July 1, 2015

How Video Could Improve Your Next Retargeting Campaign

Casey Henry

Marketing

Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to anyone and everyone.

At Wistia, we hone in on our audience even further by using AdRoll and Facebook to create different user segments based on actions that people take on our site. If you visit our homepage, we place you in one segment. If you visit the Pricing or Features pages, you are in a different segment.

Video-centric segmenting

Many businesses still haven’t taken advantage of the ability to segment visitors based on whether they’ve completed a video on their site. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2-3 minute product video, there is a better chance that they’ll sign up for an account when prompted.

We’ve found that on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.

“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”

Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment), while focusing on visitors who are deeper in your sales funnel and more connected to your brand.

How to get started

All of the major video hosting solutions allow you to keep track of key events, like the completion of a video or a conversion. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!

For this blog post, we are going to focus on the Wistia JavaScript Player API, but we’ll link to other libraries below.


Getting your pixels

The first thing you need to do is create a segment in your retargeting provider. We’ll review how to do this in both Facebook and AdRoll.

Facebook:

Head into your Ad Manager and click on the "Audience" section. From there, click the green button in the top right that says "Create Audience". It will take you through a few additional steps, and you will end up on an overlay with a bunch of code. Select all that code and look for a line at the very bottom that looks similar to this:

<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=396669130541302&amp;ev=PixelInitialized">

This is the retargeting pixel that is used in case the normal JavaScript can’t load. Since we are not doing a standard install, we only need the code above and the rest can be discarded.

AdRoll:

AdRoll has great documentation on how to create an event-based segment on their website. Follow their instructions to get the following segment ID that you can use in the code below:

try {
  __adroll.record_user({ adroll_segments: 'SEGMENT_ID' });
} catch (err) {}

Firing an event

When a Wistia video finishes or a conversion event happens, the player initiates a callback to let your JavaScript code know that this action was completed. That is our cue to fire the retargeting pixel we captured above. Below are a few snippets of sample code: first, for when someone completes a video, and second, for when a conversion event (like Turnstile) is completed.

Facebook end of video:

<script type="text/javascript">
wistiaEmbed.bind('end', function() {
  var facebook_pixel = 'FACEBOOK PIXEL HERE';
  $('body').append(facebook_pixel);
});
</script>

Facebook Turnstile conversion:

<script type="text/javascript">
wistiaEmbed.bind('conversion', function() {
  var facebook_pixel = 'FACEBOOK PIXEL HERE';
  $('body').append(facebook_pixel);
});
</script>

AdRoll end of video:

<script type="text/javascript">
wistiaEmbed.bind('end', function() {
  try {
    __adroll.record_user({ adroll_segments: 'ADROLL SEGMENT ID' });
  } catch (err) {}
});
</script>

AdRoll Turnstile conversion:

<script type="text/javascript">
wistiaEmbed.bind("conversion", function() {
  try {
    __adroll.record_user({ adroll_segments: 'ADROLL SEGMENT ID' });
  } catch (err) {}
});
</script>

Place those snippets of code on the pages where your videos are embedded. Now, when visitors complete the video or fill out a Turnstile email collector, you will be able to retarget this highly engaged audience.

We hope this tactic is helpful. Give it a try, and let us know how it goes!

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