Good morning, ready to amp up your mobile video ads?

Thanks to rapid data speeds and mass mobile consumption, video ads are reaching unprecedented levels of impressions and engagement on handheld devices. Mobile is well on its way to becoming the preferred platform for video ads by the end of this year, according to a quarterly report by PubMatic. With global ad spend on mobile video expected to exceed $29 million, it’s time for marketers to sharpen up those video strategies and consider the mobile potential.  

Remember when Facebook Ads Manager went dark around Black Friday last year? Many marketers have noticed that Ads Manager has been struggling to keep up ever since. Some of the common issues we’ve heard from media buyers include restricted access to campaigns, the inability to publish ads or turn off campaigns and inconsistencies in performance metrics.

The platform’s failures are an expensive issue for advertisers and their clients ­– some of whom reported thousands of dollars in lost sales because they weren’t able to run ads during peak times. Advertisers are demanding that Facebook take a proactive approach to addressing concerns and solving the bugs, but so far there’s been no word from the company. Marketers currently running campaigns on Facebook should be wary of glitches and aim to monitor performance metrics more frequently.

Keep scrolling for news on Instagram’s new landscape mode and a Pro Tip on how to reach customers with brand value, rather than with impressive technology.

We’ll be off Monday for Memorial Day but will deliver a special edition of this newsletter on Monday morning. Enjoy the weekend.

Taylor Peterson,
Deputy Editor

Pro Tip

Tread smartly into new technology

“Testing new technologies is expensive, and perilous. Plus, viewers are perceptive: they can smell if something is hacky,” explains Les Seifer of Creative Studio. “If a trending technology aligns with your strategy, great, but don’t invest in a 360-degree video or augmented reality just because it’s cool. Remember the realities of the medium, too. On mobile, for example, people are on the go and probably in the middle of doing something when they see your ad. Prioritize providing real value over some sort of cutting-edge gimmick that doesn’t tie back to your brand. Does every brand need to spend key dollars on unproven media? Only if it provides value to your audience.”

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Live Webinar: The Top 4 Digital Challenges Facing Consumer Brands And How to Solve Them - May 30

Sponsored by Mapp Digital

Large consumer brands are losing share to more nimble, digitally savvy challengers. Digital disruptors such as Casper and Dollar Shave Club operate with ultra-fast supply chains, using digital channels to create convenient and authentic shopping experiences. How do traditional marketers compete? Join our brand marketing experts as they tackle the biggest challenges facing consumer goods companies – and provide the strategies and tactics that will help you win.

Read More »

SMX Update

The mad scientists of paid search

We all love the notion of a mad scientist, someone with a combination of unusual or unsettling personality traits and ambitious, out of the ordinary or just plain crazy approaches to their experiments. We love them because their out-of-the-box thinking and techniques sometimes produce extraordinary results or significant competitive advantages.

We’ve assembled our own panel of mad scientists at SMX Advanced who will share both their thinking and processes during the aptly named The Mad Scientists Of Paid Search session. After donning white-lab coats, our intrepid investigators will present original research and highly-insightful observations including:

-The impact of match type changes.
-How search and e-commerce auctions really work.
-New developments in attribution modeling.
-Linear regressions.
-And much more!

You won’t want to miss this session, or Overtime with Maria Corcoran, Andreas Reiffen and Andy Taylor where they’ll gladly take your questions and explain their findings in more detail. Check out the full SMX Advanced agenda and register now.

Video Shorts

IGTV launches landscape mode

Instagram is rolling out support for landscape videos on its video-centric app IGTV. The company said it wants to make IGTV a “destination for great content no matter how it’s shot” and give its creators more options to wow their audiences.

“For viewers, this means IGTV will be a place to watch even more content from the creators they love – and do it straight from their phone. For creators, this means more freedom to express themselves how they want,” wrote Instagram on its news blog.

Instagram said many of the IGTV updates have been a result of feedback from creators — including the ability for creators to publish previews of IGTV videos to their Instagram feed. The video platform — that includes both a standalone app and has its own area within the Instagram app — was introduced on June 21, 2018, the same time Instagram confirmed it had reached more than one billion users.

Since IGTV’s launch nearly a year ago, Instagram has yet to announce any advertising opportunities on the video platform.  

What we're reading

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

The Bare Essentials for High-converting Ecommerce Sites – Practical Ecommerce

5 Advanced Email A/B Testing Best Practices – VWO Blog

CTV Data Is Massively Fragmented: Here Are Three Ways The Industry Is Stitching It Back Together – AdExchanger

The Secret to a Successful Facebook Ad Strategy (That No One Tells You) – Ignite Visibility

Inside Amazon’s German AI research program – Politico

Sharing our Latest Transparency Report – Facebook Newsroom