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BizReport : Advertising archives : September 17, 2009


Mixpo simplifies video advertising

An expansion within Mixpo, an online video advertising solution, could make it simpler for local marketers to reach local consumers - with a single ad. The new solution would push local television ads into the online space. To help local marketers with video campaigns, Mixpo is expanding its ad capabilities to ad agencies and in-house marketing departments.

by Kristina Knight

Called Xspots, the platform enables local marketers to more easily move into the online video space by utilizing the creative behind existing television spots.

"Mixpo for Agencies provides unique capabilities for both the national and local agency," said Mixpo CEO Anupam Gupta. "The Xspot provides interactive online advertising content tied to the TV they are already investing in, while retaining brand control at a national level and flexibility at the local level."

Although video ads are not one-size-fits-all and most video ads do need to be tweaked before moving from television to the online space, making this transition smoother and allowing agencies to become involved is a step forward for most businesses. Local television advertising reaches just over $24 billion yearly while online video is currently at $505 million. A recent eMarketer report suggests that online video will reach nearly $6 billion by 2013, however. To do move into the online video space, most local marketers need assistance for both budgetary and creative reasons.

The key to an engaging video campaign is content, especially in the online space. An online video ads needs to engage the audience more quickly than television because, in most cases, a consumer will not sit through a full :30 pre-roll video whereas they will sit and watch a :30 spot on television. So, shorten those video ads, keeping the most important content: the product and the offer. Then talk to the video networks with which you plan to advertise to determine their demographic base and how best to target consumers within.






Tags: Mixpo, online video, television advertising, video ad spend, video ads, video advertising








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