Unilever, Mindshare and TubeMogul partner up

Mindshare has partnered up with digital advertising software provider TubeMogul for its BrandPoint software. This was to help Mindshare’s client Unilever reach out to young men in a video ad campaign promoting its new men’s shampoo range.

Unilever’s 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’s BrandPoint product enabled both Mindshare and Unilever to plan, buy and measure the digital video ad campaigns the same way that television campaigns are executed. As a result, TubeMogul claims, nearly 8% of viewers clicked on the ad to learn more about Unilever’s hair products.

TubeMogul also developed a GRP (gross ratings point) product that allowed marketers to optimise their video ad campaigns by verifying digital audiences and enhancing reach. Unilever deployed TubeMogul’s BrandPoint tool, which enabled brands and agencies to buy digital video advertising on an established TV pricing basis, the cost per gross rating point (GRP).

“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,” Susanne Arfelt, head of marketing at Unilever Singapore said.

This partnership is across Asia.

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