Posts Tagged ‘Mixpo’

New ways for Xspots to expand

Thursday, December 10th, 2009

You may have used our original expander to add action and appeal to advertisers’ Xspots.

When a standard 300×250 display ad is set to expand, a viewer’s click or mouseover resizes the ad to 560×300. You can fill the 300×250 space to the left of the Xspot with a widescreen version of the video, an image, or a message.

560x300 expander

Picture of 560x300 expander with image on the left

Visit our Gallery to interact with a variety of expanding Xspots.

On the Google content network and other publisher websites, you commonly see a couple of other expander sizes:

  • 600×250
  • 500×300

With our latest release of the Mixpo platform, you can now set 300×250 Xspots to expand to both of these sizes. As with the original expander, you can fill the expanded space with a widescreen version of the video or add an image or message.

More information

Mixpo subscribers can learn more about the new expander sizes by visiting the Publish page, and then clicking How do I set an Xspot to expand?

Analyze local response by DMA

Thursday, December 10th, 2009

Advertisers typically pay by CPM to run Xspot campaigns. It’s in their best interest to know that as many impressions as possible are being served to relevant target audiences.

Now you have an easy way to get advertisers exactly the audience information they need.

Custom reports generated in the Mixpo Dashboard include a table that lists views, clicks, and other performance data by designated marketing area (DMA).

DMA table in custom report

DMA table in custom report - Click for larger image

Because the 210 U.S. DMAs are organized in the table in descending order by number of views, advertisers can see at a glance how target viewers are responding.

More information

Learn more about how DMA data can shape Xspot campaigns.

Mixpo subscribers can learn more about monitoring views by DMA by opening the Reports page, and then clicking Can I monitor Xspot views by DMA?.

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.

Brand early and often

Thursday, October 29th, 2009

The strategy behind Mixpo is that you can save time and money by re-using TV creative online.

But, as a recent study of the effectiveness of financial display ads points out, you won’t reap the full benefits of these economies unless you understand some of the fundamental differences between the two mediums.

For example, reveal ads, where the brand or call to action isn’t revealed until the very end, are quite effective on TV. Relying on this type of intrigue, which requires consumer patience, will fail online.

Getting brand information and calls to action out early in an ad and getting it out continuously is what works online. Display ads that include brand logos perform significantly better than those without.

What this means to you as a publisher or agency marketing online video ads to advertisers is that simply uploading TV creative and running it online isn’t enough. By taking advantage of several easy-to-use features built in to the Mixpo platform, you can turn TV creative into dynamic, interactive Xspots that perform effectively in an online environment.

The following Xspot examples from the Mixpo Gallery demonstrate features you’ll want to use.

Hooters

Features: Expanding Xspot with advertiser logo

Hooters Xspot from the Gallery

Hooters Xspot from the Gallery

Watch the entire Xspot

The Hooters logo, which expands to the left of the video content, establishes a strong brand message throughout the Xspot.

To learn more about setting an Xspot to expand, visit the Publish page in Mixpo Help, and then click Can I set an Xspot to expand?

jetBlue

Features: Expanding Xspot with advertiser logo; Customized INFO menu

jetBlue Xspot from the Gallery

jetBlue Xspot from the Gallery

Watch the entire Xspot

The jetBlue logo, colors, and messaging expands to the left of the video content to establish the brand throughout the Xspot. The customized INFO menu option, Search Flights sends viewers to an actionable location on the jetBlue website.

To learn more about customizing the INFO menu, visit the Publish page in Mixpo Help, and then click Can I customize the Player info menu?

Benjamin Moore Paint

Features: Engaging image overlays and calls to action

Benjamin Moore Xspot in the Gallery

Benjamin Moore Xspot in the Gallery

Watch the entire Xspot

A “free color sample” call to action encourages engagement as soon as the Xspot starts playing and repeats throughout the Xspot, along with a text overlay inviting viewers to find the nearest Benjamin Moore store. Clever use of a paint-splash image overlay adds appeal.

To learn more about adding interactive image overlays, see the Create page in Mixpo Help, and then click Can I use images and videos as overlays?

To learn more about text overlays, visit the Get Started page in Mixpo Help, and then click What are overlays and how do they work?

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.