SAN FRANCISCO — Online video marketing company TubeMogul will add new features to its tools in the coming months to make programmatic connections between an advertiser and publisher, and to make digital video buys more transparent, said Brett Wilson, CEO of TubeMogul, in an interview with Beet.TV.

“We want to make the tools easier to use since 90% of our users are self-serve buyers,” Wilson explains in this video interview. TubeMogul is also focused on its new offering, BrandPoint, that measures digital media on a GRP basis so that digital buying can be more akin to TV buying. “That’s opened up a new segment of buyers…who have never bought digital video before,” he said. Next up, TubeMogul wants to add features that let buyers import their TV plans to view their overall reach as well as additional targeting technology. “The road ahead is continuing to make buying digital video buying a lot like TV,” he said.

TubeMogul’s efforts are part of a growing industry trend to bring more aspects of TV buying to digital media. Earlier this week, GroupM’s Xaxis unit said that it’s aiming to layer in TV-style metrics to Web video via an offering called Xaxis TV.

For more insight into BrandPoint, programmatic buying and TubeMogul’s Viewability consortium to develop standards for viewability of ads, check out this video interview.

We interviewed Wilson last week in San Francisco at the Beet.TV networking party co-sponsored by TubeMogul.