121 – How Video Content Makes Paid Traffic Easier (and Cheaper)

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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

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