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November 14, 2019

Good morning, Marketers, do you still buy ads for linear TV? 

TV ad spending has peaked, with eMarketer expecting it will make up less than 25% of total ad spend share by 2022. Traditional TV ad spending in the U.S. will decline roughly 3% this year and is in the midst of a long-term decline, according to eMarketer. While TV ad spending peaked in 2018 at $72.40 billion, digital ad spending, by comparison, now accounts for more than 50% of overall ad revenue. Digital video formats, by contrast, are seeing increased spending. The firm estimates that CTV could climb as high as $7 billion this year, and up to $12.5 billion by 2022. By 2023, the firm says “advertisers will devote almost 5% of their paid media budgets to connected TV placements.”

LinkedIn’s Sales Navigator has added Data Validation – a feature designed to help users manage their contacts and ensure they have the most up-to-date contact data. Data Validation will automatically flag contacts who are no longer with the company listed in users’ CRM. Contacts who update their employer on LinkedIn will be automatically marked with a “Not at Company Flag” field in the CRM and can be used to trigger different CRM activities to keep records updated. This latest update to Sales Navigator also includes a new integration with Bing geographic data design to help users identify the best prospects on a location-based level.

Keep reading for more news, including a look at Facebook’s latest Transparency Report, and the social platform’s new payment product. 

Taylor Peterson,
Deputy Editor
 
 
 
Pro Tip
 

What we can learn from salespeople about ‘feature comparison’

After 10 years in sales and 10 years in marketing, here is one lesson my career has taught me, explains Nate Skinner of Salesforce. “The best salespeople never compete.”

“The biggest difference between the best salespeople and everyone else is how they handle competitive opportunities. I once interviewed 17 salespeople who had gone to 100 percent club three years in a row. My hypothesis was: if you went to club three years in a row, you weren’t just good — you were the best. We wanted to learn what they were doing that was so different, and use that in our marketing. The best salespeople never got into a “feature comparison.” They focused on the customer, spent time listening and deeply understood the customer’s business. If you’re pulling up your feature comparison doc thinking you’re going to win a deal, you’ve already lost, according to these best-in-class sellers.”

Learn More »
 

Make your remarketing more effective and less annoying with call tracking data

Sponsored Content by Invoca

If your customers frequently purchase on the phone, you might be sitting on a goldmine of remarketing data. It’s estimated that most Americans are exposed to around 4,000 to 10,000 ads each day. That’s a whole lot of opportunities to acquire new customers, and just as likely, annoy the everloving snot out of thousands of others.

Read More »
 
Facebook Shorts
 

Facebook’s rolls out a Venmo-like payment product

Facebook Pay launches in the U.S. Facebook on Tuesday announced a new product that allows users to make payments on the social media giant’s platforms. Facebook Pay will support most debit and credit cards as well as PayPal, and payments will be processed through companies including Stripe and PayPal. According to the company, Facebook Pay will begin rolling out on Facebook and Messenger this week in the U.S. for fundraisers, in-game purchases, event tickets, person-to-person payments on Messenger and purchases from select Pages and businesses on Facebook Marketplace. Facebook said it plans to bring the Pay feature to Instagram and WhatsApp in the coming months. 

The war on illegal content. Facebook published its biannual Transparency Report on Wednesday, which discloses how much illegal or violating content it took action against over the last six months. The report addresses the volume of content restrictions based on local law, the number of global internet disruptions that limit access to Facebook products, and reports of intellectual property infringement. For the first time, the report includes Instagram publishing data, in which Instagram reveals that the last three months saw the removal of millions of posts related to child abuse, terrorist propaganda, drug sales, and self-harm – just over the last three months. The data indicates the sheer scale of Facebook’s content moderation efforts and continued attempts to build trust through transparency with users. 
 

SMX East is happening this week!

Can’t make it to the show? Fear not. Follow along with coverage from attendees, speakers, and exhibitors on Twitter! In the neighborhood? Come to the Javits Center and pick up an affordable Expo+ pass for access to the Expo Hall, evening networking, training with Google and Microsoft Ads, sponsored sessions, refreshments, the mobile app, free WiFi, downloadable speaker presentations, and more.

Begin the survey »
 
 
 
What We're Reading
 

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

Facebook-Google Duopoly Won’t Crack This Year – eMarketer

Google to offer checking accounts in partnership with banks starting next year – TechCrunch

Facebook bug accesses iPhone’s camera while user scrolls through News Feed – The Verge

In 2029, the Internet Will Make Us Act Like Medieval Peasants – NY Magazine

Google signs healthcare data and cloud computing deal with Ascension – Reuters

The new dot com bubble is here: it’s called online advertising – The Correspondent
 
 

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