SEATTLE, WA -- (Marketwire) -- 11/12/12 -- Mixpo, a multi-screen video advertising technology provider, together with the Seattle Cancer Care Alliance (SCCA) and MaxPoint Interactive are pleased to announce the results from their recently launched multi-media campaign to raise awareness of SCCA's world renowned therapies, superior survivor rates and dedication to eradicating cancer forever. The campaign, which celebrates a decade of turning cancer patients into cancer survivors, ran across channels including radio, television, online and out-of-home. Seattle Cancer Care Alliance is a world-class cancer treatment center that unites doctors from Fred Hutchinson Cancer Research Center, UW Medicine and Seattle Children's. The results included increased awareness, improved favorability and intent to recommend SCCA to a friend or family member within the Puget Sound region.
Mixpo partnered with SCCA and MaxPoint Interactive to turn 30 second TV spots into interactive online video ads to gather viewers around a difficult subject. Since compelling television ads had already been created, extending into online video was a natural choice for SCCA, rounding out the entire campaign. Mixpo's technology platform made it easy to repurpose existing video assets for cross-screen use. The video ads captured viewers' attention with a relatable narrative, a highlight of the campaign. The multiple in-stream video ads created allowed viewers to navigate through and learn more about SCCA's survival rates, watch videos of individual patient survivor stories, connect with SCCA on social networks such as Twitter, Facebook and YouTube and participate in surveys. Unlike the lean-back approach TV provides, the interactive video ads allowed viewers to become actively involved with the unit and dive deeper into SCCA content.
According to the latest Nielsen Cross-Platform Report, in addition to watching 34-plus hours of TV per week, the average American spends nearly five hours online on the computer. More than half of Americans now watch video online, with online viewing increasing average weekly video consumption to roughly 35 hours, a tremendous opportunity for brands looking to implement cross-screen video advertising strategies.
Throughout the promotion, SCCA saw a 57% lift in brand awareness from viewers who were exposed to video ads. In addition, a 25% rise in intent to recommend the SCCA, and a 59% increase in favorability of the company were revealed. Interactive video increases consumer awareness & engagement. In this case, it drove 28 times the interaction compared to an average static banner (a 28.49% interaction rate vs. .1% CTR for static banner ads)*. Exposure to Mixpo's video ads was tracked, and surveys were issued to those known to have viewed the ads and those who hadn't. Leveraging MaxPoint's targeting they were also able to hone in on their audience, whereas the other mediums hit a broader range of Puget Sound residents. The difference in responses between the two groups measured the positive lift driven. The SCCA pre-roll video ad campaign drove positive and substantial lift results across all metrics being measured.
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