Direct Line Blog

Online video advertising gets local

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At today's AlwaysOn show, I met up with Mixpo Marketing VP Glenn Pingul, and discussed the potential of online video ads. It really is a space with so much potential beyond preroll. Mixpo is doing some very cool local targeting and working with everyone from Mom-and-Pop shops to major brands looking to target in a specific area.

The way that it works is that the video ad runs in a banner ad on a publisher network. When a consumer clicks on a banner, the video plays and throughout the video it gets interactive. Maybe it clicks through to a purchase site or a coupon, or it has a lead gen element where a consumer can sign up to receive more information.

On the analytics side of things the technology can be measured based on length of view where they clicked and the actions after that, etc. like a banner ad. One fast food company used it during the Superbowl with coupon offers. A real estate agent in Seattle used to promote certain houses. Doctors are even using it to help distribute information on serious diseases. And the creative can come from a national level, aka a TV ad, it can be created, like the doctor did with a professional video team or it can be put together from the asset level in Mixpo's interface. And of course, any mix of these things can be done based on how an advertiser wants to configure it and how they want it to interact with the user.

I look forward to seeing more of it in action.
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