Figure 9-20. TradeYa Facebook online ad campaign Users who clicked on either campaign were directed to the landing page shown in Figure 9-21, which had the explainer video on it. Basically, Jared used the giveaway to drive traffic to the landing page. When users arrived on the landing page, they could not simply submit their email address for the contest and leave. Instead, they had to watch the video and answer at least one qualitative response to a question. This meant that suspects had to watch at least five seconds of the explainer video, which in turn meant that they were exposed to the value proposition. Jared didn’t want a suspect’s email address unless the suspect got the gist of TradeYa’s value proposition.