Good morning, do you use GIFs in your content marketing? 

The popular GIF search engine Giphy is partnering with Oracle Data Cloud’s Moat to offer measurement of ad delivery, viewability and invalid traffic of branded GIFs. According to VP of revenue at Giphy, Alexis Berger, the partnership is expected to draw more advertisers to the company’s branded content studio. Giphy’s integration with Moat will enable advertisers to validate that branded content on Giphy was seen by actual viewers, while also building on to the capabilities that Moat currently offers marketers.

As marketers, one of the great challenges of bringing our efforts to life is the production process – especially when it involves sourcing talent. Vimeo aims to make the process easier with its new “For Hire” marketplace, designed to connect brands with production talent while also helping video creatives find paid work. Businesses looking for professional video services can post projects in the marketplace, making them searchable for filmmakers, editors, videographers, animators and more. Additionally, brands can search for talent based on their budget, project type, location, skills and experience. 

Last week, we wrote about YouTube changing its verification criteria for channel owners. After the announcement, YouTube was met with an uproar from creators who subsequently lost their verified badge. Now, YouTube has reversed its decision and returned verified badges to creators who had the icon before the latest program updates. The company said it had “completely missed the mark” when launching the new eligibility requirements for verification. Going forward, YouTube said all channels with 100,000 or more subscribers will be able to apply for verification, and it will continue reviewing channels to ensure they are authentic. 

Keep scrolling for more news, including a Pro Tip on how financial institutions can better utilize email marketing, an update on Reddit’s redesign, and more. 

Taylor Peterson,
Deputy Editor

Pro Tip

How financial institutions can use email marketing to improve customer retention

“As fintech brands like Venmo, Stripe, Square, CashApp, etc. grow more popular, the pressure is on for all financial services companies to improve communications strategies. Brands that leverage email marketing properly will continue to build lasting customer relationships while thwarting the new fintech players from capturing market share,” explains Kyle Henderick of Yes Marketing. “Here is one way top brands are improving customer retention with email today: Personalize email messages based on age. In the financial services industry, a consumer’s age significantly influences the services and information he or she needs. Use smart tools and dynamic content modules to deliver the right content to your customers as they reach certain ages. For instance, a 30-year-old might be interested in content about how to save for buying his or her first home. Relevant content based on age builds trust among customers and keeps them coming back for more content and services.” 

“It’s also important to remember that consumers’ financial situations change significantly as they age. Life changes, such as a new job, a marriage or a changing family situation, directly impact the offerings a consumer needs from his or her financial services provider. Companies should embrace customer lifecycle and journey mapping strategies to ensure they understand when consumers are likely to change institutions and use that as an opportunity to re-engage.”

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What's a CDP? Does your company need one?

Learn the benefits of using a customer data platform and compare top vendors. This report answers the following questions — What features do CDPs provide? What trends are driving the adoption of CDPs? Does your company need a CDP? — It also includes profiles of 25 leading vendors, capabilities comparisons, and recommended steps for evaluating and purchasing.

Read More »

Social Shorts

Facebook launches campaign to push Story Ads, Reddit reports user engagement is up

“Stories Can Do It,” says Facebook’s marketing team. Facebook is rolling out a global campaign to drive adoption of its Story Ad format. The company kicked off the “Stories Can Do It” campaign during the first day of Advertising Week with OOH ads and live activations planned during the advertising event this week. The company is also running ads across Facebook, Instagram and other digital channels and in print in North America. As part of the campaign, Facebook said it is launching a website built around Story Ads, “With creative inspiration, client success stories, best practices and resources for building stories ads.”  During its first quarter earnings call in April, Facebook reported more than one billion Stories are shared across Facebook, Messenger, Instagram and WhatsApp per day. 

It looks like Reddit’s redesign worked. Reddit COO Jen Wong said the site has experienced a lift in page views and time spent on its desktop and mobile platforms since the company completely overhauled its site last year. “We’ve seen significant growth in user engagement and conversations — demonstrating that users are deepening their relationships with each other and with Reddit communities,” writes Wong on Reddit’s Upvoted blog. Reddit partnered with YPulse to survey its Gen Z and Millennial social media users, surveying more than 1,300 people between the ages of 13 and 39. “What we discovered was that community plays a unique and valuable role in the lives of our users,” writes Wong. 

Hiring is about to get hot on LinkedIn. According to LinkedIn’s internal data from the last five years, October is the busiest month for job postings on the site. “There are more available job postings on LinkedIn in October than any other month,” writes Catherine Fisher, LinkedIn’s head of global integrated marketing and communications. The company reports it currently has more than 20 million jobs listed on the site, and that 89% of hiring managers claim it takes less than four weeks to fill a role. For professionals searching for a new position, candidates who are among the first 25 to apply to a job posting are three times more likely to win the job. “Being an early applicant gives you a clear advantage,” writes Fisher. 

Overheard at Advertising Week

We’re swimming in the sea of Advertising Week in NYC this week, along with thousands of marketers. Here are some of the quotes that caught our attention. 

“The reality is it [programmatic] is not fully automated …The reality is it’s very complex, still…. And the aperture is broader than where we want [targeting] to go.” — Marla Kaplowitz, President & CEO of the 4As, on the promise of programmatic in 2019. 

“Voice is going to completely transform how we work with technology and society … I’m really bullish on how voice is going to change in the next 10 years.” — Luis di Como, EVP of Global Media at Unilever. 

“Not a billion, but not half of that either.” — Blake Chandlee, VP TikTok, when asked about the number of users on the platform. 

“I think the future of marketing is to understand incrementality really well.” — Allan Thygesen, President, Americas, Google.

“Here is a platform [TikTok] that has awareness that is very difficult to achieve in other places. And I think that in itself is important.” — Gary Vaynerchuk, VaynerMedia.

“It’s not looking good for getting into this session.” — The 50+ people too many who tried to see a session on Amazon marketing. 

What we're reading

We've curated our picks from across the web so you can retire your feed reader

MarTech Attendees Dish on Tech Chaos, Marketing Technologist Superpowers – CMS Wire

Marketing Flirts With New Structures For Storytelling – Forbes

Was your campaign really successful? Here’s how to find out – VentureBeat

Google is reducing how much audio it saves for human review – The Verge

Confusing And Chaotic: These Leaked Facebook Documents Show How Hard It Is To Be A Moderator – BuzzFeed News 

Why Hulu Is Betting On New Ad Formats – AdExchanger

Facebook has acquired Servicefriend, which builds ‘hybrid’ chatbots, for Calibra customer service – TechCrunch