Mixpo, the video advertising technology company based in Seattle, has acquired ShopIgniter, a leader in mobile social advertising. “For our customers, particularly local broadcasters, social is an increasingly important way to reach viewers/customers,” says Emily Carrion, Mixpo’s communications director. “The people at ShopIgniter are experts at delivering and managing rich interactive ad campaigns in social […]
“For our customers, particularly local broadcasters, social is an increasingly important way to reach viewers/customers,” says Emily Carrion, Mixpo’s communications director.
“The people at ShopIgniter are experts at delivering and managing rich interactive ad campaigns in social media streams. Combining their expertise in social and our expertise in video is a very powerful combination for our customers.”
“With Facebook and Twitter’s increasing focus on video and the overall growth in mobile advertising, we saw an opportunity to integrate ShopIgniter’s social and mobile capabilities with Mixpo’s multiscreen video ad platform,” says Jeff Lanctot, Mixpo CEO.
According to Lanctot, ShopIgniter has a special relationship with both Facebook and Twitter. In fact, ShopIgniter is one of Facebook’s Preferred Marketing Developers, a community of best-in-class developers that makes marketing easier and more effective through technology partnerships.
“It’s like a stamp of approval from Facebook,” says Lanctot, “difficult to get, but it gives ShopIgniter, and now Mixpo, a greater ability to advertise across Facebook and Twitter.”
According to a PromaxBDA report on digital advertising I wrote about earlier this year, 90% of local TV stations plan to use online advertising in 2014 and of those, 86% will use video. Mixpo says 75% of broadcasters believe social ads are critical or very important to driving ratings.
“Acquiring ShopIgniter’s social platform,” says Carrion, “will enable Mixpo to further expand our ability to engage customers across all of the devices and channels that are most important to them.”
“For TV stations trying to drive tune-in, this combination of Mixpo and ShopIgniter means there’s nobody better at providing social network advertising with video,” says Lanctot. “TV stations that do tune-in advertising can now promote their TV programs with video on Facebook and Twitter, and it can be geographically targeted.”