Video branding company TubeMogul has launched BrandPoint, a tool aims to enable advertisers to execute digital video advertising campaigns in a comparable way to TV campaigns.

The tool, developed in collaboration with media agency Ikon Communications, enables brands to buy digital video advertising while aiming to make it easier for advertisers and agencies to plan, buy and measure online video.

“We believe the introduction of our new combined TV and video measurement, planning and buying tool will stimulate strong interest by brands that want to better understand and compare the performance of both mediums,” Stephen Hunt, TubeMogul’s Asia-Pacific managing director, said.

“Our mission is to prove that online video can deliver powerful results for brands and is the perfect complement to television marketing.  BrandPoint marks a watershed moment where the two mediums finally speak the same language.”

Phil Cowlishaw, head of technology at Ikon Communications, added: “The BrandPoint tool streamlines the entire process by giving us an understanding of the marketplace in real-time from a pricing and control perspective, helping us build the most robust, engaging campaigns for our clients.

“We aim to prove to our brands that online video is safe, effective and accountable.  This gets us further down that path and on our way to planning in a screen-agnostic world.

According to the release the BrandPoint platform can be used as a self-serve tool, giving agencies and brands full control over their campaigns, while advertisers are also able to target specific sets of sites across the private or public inventory.