121 – How Video Content Makes Paid Traffic Easier (and Cheaper)
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Jul 2, 2025
Discover why consistent video content is now essential for sports marketing success. Short-form videos can effectively warm cold audiences and lower advertising costs. Uncover how retargeting those who watch your videos can dramatically boost ROI. Get real-world examples of using highlight reels and event recaps to bring back past ticket buyers. Most importantly, remember: fans purchase experiences, not just tickets. No need for fancy gear—just start creating! Your ads will really thank you for it.
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volunteer_activism ADVICE
Warm Up Audiences with Video
Use video content to warm up cold audiences before selling tickets.
Audiences who watch your videos are more likely to trust and buy from you.
insights INSIGHT
Video Improves Targeting & Cuts Costs
Algorithm learns viewer preferences through video engagement, improving ad targeting.
Platforms reward relevant, engaging video ads with lower costs and better reach.
volunteer_activism ADVICE
Boost Proven Videos with Ads
Amplify organic video content with paid ads to create a snowball effect.
Paid promotion of proven content lowers CPMs and drives greater engagement.
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In this episode of The Sports Marketing Machine Podcast, host Jeremy Neisser shares why consistent video content is no longer a "nice-to-have" — it's the cornerstone of a smarter paid media strategy. Whether you're trying to warm up cold audiences, lower your ad costs, or re-engage past ticket buyers, video is the most powerful (and underused) tool in your marketing playbook.
Jeremy explains how short-form videos help you build trust, increase engagement, and improve targeting — even on a tight budget. He also shares real-world examples and actionable tips for sports teams to use video content to drive more clicks, conversions, and repeat attendance.
💡 Key Takeaways
Creating video content isn’t optional anymore — it’s essential for effective paid ads.
Warm audiences with video = lower CPMs and higher conversion rates.
Retargeting video watchers boosts ROI dramatically.
Use highlight reels and event recaps to re-engage past ticket buyers.
Organic content that performs well should be amplified with paid dollars.
Fans don’t buy tickets — they buy experiences. Show the experience.
You don’t need fancy equipment — just start filming.
Sound Bites
"People buy experiences, not tickets." "Create more video content — your ads will thank you." "Warming the audience makes everything cheaper and easier."
Chapters 00:00 – Why Video Matters More Than Ever 02:42 – Using Video to Warm Up Cold Audiences 05:59 – Lowering CPMs Through Smarter Targeting 08:47 – Re-Engaging Past Buyers with Video Highlights 11:34 – Key Takeaways + Simple Video Ideas for Teams
Sports Marketing Machine Podcast