Online video advertising is increasingly local. The Kelsey Group predicted that local online video ad revenue would reach $1.5 billion by 2012.
In an interview with Fred Aun of ClickZ, Matt Booth, SVP and program director for The Kelsey Group’s Interactive Local Media practice, explained the revenue growth this way: Local video ads are effective and result in action. Kelsey’s "User View" study found that 47.3 percent of the people who watched a local video ad visited the advertiser’s website.
In keeping with these predictions, large and small advertisers are jumping on the local video bandwagon. National advertisers are increasingly turning national campaigns local by geotargeting calls to action and contact information.
With this trend toward local advertising, advertisers need to know if their ads are reaching the intended audience. That’s why Mixpo recently supplemented the Viewer Locations map that we’ve always provided with a new analytics feature that allows advertisers to monitor Xspot performance by designated marketing area (DMA).
Viewer Locations map we've always provided
By generating a custom Xspot report in the Dashboard, you can immediately see a list of the 210 U.S. DMAs arranged in descending order by the number of views that occurred in each.
Portion of DMA list in custom report - Click for larger image
How DMA data can shape campaigns
Suppose a state agency is running a campaign for the local lottery. By examining the DMA view data (especially in combination with the Domain filter), the agency can tell how effectively publishers are delivering impressions to the target audience. Based on the data, the agency can modify its media plan or work with existing publishers to improve targeting.
Suppose a travel agency is running an Xspot campaign to promote discounted fares to the Caribbean. Based on click data from the DMA list, the agency can identify cities where the campaign generates the most activity. This gives the travel agency valuable insight into shaping future campaigns by directing impressions toward the most active markets.
More information
Mixpo subscribers can learn more about monitoring performance by DMA by visiting the Reports page, and then clicking Can I monitor Xspot views by DMA?
Tags: designated marketing area, DMA, Mixpo, performance, video advertising, Xspot
Filed under: Measurement and metrics, Product features