The complete strategic loop

Display and video advertising work together as a multi-stage system. Each format plays a defined role across the path from initial awareness to measurable conversion.

This loop is not a single campaign — it is a strategy that compounds over time. Each stage creates the conditions for the next. Display and video fill the early stages; retargeting and conversion tracking close the loop.

Prospecting with display and video

Prospecting means reaching audiences who have not yet discovered your brand. Display advertising carries your message across premium publisher inventory — reaching relevant audiences as they read, research, and consume content relevant to your market.

Video ads extend the impact: where a display ad communicates a message in a glance, a video ad can tell a more complete story — demonstrating a product, establishing a brand personality, or communicating value in ways that static creative cannot.

Topple uses programmatic targeting to ensure prospecting campaigns reach relevant audiences — people with demonstrated interest in your market category — rather than broadcasting broadly to everyone.

Building audience and driving engagement

As prospecting campaigns run, they build a measurable audience — people who have seen your ad, clicked through to your site, or taken a tracked action. This audience is the foundation for the next stage of the strategy.

Pixel-based tracking on your site captures site visitors, product viewers, and intent signals — people who browsed specific pages, added products to a cart, or spent meaningful time on your site without completing a conversion.

Retargeting to convert

Retargeting reaches people who have already engaged with your brand — site visitors, product viewers, cart abandoners — and brings them back. This is the high-intent segment of your audience: people who have already expressed interest and are more likely to convert than cold prospects.

Retargeting creative should reflect where in the process a person is. A cart abandoner may respond to a direct reminder. A site visitor who only browsed may need more of a brand message to establish trust before they return to convert.

Measuring the full funnel

The Topple dashboard provides visibility into campaign performance across all stages — impressions, clicks, and conversion events. With the pixel installed, you can track which campaigns and creative variants are driving the actions that matter to your business.

ROAS — return on ad spend — is the key conversion metric, but it is not the only one. Depending on your business model, you may also measure upper-funnel actions like site visits, product page views, or account creations as indicators of campaign effectiveness.