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New technology brings TV buying metrics to online video

TubeMogulA technology company has launched a media buying tool that it says is the first in Asia to allow media agencies to buy online video in the same way they buy TV.

The new tool, called BrandPoint, uses GRPs (gross rating points) – the same unit of audience measurement for television – to evaluate online video campaigns.

Using the same metric as Asia’s dominant advertising medium will persuade planners to spend more on online video, said the Phu Truong, director of the company behind the technology, TubeMogul.

“TV has been planned using GRPs for 50 years,” he said. “Media planners are used to the way that it’s bought. Digital has been sold in a different way to TV for the last decade or so. And a hard part of moving dollars to digital has been that you don’t have the same measurement tools.”

TubeMogul, which launched in Asia eight months ago, works with the automated online buying arms of media agencies.

The new tool uses a reporting system from media measurement firm Nielsen, enabling advertisers to compare the reach and frequency of their digital and TV campaigns with a common metric. Facebook data is used to verify an advertiser’s target audience.

BrandPoint has gone live in Singapore, Japan, China, Hong Kong, Indonesia, Malaysia, the Phlippines, South Korea, Taiwan, Thailand and Vietnam.

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