Company News and Culture / November 12, 2012 / By Erin Martin
Video Ads Raise Awareness and Dedication to Eradicating Cancer
Mixpo, together with the Seattle Cancer Care Alliance (SCCA) and MaxPoint Interactive, we are pleased to announce the results from our recently launched video ad campaign.
Campaign Overview
To highlight a decade of turning cancer patients into cancer survivors, Seattle Cancer Care Alliance (SCCA) launched a campaign to raise awareness of their world renowned therapies, superior survivor rates, and dedication to eradicating cancer forever. To do so SCCA’s agency, Frank Unlimited, launched a multi-media campaign via radio, television, posters, transit ads, billboards and vendor promotions. They knew multi-screen advertising performed better and wanted to include interactive online video ads to engage viewers with a tough subject where they spend a large portion of their time and attention, online.
With compelling television ads already created for the campaign, online video was a natural choice for SCCA looking to share their story through the power of video. SCCA partnered with Mixpo to turn these 30-second TV spots into interactive online video ads. Multiple pre-roll video ads were created that allowed viewers to navigate through 5-year survival rate charts, watch more video about SCCA, view individual patient survivor stories, connect with SCCA on Twitter, Facebook and YouTube, and participate in a survey.
While other mediums in the campaign provided mass communication, the online portion of the campaign was able to utilize neighborhood-level targeting through MaxPoint Interactive to reach Puget Sound residents across multiple high-quality and brand-safe health, lifestyle, and special interest sites. The campaign also targeted males or females based on creative messaging. Females were targeted with copy and survival rate charts specific to breast cancer, while Males were targeted with prostate cancer messaging.
Results
Interactive video proved to be a powerful medium for driving brand uplift, with the online video portion of the campaign driving substantial increase in brand metrics across the board. 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 treatment center were revealed.
Adding video ads into the media mix reinforced SCCA’s messaging and spread the word online. Over 18,600 hours of messaging was delivered to viewers in the Puget Sound region, equaling over 2 million 30-second spots. Optimization also allowed the team to hone campaign performance, which increased the CTR, AVG % viewed, and interaction rate throughout the campaign.
“With Mixpo’s interactive video ads, SCCA was able to bring the power of our existing TV ads to viewers online and engage with them on a deeper level. We were able to connect with people and raise awareness about a complex message more effectively than ever before.”
- Claire Beck Keeler, Director of Marketing, SCCA
Unlike the lean back approach TV provides, interactive video ads allowed viewers to become actively involved with the unit and dive deeper into SCCA content. The ad units were interacted with over 865,029 times, which is 28x the interactions than an average static banner ad.*
For more information click here.
*DoubleClick, June 2010: Average click-through rate = 0.1%