February Video Ads Sweep Into May


It was a blink of an eye in media time —
February sweeps. A time of Tom Brady pouting, Gisele
ranting, Adele singing and The Artist sweeping up Oscars.
It was yet another of the compressed
and stressful periods that occur four times
a year in an effort to grab eyeballs, increase
ratings and ultimately grow advertisers’
share of wallet.

Now there’s another booking period right
around the corner — May — and online
video ads can help content owners extend
radio, cable and out-of-home tune-in promotions.
Here’s a little recap on video ad
best practices used to promote viewership
during February Sweeps as reported by Mixpo,
provider of a turnkey solution for online
video ad campaigns.

At a high level, comScore reported that
48% more online video ads were served in February
than the same month a year ago. Mixpo served dozens
of campaigns for stations and gathered data specific
to tune-in and reported findings. The data collected
during February Sweeps primarily represents in-banner
video, which is the dominant format used by content
owners for promoting tune-in online. This leaves a
huge opportunity for growth within in-stream, in-app
and mobile-video advertising.

The Mixpo report identified three key best practices
for taking on-air program promotions through to effective
online video executions:

1. Dayparting: Only 10% of tune-in campaigns used
dayparting. However, online video campaigns that
used dayparting had a 7% lift in click-through rates
and an 8% lift in clicks/views than those that didn’t.
Tune-in content is time-sensitive. It’s crucial to schedule
creative so that each ad appears in advance of the
programming it promotes. Dayparting gives TV marketers
the flexibility to get to the right audience at the
right time.

2. Expandable Video:
Forty percent of
tune-in campaigns used expandables.
They had a 28% higher click-through rate
and 27% higher clicks/views rate. Expandable
ad units provide more real estate for
informing and engaging viewers with interactive
text, image, video and widget
overlays resulting in an app-like experience
that increases dwell rates rather than
the limited engagement a flat video ad provides.

3. Social Sharing: A huge tool for advertisers
is social sharing. It’s the engine that
drives viral videos. Mixpo found that 17%
of tune-in campaigns used social-sharing features.
Ads that included social-sharing features had a 20%
higher click-through rate, a 13% higher engagement
rate and a 7.7% higher rate of clicks/views. The presence
of familiar Twitter and Facebook icons increases
the likelihood that the ad will be shared virally. Sharing
features allow viewers to easily send a tweet that
includes a link to the video ad, embed the video ad into
their Facebook news feeds, or record a “Like” for the
video ad.

Bottom line, online video is a logical and easy way
to extend any TV marketing initiative. Though creative
plays a large part in the performance of an online video
ad, so do the ad behavior and engagement features.

Anupam Gupta is CEO of Mixpo, a Seattle-based
video advertising provider.