April 02, 2012 09:00 ET

Cross-Screen Video Advertising Solution Provider Mixpo Releases Key Findings for Tune-In Campaigns From February Sweeps

Opportunities for Online Advertisers to Increase Viewer Engagement for May Sweeps

SEATTLE, WA--(Marketwire - Apr 2, 2012) - Today, intelligent cross-screen video ad campaign enabler Mixpo released a report providing an overview of key findings and insights collected from tune-in campaigns during the February 2012 Sweeps period.

During the Sweeps, Mixpo delivered dozens of campaigns for stations, networks, cable programmers and syndicators. The report represents in-banner video, the dominant format used by stations, networks, cable programmers and syndicators today for tune-in. comScore reported that 48% more online video ads were served in February 2012 than the previous year, leaving a huge opportunity for growth within in-stream, in-app and mobile video advertising

Key findings from the report, which compared February Sweeps video ad performance metrics vs. Mixpo benchmarks, include:

  • Dayparting increases engagement and exposure: Campaigns that used dayparting had a 7% lift in clickthrough rate (CTR) 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.
  • Expandable video: 40% of tune-in campaigns used expandables. They had a 28% higher CTR and 27% higher clicks/views rate.
  • 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 such as Twitter or Facebook had a 20% higher CTR, 13% higher engagement rate and 7.7% higher clicks/views rate.

"Online video is a logical and easy to execute extension of any tune-in marketing initiative," said Anupam Gupta, President and CEO, Mixpo. "With May Sweeps just around the corner, we encourage broadcasters, networks, programmers, and syndicators to leverage industry best practices for tune-in campaigns -- the ones they have established through their innovative and expert execution to date!"

Although creative plays a large part in the performance of an online video ad, you can easily increase viewer engagement and deepen brand experience by adding interactive features. To download the Feb Sweeps report, please visit:

About Mixpo:
Mixpo provides agencies, advertisers, publishers and networks with a cloud-based, best-in-class platform for transforming video ads into compelling, interactive app-like experiences which can be customized by location, audience segment and creative execution. Mixpo-enabled video ads run on any screen and in any format. The platform yields comprehensive, easy to consumer analytics to help advertisers quickly gauge and react to campaign performance in real time while also measuring success on the back end.

To learn more, visit

Contact Information

  • Press Contact
    Hollis Guerra
    blast! PR for Mixpo
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