ICYMI: Adaptly’s #SMWLA Session and Q&A with New VP of Accounts
This week: Adaptly hosts a session at Social Media Week LA with client PepsiCo, Lisa Cucinotta joins the Adaptly NYC team as VP of Accounts, a look at how advertisers can use social advertising this wedding season, and finally, promising measurement results for both Pinterest and Twitter.
Adaptly Co-Founder and CEO Nikhil Sethi took the stage at Social Media Week LA with client PepsiCo’s Head of Global Media Strategy, Atin Kulkarni, to discuss the importance of quality creative in social advertising. According to Nik, creative matters more than ever, especially as walled gardens like Facebook, Instagram, and Snapchat continue to evolve. For key learnings and creative best practices, check out the session recap.
Adaptly NYC is pleased to welcome aboard Lisa Cucinotta, our new VP of Accounts. Lisa comes to Adaptly by way of Horizon Media and has extensive digital experience. She recently sat down with MediaPost’s Search Marketing Daily to discuss the state of social advertising and how she sees the industry evolving. Read the full Q&A to hear her thoughts on chatbots, the convergence of search and social, and more.
The Social Wedding: How Planning (and Selling) the Big Day is Going Digital | Retail Shopfitting Summit
Summer is almost here, which means that wedding season is well underway in both the US and the UK. Adaptly’s Rob Kabrovski, VP of Accounts EMEA, discusses the wedding industry across the pond, where couples spend an average of £25,000 on their nuptials. Social media increasingly plays a role in the planning process for the big day, with couples looking for wedding inspiration or aggregating day-of posts with wedding hashtags. Brands can make use of social advertising across the top platforms all year long, since the average engagement period in the UK is 20 months. Check out Adaptly’s wedding season infographic for more insights into wedding season advertising.
Pinterest is doubling down on measurement by adding six new data firms to its Marketing Partners program. The addition of the new partners will be complemented by a new focus on sales and the role the platform’s Promoted Pins play in driving conversions. Advertisers already enjoy strong returns on ad investments on Pinterest, with one study showing that every dollar invested in ads on the platform returned $2 in profit.
A study conducted by Interpublic’s MAGNA, the IPG Media Lab, and Twitter examined the effectiveness of different video ad placements on the platform. Twitter, which recently redesigned its website, offers two video ad placements: First View, a promoted video at the top of the timeline, and “standard view”, a promoted video throughout the timeline. The study found that in-feed video ads located at the top of a feed are twice as likely to be retained compared to similarly-placed takeover ads on a website. Additionally, 67% of respondents found that the ads served to them were relevant to their interests, unobtrusive, and informative.