Video Retargeting

How Video Retargeting Fits in to Your Campaign

Video Retargeting is an additional tactic that can be applied to a Retargeting campaign. Retargeting is a common and powerful advertising channel in today’s digital marketing landscape. It is the technique of targeting display ads to consumers based on their online behavior. Retargeting ads can be triggered by a consumers visit to your website, by searching for information relevant to your products or services, or even by reading blog posts and articles about topics in your industry. Which ever tactic is used to trigger the ads the objective remains the same. Targeting your display advertising message to consumers that are actively in the market for your goods or services.

How does this happen you ask?

Well, in the world we live in we leave digital fingerprints all across the internet about our daily lives. We provide a wealth of data to various places around the internet about our purchase intentions, interests and hobbies, and future activities. All of this data is used by large websites to learn about consumers and to build anonymous data profiles that can be used to serve behavioral advertising to target audiences. Once you leave digital fingerprints on the web that shows you are interested in a certain product or service, you will then start seeing display advertisements on websites all across the internet.

We are going to talk about the three main types of Retargeted Display Advertising.

Here is an example of Search Retargeting: Let’s say you go to a popular travel booking site, you enter in the following information: Leaving MN, need a hotel for 2 adults, 3 children, 1 pet, no smoking.

The digital fingerprints you just left were that you live in Minnesota, you are most likely a parent, you are a pet owner, and a non-smoker. Large websites take this information and sell it to third party data brokers to help them monetize their website. If you can picture this happening across all the different websites that have search engines across the internet, there is a lot of data. This is called search Retargeting. Retargeting display ads to be based on the types of searches consumers do.

Here is an example of Site Retargeting: This is the most common version of Retargeting that you will see companies offer. When a consumer visits your website, a little piece of code is triggered and the consumer will now begin seeing display ads with your marketing message.

Here is an example of Keyword / Contextual Retargeting: This type of Retargeting is triggered by keywords in articles / blog posts that people are reading. So if I’m reading content like “10 Things For First Time Homebuyers To Know”, or “What to look for in a mortgage”, its pretty safe to assume that I might be in the market to purchase a home. By reading these types of articles online, a real estate agent could start displaying their display ads to this type of consumer.

So what about Video Retargeting?

This is where Retargeting steps up the opportunity for richer engagement to consumers active in the market for your products or services. Video is one of the most exciting frontiers for consumer engagement. Figures from eMarketer show that adult viewers are consuming massive amounts of video (to the tune of over 5 hours average per day). This presents an exceptional opportunity to engage those consumers in a rich and meaningful way.

Video allows you to speak and show your message to an audience that is steadily moving away from traditional video outlets like the television to online channels. So this is where big data, online video consumption habits, and advertising collide. With Video Retargeting, you can leverage the power of Retargeting with the adding benefit of engaging consumers with rich video content. River Town Multimedia offers a comprehensive Retargeting program that can include video as a part of your Retargeting mix. See some of the solutions below.

Video Retargeting options offered through our program

  • Pre-roll Video Ads: These video ads appear immediately before free video content on publishers like YouTube, CNN.com, Forbes, ABC Family, MLB.com, Local News Sites and others.
  • Mid-roll Video Ads: These ads appear within the content of longer videos such as complete television episodes.
  • Post-roll Video Ads: These ads appear at the end of a video.
  • Non-skippable Ads: These non-skippable ads are 15 seconds or less, ensuring that prospects complete the video before continuing to their free content.
  • Skippable Ads: Ads that are greater than 15 seconds are skippable after the first five seconds.
  • In-banner Video: These videos are converted to in-banner format and size to run in standard display ad spaces.

To sum it all up, Video Retargeting offers a powerful and engaging way to reach consumers actively in the market for your products and services. Take advantage of the massive amounts of data available on the web and target your advertising to your active consumers.