Mapping ROI Through the Video Ad Sales Funnel


A buyer’s journey is complex. When we consider purchases, there are a number of factors that ultimately contribute to the purchase itself. Brands and marketers are still trying to figure out which strategies can help influence the purchase path by driving intent and moving consumers through the sales funnel.

We’ve seen how video ads have moved from a “nice-to-have” to a “must-have” tool for brands. Today’s consumers are watching and engaging with more and more video content.

As more companies move beyond just using video as a brand awareness tool and leverage video as an important engagement tool, here are few things to keep in mind that will help you map and measure ROI through the video ad sales funnel.

Calls-to-action at the top of the funnel

It’s very important to pay attention to the analytics associated with your campaigns to know how, when and where consumers engage with your video. If your only call-to-action (CTA) is at the end of your video, and you’re seeing viewers drop off in under 10 seconds, you need to bump your CTA up and engage within those first crucial seconds.


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While watching your videos, are you noticing that consumers are opting in to receive emails? The next email they receive should have a way to track that activity and continue the engagement in another way that pushes consumers further through the sales funnel.

Shaping the sales funnel

While consumption habits and trends can tell us a lot about how consumers engage with content, there’s still more than one way to engage. Knowing where and how consumers engage with video content can help shape their path to purchase. Because consumers tend to spend a lot of time researching before they make a purchase, video ads can impact every stage of the funnel.

For example, in the first “discovery” stage, social video ads provide a channel to reach more audiences. Whether paid or earned, a campaign that’s optimized around sharing will increase eyeballs to your videos.

For consumers who are in the mid-funnel part of their sales journey, a video ad will serve as a reminder to someone who expressed interest or intent to purchase a product. A consumer who’s spent time on your brand’s website should be targeted with a video, and that video should include a CTA, such as asking them to share or like the video, which pushes them closer to making a purchase.

The low-funnel consumer

Congratulations – you’ve successfully reeled in consumers who are ready to make a purchase. To convert a viewer to a customer, you need to amplify the engagement.

Your CTA for this video ad could include a coupon, for example, for the product a viewer showed interested. Once you’ve made the sale, the cycle can start over. That’s called retention, and much of retention rates depend on keeping a happy customer engaged.

Repeat customers are a powerful and profitable revenue stream. More importantly, they are your brand’s most loyal advocates. Video advertising can keep them engaged by introducing them to new products, services updates and more.


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