The technical ability to incorporate rich, interactive overlays into video ads isn’t new –it’s to be expected. Yet, advertisers still cite difficulty of implementation, lack of real-time reporting, and inability to port overlays cross-device types (computer, tablet, smartphone) as impediments to scale adoption.

To address these challenges, Mixpo today launched SmartVideo Frameworks, customizable video ad components that enable advertisers to easily overlay rich interactivity, which can be personalized in real-time based on audience, and yield detailed performance data and insights.

Compelling video ad overlays increase consumer engagement and positive brand impact.  Last year Microsoft Advertising, for example, conducted a six month longitudinal study (here) of 20 campaigns to test the impact of ad engagement on brand:

 Microsoft Advertising has proven the importance of online advertising for brand advertisers by demonstrating a clear link between online ad engagement and measures of positive brand impacts.

As far as online measures of brand engagement were concerned, higher dwell scores [read: active video ad engagement] leads to:

• More branded searches.
• More traffic to the brand site.
• More engagement at the brand site.

 An additional case study with a high profile Technology advertiser further demonstrated

that a campaign with dwell scores 50% higher than average delivered significant uplifts in key offline brand metrics. The measures that showed increases included brand awareness, brand favorability and purchase intent.

Interactive overlays for video ads are not new for the industry or Mixpo. The unique, incremental benefits of Mixpo’s new SmartVideo Frameworks are that they:

• Provide quick-start templates for specific industries.  Political campaigns, for example, need to change ads quickly for real-time response without sacrificing visual impact and engagement.  Retailers want to update video ads with weekly circulars, coupons, and special offers, but want the ability to plug and play instead of getting bogged down with time-intensive creative.  TV broadcasters need to update topicals same day – news and talk programs change content daily if not multiple times a day.  Advertisers need quick turnaround that doesn’t sacrifice rich visuals that increase dwell scores.

• Can be personalized in real time based on audience.  Mixpo SmartVideo Frameworks’ overlay elements can be changed based on location, gender, age, and interest.  National auto OEMs often want to drive traffic to thousands of local dealerships.  SmartVideo Frameworks can be configured to automatically show different dealer hours, locations, and inventory based on viewer location.  They enable retailers to show different coupons by region or different products based on age, gender, and/or behavior.

• Generate real-time reporting for each individual overlay element.  Advertisers want to know more than just click through rates – they want to know details about specific interactions.  Political campaigns, for example, don’t just want to know the number of clicks to their websites; they want to know what percentage of viewers posted their ads to Facebook or clicked to find a map to the nearest polling locations.  CPGs want to know how many consumers browsed through the recipe library embedded in the video ad.  Broadcasters know what percentage of viewers clicked to play additional program previews and clips.

• Supply brand impact results.  Advertisers can see quantitative impact awareness, perception, and intent.

• Deliver automatic multivariate testing and optimization.  Different aesthetics, overlay elements, and messaging will yield different results.  While it’s possible to leverage prior learning to determine which alternatives to use based on desired outcome, there’s no crystal ball that will tell advertisers up front what will optimize results – i.e. whether overlay X versus overlay Y will driver greater engagement.  Mixpo Frameworks automatically perform A-B testing (or A-B-C-D…) and change impression mix based on which execution is having the greatest success.

• Offer Flash and HTML5.  Mixpo provides advertisers the ability to run video ads across multiple screens – computer, tablet, smartphone.   

Our new SmartVideo Frameworks make it easier for advertisers to add rich overlays to their video ads to increase brand engagement.  Mixpo’s reporting tells advertisers which overlay elements are performing best.  We provide the option of personalizing the content of overlays based on audience profile for greater relevance.  And our ads continue to run as both Flash and HTML5.

With SmartVideo Frameworks, Mixpo continues to add in-demand capabilities to its one-stop solution for smarter video ads.

-By Walter Harp, VP, Product Marketing

In a recent article, published by Radio & TV Broadcast Report, I shared several key insights our company has gained over the last few years working with local stations and broadcasters on promoting their tune-in shows using online video advertising.

Here is an excerpt:

It’s no secret TV viewers are not only time-crunched, but also multi-tasking across multiple devices while watching their “must see” programs. In fact, according to Nielsen, 40% of smartphone and tablet owners use their devices while watching TV.

Most stations continue to promote their line-up through a mix of on-air spots, radio, and even out of home (OOH) advertising. However, stations can not afford to overlook advertising that reaches the other screens capturing the minds and eyeballs of its target audiences.

Forward-looking networks and syndicators are investigating, purchasing and placing video ad buys to get in front of mobile audiences and, if you haven’t, it’s time to align your media plans with today’s media consumption habits.

You may be asking, “why video ads instead of display?” According to eMarketer, video ads are 60% more effective at building awareness than banner ads; consumers who watch video ads are far more likely to remember shows, channels, and times. Also, video ads are a “gimme” in terms of workflow because banners require separate creative effort.

Video assets – for example a: 15 preview for an afternoon talk show – can be instantly transformed into an ad using video ad production platforms. If you’re producing a promotion for on-air, it’s a bonus to use the same promo online – with a sprinkle of interactivity and localization.

For more of this article, including five tips on how best to use online video to promote tune-in, visit the RBR site.