Posts Tagged ‘Mixpo’

What's next for auto dealers online?

Tuesday, November 2nd, 2010

At the recent J.D. Power Automotive Internet Roundtable conference in Las Vegas, we heard from speakers and panelists who pointed to a number of challenges facing auto dealers. Some of these challenges include:

Going beyond the obsession with simply moving cars off the lot by telling great creative stories that build fans and generate brand enthusiasm.
Integrating creative and messaging in cross-platform advertising campaigns.
Taking full advantage of social media trends for reputation management and consumer control in ad campaigns.
Expanding key performance indicators to define and measure engagement.

A recent AdvertisingAge article supports the idea that great creative and integrated messaging may well be the key to increasing sales. While many advertisers blame media mix and placement for poor ad campaign performance, marketing experts claim—and studies confirm—that creative has a major impact on price premiums as well as sales.

In an October OnlineVideoInsider article, Anupam Gupta challenges auto marketers to move beyond simplistic FLASH ads. These marketers, claims Gupta, already understand the power of sight, sound, and motion so they are ideally positioned to lead the charge into video with dynamic creative.

Dynamic video ads represent an opportunity to deliver immediacy and relevance to each viewer. By leveraging a single TV video file, auto marketers can maintain consistency across platforms while achieving two separate goals online, building brand enthusiasm and generating demand.

What do you think? Are these the challenges facing auto dealers? Will dynamic video advertising help auto marketers address the challenges they face?

Tags: auto, automotive, display ads, Mixpo, video advertising, Xspot
Posted in Agencies, Publishers, TV and Xspots | No Comments »

Ad sequencing in the non-linear Web world

Tuesday, October 19th, 2010

Use ad sequencing to tell stories*

Consumers typically progress through a single TV program or a series of episodes in a linear fashion. Advertisers have taken advantage of this linear progression to build brand awareness and tell stories through ad sequences.

For example, Budweiser served a progression of popular beer ads to football fans watching the Superbowl. Taster’s Choice promoted its coffee using an ad sequence that traced the progress of a developing romance. The Energizer Bunny sequence not only won a best-commercial-of-the-year Obie award but also resulted in Energizer pulling ahead of Duracell in sales.

Because ad sequencing works on television, advertisers who extend their campaigns online want to tap into that same sense of motion and momentum. But, they face a challenge. How is it possible to capture the repetition and story-telling potential of ad sequencing on the Web, an inherently non-linear medium?

As part of its goal to remove barriers to online video advertising, Mixpo recently released its Dynamic Suite. Included in the Suite is a message sequencing tool that provides advertisers with one of the easiest, most effective ways to deliver in-banner video ad sequences on the Web.

Ad sequencing described

With Mixpo’s user-friendly ad sequencing tool, advertisers can:

Build in a progressive viewing experience by basing ads that a consumer sees on ads that same consumer viewed or encountered previously (through an impression).
Fine tune that experience by controlling the number of impressions or views that trigger the delivery of a different ad.
Set up as many ad sequences as necessary to deliver the optimal brand awareness or story-telling experience.
Preview the ad sequencing experience to make sure it performs as expected before the ads go live.

Ad sequencing applied

Automotive: From the general to the specific

An auto dealer runs a sequence of ads based on views. Consumers who have actively chosen to view a general video ad about the new hybrid SUV will automatically be shown a more detailed ad about some of the model’s hottest features.

Retail: Upping the incentive

A sporting goods retailer runs a sequence of ads based on impressions. Consumers who have been exposed twice to a startframe that shows a re-designed elliptical machine will see a new startframe on their third visit that offers a 10% discount coupon to first-time customers.

More Information

New to Mixpo? Explore our website today to learn more about dynamic video advertising.

Mixpo customer? Learn more now about ad sequencing by signing in to your account, opening the Client Resources home page, and then searching for “sequencing.”

*Photo taken by Jill Clardy.

Tags: Mixpo, sequence, sequencing, television, TV, video advertising, Xspot
Posted in Agencies, New features, Product features, Publishers, TV and Xspots | No Comments »

Dayparting works – on TV and online

Thursday, October 14th, 2010

Target audiences through dayparting*

Advertisers want to extend their TV campaigns online, but often fear the expense and labor involved in creating or editing video for online audiences.

To remove barriers to the TV-online transition, Mixpo not only makes it easy to re-purpose existing TV creative for use on the Web. Our platform also incorporates tried-and-true TV programming strategies, such as dayparting, into our dynamic feature suite.

Dayparting enables advertisers to deliver content at a specific time of day or day of the week, when it is most likely to be relevant to particular viewers.

Dayparting described

Advertisers accustomed to running dayparted campaigns on television will find it easy to take advantage of this feature on Mixpo’s platform. Using an intuitive interface, dayparting is simple to implement and supports:

Running different ads during select dayparts, with no limit on the number of dayparts.
Setting up customized dayparting schedules for different days of the week.
Copying schedules from one day to another.
Previewing dayparts to ensure functionality before the ads go live.
Trafficking one master ad tag that controls an entire dayparting schedule.
Generating custom reports that track the individual performance of each dayparted ad.
Changing creative or adjusting daypart times mid-campaign without re-trafficking any ad tags.

Dayparting applied

Here are a few examples of how dayparting can help your ad campaign:

Fast food: The right message at the right time of day

To bring customers into the store, a restaurant can run its breakfast burrito ad from midnight to 10am, its tuna melt ad from 10 am to 2:30 pm, and its four-piece chicken dinner ad from 2:30 pm to midnight.

Tune-in: The right message on the right day of the week

To queue up viewer interest and drive viewers to its nightly broadcast, a TV station can run ads a few hours in advance of air time that preview the most exciting news segment.

More Information

New to Mixpo? Explore our website today to learn more about dynamic video advertising.

Mixpo customer? Learn more now about dayparting by signing in to your account, opening the Client Resources home page, and then searching for “dayparting.”

*Image taken by David Sky

Tags: day part, daypart, dayparting, Mixpo, television, TV, video advertising, Xspot
Posted in Agencies, New features, Product features, Publishers, TV and Xspots | No Comments »

Space invaders

Wednesday, October 6th, 2010

At this year’s Advertising Week, there were a lot of great discussions, but what caught my ear repeatedly was the rediscovery of display advertising space. For years, the primary issues around display have been targeting, context, and analytics. The actual advertising space on the page was treated like an unused spare bedroom and creative afterthought—unless you like dancing silhouettes and teeth whitening ads. Even rich media, with its compelling opportunities for design and engagement, still plays a small role here—less than 6% of all impressions.

Now, creatives are ready to reclaim this forgotten geography. On more than one occasion, I heard creative agencies talk about the space available within online display advertising as a new place to assert the growing role of online creativity. One even went so far as to welcome new parties to the discussion by stating: “Technology has a seat at the creative table.”

Did you hear that? Tuck your napkins into your concert tees, my fellow technologists, it sounds like we’ve just been invited to the table! And, it’s about time! Billions of display ad impressions are consumed every day and, unfortunately, most of them are still wasted experiences. Now is the time to capitalize on those exposures by incorporating video, social interactions, real-time content, and a wide variety of interactions.

It’s time for online technologies and technologists to directly engage with the creatives. They are asking us to join the conversation. Now we need to apply our technologies to core messaging strategies. In doing so, we can co-create highly compelling advertising experiences, re-infuse display media with more value, and achieve the goals of true cross-channel creative integration.

For me, Advertising Week confirmed that now is the time to reinvigorate the display space and turn it into the dynamic experience it always should have been.

Tags: Anupam Gupta, display ads, Mixpo, video advertising, VideoAd, Xspot
Posted in Agencies, Anupam Gupta, Publishers, TV and Xspots | No Comments »

Use performance data to get better results

Thursday, September 30th, 2010

To increase holiday donations, the Salvation Army rotated three Xspots and one rich media ad without video in the same banner ad space on Comcast Online. While all of the ads helped raise dollars, performance data showed the power of compelling true-story video content. The Xspot engagement rates outperformed the rich media ad rate by 38 to 1.

To increase attendance at a 2-day warehouse sale, fitness equipment industry leader SportsArt re-purposed existing video creative to run an Xspot campaign on two local media websites. More than 2,400 people viewed the Xspot and watched a combined total of 12.5 hours of SportsArt content. Part way through the campaign, SportsArt changed the play mode from click-to-play to rollover-to-play. This change increased the number of viewers substantially, resulting in an overall active view rate 16 times greater than the standard display ad clickthrough rate.

These success stories show the key role that accurate and detailed performance data plays in online video ad campaigns. Advertisers rely on the data not only to measure the success of completed campaigns but also to optimize campaigns while they’re running and run better campaigns in the future.

Through its Dashboard and Advanced Analytics, the Mixpo platform has always provided a wealth of performance data. Now, a Reports Wizard makes that data easier than ever to access.

Click to see a larger custom reports list

A user-friendly interface guides you through the process of setting up and scheduling fully customizable Xspot, placement, conversion tracking, and geotargeting reports that you and other recipients receive automatically in email. For example:

To compare ad performance across advertisers, schedule a weekly Xspot report that includes:

All of the Xspots in your Group.
All of the available performance, click, and interaction data.

To compare ad performance across domains, schedule a monthly Placement report that includes:

Two Xspots in a specific advertiser’s account.
All of the placement domains where the Xspots are running.
Only engagement rate, views, view rate, clicks, and click rate data.

To see the total of number of conversions a campaign generated, run a one-time conversion tracking report for a specific Xspot that includes:

Total conversions.
Number of conversions attributed to consumer impressions, views, and clicks.
Number of conversions per webpage.

More information

Can dynamic video ads solve pharma's side effects problem?

Wednesday, September 1st, 2010

Pharma online advertising slow to grow*

Online ad spending by pharmaceutical companies has been slow to take off. While eMarketer predicts that 2010 healthcare and pharma online ad spending will increase 10.6 percent over 2009 levels, it also acknowledges the hurdles these companies face.

One such obstacle is the ambiguous guidelines issued by the U.S. Food and Drug Administration (FDA). eMarketer’s optimism, however, is related to the agency’s statement that it expects to release “one-click” rules by the end of this year. One-click refers to making disclosure about a drug’s side effects just one click away and within easy reach of consumers.

WSJ Health blog reports that healthcare marketing agency Digital Health analyzed recent FDA responses to a Novartis social media campaign. According to the agency, one click will no longer be an option. Drug companies will be required to offer information about risks “at the same time and in the same manner as the benefit information.”

Amid these developments, dynamic video advertising may have an elegant and simple solution that will satisfy both pharma marketers and the FDA.

In an earlier blog post, we described how easy it is to integrate printable coupons directly into dynamic video ads.

Coupons are just one example of the information that advertisers can make available to viewers using a print overlay action. Here’s how it might work in a pharmaceutical video ad.

After re-purposing a 30-second TV spot to run as an online in-banner video ad, a pharmaceutical company:

Creates a high-quality branded image file that lists the drug’s risks and side effects.
Adds an interactive overlay to the video ad, which invites viewers, using language such as “Click for possible side effects,” to examine the risks and side effects file.
Associates the overlay with a print action.

The result? Viewers who click the overlay in the live video ad are immediately offered the opportunity to print the side effects file. There is no external website to visit, and no reason to leave the video ad they’re watching.

This elegant solution has the potential to satisfy even the FDA’s “same time in the same manner” requirements.

New to dynamic video advertising? Learn more.

*Note: Image originally appeared on the supersimbo blog.

Tags: display ads, drug, drugs, dynamic, Mixpo, pharma, pharmaceutical, video advertising, Xspot
Posted in Agencies, Product features, Publishers, Research and industry data | No Comments »

Listening with video ads: Four effective techniques

Wednesday, September 1st, 2010

Active listening*

Chief Listener. Listening Czar. Insight Manager. These roles are becoming increasingly common as corporations realize that information has to flow both ways. While brands want to get their messages out, in the age of social media, mining data related to what customers are saying plays a pivotal role in shaping products and strategic directions.

To harness customer input, more brand campaigns include active social media components. A recent example is the Buick Regal Moment of Truth page. Along with Buick’s promotional information about the new model, visitors can access customer comments via live Twitter and Facebook feeds, as well as articles and reviews by industry experts.

While there are debates about how much and how actively brands should listen, no one questions the need to let consumers have their say.

Heidi Cohen, president of interactive marketing consultancy, Riverside Marketing Strategies, says that social media is about conversation not promotion. When participating on social media platforms, she recommends that brands stick to “a 12:1 ratio of conversational messages versus promotional ones.”

With the advent of dynamic video advertising, brands can now integrate conversational tools into messages that have traditionally been promotional. While the main goal of video ads is unquestionably to promote, here are four effective listening techniques that brands can use to complement their social media initiatives:

Forms

Including customizable forms in video ads has typically been about lead capture. Get a viewer to respond to an offer and you’ve added a name and email address to your list. But advertisers can also use forms to solicit consumer comments and suggestions. For example:

In a product-related video ad, a retailer might ask for suggestions about how the product could be improved.
A packaged goods business might invite viewers to send service or product complaints or compliments.

Surveys

One of the most effective ways to gather data on consumer preferences is to give consumers the opportunity to actively weigh in. By incorporating surveys into video ads, advertisers can gather useful product- and service-related data, while winning points for their openness to consumer input. For example:

A politician might poll voters about the issues that concern them the most.
An auto dealer might poll consumers about what features matter most when purchasing a new car.

Decision tree video viewing

Presenting consumers with options and tracking their choices provides advertisers with invaluable information about what’s working in the marketplace. In high level dynamic video ads, advertisers can include video decision trees that enable viewers to access more information without leaving the original player. For example:

In a general video ad about its brand, a retailer might present viewers with a choice of three product videos. The video most consumers watch can provide the retailer with valuable feedback about future product development.
A politician might give voters the option of learning more about the candidate’s position on four hot button issues. The issue that draws the most views can help the candidate shape future campaign platforms and strategies.

Real-time feeds

To provide customer input along with promotional messages, an advertiser can include live Twitter feeds in video ads. For example:

Buick might include a live Twitter feed in a companion video ad to its Moment of Truth page to incorporate consumer feedback.
To keep voters informed about a candidate’s actions and activities, a political campaign might include live Twitter feeds from the candidate in its video ads.

When it comes to conversations, social media sites such as Facebook and Twitter can be enormously powerful tools to gauge marketplace sentiments. But as dynamic video ads continue to evolve, they offer savvy advertisers a number of effective and complimentary ways to invite consumer participation.

More information

New to dynamic video advertising? Learn more.

*Photo from the collection of fauxto_dkp on Flickr.

Tags: display ads, dynamic, Mixpo, social media, video advertising, Xspot
Posted in Agencies, Product features, Publishers, TV and Xspots | No Comments »

Do ad quality and results always trump speed?

Monday, August 23rd, 2010

Nissan Leaf iAd

Apple announced its iAd mobile advertising service on July 1 with 17 launch partners. According to a recent WSJ article, only five of the original partners have actually launched iAd campaigns. Another partner has dropped iAd efforts for the time being.

These delays may be temporary. The article suggests that Apple is still learning how best to work with ad agencies, which are struggling to integrate a range of new ad technologies. Agencies, unaccustomed to the tight control Apple exercises over the creative ad-making process, have found that building iAds is slower than expected.

In spite of these early bumps and iAds’ high price tag, there is no denying that the new ad technology delivers quality and results. In Nissan’s iAd for its all-electric Leaf model, iPhone users shake their phones to see a new car color. Users are tapping on the iAd banner at five times the clickthrough rate of Nissan’s online campaign.

But, in advertising, speed counts.

One of Apple’s early launch partners, J.C. Penney, tied its campaign to the back-to-school season. Imagine what a two-week delay, which some of Apple’s partners have experienced, could do to time-sensitive campaigns. Getting a campaign up and running quickly is often the difference between do and die.

Successful advertising rests on the ability to switch out messages in real time. A national retailer, for example, faced with a late-breaking sale might want to immediately swap offers to highlight discounted and locally-available merchandise. A politician might need to instantly change messaging to take advantage of breaking news or the results of a debate.

Even if Apple fine tunes its role as creative gate keeper, real-time updates seem like a remote possibility.

iAds are a new, exciting ad technology with a lot to offer. But, if you’re an advertiser or agency who wants to create and traffic ads within hours, or make changes to ads that are already flighted, you might want to keep your dynamic video advertising options open.

Tags: Apple, display ads, iAd, iAds, Mixpo, video advertising, Xspot
Posted in Agencies, Publishers, TV and Xspots | No Comments »

Five dynamic video tips for seasonal digital success

Wednesday, August 18th, 2010

From Aunt Owwee's Photostream on Flickr

Seasons present opportunities. They present all of us with opportunities to celebrate. And, because we celebrate, they present marketers with opportunities to connect with customers.

A recent ClickZ article by Robin Neifield, CEO and cofounder of NetPlus Marketing, a top 50 interactive agency, lists a number of tips advertisers can use to “maximize the opportunity [seasonal advertising] presents.”

In this post, we’ll use five of Neifield’s tips to demonstrate how advertisers can take advantage of dynamic video advertising to gain a year-round seasonal campaign edge.

Grow your customer base

As Neifield points out, many seasonal holidays put consumers into a buying or gift-giving mindset. While this increased receptivity may make them more likely to play your video ads, you need to take full advantage of their presence once you get them watching.

An excellent way to convert seasonally-motivated first-timers into loyal customers is to give them something of value, something they can use. One of the best ways to do that is to integrate a printable coupon or giveaway into a video ad. For example:

A delicatessen before Labor Day: Capitalize on picnic season by including an exclusive printable buy-1-sandwich-get-1-free coupon available only to video ad viewers.
Kitchen goods store before Thanksgiving: Include, in a video ad featuring a cookware sale, a printable cranberry sauce or stuffing recipe from a well-known chef.

Grow your customer email list

As you attract the seasonally-motivated to your video ads, give them an incentive to join your email list. For example:

National auto manufacturer with a spring sale on several new models: Drive new customers to local dealers by including a geotargeted Sign Up For A Test Drive! overlay in a nationally-branded video ad. The sign-up email messages are sent automatically to each viewer’s local dealer.
City-wide pizza chain: Generate orders and grow customer lists by including Order Now for $5 Off! lead capture overlays in a video ad. By geotargeting the ad by zip code, automatically direct orders (and leads) to the franchise closest to the viewer.

Learn more about your customers

Take the opportunity to learn from as well as sell to seasonally-motivated viewers by including real-time surveys in your dynamic video ads. Giving customers a chance to weigh in builds relationships and brand loyalty and helps advertisers improve their offerings.

In dynamic video ads, advertisers can incorporate surveys into their video content. Survey results are available in real time. Questions can be updated on-the-fly, and updates go live immediately. For example:

A politician during primary season: Learn which issues your supporters care the most about.
A coffee chain at the beginning of summer: Discover how to expand your seasonal beverage lineup (iced tea? blending fruit drinks?) by polling potential customers for their preferences.

Adjust your creative and messaging

Seasonal marketing succeeds or fails on the ability to switch creative and messaging on a dime. Quick shifts, Neifield says, from non-performing to high-performing elements can mean the difference between “acceptable and exceptional performance.”

With dynamic video ads, advertisers can change creative and messaging in real time.

Want to change a holiday weekend offer the second the Labor Day weekend ends? Edit the text on an overlay.
Thanksgiving is over and Christmas is on the way. Replace the stuffing recipe overlay with the frosted cookies one.
Not getting the survey response you expected? Change the call to action.

These, and most other, modifications go live immediately without re-trafficking any ad tags.

Accelerate your optimization schedule

Neifield advises advertisers to accelerate their optimization schedules—if they can afford it. With dynamic video ads, cost simply isn’t an issue.

In a dynamic video ad platform, it’s easy to copy video ads, modify the versions, and rotate them randomly through the same Player.

This gives advertisers a couple of convenient, cost-free optimization options:

Manually optimize: Remember the kitchen goods store? The store might rotate three ad versions with three different printable recipes through the same Player. As viewers gravitate toward the most popular recipe, the store stops running the other versions.
Auto optimize: Remember the auto manufacturer with the geotargeted video ad? The manufacturer might create 2 versions of the video ad, each with a different start frame (start frame is the creative viewers see before they play a video ad). With auto optimization enabled, the video ad with the worst views-to-impressions rate is automatically dropped after a specified number of impressions.

The flexibility and interactivity that dynamic video ads offer make them the perfect vehicle for advertisers who want to realize seasonal digital success all year long.

More Information

Explore our website today to learn more about dynamic video advertising.

For Mixpo customers: Learn more about using the features described here by signing in and visiting the Client Resources home page.

Tags: Mixpo, seasonal, seasons, television, TV, video advertising, Xspot
Posted in Agencies, Publishers, Research and industry data, TV and Xspots | No Comments »

Give viewers the coupons they want

Wednesday, August 4th, 2010

According to a MediaPost research brief, more than 20 percent of the US population uses coupons found online. Google searches for “Printable Coupons” increased 67 percent over a year ago. A Razorfish report says that the number one reason consumers followed or liked brands on Twitter or Facebook was access to exclusive deals or offers.

In an iMediaConnection article, Emily Girolamo points out that women are overtaking men online (56 percent of Facebook’s audience are women). What do these online women want? Brands that show they understand women’s worlds by giving them something of value to make their lives easier and smoother.

Now, you can take advantage of these timely trends and preferences by integrating printable coupons directly into your Mixpo Xspots as overlays.

For viewers, coupon overlays mean getting their hands on redeemable coupons without ever leaving a video ad. No webpages to visit. No browser window printing confusion to sort out.

For advertisers, coupon overlays mean maintaining complete creative control over the coupon’s appearance and the ability to easily track the number of times a coupon is printed.

Experience for yourself how smoothly printable coupons work by clicking the coupon in the following demo Xspot.

More Information

New to Mixpo? Explore our website today to learn more about dynamic video advertising.

Mixpo customer? Learn more now about adding a printable coupon to an Xspot by signing in to your account, opening the Client Resources home page, and then searching for “coupon.” In the topics about overlay actions, coupons are described in the Print action section.

Tags: coupon, coupons, Mixpo, overlays, video advertising, Xspot
Posted in Agencies, New features, Product features, Publishers | No Comments »