Tag Archives: online video

Mixpo Refocuses on TV-ad Based Marketers

The small business market is always attractive to vendors in terms of volume, but many give up in frustration because of its fragmentation, low margins and high service needs (and churn.) Many of these vendors typically seek to move up the value chain to medium and large sized businesses. With these, they get both larger contracts and more security.

Among these vendors re Seattle-based Mixpo, the online video specialists that track video effectiveness and embed actionable information, such as click-to-call and email buttons.

The 30 person company started three-and- a-half years ago with the idea that many SMBs would use online video as a new channel for advertising. But the company is now squarely focused on working with larger companies that basically want to extend their existing TV advertising.

“There is a fundamental reason to move up-market – it is so simple to put ads together and easily customize campaigns for creative versioning,. ” says CEO Anupam Gupta. An auto manufacturer, for instance, could quickly create local versions for 2,000 dealerships. “They can promote their sale next weekend,” says Gupta.

Gupta adds that “we’ve learned that customer segmentation is really, really important. The common base is TV ads. But we (use online to) get people to engage; to do things they can’t do with TV,” such as order brochures or click to call.

Mixpo has not only focused more on larger advertisers, but it has also started working closely with agencies and marketers, in addition to media partners such as Comcast and Belo Interactive, who remain an active channel. “It is strategic for us to expand into the demand side,” says Gupta, who notes that more than half of Mixpo’s revenues now come from agencies.

In talking with agencies, Mixpo focuses on how to use video to drive awareness and create more engaged users. “You can use it all the way down to a direct response campaign,” he says. “That’s not SMB.”

Hot categories for Mixpo currently include automotive, political and entertainment. “Political is huge,” says Gupta. “They get video. There is lots of advocacy work.” On its site, Mixpo shows success stories for tea party candidates such as Senator Scott Brown (R-MA) and Rep. Michele Bachman (R-MN)

Entertainment mostly consists of “tune in” advertising promotion TV shows. A number of local TV stations and cable franchises are utilizing Mixpo services for their websites. “They can change the content very rapidly based on day of the week, time of day, or whatever audience they are in front of,” he says.

Ultimately, Gupta says the most successful Mixpo campaigns are run by those that have video assets (especially TV); a time sensitive element (i.e. political campaigns); or some interactive needs with their advertising (i.e. coupons).

The transition to an agency-focused approach has also changed the competitive parameters for Mixpo. Previously, when it was focused on SMBs, it competed largely with companies such as TurnHere and Jivox – both of which still report strong results in their sectors, and have evolved their own strategies. But now Gupta feels that the company competes mostly against companies doing rich media campaigns, such as is EyeWonder and Gannett’s Pointroll. It also competes against companies engaged in dynamic ads, such as Tumri.

TheLaw.TV Provides Online Infomercials for Local Attorneys

Online video is increasingly being segmented into vertical themes, creating on demand networks for specific subjects. The latest network to launch is “Thelaw.tv,” a legal site that, according to reporting in TV NewsCheck, uses former broadcast talent to product legal advice snippets with local lawyers.

The lawyers pay $5,000 for the infomercial, and a year of geographic exclusivity. Web maintenance fees add several hundred dollars per month.

Subjects on the site are broken down by legal specialty. Personal injury, for instance, is broken down into 12 sub-topics.

The site, which hopes to partner with local TV stations around the U.S. for talent, sales and traffic, as well as newspapers and radio stations, is the brainchild of four vets from WPBF, the Hearst-owned ABC affiliate in West Palm Beach. It will compete with other consumer-facing legal sites, including lawyers.com, findlaw.com and avvo.com.

Jivox Launches ‘Video Engagement Scores’

Operating on the assumption that most small businesses are either too impatient or don’t have the expertise to understand usage reports, Jivox has launched “Video Engagement Scores.” The scores provide SMBs with feedback on a 0-100 basis, complete with red, yellow and green zones.

Jivox, a 40 person Bay Area company, competes with Mixpo and others to provide SMBs with online video tech and marketing solutions. Using the new scores, it also intends to provide feedback on how to do a better job engaging customers.

The scores are weighted on such features as whether consumers unmuted the sound, finished the video, or clicked to stall the video and print out a coupon. The videos are also graded on a curve against other videos in the growing Jivox Publisher Network.

President and CEO Diaz Nesamoney notes that Jivox has signed up 3,000 advertisers, with 800 of them in rotation with ads, typically getting 30,000 to 50,000 impressions apiece. Nesamoney adds that the majority of the company’s advertisers come from its own sales efforts.

Looking forward, more advertisers will be ramped up as the “white label” publisher network rolls out. Media and directory companies that have signed up to the network include Google Local, several Media News Group newspapers, The Examiner news sites in many markets, Media General’s Tampa Tribune, Local.com, some Clear Channel radio stations, some TV stations, Accuweather and Weather Bug. There are 600 local sites in all.

Jivox also has formed affiliations with many small sites via Commission Junction. The company raised $10.7 million in June from Opus Capital and Helion Venture Partners.