Archive for the ‘Agencies’ Category

Telescope voters to more detail

Wednesday, March 10th, 2010

A senate candidate ends a general campaign Xspot by giving voters the choice to branch to more detailed Xspots covering 3 hot-button issues.

At the end of a short presidential campaign Xspot, viewers, based on their IP addresses, are automatically redirected to Xspots featuring local gubernatorial races.

These are just two examples of what’s possible with the new telescoping, or redirect, feature available in the Mixpo platform.

Click the Economic Crisis overlay toward the end of this Scott Brown demo Xspot to experience a simple example of telescoping in action.

Note This telescoping example is for demo purposes only and was not used in an actual Scott Brown campaign ad.

Telescoping is just one of several new Mixpo features released recently as part of a package aimed at political campaigns. Learn more about the full package by visiting our political microsite.

To talk with a Mixpo representative about dynamic video advertising for politics, contact us.

Tags: , , , , , , ,
Posted in Agencies, Product features, Publishers, TV and Xspots | No Comments »

Build polls into political Xspots

Tuesday, March 9th, 2010

In a paper called Five Steps to Online Effectiveness for Political Leaders, Bailey Hill Media advises political campaigns to “ask questions, use polls, and respond to feedback. Be prepared for conversations coming from people who interact with your content. It’s this interaction that builds the type of strong voter relationships that can help you win elections.”

Mixpo Xspots include a number of features that foster dynamic interactions between advertisers and the audiences they target. The latest addition to this feature list, of particular interest to political campaigns, is polling.

Take the poll in this Scott Brown demo Xspot to see how the feature works.

Note The survey is for demo purposes only. It was not part of the actual Scott Brown for U.S. Senate campaign.

By building real-time, multiple-choice surveys into Xspots, you simultaneously make the Xspots more engaging, gain valuable voter data, and further your campaign goals.

Learn more about dynamic video advertising for Xspots.

Get more information about the polling feature at our product blog.

Tags: , , , , , ,
Posted in Agencies, Product features, Publishers, TV and Xspots | No Comments »

Turn an Xspot into a social media tool

Monday, March 8th, 2010

In an article about how an effective online strategy helped elect underdog Scott Brown in Massachusetts, Kyle Trygstad and Mike Memoli quote Justin Hart, director of new media for the Chuck DeVore Senate campaign. “Immediacy,” says Hart, “is one of the incredible values that Twitter brings to the table. And immediacy in campaigns is sometimes life and death.”

By taking advantage of the new social media package, political strategists can leverage Mixpo Xspots to contribute to the immediacy of the campaigns they manage.

As this demo Scott Brown Xspot demonstrates, viewers of social media Xspots can easily share the Xspot with friends, sign up to follow the candidate’s Tweets, become a Facebook fan, link to a candidate’s blog, and more.

Contact us to discover how easy it is to run a social media Xspot campaign.

Learn more about dynamic video advertising for politics.

Visit our product blog to learn more about incorporating interactive social media icons into Xspots.

Tags: , , , , , , ,
Posted in Agencies, Product features, Publishers, TV and Xspots | No Comments »

Mixpo eliminates political ad barriers online

Thursday, March 4th, 2010

A Washington Times op ed piece by Mixpo CEO, Anupam Gupta points out that, even though Americans are spending more time online and businesses are spending more money on internet advertising, politicians have been slow to take advantage of these trends.

What accounts for this reluctance? The perception that online advertising is too boring to grab voters’ attention and too expensive to update in response to rapid changes in the political winds.

Indeed, if you define online advertising as static banner ads or as elaborate rich media productions that are expensive and time-consuming to update, then that analysis is correct.

As Scott Brown’s winning campaign demonstrates, however, Mixpo Xspots eliminate the cost and complexity barriers that have prevented campaigns from taking advantage of the power of online video advertising.

Using the Mixpo platform, the Scott Brown campaign quickly and easily converted 30-second TV spots into interactive Xspots that ran across the Boston Herald online edition. From the engaging Xspots, voters could donate to the campaign, sign up to follow the Scott Brown Twitter feed and Facebook page, and more.

In response to the Brown-Coakley debate, the Brown campaign modified its Xspots to take advantage of increased momentum. Without re-trafficking any ad tags, changes went live immediately everywhere the Xspots were running.

Politics is intense and dynamic. Now there’s campaign technology that makes the most of those characteristics online. Contact Mixpo today.

Read the full Scott Brown case study.

Learn more about dynamic video advertising for politics.

Read more about the Brown campaign’s online strategy.

Tags: , , , ,
Posted in Agencies, Publishers, TV and Xspots | No Comments »

Mixpo Xspots reach and engage voters

Monday, March 1st, 2010

Today, Mixpo announced its dynamic video advertising solution designed specifically to help political candidates and campaign committees reach and engage voters.

Innovative campaigns, such as Scott Brown’s Massachusetts senatorial race, have already proven that Xspots have a key role to play in politicians’ online strategies. Strategist for Scott Brown for U.S. Senate, Rob Willington, credits Mixpo with enabling the campaign “to effectively persuade many of our targeted voters.”

The Mixpo solution allows campaigns to add interactive custom overlays to existing video footage that encourage viewers to contribute, volunteer, take polls, connect with Twitter, Facebook, and other social media sites, and even telescope to other videos where they can explore specific issues in more depth.

Xspots can be updated at any time to respond to charges from opponents and other breaking news. Changes go live immediately everywhere the Xspots are running.

Learn more about the dynamic video advertising solution for politics at our Political microsite, where you can also download a case study and datasheet.

Tags: , , , ,
Posted in Agencies, Publishers, TV and Xspots | No Comments »

Rich media with Xspots

Friday, December 11th, 2009

Advertisers whose branding goals include aided brand awareness, online ad awareness, brand favorability, or purchase intent should invest in rich media with video.

That’s the conclusion from the June, 2009 DoubleClick research report, The Brand Value of Rich Media and Video Ads, which presents the results of a comparison of brand metrics for more than 4,000 online campaigns across a variety of verticals.

If your advertising clients are running Flash banner ads and TV spots separately, you can now offer them an easy way to jump in to the rich-media-with-video space.

In the Mixpo platform, you can upload and customize the two ad formats so that, on click or mouseover, the Flash display ad expands to an Xspot.

The following examples of an expanding 160×600 skyscraper Flash display ad demonstrate the power and flexibility of the feature. (Note: Because these ads are for demonstration purposes only, clickthrough URLs and lead capture emails are directed to Mixpo rather than the actual advertiser.)

Example 1 On mouseover, a 160×600 skyscraper display ad expands to a 400×300 Xspot anchored in the bottom right corner.

Example 2 On mouseover, a 160×600 skyscraper display ad expands to a 400×300 Xspot anchored at the bottom left corner.

Example 3 On mouseover, a 160×600 skyscraper display ad expands to an 800×600 Xspot anchored at the center right.

You can access all of the performance data for the two associated ads in one easily accessible location.

But remember, even the most effective format can’t compensate for weak content.

In a MediaPost article, Judy Franks, principal of The Marketing Democracy and faculty member at Northwestern University, reminds agencies and advertisers that “People love good video content and they’ll take it wherever they can get their hands on it.”

The cautionary advice in a 2007 Beyond the Click article that all online video ads are not created equal is just as true in 2009. While data from 101 campaigns showed that all video ad campaigns positively moved at least some branding metrics, the most memorable campaigns performed dramatically better than the least memorable. In fact, least memorable campaigns had little or no effect on brand favorability or purchase intent.

More information

Mixpo subscribers can learn more about expanding display ads by visiting the Create page, and then clicking Can I run a display ad using the Mixpo platform?

Tags: , , , , ,
Posted in Agencies, Product features, TV and Xspots | No Comments »

Track performance by domain

Monday, November 23rd, 2009

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.

Xspot running primarily below the fold

Publisher 1: Xspot running primarily below the fold

Xspot running above 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.

Xspot served to all viewers

Publisher 1: Xspot served to all viewers

Xspot served to viewers by location

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?

Tags: , , , , ,
Posted in Agencies, Measurement and metrics, Product features | No Comments »

Mixpo expands local video ad offering to agencies

Thursday, September 17th, 2009

Today we announced that we’re expanding our video ad solution to help agencies and marketers extend their local TV ad campaigns to the Web. “Working with our media company partners and their advertisers over the past year has revealed the opportunity to answer those needs, which is why we are expanding our local online advertising capabilities to agencies and in-house marketers.” said Anupam our CEO.

According to the Kelsey Group, local TV advertising is estimated as a $25 billion market. There’s a huge opportunity for agencies and advertisers to take their existing TV spots and make them highly interactive and local response driving video ad units we call Xspots. A lot of analysts get caught up in solving the video production issue when talking about online video advertising (either how to produce custom videos or how to use templates) but in reality, there is a lot of money that’s already been spent to create high quality, compelling TV advertising. These same ads can easily be turned into highly interactive Xspots that are very effective online ads that drive local response.

We see the promise of helping advertisers, their agencies and media companies bridge the gap from TV to the Web. As Anupam states, “Our hope through our offerings for both sides of the local TV ecosystem is to facilitate a faster growth of the emerging local TV to the Web process.”

Posted in Agencies, TV and Xspots | No Comments »

Taking advantage of TV ads

Tuesday, September 15th, 2009

Controlling costs is on everyone’s minds including advertisers big and small. In an American Association of Advertising Agencies (AAAA) study on production costs Andy Perry heads of broadcast production at Saatchi & Saatchi said:

“Everybody involved in television is aware that runaway costs would be just another reason to walk away from TV as an advertising medium,” he related. “So as a result, I think all of us who believe in television are trying hard to keep it viable on a cost basis. For some clients, cost determines which medium to go into and our industry has a stake in keeping television alive since it is a foundational medium for so many of the other ones.”

Note is last point: one way to ‘control’ costs is to get more out of what you created. Extending TV ads online makes perfect sense rather than creating a wholly separate campaign online.

Tags: ,
Posted in Agencies, Research and industry data, TV and Xspots | No Comments »