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BizReport : Advertising : September 20, 2011


Mixpo offers real time video solution

A new solution from Mixpo, called SmartVideo, may help brands better traverse the video space. The platform allows users to create and launch video campaigns across screens (mobile, computer, tablet) and in any advertising format. The ads are also tailored in real time to increase the potential for engagement.

by Kristina Knight

"We already have seen many powerful use cases of this technology from better product recommendations to localized campaigns that drive foot traffic to retail outlets. Dynamically customized creative is the next step in the evolution of video advertising, and Mixpo SmartVideo is helping advertisers accomplish this easily by eliminating many of the traditional challenges, such as technology fragmentation," said Mixpo President and CEO Anupam Gupta.

SmartVideo leverages both Flash and HTML5; for mobile marketers, especially, this is important because some mobile devices do not support Flash-based content. And, because the ads are tailored for each consumer, the chances are better that the ad will resonate with that viewer, increasing awareness and actions.

In July comScore reports that 180 million US consumers launched nearly 7 billion video viewing sessions, the bulk through YouTube's platform. Here is how some of the YouTube viewing breaks down: Vevo at YouTube's channel say 59 million viewers launch 844 million clips, Warner Music at YouTube 31 million viewers, 197 million clips and Machinima at YouTube saw 16 million viewers launch 265 million sessions.

However an increasing number of consumers are turning to network television websites or video hubs like Hulu to watch full episodes of favorite programs online. Much of this programming is sponsored by advertisers.

Tags: Mixpo, online video, SmartVideo, video ads, video content, video optimization










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