Barriers to display ad buys are disappearing
During the first quarter of 2010, online display ad impressions were up 15 percent compared to last year. Some analysts have even gone on record predicting that display will be larger than search within the next 5 years.
One explanation for the growth in display ads is that technology now exists that removes barriers previously encountered by advertisers. In this post, we list those barriers and describe the ways in which Mixpo dynamic video ad technology eliminates them.
Barrier: Ad creation consumes too much of the media budget
Solution: Mixpo is the antidote to expensive rich media ads. It’s easy to upload existing creative assets into the Mixpo platform and transform them into dynamic video ads for the web.
Mixpo VideoAds run in all IAB standard ad banner units.
To respond to breaking events or introduce new offers, advertisers can update VideoAds on the fly without retrafficking ad tags.
Barrier: It takes way too long to buy display ads
Solution: No long-range strategic planning required. No waiting in line. Two to 3 days is all the time we need to take existing advertiser creative (for example, video footage from a TV spot or a series or product or employee photos or images) and turn it into a dynamic VideoAd for the web.
Barrier: There is no easy way to buy
Solution: Through its VideoMedia solution, Mixpo takes the burden of buying media out of an advertiser’s hands. After working with the advertiser to clearly define the campaign goals and target the appropriate audience, Mixpo traffics the VideoAd, tracks performance, and responds to any developments. The advertiser pays only for performance, on a cost-per-view basis.
Barrier: Advertisers want immediate returns and ROI is hard to measure
Solution: Businesses, particularly small businesses, tend to want immediate returns in the form of sales increases. In addition, clickthrough rate may be the only performance measure they know.
In the Mixpo platform, advertisers can set up conversion tracking to measure the number of visits from a live VideoAd to landing and conversion pages on their sites.
They can also insert a range of clickable actions, such as lead capture forms, printable coupons, surveys, and more, directly into their VideoAds.
But a wealth of additional performance data is also available, including active view rate, average percent viewed, total hours viewed, and more. Research shows a direct relationship between higher view rates/durations and more brand awareness and favorability. Studies also indicate that consumers’ buying processes are typically long and that sales can’t reliably be tied to the last click before purchase.
As advertisers discover how quick and cost-effective it is to buy and run online video ad campaigns, perhaps they’ll be more open to exploring the longer- as well as the short-term rewards.
Learn more about Mixpo dynamic video advertising technology.
