Posts Tagged ‘politics’

Telescope voters to more detail

Wednesday, March 10th, 2010

A senate candidate ends a general campaign Xspot by giving voters the choice to branch to more detailed Xspots covering 3 hot-button issues.

At the end of a short presidential campaign Xspot, viewers, based on their IP addresses, are automatically redirected to Xspots featuring local gubernatorial races.

These are just two examples of what’s possible with the new telescoping, or redirect, feature available in the Mixpo platform.

Click the Economic Crisis overlay toward the end of this Scott Brown demo Xspot to experience a simple example of telescoping in action.

Note This telescoping example is for demo purposes only and was not used in an actual Scott Brown campaign ad.

Telescoping is just one of several new Mixpo features released recently as part of a package aimed at political campaigns. Learn more about the full package by visiting our political microsite.

To talk with a Mixpo representative about dynamic video advertising for politics, contact us.

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Build polls into political Xspots

Tuesday, March 9th, 2010

In a paper called Five Steps to Online Effectiveness for Political Leaders, Bailey Hill Media advises political campaigns to “ask questions, use polls, and respond to feedback. Be prepared for conversations coming from people who interact with your content. It’s this interaction that builds the type of strong voter relationships that can help you win elections.”

Mixpo Xspots include a number of features that foster dynamic interactions between advertisers and the audiences they target. The latest addition to this feature list, of particular interest to political campaigns, is polling.

Take the poll in this Scott Brown demo Xspot to see how the feature works.

Note The survey is for demo purposes only. It was not part of the actual Scott Brown for U.S. Senate campaign.

By building real-time, multiple-choice surveys into Xspots, you simultaneously make the Xspots more engaging, gain valuable voter data, and further your campaign goals.

Learn more about dynamic video advertising for Xspots.

Get more information about the polling feature at our product blog.

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Brown campaign validates Mixpo model

Thursday, March 4th, 2010

Scott Brown’s come-from-behind victory in the recent Massachusetts Senate race is widely attributed to his effective online communications and advertising model (for example, see An Online Model for the GOP?).

As part of that online model, in the final days leading up to the election, the Brown campaign trafficked an interactive Mixpo Xspot across the Boston Herald online edition. During the 10-day Xspot campaign, the paper served almost 1.5 million impressions.

  • Voters chose to watch and engage with Brown’s Xspot nearly twice as often as the industry standard for online video ads.
  • The Xspot campaign’s clickthrough rate exceeded the typical rate for display ads by almost double.
  • On average, viewers watched 78 percent of the Xspot.
  • Brown’s message was communicated for a total of 267 hours.

To learn more about how easy it was for the Brown campaign to convert an existing 30-second TV spot into an interactive online Xspot and to use the Xspot to respond to breaking news, read the full case study.

Find more information and resources on our political microsite.

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Posted in Case studies, Measurement and metrics, TV and Xspots | No Comments »

Mixpo eliminates political ad barriers online

Thursday, March 4th, 2010

A Washington Times op ed piece by Mixpo CEO, Anupam Gupta points out that, even though Americans are spending more time online and businesses are spending more money on internet advertising, politicians have been slow to take advantage of these trends.

What accounts for this reluctance? The perception that online advertising is too boring to grab voters’ attention and too expensive to update in response to rapid changes in the political winds.

Indeed, if you define online advertising as static banner ads or as elaborate rich media productions that are expensive and time-consuming to update, then that analysis is correct.

As Scott Brown’s winning campaign demonstrates, however, Mixpo Xspots eliminate the cost and complexity barriers that have prevented campaigns from taking advantage of the power of online video advertising.

Using the Mixpo platform, the Scott Brown campaign quickly and easily converted 30-second TV spots into interactive Xspots that ran across the Boston Herald online edition. From the engaging Xspots, voters could donate to the campaign, sign up to follow the Scott Brown Twitter feed and Facebook page, and more.

In response to the Brown-Coakley debate, the Brown campaign modified its Xspots to take advantage of increased momentum. Without re-trafficking any ad tags, changes went live immediately everywhere the Xspots were running.

Politics is intense and dynamic. Now there’s campaign technology that makes the most of those characteristics online. Contact Mixpo today.

Read the full Scott Brown case study.

Learn more about dynamic video advertising for politics.

Read more about the Brown campaign’s online strategy.

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Mixpo Xspots reach and engage voters

Monday, March 1st, 2010

Today, Mixpo announced its dynamic video advertising solution designed specifically to help political candidates and campaign committees reach and engage voters.

Innovative campaigns, such as Scott Brown’s Massachusetts senatorial race, have already proven that Xspots have a key role to play in politicians’ online strategies. Strategist for Scott Brown for U.S. Senate, Rob Willington, credits Mixpo with enabling the campaign “to effectively persuade many of our targeted voters.”

The Mixpo solution allows campaigns to add interactive custom overlays to existing video footage that encourage viewers to contribute, volunteer, take polls, connect with Twitter, Facebook, and other social media sites, and even telescope to other videos where they can explore specific issues in more depth.

Xspots can be updated at any time to respond to charges from opponents and other breaking news. Changes go live immediately everywhere the Xspots are running.

Learn more about the dynamic video advertising solution for politics at our Political microsite, where you can also download a case study and datasheet.

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