Read Mixpo CEO, Anupam Gupta’s definition of the company’s new focus in Greg Sterling’s Screenwerk blog.

As an example of dynamic, Gupta points to the Mixpo Xspot that ran during the Scott Brown for US Senate Campaign. “Within the same media buy,” says Gupta, “the candidate substituted entirely different video ads to respond to changing issues in the campaign over time.”

Read the full Scott Brown case study.

Will all the emotive and brand building power TV advertising has, it’s not going away. The opportunity is to leverage that power and add to it by making it highly measurable, on the web.

This study is packed with interesting facts and insights, from how many respondents said they plan to spend more on online video advertising (87%) to where they are likely to purchase video ad inventory (51% said via publishers).