Video advertising software company TubeMogul wants you to think it is.
Its SaaS BrandPoint is meant to plan, buy and measure digital video on a gross rating point (GRP) basis. Now, in addition having the ability to purchase media inventory based on reach and GRP, you can purchase media using on-target CPMs (cost per thousand impressions). BrandPoint also has an interesting feature that TubeMogul refers to as “smarter audience segments.” Basically, as your campaign progresses, the tool uses a dynamic algorithm to help your on-target percentage increase without you having to manually monitor it.
Here is where things get interesting. BrandPoint was developed in collaboration with media agency Ikon Communications and combines TV and online video measurement, planning and buying. That means that, when used properly, the tool can help brands better understand and compare the performance of online video and TV advertising.
According to an article posted on B&T yesterday, Stephen Hunt, TubeMogul’s Asia-Pacific managing director, 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.”
This kind of information could be very useful, considering the fact that half of online video advertising last year was deemed un-viewable.
“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,” Hunt was quoted in the B&T article.
Is it possible to control where your video advertising appears?
According to TubeMogul, if you use BrandPoint you have more control over where your video ads appear. Besides having control over your campaigns, you would also be able to target specific sets of websites across both private and public inventory. That includes social video, in-display and pre roll ads. While the software may not tell you exactly whether your video ads are viewable, you will be able to determine by numbers where your video ad dollars are going based on branding results for yoru given budget.
While this isn’t a perfect solution for knowing whether your video ads are viewable, it does give you better control over where and when your video ads will appear.
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