Jivox, an online video advertising service that helps small and medium-sized businesses reach local customers, today announced Jivox 4.0, the next major release of its online video advertising platform.
Jivox 4.0 delivers click-to-action interactivity features that encourage viewers to take action without leaving a video; a new "Video Engagement Score" that assigns a value to those interactions as compared against other ads running on the Jivox Publisher Network; and more in-depth reporting dashboards providing information on campaign performance over time, comparative scoring, trend information and other detailed data on key performance metrics.
"The goal of this release was to give our customers the ability to easily create the most engaging, cost-effective advertising on the Web today, and then give them the tools to measure its true effectiveness," said Diaz Nesamoney, CEO of Jivox.Key new features of the Jivox video advertising platform include:
Click-to-Action Interactivity:
New interactivity features from Jivox encourage viewers to take immediate action without leaving a video, facilitating direct interaction between consumers and an advertiser. When a viewer clicks the Interactivity icon, the video is paused and the click-to-action features are presented as an overlay to the video. Interactivity options include:
- Download a coupon:
Downloads a coupon or document provided by the advertiser.
- Request information via e-mail:
Submits a request to the advertiser to respond with product or service information.
- E-mail to a friend: Shares the video via email by inputting senders email address and recipients' e-mail addresses.
- Embed this ad on a Web site: Displays an embed tag that enables the video to be embedded in a Web site or blog.
- Share information via SMS: Advertiser contact information is sent via SMS by entering a mobile phone number.
Video Engagement Score
The Video Engagement Score is a new approach to measuring the effectiveness of online video campaigns that goes beyond the traditional click-through standard. The Video Engagement Score takes into account for the first time multiple interactions a consumer has with an online video ad and assigns a weighted value to those interactions to provide advertisers deeper insight into an ad's total performance. Ads are "scored" by comparing their performance to that of other ads on the Jivox Publisher Network.
The Video Engagement Score is calculated as the total viewer interactions weighted by response priority and divided by the total views. The result is then normalized to fit within a range of 0-100 and adjusted such that the median of Video Engagement Scores across all active Jivox campaigns with more than 15,000 views in the Jivox Publisher Network is 50.
"We're really excited about these new features because it allows us to track more than click-throughs," said Jim Gustke, vice president, marketing and product management of Jivox. "The premise is that there's more entertainment value in a video, therefore people interact with video ads in a different way than they do with banner ads. So we can track that and record it in the dashboard, and that will contribute to the engagement score, which is weighted by response priority. So, for instance, an e-mail inquiry is better than sending an SMS message, so that's taken into account."
Enhanced Performance Dashboards and Reports
With the latest release, Jivox now provides a number of dashboards and detailed reports for paid online video advertising campaigns:
- Performance Summary:
Presents the most frequently accessed information including video views, click-through rate, coupon downloads and interactions.
- Trends: Presents Performance Summary information over the life of the campaigns with the ability to view over days, weeks, or months.
- Performance Comparison: Compares results of multiple campaigns.
- Detailed Reports: Presents all measured data as whole numbers or as percent of views.
Testimonial: Customer Feedback
One company that has used the new version of Jivox is Hemancipation, a Beverly Hills-based company that provides concierge and design services for men transitioning through divorce. Using stock video footage from the Jivox library, company founder and former marine Akilah Kamaria created an ad campaign targeting bachelors and divorced men whose ex-wife took most of the furniture or who needed to create a more comfortable space for entertaining. She also included a coupon for a free initial consultation. The ad was distributed via the Jivox Publisher Network in the Los Angeles metropolitan area.
Within three days of the ad running, Hemancipation had more hits on its Web site than they had had in a year of advertising with another Web ad company, according to Jivox. Kamaria also saw that viewers were downloading the coupon, meaning that people were gearing up to call the company for services.
"I'm a big fan of Jivox and love the new interactivity features," Akilah Kamaria, founder of Hemancipation, said in a statement. "It's great that people can see my ad and be able to text or e-mail it to someone, particularly with my service that relies so much on referrals: it might be the 17-year-old nephew who sees my ad and sends it to his recently divorced uncle. For people who blog about divorce or starting over, now they can also take my ad and post it on their blog. Jivox really takes the virtual relationship to another level by allowing viewers to interact with the ad. This leverages the message and the value even further."
Michelle Megna is managing editor of ECommerce-Guide.com
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