Unilever, Mindshare detail impact of digital-video GRP buying in recent Singapore campaign

Unilever’s Clear video advertising campaign targeted men aged 18 to 34 with a series of 'Fresh tips' video ads that provided hair-care tips (the videos are available on the brand's YouTube channel).

Mindshare recognised 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 to 34 male segment, who often spend more time consuming videos and interacting with friends within social media than they do on TV,” said Susanne Arfelt, head of marketing at Unilever Singapore.

Mindshare deployed BrandPoint, a GRP (gross ratings point) product developed by TubeMogul, a digital advertising software provider.

BrandPoint allows agencies to optimise their video ad campaigns by verifying digital audiences and enhancing reach, according to TubeMogul. It also enables agencies to plan, buy and measure digital video ad campaigns on the established TV pricing basis, the cost per GRP.

“We created the audience-modeling algorithm based on the data that was originally provided by Nielsen Online Campaign Ratings, which isn’t available in Asia at the moment,” Phu Truong, TubeMogul's Southeast Asia managing director, told Campaign Asia-Pacific.

The Unilever campaign achieved more than 134 gross rating points (GRPs) among men aged 18 to 34 within 30 days, while nearly 8 per cent of viewers clicked on the ad to learn more about Unilever’s hair products.

Mindshare chose to work with TubeMogul because of the accuracy of its video-targeting software, automation, and its easy comparison tool, which compares the cost of purchased video ad inventory with TV ad spend, said Regina Lim, business director at Mindshare Singapore.

The media agency plans to deploy TubeMogul’s programmatic video ad software across other client campaigns.

“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.”