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Sequential marketing: Is there a way to follow up CTV on paid social media.
My question is not regarding remarketing website visitors from ads.
I am looking to see if it is possible to serve CTV ads and then build an audience that engages in that video ad that can be served on social media platforms like FB, IG Twitter, etc. I know this is easily done if you build an audience based on those that click through a CTV ad but I cannot think of a way this can be done with engaged viewer (like watched 25%). I know a DSP like DV360 can do view-tags but that will not build an audience and will not be something that can be share with FB. Pretty much every platform I know of does not allow tags to track engagement in the video either. Even a partner like Adobe Audience Manager doesn’t seem like it could do this type of sequence. Maybe I am wrong on both.
The reason for my question is a recent study that showed significant improvement when the first touch is through TV versus social. I am curious how you could set up this multichannel sequential marketing plan, if it’s possible.
“The order of screens also impacted ad effectiveness. Leading with linear on a cross-platform campaign, for instance, increased purchase intent by 25%, while streaming first resulted in a 14% uptick, and mobile first resulted in 4%. “When possible, brands should plan the order in which ads are delivered across screens with a focus on casting the widest attention net in the first exposure,” said Kara Manatt, evp and managing director of Intelligence Solutions at Magna.” [Study](https://digiday.com/media-buying/people-respond-better-to-ads-across-multiple-platforms-study-says/)
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