• by Laurie Sullivan  @lauriesullivan, October 11, 2010

Google TV and Apple TV will change the dynamics between television and online advertising, but Mixpo, a video ad provider, still plans to make an impact on the TV-to-Web conversion.

Going after the budgets allocated to TV advertising, Mixpo will announce Monday a set of tools to its Dynamic Suite aimed at making it easier for advertisers to integrate online and television campaigns, target ads effectively, and increase viewer engagement.

Mixpo's ad units work mostly any where advertisers can buy display, according to Anupam Gupta, Mixpo president and chief executive officer, who expects the company's new tools to remove the barriers for TV advertisers to move online.

"Advertisers have been using TV for a long time and know it works with the existing creative assets, but my audience is spending all this time online," said Gupta. "The tools are a way for television advertisers to complement campaigns, but do it online." Research firm eMarketer estimates online video advertising will rise 48% in 2010 to $1.5 billion.

Gupta says more than 95% of its campaigns begin with television assets because there's no friction. They take 30-second spots, looking to move them online. Advertisers, however, need to know how to make changes to the creative pieces.

The Dynamic Suite provides five new tools that enable advertisers to create high-impact, in-banner video ads that deliver the perfect message to the correct audience. Demographic targeting focuses campaign messages to consumers based on age and gender through one ad tag. The dayparting tool automatically rotates and serves different ads according to the time of day and day of the week.

Message sequencing allows advertisers to serve multiple ads in a specific order to convey a broader story or brand message. Real-time feeds make ads more relevant and entertaining, special Flash overlays can be incorporated to deliver real-time data such as interest rates, Twitter feeds and news updates. And auto creative optimization should help advertisers learn what ads work best in a campaign and adjust accordingly.