World’s first GRP planning and buying tool for digital video launched

TubeMogul has launched a new tool that will enable brands and agencies to buy digital video advertising on a gross rating point (GRP) basis.

BrandPoint is designed to break down the silo between agency TV and digital teams – allowing for the two to plan, buy and measure video across screen on a comparable basis.

The new service has been launched in response to changing viewing behaviours in the multi-screen landscape, and will offer online video the ‘same accountability as TV’ by proving that a target audience was reached – an ‘industry first’ for the digital video market place.

“TubeMogul BrandPoint gives us an understanding of the marketplace in real-time from a pricing and inventory perspective, helping us build the most robust, engaging buys for our clients,” said Michael Baliber, senior vice president of Digital at ID Media.

“At the end of the day, we have to prove to our brands that online video makes sense, and this gets us further down that path.”

Currently, buying digital video on a cost-per-point basis is often viewed as a complicated process of trial and error. However, BrandPoint technology will allow advertisers to select an age and gender target and desired number of GRPs across a number of video formats, including standard pre-roll, in-display video and social video.

Brett Wilson, CEO and co-founder of TubeMogul said: “GRPs changed what accountability looks like in digital video advertising. BrandPoint gets marketers to the point of actually acting on that information.

“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.”