As Phil O’Neill, director of analytics at VideoEgg, points out, “the web is not the same as TV.”
Does that mean that video content originally designed for TV won’t work well on the web? Of course not. Fresh, imaginative content interests consumers regardless of the medium they use to view it.
O’Neill’s point is that, on the web, “a one-way stream of video information to the consumer won’t cut it.” To perform well online, video ads need to take full advantage of what O’Neill calls the “push-pull of content” by offering consumers the opportunity to become interactively immersed in a brand.
In most cases, you have no control over the TV footage an advertiser gives you. By taking advantage of features in the Mixpo platform, you can turn passive TV footage into effective online “push-pull” content by:
Reinforce brand
A Dynamic Logic study of 108 video campaigns showed that, in high-performing ads, the creative was so intrinsically linked to the brand that “it would be difficult for viewers to describe the ad without mentioning the brand.”
If the content of an advertiser’s video doesn’t reinforce brand as much as it could, you can add interactive visual elements that perform that role.
For example, as the following Xspot demonstrates, you might:
- Add the advertiser’s logo as an image overlay so it appears early in or even throughout the Xspot.
- Add a key tagline or campaign slogan as a text overlay.
- Use brand colors for text overlays.
The advertiser's logo appears throughout the Xspot to reinforce brand
Watch the entire Xspot
More information
Mixpo subscribers can learn more about overlays by visiting the Help page, and then searching for the term overlays.
Encourage views
Elsewhere in this blog, we’ve emphasized the key role that the thumbnail image plays in encouraging Xspot views.
In the Mixpo platform, you have full control over the thumbnail image. You can create and upload an image specifically for that purpose. Or, you can select and customize any frame from the video to use as the thumbnail image.
The following thumbnail image is effective because it:
- Includes the advertiser’s logo.
- Makes it explicit how viewers will benefit by choosing to watch.
Thumbnail image that includes branding and a call to action
Watch the entire Xspot
More information
Mixpo subscribers can learn more about thumbnail images by visiting the Help page, and then searching for the term thumbnail.
Provide incentives
After viewers start watching an Xspot, you have several options for encouraging them to immerse themselves in the advertiser’s brand.
For example, the following Xspot uses interactive text overlays to reinforce the advertiser’s audio message.
Political Xspot with overlays that reinforce the voiceover and campaign messages
Watch the entire Xspot
Other possibilities include:
- Adding image and video overlays that link to the advertiser’s website or to the advertiser’s Twitter feed and Facebook page.
- Driving viewers to the advertiser’s website with text overlays that promise more information, coupons, time-limited product offers, community interaction, and more.
- Adding lead capture overlays that allow viewers to add themselves to the advertiser’s mailing list or to request additional information.
- Customizing the INFO menu with links to retail locations, restaurant menus, blogs, product pages, and more.
More information
Mixpo subscribers can learn more by visiting the Help page, and then searching for the terms overlays, lead capture, or INFO menu.
