Archive for the ‘New features’ Category

Impressions and views mean conversions

Monday, November 23rd, 2009

Impressions, views, clicks, and other engagement data provide advertisers with a useful picture of how well an Xspot is performing.

But, in the final analysis, what advertisers really want to measure is the numbers of sales that can be tied to a specific ad campaign.

In the Mixpo platform, you now have the possibility of measuring just that.

With our new Conversion Tracking feature, you can learn how many people visit one or more conversion pages on the advertiser’s website after:

  • Landing on the webpage where an Xspot is embedded (Had Impression(s)).
  • Viewing the Xspot (Had View(s)).
Table showing visits to 3 pages in the conversion process

Table showing visits to 3 pages in a conversion process

This not only gives advertisers deeper insight into the effectiveness of ad campaigns.

As Aaron Reinitz, in Clicks, Cookies, Conversions, and Cough Drops, points out, it also provides valuable feedback on any barriers that might exist in their website conversion or purchase processes.

More information

Learn how to set up conversion tracking by visiting the Advanced page, and then clicking Track Xspot and display ad conversions.

Didn’t know you could run display ads using the Mixpo platform? Visit the Create page, and then click Can I run a display ad using the Mixpo platform?.

Above and below the fold

Thursday, October 29th, 2009

According to Stefan Tornquist, research director at Marketing Sherpa, delivery reports supplied by online publishers or ad networks “rarely indicate what percentage of the media buy was served above or below the fold.” Yet, eye-tracking studies have shown that on-page placement has a major effect on return on investment (ROI) and return on ad spend (ROAS).

A 2008 study commissioned by MarketingSherpa found that while ads placed above the fold are visible to 100 percent of site visitors, only about 60 percent actually see them. Below-the-fold ads are visible to only 70 percent of viewers and only about one quarter actually see them.

Even at remnant rates, it’s extremely expensive to pay for impressions where 75 percent of viewers don’t even see an ad.

On the Mixpo platform, you now have an easy, visual way to monitor the on-page placement of Xspot campaigns.

Using the Xspot Position map in the Dashboard, you can quickly and easily get an overall picture of an ad’s placement across all of the domains where it’s running. In combination with the Domain filter, you can also compare the placement between different domains.

To get an idea for what an Xspot Position map reveals, take a look at this map for an Xspot that is running primarily above the fold.

Xspot running primarily above the fold

Xspot running primarily above the fold

Here’s what the map tells you:

  • The top square represents the browser window above the fold. It is divided into 25 smaller squares representing positions on the webpage. In 95 percent of the impressions this Xspot received, it was positioned above the fold.
  • A square’s color and percentage indicate the proportion of total impressions where the Xspot appeared in that position. Variations in position result from variations in the size and resolution of viewers’ browser windows.
  • The two rectangles below the square represent the area of the webpage that is below the fold. In this position map, in 4 percent of impressions, the Xspot appeared in an area more than one page below the fold.
  • In the lower right corner of the position map, you see a summary of the number of impressions the map represents (in this case, 29,863 impressions) and the percent of impressions that resulted in views (in this case, 4 percent).

In contrast, take a look at this Xspot Position map for an Xspot running primarily below the fold.

Xspot running primarily below the fold

Xspot running primarily below the fold

In 83 percent of the impressions, this Xspot appeared below the fold. In fact, 58 percent of the time, the Xspot was more than one page below the fold. According to the MarketingSherpa data, this advertiser paid for almost 70,000 impressions (75 percent of 83,343 impressions) where viewers never even saw the Xspot.

To learn more about the Xspot Position map, visit the Reports page, and then click How do I interpret the Dashboard?.

To learn more about the Domain filter, visit the Reports page, and then click Can I monitor Xspot performance by domain?

Measure to improve

Thursday, October 29th, 2009

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.

Performance data for a Mixpo product tour Xspot

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

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.

It’s local, stupid

Friday, October 16th, 2009

The Wharton School’s associate professor of marketing, David Bell, argues that even Internet businesses, whose customers are potentially in unlimited locations, need to market their services at the local level.

What works in San Francisco may not work in Philadelphia. What’s relevant to residents in one designated marketing area (DMA) may not be relevant to residents in another.

That’s why, as comScore vice president, Brian Jurutka, points out, “locally targeted ads…represent a more efficient allocation of ad dollars.”

With the Mixpo platform, you can offer your advertisers the opportunity to allocate their ad dollars more efficiently by going local. The geotargeting process is straight-forward and cost effective.

  1. Work with an advertiser to determine the target geographical unit. For example, will the advertiser deliver different content by DMA? Zip code? Area code?
  2. Identify the location-specific content appropriate for each targeted unit.
  3. Upload a TV spot and add overlays and other interactive elements to turn the passive spot into an active Xspot.
  4. Embed one ad tag and dynamically deliver different content to viewers in hundreds of different geographic locations.
Overlays targeting distinct local audiences

Overlays targeting distinct local audiences

This furniture store video used geotargeting to show viewers contact information for the closest retail location. Other geotargeting possibilities include:

  • Promoting different offers to viewers in different cities, DMAs, zip codes, or area codes.
  • Linking viewers to locally relevant websites, menus, and coupons.
  • Delivering sales leads to the appropriate regional agent or representative.

Interested in learning more?

For each Xspot a response strategy

Friday, October 9th, 2009

TV is still the primary medium for generating consumer awareness. But, as Cory Treffiletti points out in a MediaPost blog post, online video is the primary outlet for consumer interaction and one of the “strongest support vehicles TV will ever have.”

Increasingly, advertisers who want to effectively build their brands and convey their messages will need to combine the reach and impact of TV with the interactivity of online.

That, as you’ve discovered, is where the power of the Mixpo platform lies. Using the platform, you can bridge the TV-online gap for advertisers by taking their existing TV spots, adding interactivity, and running them online as Xspots.

The key step in that bridging process is “adding interactivity.” The more strategically you take advantage of the interactive possibilities Xspots offer, the more effective those Xspots will be.

A strategic approach to Xspot interactivity involves:

Clarify the advertiser’s goals

The most important step in defining an Xspot response strategy is clarifying the advertiser’s goals. Unless you clearly understand the desired response, you can’t possibly build an effective strategy for generating it.

For example, an auto dealer’s primary objective may be to generate enthusiasm for a new hybrid SUV and drive more dealership traffic.

An insurance company may want to localize a national campaign by providing viewers in all parts of the country with contact information for their closest agents.

With specific objectives like these in mind, you’re ready to move to the next step, adding engaging overlays.

If you’re creating your first Xspot, you might want to take a look at What do I need to get started?”.

Add engaging overlays

Overlays are interactive text, image, and video elements that you add on top of the visual content of an Xspot. They are also your primary tool for achieving an advertiser’s objectives. Need more of an introduction to overlays?

Text and video overlays in an expanded Xspot

Text and video overlays in an expanded Xspot

Watch the entire baseball Xspot in context.

You have a lot of control over how overlays look and behave. The following examples give you a taste of what’s possible.

Knowing that the auto dealer wants to increase awareness of the new hybrid SUV and drive dealership traffic, you might propose adding overlays that invite viewers to sign up for a test drive. For example, you might animate a transparent image overlay of the new SUV so it appears to drive on to the screen, at which point a text overlay appears with the test drive invitation. Viewers who click the overlays open a lead capture form where they provide their names, email addresses, and test drive appointment times.

To the insurance Xspot, you might add overlays that contain variables tied to a data file that lists agent names, addresses, phone numbers, email addresses, and zip codes. In response to a viewer’s IP address, the overlay dynamically displays the contact information for the closest agent.

Want to see more overlays in action? Visit the Xspot Gallery.

Identify the appropriate clickthrough URL

If you filled out the advertiser’s Profile, the clickthrough URL you provided in the Profile is automatically associated with the new Xspot. For example, the Profile clickthrough URL might be the advertiser’s home page.

When you create a new Xspot, be sure to confirm that these Profile defaults make sense in the context of the Xspot’s objective.

Because the clickthrough URL is the URL for the webpage that opens when viewers click anywhere in the Xspot, it’s particularly important to get that URL right. For example, for its test drive sign up Xspot, the auto dealer might prefer a clickthrough URL that directs viewers to a page devoted to the new hybrid SUV.

For more information about setting the clickthrough URL, see How do I link to specific webpages?

Customize the INFO menu

Every Xspot automatically includes an INFO menu. Options on the menu give viewers additional opportunities to interact.

By default, the INFO menu includes two interactive options:

  • Contact Us.
  • More Info.

The URL and email address that you provided when you created the Xspot are automatically associated with the Contact Us and More Info options.

To increase the likelihood that viewers will click the options, it’s best to customize them. For example, in the auto dealer Xspot, you might want to customize More Info to say Find Us! and link the option to a map to the dealership’s location.

In the insurance Xspot, you might want to customize Contact Us! (as shown in the following image) to say Email [Agent's Name], where the agent’s name and receiving email address are generated dynamically in response to a viewer’s geographic location.

Customized INFO menu in an expanded Xspot

Customized INFO menu in an expanded Xspot

Watch the entire insurance Xspot in context.

For step-by-step instructions for customizing the INFO menu, see Can I customize the Player INFO menu?

Performance test different versions

One of the best ways to make Xspot interactivity as effective as possible is to compare the performance of different calls to action.

For example, the auto dealer’s goal is to raise awareness of the new SUV model and drive dealership traffic. One possible way to achieve that goal is to give Xspot viewers the opportunity to sign up to test drive the new model.

Other possibilities include offering viewers 0% financing or a cash back incentive when they download a coupon from the dealer’s website.

The only way to know which offer has more appeal is to randomly present them to viewers and see which generates the most response.

In the Mixpo platform, it’s easy to run Xspot versions simultaneously in the same Player and track the performance of each version. Learn more.

Full page and widescreen

Thursday, October 8th, 2009

In a June, 2009 research report called The Brand Value of Rich Media and Video Ads, DoubleClick concludes that rich media with video “results in, on average, a 2.15 percentage point improvement in brand favorability, a 1.54 percentage point improvement in aided brand awareness, and a 0.90 percentage point improvement in purchase intent” over simple Flash display ads.

Obviously, the combination of dynamic motion and video appeals to online audiences. With the latest release of the Mixpo platform, we’ve added some features that allow advertisers to tap into this appeal and better achieve their branding goals.

The two features include:

Aspect ratio control in the Studio

Aspect ratio refers to the width-to-height ratio of images and video content. TV spots typically have aspect ratios of either 4:3 or 16:9 (widescreen).

Until now, the Mixpo platform has not fully supported the 16:9 aspect ratio. The result? Black bars around 16:9 content in expanded Xspots.

With the new aspect ratio control, you can set an Xspot’s aspect ratio to match the aspect ratio of the uploaded video content. This means almost no black bars in widescreen content viewed in expanded formats, such as 560×300 and full-page takeover.

16:9 content before we added the aspect ratio control

16:9 content expanded to 560x300 before the aspect ratio control

Xspot with 16:9 content expanded to 560x300

16:9 content expanded to 560x300 with aspect ratio set appropriately in Studio

Learn more about the new aspect ratio setting at Why do I have black bars around my Xspot content?

Full-page takeover

For some time, you’ve had the ability to set Xspots to expand from the regular 300×250 display ad size to 560×300. Now you have another expansion option: Full-page takeover.

When viewers move their mouse over or click an Xspot set for full-page takeover, the 300×250 ad expands to take over the entire browser window.

The full-page display adjusts automatically to the aspect ratio of the video content (provided you set the aspect ratio correctly in the Studio).

See full-page takeover in action for a 16:9 Xspot.

To learn more about full-page takeover, visit the Publish page, and then click How do I set an Xspot to expand?

Note: The image in the Xspot demonstrating full-page takeover came from an article called File: Aspect ratio 16 9 example.jpg on the website Wikimedia Commons.

Leverage your libraries

Monday, September 21st, 2009

The images, video clips, and audio clips that you include in Xspots come from one of two sources. You either:

  • Upload them from your computer, or;
  • Add them from one of the 4 libraries associated with each account.

In this post, we’ll focus on these 4 libraries, covering what they are, how they work, and how you can use them to your advantage.

What are libraries?

Libraries are storage areas for media, such as images, video clips, and audio clips.

Because you access libraries from within the Studio when you’re creating or modifying an Xspot, you can add any media asset you find in a library to any Xspot you create.

Visuals, Overlays, and Sound tabs in the Studio

Visuals, Overlays, and Sound tabs in the Studio

See detailed instructions for adding images and video clips to Xspots from Your Media Library.

The 4 libraries available in any Mixpo account include:

First, I’ll describe each of the 4 libraries. Then, I’ll provide some tips that will help you use the first 3 libraries to their full advantage.

Stock Library

The Stock Library contains a large collection of free stock images and video clips. You can include any asset you find in the Stock Library in any Xspot you create either as a visual element or overlay.

Stock Library

Stock Library

Regardless of what account you’re in, you see the same assets in the Stock Library. However, as described in the Tips section, you can customize the names of stock assets for your own convenience.

Your Media Library

Every account’s Media Library is unique. The Media Library is a collection of the images and video clips contained in the Xspots created in that account.

Your Media Library

Your Media Library

Your Media Library saves you time. You never have to upload an asset to an account more than once. Once as asset is in an account’s Media Library, you can use it in every Xspot you create in that account.

Tip If you delete all of the Xspots that contain a specific image or clip, that image or clip disappears from Your Media Library.

Shared Media

The Shared Media library allows members of the same Group to share common assets.

For example, suppose a national agency creates a 30-second TV spot for an auto company’s new vehicle model. To run the ad nationwide on local media websites, in the Mixpo platform, the national agency shares with franchises an Xspot that contains the new vehicle model video footage and auto company logo.

Because the franchises are starting with the pre-approved, shared assets to build their local Xspots, the national agency maintains brand control. In addition, the franchises can address regional audience needs by adding overlays that promote local specials and provide local contact information.

Shared Media library

Assets appear in an account's Shared Media library only when other Group members share Xspots across the Group.

Tip You can’t customize the names of assets in the Shared Media library. Names of shared assets are controlled from the account that did the sharing. For more about customizing the names of library assets, see Tips for using visual libraries.

Uploaded Audio

The Audio Library consists of three sections, Music, Sound Effects, and Uploaded Audio. You see the same audio files in Music and Sound Effects regardless of what account you’re in.

Music includes a collection of free instrumental music in a variety of styles (classical, country, rock, motivational, and more). Sound Effects offers free sounds organized by theme (for example, Ceremony, Destruction, Nature, Household, and more). You can include in any Xspot any of the songs and sounds you find in these two sections.

Every account’s Uploaded Audio library is unique. The library contains audio files uploaded to Xspots created in the account.

Like Your Media Library, the Uploaded Audio library saves you time. You never have to upload an audio file to an account more than once. Once the audio file is in an account’s Uploaded Audio library, you can use it in every Xspot you create in that account.

Uploaded Audio library

Uploaded Audio library

To listen to an audio clip, select it (A), and then click the play button (B). To add an audio clip to an Xspot, select it (A), and then click Add (C).

Tips for using visual libraries

Becoming familiar with 4 key features makes it easier to find and manage images and video clips in the Stock, Your Media, and Shared Media libraries.

Rename

Renaming an asset in the Stock or Your Media library to something you’re likely to remember makes that asset much easier to find through search.

You can assign a new name either in the library itself or in the Studio.

  • To rename an image or video clip in a library, click the asset, select the current name, and then type the new name.

    Note The new name is saved automatically so you don’t need to click OK unless you want to add the asset to the Xspot that is currently open in the Studio.

  • To rename an image or video clip in the Studio, select the asset on the Timeline. On the Visuals tab, under Video Properties, select the current name in the Name field, and then type the new name.

    Note An asset’s name is constant across all Xspots and libraries. In other words, if you change an asset name on the Visuals tab in one Xspot, the name also changes in all other Xspots where the asset appears.

Tip You can’t rename assets in the Shared Media library. Shared asset names are controlled by the sharing account.

While you can use the page numbers and arrows at the bottom of a library window to page through a library’s assets, it’s usually quicker to find the asset through search.

  • To search for an asset, type all or part of the asset’s name in the library search box, and then click Search.

If you frequently use an asset, you might want to make it easier to find by giving it a more memorable name.

Show

If you know you’re looking for an image rather than a video clip (or a clip rather than an image), you can make your search quicker by using Show.

  • To filter the type of media that shows in a library, from the Show list, select either Videos or Images.

Sort by

By default, assets in a library are organized alphabetically by name.

You can use Sort by to organize them instead by Date Added. Assets added most recently are listed first.

Choose to increase views

Friday, September 11th, 2009

The busy online publisher page where an advertiser’s Xspot is running contains a lot of content, all of which competes for viewers’ attention.

So how do you get an Xspot to stand out? To reach through the clutter and motivate viewers to watch?

By actively choosing a compelling thumbnail image. That’s how.

What is a thumbnail image?

It’s difficult to overstate the importance of the thumbnail image.

Studies show that consumers spend considerably more time engaging with video ads than with display ads, and that higher exposure rates mean more conversions.

But, if consumers never start watching a video ad, none of that great engagement, exposure, or conversion can happen.

That’s where thumbnail images come in.

Typically, media companies do not allow video ads that run on their sites to play automatically when viewers land on the pages where the video ads are embedded. Instead, video ads play when viewers click or pause their cursors over them.

The thumbnail image is the image that viewers see in the video ad player before they take action with their cursors.

The thumbnail image, in other words, is all you’ve got to influence whether or not that cursor action ever gets taken.

Choosing thumbnail images in Mixpo version 3

If you don’t take action to set a thumbnail image, you get the default image.

To see an Xspot’s thumbnail image, make sure its play mode is set for click-to-play or mouseover-to-play, then preview it.

The image you see in the Player on the preview page before you click or pause your cursor over the Xspot is the thumbnail image.

In previous versions of the Mixpo platform, you had one option for replacing the default image with a more compelling one: upload the more compelling one. In version 3, you can still go that route.

In addition, you have another powerful option: You can examine each frame of each video clip included in an Xspot and choose the frame that tells the most compelling story.

Choose Thumbnail from Video window

Choose Thumbnail from Video window

In the Choose Thumbnail from Video window, you can extract any video frame and set it as the thumbnail image.

Find detailed instructions for choosing a thumbnail image, visit the Create page and then click Where can I get a good thumbnail image?

Introducing Mixpo Version 3

Tuesday, September 1st, 2009

Upgrades can be tough. Just when you get comfortable using a program, things change and you have to go through the time-consuming process of learning new routines.

No doubt about it. Mixpo Version 3 represents a significant change from the previous version. But, you’re unlikely to find the transition particularly burdensome. Why?

First of all, rest assured. Live ads won’t be affected.

In addition, behind the scenes, you’ll experience:

Tip You might also want to visit the completely redesigned and reorganized Help Center.

Same settings organized better

You don’t lose anything in the new version. All of the settings you’re familiar with are still there. You just have a lot more control over which settings you see when.

For example, take a look at the redesigned Publishing page. The new page is made up of sections that collapse and expand.

Publishing page with most options collapsed

Publishing page with most options collapsed

Each expanding section gathers a group of related settings together.

Choose Thumbnail and Customize Player section expanded

Choose Thumbnail and Customize Player section expanded

You see all related settings only after expanding an Advanced column on the right.

Advanced options expanded

Advanced options expanded

Redesigned product with a simpler workflow

In the new version, we’ve taken the guesswork out of the publishing process, that is, the process of getting from a VideoAd you put together in the Studio to a live ad running on a website or ad server.

For example, on the Publishing page, we clearly distinguish the essential steps (labelled Steps 1, 2, and 3) from the optional steps.

Step 1 - VideoAd Info

Basic VideoAd information - the 1st essential step

After naming a VideoAd, you can easily preview the ad yourself and send a preview page link to the advertiser.

Step 2 - Preview in Page

Preview - the 2nd essential step

With the ad approved, you’re ready to copy and embed the ad tag. You can easily customize the tag so it works on https pages, a variety of ad servers, and websites that use iframes.

Step 3 - Copy Ad Tag

Copy Ad Tag - the 3rd essential step

The optional steps are always there if you want to choose a thumbnail, customize the Player, share a VideoAd with other members of your team, and more.

Easier creation in a refined Studio

The Studio looks pretty the much the same as it always has but it works even better.

You’re familiar with overlays – text, image, and video objects that transform TV spots into interactive online VideoAds ready for the Web.

In Version 3, text overlays are a lot easier to manage.

For example, you can quickly edit text for all overlays in one convenient list.

Edit overlay text in one place

Edit overlay text in one place

And, you can control the appearance and behavior of all overlays on one handy Set Styles page.

Set all overlay styles on one page

Set all overlay styles on one page

Take the Version 3 plunge

This post just scratches the surface of the new Mixpo release but stay tuned. In this blog, over the next few weeks, I’ll go deeper and cover many useful new features and refinements in more detail.

(Want to start exploring new features on your own? Visit the Create page, and then click Where can I get a good thumbnail image?. Or, visit the Publish page, and then click What version of the ad tag do I need?)

As you begin working with the Version 3, we’d love to get your feedback.

Questions or concerns? Contact support.

Download VideoAds as MPEG-4 files

Tuesday, June 2nd, 2009

You’ve created some great VideoAds for your advertisers. Your sales reps want to show examples to prospective customers but they can’t always count on Internet connections during their sales pitches.

In addition to running a VideoAd in your publication, an advertiser wants to upload the ad to YouTube or other video-sharing websites.

Now, generating a free-standing video file that you can play offline or upload is easy.

From within the VideoAd platform, you can download any VideoAd as an MPEG-4 (.mp4) video file. Common media players, including Windows Media® Player and QuickTime®, and popular video-sharing websites all support the .mp4 format.

Download MP4 Version button on the Syndication tab

Download MP4 Version button on the Syndication tab

To download a VideoAd, click Download MP4 Version on the Syndication tab in the Publisher.

Downloading is actually a two-step process:

  • First, the platform has to generate the .mp4 file.
  • Then, you can save the file to your computer.

Because file generation can take a few minutes, we’ve designed the process so you don’t have to sit and wait for it to happen. After you click the Download button to start the generation process, generation occurs in the background.

You can close the Download MP4 Version window, cancel out of the Publisher, and do some other tasks in the VideoAd platform. Or, if it’s time for a break or meeting, you can even close the platform altogether.

When you return and click Download MP4 Version, you can immediately save the .mp4 file to your computer.

Things to consider

  • When you download a VideoAd to a free-standing .mp4 file, you lose interactivity. For example, suppose your VideoAd includes an overlay that viewers click to open a lead capture form. That overlay won’t be clickable in the .mp4 version.
  • The INFO menu is not available in the .mp4 version.

I’d like more details about how to download a VideoAd.