Mindshare uses TubeMogul’s tool for planning digital video on a TV ratings basis, delivers effective audience reach for Unilever Clear.
Singapore – Mindshare announced it is one of the first media agencies to deploy TubeMogul’s BrandPoint software across Asia, enabling Unilever to effectively reach young men in a video ad campaign promoting its new men’s shampoo range.
Mindshare said its Unilever Clear video advertising campaign was aimed at men aged 18 to 34, and featured a series of video ads, including one with the tagline “Never Use Your Girlfriend’s Shampoo.”
The ad campaign featured an episodic series of “Fresh Tips” that inform men how to take care of their hair. TubeMogul, a digital advertising software provider, has developed a GRP (gross ratings point) product that allows agencies to optimize their video ad campaigns by verifying digital audiences and enhancing reach.
TubeMogul’s BrandPoint product also enables agencies to plan, buy and measure their digital video ad campaigns the same way that television campaigns are executed, and was only made available in Asia in the past few months.
The Unilever campaign achieved more than 134 gross rating points (GRPs) among men aged 18 to 34 within 30 days. The TubeMogul product enabled Unilever to optimize its audience and reach and effectively target its digital target market. As a result, nearly 8% of viewers clicked on the ad to learn more about Unilever’s hair products.
At the start of the campaign, Mindshare knew that TV alone could not deliver the audience targeting and reach it wanted, as the young male demographic is more likely to watch digital content and streaming video, or spend time on social networks.
“It is harder than ever to reach certain audiences with conventional TV advertising, especially the sought after 18-34 male segment, who often spend more time consuming videos and interacting with friends within social media than they do on TV,” says Susanne Arfelt, Head of Marketing at Unilever Singapore.
The agency deployed TubeMogul’s BrandPoint tool, which enables brands and agencies to buy digital video advertising on an established TV pricing basis, the cost per gross rating point (GRP). It enabled Mindshare to plan, buy and measure the reach and price of video ads across different screens.
Mindshare said it was able to optimize Unilever’s online campaign audience reach in Singapore, and said TubeMogul’s programmatic video ad software would be deployed across other client campaigns.
“Digital video is the ideal way to advertise to this audience, and BrandPoint helped us deliver and make direct comparisons to TV in terms of cost and effectiveness,” said Regina Lim, Business Director at Mindshare Singapore.
“The TubeMogul BrandPoint software is designed to provide total accountability to the agency and advertiser through the course of a digital video advertising campaign,” said Phu Truong, TubeMogul South-east Asia Managing Director. “For years, brands have been asking for a way to buy on GRPs online in the exact same way that they do on TV. That’s’ what BrandPoint was built for. Unilever, again, leads the field in innovation.”
Lim said it chose to work with TubeMogul because of the accuracy of its video targeting software, automation, and its easy comparison tool, which precisely compares the cost of purchased video ad inventory with their TV ad spend.
“Mindshare’s creative approach to this Unilever campaign is a model for other marketers looking to bridge the gap between TV and digital video,” said Truong. “As the digital video content market explodes across Asia, we expect to see more innovative use of our targeting, automation, and GRP-based programmatic video advertising software.”
Mindshare is a global media and marketing services network with billings in excess of $27.8 billion (source: RECMA). The network consists of 114 offices in 82 countries throughout the North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is a member of WPP, the world’s leading communications service group with $84.2bn in billings (source: RECMA), and is part of GroupM, the world’s leading full service media investment management operation, which was created by WPP Group to oversee its assets in this sector. For more information, please visit:
TubeMogul is the leading advertising software company for digital branding. The world’s largest brands and agencies unify their video advertising on TubeMogul’s programmatic platform. By using a single, integrated solution, TubeMogul’s clients gain control over their video spend, simplify their workflow and verify the success of their campaigns. Founded in 2006, TubeMogul is based in Emeryville, California with offices across North America, Europe, Asia and Australia.