Video Viewers Audience

A Video Viewers Audience is a group of people who have watched your video ads served through AdRoll campaigns. This allows you to re-engage with an audience that has already been introduced to your brand through video, making it a powerful tool for building brand recall and guiding viewers further down the marketing funnel.

You can segment these audiences based on where they saw your video ads and their level of engagement.

How It Works

Video Viewer audiences are used to segment an audience based on people who have viewed CTV or Web video ads served through AdRoll campaigns. You can then create an audience based on the following rules,

• People who have viewed 75% or more of a CTV ad.
• People who have viewed 75% or more of a web video ad.
• People who have viewed 75% or more of either a CTV ad or a web video ad.

How to Create a Video Viewers Audience

• Log in to AdRoll and navigate to the Audiences > Website Audience tab in the left navigation bar.
• Click New Audience.

• For Audience Type, select Video Viewers.
• Define match criteria, i.e., the type of video ad viewers you want to target:
  1. CTV: People who have viewed 75% or more of a CTV ad.
  2. Web Video: People who have viewed 75% or more of a web video ad.
  3. CTV or Web Video: People who have viewed 75% or more of either a CTV ad or a web video ad.
• Give your audience a descriptive Audience Name (e.g., "CTV Ad Viewers - Q3 Campaign").
• Set your desired Audience Duration (the number of days a person remains in this audience after viewing the video).
• Click Create Audience.

Use Cases

Retarget Viewers of CTV ads on the Web

Drive messaging continuity from CTV to the web and build up the momentum started in CTV to encourage consideration and purchase by retargeting the people who have viewed your CTV ads with Web Display, Native, HTML5, and Web Video ads.

How to implement:

• Create a "Video Viewers" audience, selecting "People who have viewed 75% or more of a CTV ad" as the match criteria.
• Use this guide on How to Create a Web Retargeting Campaign.
• In the campaign setup, select your newly created "CTV Ad Viewers" audience as the target audience.

Best Practices

• Complementary Creatives: When retargeting video viewers, use ad creatives that reference or build upon the story from your video ad. This creates a more cohesive brand experience.
• Time Your Follow-Up: Consider the audience duration. For a high-consideration product, a longer duration (e.g., 60-90 days) might be effective. For a limited-time promotion featured in your video, use a shorter duration.
• Layer with Other Audiences: Combine your Video Viewers audience with other audience types using a Composite Audience for even more precise targeting. For example, target people who viewed your CTV ad AND visited your pricing page.