Good morning, how much time do you spend transferring media between platforms?

Yesterday, Facebook announced it is testing a new tool that gives users the ability to move photos and videos between Facebook and other platforms. The test is initially rolling out with support for Google Photos, with other platforms to follow in the coming months.

The move is part of the Data Transfer Project, a joint initiative among Facebook, Twitter, Google, and Microsoft aimed at making it easier to transfer data between online services. The tool will first be available to users in Ireland and will be refined based on user feedback, with plans to roll out globally in the first half of 2020. Facebook said the media transfer process will use encryption and password authorization before a transfer can take place. 

It’s been a record-breaking several days online with the holiday season cashing in on a 14.5% growth in online sales compared to last year, according to Adobe Analytics. Online revenue for November was up 16.5% year-over-year, peaking at $68.2 billion. Meanwhile, in-store sales dropped 6.2% on Black Friday, according to ShopperTrak. Shoppers were able to take advantage of in-store and curbside pickup services, with Adobe reporting that online-to-offline orders have grown 43.2% year-over-year since November 1. 

For retailers, the steep holiday discounts come with a cost: Salesforce reported the average online discount was 28% on Black Friday. Over 45% of retailer marketing investments went to paid social over the holiday weekend, generating nearly 33% of all revenue, according to digital marketing agency PMG. That’s an increase from just 16% last year. Stiffer competition on digital advertising platforms, and social in particular, is driving up the cost-per-acquisition for many advertisers. While many reported better-than-expected revenue numbers from Facebook campaigns over the weekend, ROAS may look quite different, and it’s worth it for advertisers to take note as we head toward the New Year. 

Keep scrolling for more news, including a Pro Tip on excluding audiences when building retargeting campaigns.

Taylor Peterson,
Deputy Editor

Pro Tip

Use negative audiences to avoid retargeting shoppers too many times

“As you build an audience strategy, identifying the people you don’t want to target is just as important as finding the people you do want to reach,” explains Tim Jensen of Clix Marketing. “Negative audiences help reduce wasted spend, ensure people see the right messaging at the right stage of the funnel, and prevent weary shoppers from being retargeted with products too many times.”

“For instance, if people are browsing support pages, they’re more than likely existing customers looking for help using your product, not shopping. You can build retargeting audiences based on URLs associated with the support section of your site and exclude these from campaigns. Of course, nuances apply. For example, people looking for support with one product could be upsold on an additional add-on. Or if you offer premium support you can promote that opportunity through remarketing.”

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On the Move

Facebook Dating gets Stories, advertisers get a status monitor

Video ad platform SpotX has hired Allan Welch to oversee the company’s political-focused clients. Reporting to SpotX VP Geoff Halsema, Welch will serve as the director of political and government affairs and will be based in Washington D.C. “As a veteran in the political advertising arena, I’m excited to be joining the SpotX team at such a crucial moment in the industry, as we see an exponential increase in advertising on CTV and OTT,” said Welch. In his new role at SpotX, Welch will be charged with helping clients pivot from traditional TV campaigns to OTT and CTV strategies. Before joining SpotX, Welch held government-focused roles at Yahoo and Mother Jones. 

Skillsoft has recruited former IBM Watson CMO Michelle Boockoff-Bajdek to lead its global marketing organization. In her new CMO role with Skillsoft, Boockoff-Bajdek will be charged with creating go-to-market initiatives to elevate the brand, driving skills development across Skillsoft’s customer base and serving as the company’s primary brand evangelist. “Michelle’s top mission is to make it even easier for our customers to adopt a culture of learning and skills mastery across their entire operation,” said CEO Ron Hovsepian. Boockoff-Bajdek comes to Skillsoft from IBM Watson where she was responsible for promoting IBM’s AI products and solutions. 

The SMS marketing software platform EZ Texting has named Mark Little chief revenue officer where he will be responsible for driving company growth. “EZ Texting customers, partners and employees will benefit from what Mark brings to our expanding revenue operations team,” said EZ Texting CEO Norman Happ. The company has spent the year building out its executive team, bringing Happ on as CEO in April and Craig Klemp as VP of partnerships in September. Before joining EZ Texting, Little was a principal at the growth consulting firm The Alexander Group. Prior to The Alexander Group, he served as the COO for, CEO for Totaljobs Group and was a managing director for Intuit’s UK division. 


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What We're Reading

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

The winners and losers of Black Friday 2019 – MarketingDive

BuzzFeed’s SponCon lets display advertisers request editorial content for their target audiences – Digiday

Millions of SMS messages exposed in database security lapse – TechCrunch

We visited 2 WalMarts on Black Friday 3,000 miles apart, and the wildly different experiences prove the day isn’t what it used to be – Business Insider

A super-fast machine learning model for finding user search intent – Venture Beat