Programmatic buying has really won over advertisers. They now see it as a means to greater efficiency rather than a pool of unsavoury inventory. They have also discovered that they can use programmatic platforms to achieve their brand-related objectives.
For that reason, TubeMogul has put its focus on programmatic branding. Grant Le Riche, managing director of TubeMogul Canada, says the company has increasingly been working directly with marketers. “Brands want to learn more about the technology in order to have more accountability over what they’re actually buying and are even automating the premium parts of their buys. Advertisers are now able to apply research that they can execute very easily through our platform – and I think we’re the only platform that offers that in terms of brand research.”
TubeMogul recently launched BrandPoint, a tool designed to help advertisers plan, buy and measure their digital campaigns using TV’s long-standing metric, the GRP. By mirroring broadcast buying practices – such as the ability to target by age, gender and desired GRPs – advertisers can execute digital video campaigns in a way that’s comparable to television. BrandPoint is built on proprietary audience modeling technology that continually learns over time. It includes integrated Nielsen-verified reporting so advertisers can compare the reach and frequency of their digital and TV campaigns with a common metric.
Viewability is an area important to online advertisers. Le Riche says advertisers want to know where their campaigns are running and that consumers are seeing them. “We recently put out a report that looks at the viewability numbers we’re seeing in Canada as well as sharing the results of a survey we conducted that asked a number of vendors how they measure it. We also offer a free audit where we can show advertisers what percentage of the campaign they’re running is actually seen.”
With a singular focus on the buy-side, TubeMogul only partners with premium and transparent inventory sources including direct publishers and private networks. Advertisers only pay when someone chooses to view their ads.
TubeMogul also helps advertisers understand their consumers better via a survey measurement tool integrated into the programmatic platform. Advertisers can measure not only direct response-type analytics like clicks and completions but real insights that brands actually want to know such as brand awareness, favourability and purchase intent.
Since marketers have grown familiar with targeting and performance metrics with other media, Le Riche says that putting it all into one platform makes it easier for advertisers to make the move to programmatic. In addition to all that, he says what programmatic offers is the ability to maximize the impact of every dollar spent by letting them make data-driven decisions that will lead to better brand results.