🔊 VidMob on building an "API for creativity"

Plus, a look at how the martech industry consolidation will impact marketers. Jun 17, 2019 Good morning marketers, what’s in your video ad tech stack? The video creation, analytics and optimization platform VidMob has raised $25 million in series B funding, and plans to [use the investment to further build out its Agile Creative Studio](, a video ad tech solution that curates first-party data to optimize video ad campaigns. VidMob CEO Alex Collmer says his team wants to build what they call a “creative API” that can analyze creative data from existing video ads and then leverage that data to modify video ad elements in real-time for improved campaign results. Reports show video advertising is top of mind for many marketers. Last month, the IAB released estimates that [video advertisers were expected to spend, on average, $18 million]( this year — up from $14.2 million in 2018. eMarketer’s data supports these findings, forecasting almost half (49.2%) of all programmatic ad spend will be devoted to video in 2019. VidMob is not the only company ramping up its technology to meet the video ad industry’s needs. In February, the video cloud solution [Brightcove acquired Ooyala’s online video platform](, offering clients a more comprehensive video management and technology platform. The following month, Adobe rolled out a wide range of video-focused updates to its Creative Cloud platform, including a [content-aware tool]( that has long been available in PhotoShop. We have more for you below, including a Pro Tip on how consolidation within the martech industry will impact marketers and new marketing campaigns from LinkedIn and Twitter. Amy Gesenhues, Senior Editor Pro Tip It’s time to get ready for more martech consolidation “The martech market, particularly the analytics side of the market is going to continue to consolidate. We can expect more of it in the coming years, with the martech landscape eventually being filtered down to a handful of major platforms that are perhaps augmented by plug-ins and add-ons from smaller vendors,” cautions Seth Redmore of Lexalytics. “For marketers, this means that unless you have highly niche or specific needs, it’s probably time to consolidate your own personal technology stack as much as possible. Now’s the time to start reviewing what the big players are offering to ascertain whether your needs are being met – or to start planning for a potential platform shift.” [Read More »]( Enterprise Identity Resolution Platforms: A Marketer's Guide Sponsored by Digital Marketing Depot MarTech Today’s brand new guide examines the market for Identity Resolution tools and what you should expect when implementing this software into your business. Included in this 42-page report are profiles of 12 leading Identity Resolution vendors, pricing information, capabilities comparisons and recommended steps for evaluating and purchasing. [Read More »]( Social Shorts LinkedIn and Twitter’s latest marketing campaigns LinkedIn’s Project Otis comes to light. Over the past two years, LinkedIn has been working on [Project Otis]( — a “brand evolution” for the social network that aims to reflect, what it says, is the humanity LinkedIn sees everyday on its network. “We believe strongly that our brand is not marketing. It is every experience you have with us, in the pages you visit and the content you see when you land on the site,” writes LinkedIn’s VP of brand marketing and corporate communications Melissa Selcher. As part of its brand evolution, the company has launched a [brand website]( to show what tools its internal teams are using to tell the brand’s story and the creative journey that got the company where it is today. Twitter’s #StartWithThem global campaign. Twitter is also marketing itself with a [new global campaign]( that will leverage content from influencers across various industries. To curate the content for the campaign, the company has been using the #StartWithThem hashtag for the past year to highlight influencers like Salem Mitchell, Albert Chang and Nancy Baker. The campaign will launch in the U.S., UK and Brazil and include video ads, banners and print advertising. New ranking system for Facebook comments. Facebook announced it is updating how it [ranks comments]( on public posts from Pages and users with a lot of followers. In addition to factors like integrity signals, what a user says they want to see and how users interact with the comment, it will now give more weight to comments that: 1.) Have interactions from the Page or person who originally made the post and, 2.) When a comment or reaction is from friends of the person who made the post. What this means for marketers managing brand Pages: Be sure the Page responds and interacts with the comments you’d like to see pushed to the top of the comment pile. What we're reading We've curated our picks from across the web so you can retire your feed reader [Axel Springer To Combine Insider Inc., eMarketer As A Group]( – MediaPost [How Amazon is using its DSP to get more high-quality inventory from publishers]( – Digiday [Will Addressable Advertising Stave Off A Decline In Television Ad Spending?]( – Forbes [Target launches a dedicated shopping site for same-day delivery, powered by Shipt]( – TechCrunch [Samsung Ads Is Using Moat To Measure Viewability And Woo More Advertisers To OTT]( – AdExchanger [4 Ways to Unlock the Amazon Buy Box]( – Multichannel Merchant [How to Measure ROI and Understand Engagement in Your Experiential Campaign]( – Marketo Join Us Marketing technology management — MarTech — is the fabric of the future If you're looking for a conference that will prep you to navigate concrete pain points in marketing operations and technology, and organizational challenges you face daily — [MarTech®]( is the place to be. Join us September 16-18, 2019 in Boston, MA for best practices and relevant case studies from senior marketers. Explore the possibilities at the intersection of marketing, technology, and management. [View rates and register now](! [Marketing Land] [( [Want to advertise?]( This email was sent to {EMAIL}. [Unsubscribe]( [We respect your privacy.]( This email was sent by: Marketing Land - a Third Door Media, Inc. publication with headquarters at 279 Newtown Tpke. Redding, CT 06896 USA © 2006-2019 Third Door Media. All Rights Reserved.