If you’re running campaigns across multiple publisher sites, as most advertisers and agencies do, you need data that helps you best optimize your media spend. It’s crucial to understand which publishers are giving you the best return on your CPM investment.
At Mixpo, we’re always refining our performance analytics to give you the data you need. Recently, we added a Domain filter to the Dashboard that allows you to compare impressions, views, clicks, exposure, viewer locations, and even Xspot placement across publishers.
Example: Compare Xspot Position maps
Suppose you’re seeing large differences in engagement rates between publisher sites. Xspot placement may explain it.
Compare the following Xspot Position maps. The first, for the publisher with a lower engagement rate, shows the Xspot running primarily below the fold. In contrast, the second map, for the publisher with a higher engagement rate, shows the Xspot running above the fold.
Publisher 1: Xspot running primarily below the fold
Publisher 2: Xspot running above the fold
Example: Compare Viewer Location maps
Suppose you’re seeing loads of impressions for one publisher but few views or clicks. Another publisher has fewer impressions but a significantly higher views-to-impressions ratio. Audience targeting may explain it.
Compare the following two Viewer Location maps for an Xspot targeting a Montana audience. The top map suggests that the Xspot is being served to all viewers regardless of their locations, which results in a lot of wasted impressions. The bottom map suggests that the Xspot was better targeted at the appropriate local audience.
Publisher 1: Xspot served to all viewers
Publisher 2: Xspot served to viewers by location
More performance analytics enhancements are on the way, including an analysis of performance data by designated marketing area (DMA). Check back soon for details.
More information
Mixpo subscribers can learn more about the Domain filter by visiting the Reports page, and then clicking Can I monitor Xspot performance by domain?
Filed under: Agencies, Measurement and metrics, Product features
