Scott Brown’s come-from-behind victory in the recent Massachusetts Senate race is widely attributed to his effective online communications and advertising model (for example, see An Online Model for the GOP?).
As part of that online model, in the final days leading up to the election, the Brown campaign trafficked an interactive Mixpo Xspot across the Boston Herald online edition. During the 10-day Xspot campaign, the paper served almost 1.5 million impressions.
- Voters chose to watch and engage with Brown’s Xspot nearly twice as often as the industry standard for online video ads.
- The Xspot campaign’s clickthrough rate exceeded the typical rate for display ads by almost double.
- On average, viewers watched 78 percent of the Xspot.
- Brown’s message was communicated for a total of 267 hours.
To learn more about how easy it was for the Brown campaign to convert an existing 30-second TV spot into an interactive online Xspot and to use the Xspot to respond to breaking news, read the full case study.
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Filed under: Case studies, Measurement and metrics, TV and Xspots
