit song OPP. Remember this line from the song, “You down with OPP (Yeah you know me),” the company has just premiered BrandPoint, a new tool that enables brands and agencies to buy digital video advertising on a cost per gross rating point (GRP) basis. The product aims to help break down the traditional silo between agency TV and digital teams, enabling them to plan, buy and measure video across screens on a comparable basis.
Many media buyers comment on how the current process to buy online video on a cost per point basis is a complicated process of trial and error. Once a buy is made, marketers rely on vendors to manually optimize based on Nielsen Online Campaign Ratings reporting, which can result in a significant portion of a budget being wasted due to low accuracy in targeting different demographics.
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BrandPoint — the first self-serve solution for buying digital video on a GRP — helps solve this problem with ease and the direct integration with Nielsen Online Campaign Ratings data to ensure some of the highest accuracy on the market. Buyers can simply select an age and gender target and desired number of GRPs, then click “launch” — the rest is automated. Marketers can also target by designated market area (DMA) and day-part, as well as a specific set of sites across private or public inventory. The solution works across video formats, including standard pre-roll, in-display video and social video. As always, TubeMogul’s brand safety layers are built-in.
BrandPoint is designed for total accountability. All buys are backed with a cost per point guarantee. As a campaign proceeds, agencies can see Nielsen Online Campaign Ratings data in the platform to verify that they are reaching their target audience.
Built on top of Nielsen Online Campaign Ratings, BrandPoint’s models ensure higher accuracy and a lower cost per point than any in the industry are likely to match. The tool even matches or beats many local TV markets in terms of cost. For instance, marketers targeting adults between 25 and 54 years old that live in New York would save $1440 per ratings point by switching TV spending to online video. Similarly, marketers targeting adults between 18 and 49 that live in the Sacramento area would save $306 per point. As many are discovering, age and gender targeting is not perfect in digital video yet, but TubeMogul’s dynamic algorithms are ensuring continual improvement.