Event Retargeting (Video & Audio Creatives)

Video and Audio Event Retargeting is a powerful tactic for your campaigns, enabling you to engage users who have already shown interest through video or audio and move them further down the funnel.

GUIDE:

• Overview
• Benefits of Event Retargeting
• Best Practices for Video Event Retargeting
• How Does Video Event Retargeting Improve Campaign Performance?
• When to Use or Avoid

Overview

Event Retargeting allows you to re-engage users who have viewed a portion of your video creative or listened to a portion of your audio creative with a follow-up ad. The goal is to capture users who have already shown engagement (for example, those who watched 25% or 50% of a video) and deliver a subsequent message or conversion-driving call-to-action. In Choozle, this tactic is available under Creative Type Targeting as “Event Retargeting.”

Benefits of Event Retargeting

• Re-engage a warm audience who has already interacted with your creative.

• Increase efficiency: these users are more likely to convert than cold prospects.

• Support sequential messaging, e.g., first video/audio introduces your brand, second creative encourages conversion.

• Measure engagement thresholds to optimize your retargeting strategy.

Best Practices for Video Event Retargeting

• Thresholds: Use multiple tiers (25%, 50%, 75%) to experiment and find the most responsive segment.

• Timing: Retarget quickly after initial engagement to maximize recall.

• Sequential Messaging: Align creative messaging - first creative for awareness, follow-up for conversion.

• Budget & Bids: Set higher bids than cold prospecting because warm audiences are smaller and more valuable.

• Creative Variation: Avoid fatigue by using a different follow-up ad from the initial creative.

• Exclusions: Exclude users who already converted to improve efficiency.

How Does Video Event Retargeting Improve Campaign Performance?

1. Higher Engagement Rates: Users who have watched most of your video content are likelier to be engaged with your brand. They have invested time and attention, indicating a baseline interest or relevance. 

2. Better Conversion Rates: Retargeting viewers who have consumed a significant portion of your content increases the probability of conversions. These users have crossed an initial interest threshold, making them more likely to take action when presented with a follow-up message. 

3. Precision Targeting: Video Event Retargeting allows you to create highly specific audience segments based on user behavior. This precision targeting leads to more effective ad spend and marketing strategies.

4. Enhanced Brand Recall and Recognition: Repeated exposure to your brand increases familiarity and recall. Video Event Retargeting leverages this by ensuring your ads are seen by users who already recognize and remember your brand from their prior engagement with your content.

5. Complementing Non-clickable Inventory: For formats like Connected TV (CTV) where clickable interactions are limited, Video Event Retargeting provides a crucial bridge.

6. Maximizing ROI on Ad Spend: By focusing your retargeting efforts on users who have already shown interest, you optimize your ad spend towards audiences with the highest likelihood of engagement and conversion.

How to Set Up Event Retargeting in Choozle

1. Upload Your Initial Creative

   • Video: 15–30 seconds recommended for initial exposure.

   • Audio: 15–30 seconds recommended for initial engagement.

2. Create an Event Audience

   • Navigate to Libraries → Audiences → Create Audience.

   • Select Event Retargeting, choose your creative ID, and define view/listen thresholds (e.g., 25%, 50%, 75%). Those will be display as Play Mid-point, Player End Point. 

3. Launch Your Retargeting Ad Group

   • Create a new ad group targeting the Event Retargeting audience.

   • Use a follow-up creative - different from the original- to maintain engagement. Or utilize different tactic, e.g. show a display ad to someone who has been exposed to a CTV ad. 

   • Set budget, bids, and geolocation appropriate for a smaller, warmer audience.

4. Monitor Performance

   • Track metrics like Video Completion Rate (VCR), Audio Completion Rate (ACR), CTR, and conversion rate.

   • Adjust bid CPM/CPV if delivery is too slow or too aggressive.

When to Use or Avoid

Use when:

• You have enough initial engagement to build meaningful audiences.

• You want to move warm prospects further down the funnel.

• You can invest in higher CPM/CPV for smaller, high-value audiences.

Avoid when:

• Initial video/audio exposure is too low.

• Budget is too small for retargeting.

• Your audience is extremely niche and delivery may be limited.