TubeMogul Is Down With GRPs

Advertisers want TV-like ad buying for Web video. Publishers want TV money. Which is why retrofitted metrics like Nielsen’s Online Campaign ratings have taken off big time, despite imperfections. The problem, according to some industry executives, is that OCR and the comScore equivalent VCE (validated campaign essentials) are great for evaluating how Web video campaigns deliver. But not so great for planning. That’s a problem, since that’s how budgets get divvied up. Thus, there’s a need for a TV-esque planning tool that helps agencies, particularly TV buyers, plot Web video campaigns in a language they and their clients understand. That’s TubeMogul’s thinking with BrandPoint, which the company claims can help agencies plan Web video campaigns, projecting everything from GRPs to demographic ratings to anticipated CPMs. The push to sell using OCR or VCE, "is kinda wreaking havoc right now," said TubeMogul CEO Brett Wilson. "Publishers are having to over deliver 30 to 40 percent of impressions, and it’s a big planning and buying problem. Publishers are getting screwed. And they only have data after the fact. With this tool, you can really precisely control what you buy." TubeMogul’s not the first company to attempt to create a universal buying dashboard for Web video (see Tremor’s Video Hub). But Wilson demonstrated BrandPoint to Adweek, and it does look like tools employed by TV agencies. Buyers can tinker with various buying scenarios and audience demographics and... Continue reading at 'AdWeek'

[ AdWeek | 2013-06-25 00:00:00 UTC ]

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