Way back in 2006, long before the Google acquisition, DoubleClick published a whitepaper called Best Practices for Optimizing Web Advertising Effectiveness.
The motivation for the paper was that, while online advertising was becoming mainstream, many advertisers were still not using proven strategies to improve ad effectiveness.
The first proven strategy the report lists for increasing online advertising effectiveness is setting clear campaign objectives and building optimization into the campaign process.
“Plan for campaigns to improve iteratively as you learn,” the report recommends, and adjust based on which ad creatives best achieve the defined objectives.
Four years later, online advertising is a good deal more mainstream. And, yet, probably because it’s perceived as difficult and expensive, many advertisers are still not building iterative optimization into their online advertising campaigns.
Designed to help video advertising campaigns succeed, the Mixpo platform removes barriers to optimization by allowing you to quickly and easily copy Xspots.
Click Copy, name the versions, and you're done
After you click OK in the Copy this Xspot window, the new Xspot versions are immediately ready for editing. For example, you might experiment with different:
- Starting images so you can test which image drives the most views.
- Call to action language, so you can test which language drives the most viewers to your website.
- Overlay actions, so you can test whether a lead capture form or an in-video printable coupon drives the most interactions.
Once the versions the advertiser wants to test are in place, you can rotate them through the same Player. After a specified number of impressions, the platform automatically drops the low performers.
More information
Mixpo account holders: Find instructions for copying Xspots and settings up auto-optimization by visiting the Client Resources page, and then searching for copy and auto-optimize.
Filed under: Product features
