A small change in a video ad’s creative can have a significant impact on an advertiser’s ROI.
For example, thumbnail image A may generate significantly more views than thumbnail image B. Or, call to action C may result in significantly more clicks than call to action D.
But how does an advertiser know which creative will produce better results? And, in a one-shot media buy, how can an advertiser learn what works best and act on it?
In the Mixpo platform, you can now resolve all of these problems in the course of a normal Xspot campaign by taking 3 easy steps:
Try different creative
Unless an advertiser has two TV spots to run online, switching creative may seem overwhelming. You can, however, make some quick and easy changes that may significantly affect an Xspot’s performance.
Just two clicks creates a duplicate version of any Xspot. By opening the new version in the Studio, you can replace an overlay or INFO menu call to action, upload a new thumbnail image, and more.
Click Copy to duplicate an Xspot or auto-generate new thumbnail images
Tip Clicking Copy also gives you the option of automatically generating Xspot versions with different thumbnail images.
More information
Mixpo account holders can learn more by visiting Client Resources, and then searching for duplicate or thumbnail images.
Compare performance
To see which creative execution performs best, set up ad rotation.
Ad rotation means rotating different Xspots randomly through the same Player to see which generates the most engagement and exposure.
After you create the Xspot versions you want to compare, setting up ad rotation is as simple as selecting a few check boxes.
Two versions of the Xspot will rotate randomly through the same Player
You can track results for the different versions as you always do in the Dashboard or through weekly and monthly PDF reports.
More information
Mixpo account holders can learn more by visiting Client Resources, and then searching for ad rotation.
Act on the performance results
The good news is that you don’t really have to act on the performance results. If you enable auto-optimization, the Mixpo platform does the acting for you.
All you have to do is set the number of impressions after which you want optimization to occur, select a performance metric (for example, active view rate or clickthrough rate), and then sit back and relax.
When the impression limit is reached, the platform automatically runs the best-performing ad and stops running poorer performers.
More information
Mixpo account holders can learn more by visiting the Improve Xspot Performance page, and then searching for auto-optimize.