A June, 2009 DoubleClick research report, called The Brand Value of Rich Media and Video Ads, suggests a resounding Yes. Viewers exposed to rich media ads with video showed a 1.16% increase in purchase intent compared with only a .50% increase for viewers exposed to rich media ads without video.

But for many advertisers, recommendations based on cumulative research data simply aren’t compelling enough. They want to see concrete results based on their own ads for themselves.

That’s why, at Mixpo, we now offer advertisers an easy way to compare the number of conversions that result from a display ad versus an Xspot.

Advertisers can use the Mixpo platform to run a display ad and an Xspot simultaneously and track the number of people who visit a landing page after:

• Opening the page where the online ad is embedded.
• Viewing the online ad.

In addition, advertisers can compare what Aaron Reinitz, in Clicks, Cookies, Conversions, and Cough Drops, calls “intention metrics.”

Conversion tracking intention metrics

For each type of online ad, advertisers can track visitors’ progress through the purchase funnel, from the landing page, through the purchase intent page, to the page where the final sale occurs.

This not only answers the question about which type of online ad drove more sales. It also generates valuable consumer insights and helps advertisers optimize their purchase processes.

Resolve the display ad versus Xspot controversy for yourself. Contact a customer service representative about running your own display-ad-versus-Xspot campaign.

More information

Mixpo subscribers can learn more about conversion tracking by visiting the Advanced page, and then clicking Track conversions resulting from an Xspot.

Didn’t know you could run display ads using the Mixpo platform? Visit the Create page, and then click Can I run a display ad using the Mixpo platform?.