Way back in 2006 IAB gathered opinions from marketing executives to learn what they thought was most compelling about online advertising. One of the key characteristics the executives identified was the ability to measure an online campaign’s effectiveness.
Today, articles continue to emphasize the advantages of online over TV and other traditional forms of advertising. For example, in a recent Ezine article, Derek Rogers points out that “with traditional advertising, there is little you can do to track the success of small changes within campaigns or one campaign as compared to another. However, with online advertising you have a huge array of information at your fingertips.”
In the Mixpo platform, you have access, as Rogers puts it, to a “huge array” of performance data about Xspot campaigns. Track interactions, views, and clicks. See the ratio of views to impressions and clicks to views. Monitor how much of an Xspot viewers typically watch and how many watch it all the way through.
Basic performance data for a Mixpo product tour Xspot
Having access to all that data is one thing. Actively using it to improve advertiser’s campaigns is another. With the most recent release of the Mixpo platform, we’ve made it much easier for you to do just that.
We’ve talked elsewhere in this blog about the key role that thumbnail images play in an Xspot’s performance. The thumbnail image is the image that viewers see in the Player before they play an Xspot. The more compelling the image, the more likely viewers are to play. But how can you be sure which thumbnail image will result in the most views?
Through performance testing. Using the Copy feature in the Dashboard, you can now create up to 8 versions of an Xspot, each with a different thumbnail image. The versions are automatically placed into ad rotation, which means that they rotate randomly through the same Player. This makes it easy to track the performance of each version to determine which thumbnail image results in the most views.
Copy This Xspot window with randomly generated thumbnail images
The platform automatically generates the initial thumbnail images from the video and image content of the Xspot. You can also click an auto-generated image to select a specific thumbnail image yourself.
Using the new Copy feature to auto-generate thumbnail images is an easy way to jump in to performance testing. But it’s only the beginning. Visit Improve Xspot Performance to learn more about setting up performance tests of your own. (For more details about auto-generating thumbnail images, on the Improve Xspot Performance page, click What’s the easiest way to try performance testing?.)
Each performance test you run not only optimizes a specific online campaign. It also increases your cumulative knowledge about what makes online—and even traditional—campaigns effective.
Tags: Dashboard, Mixpo, optimize, performance, Xspot