Everlasting Life

The sad fact is that all ads die.

Just like plants, animals, and radioactive elements, ads decay over time and eventually cease to function. This decay curve, also known as wear-out or ad fatigue, generally tends to look something like this, no matter what the underlying asset type, industry or format in question is. T varies, as does the slope of the decay, but the curve is the curve.

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In bad news for marketers, T has begun to shrink over the past year as consumers seem to be growing less tolerant of seeing the same ad too many times. When coupled with the already expanding array of platforms, formats, and personalization requirements of targeted advertising, this is placing an increased burden on marketers of all sizes.

The good news is that at least marketers have real-time visibility into their progress along that curve. Whether it’s within media buying software, in tools like Google Analytics or Facebook Power Editor, or in 3rd party analytics platforms, performance data is available in abundance. No matter what KPI you’re tracking, you can track every single campaign as it moves along the curve, and know exactly when it crosses critical return thresholds.

Data is not the problem.

But when it comes to video, acting on that data is often impossible. If it takes two to four weeks to turn around new creative, by the time you get new assets it is usually too late. Being ‘of the moment’ is more important than ever today. Remember the Olympics? Vaguely? Well, that was 10 days ago.

Similarly, if it costs tens of thousands of dollars to rapidly turn around a testable array of fresh creative options, the cost/benefit of doing so is murky at best. In both cases, with no good alternatives, marketers have been forced to simply hope T is as long as possible and ride the curve straight down to the bottom.

At VidMob, we’ve been paying close attention to this problem and have been working with our clients and partners to craft what we hope will be a game-changing solution for marketers of all sizes. In essence, the solution we’ve been building focuses on making it both easy and cost-effective to generate testable arrays of new, custom creative in near real-time, as informed by the available data. We call it the Agile Creative Suite (TM).

Here are three of the key technical components that make the Agile Creative Process work so seamlessly:

1.   Where your media is matters. 

We learned from talking to many of our clients that management of their library content was a severe point of friction. Even if they could find a legacy asset, all they usually had was the finished final draft. The raw assets and the associated edit files for the projects were almost never accessible, which meant that even the smallest change required them to basically start from scratch. We solved this by offering a service to our enterprise clients where we archive ALL of the associated media for every project. The final videos, sure. But also all of the raw files, the edit files, the communication trails, etc. In doing so, we make asset libraries infinitely more valuable for our clients, by reducing both the cost and friction associated with any media optimization.

 2.   Duplicate your project, not your workload.

Next, we learned that our clients were basically just like us. They hated replicating work. Loading up a brief that had already been communicated, and re-treading conversations that had already been discussed simply annoyed people. So we built a single-click mechanism to duplicate any existing project. Doing so creates a new project that preserves all of the old media assets, the communication trails, and everything else. Instantly, you’re ready to begin work and the project is already 95 yards down the field.

 3.   Single click publishing into all appropriate Ad Accounts. 

The last step is publishing your newly optimized media so that you can instantly start testing them to see which versions to focus your spend on. VidMob’s integrations into the Ad API’s of all of the major platforms make this the simplest part of all.

What all of this means in practice is that by using VidMob’s Agile Creative Suite, our clients are able to react to data in ways never before possible. Within hours or a few days (depending upon the urgency), with minimal effort or overhead requirement, clients can create, transfer, and re-publish an array of entirely new creative. In doing so, the age-old decay curve takes on new shape.

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What’s interesting about this new curve is that all of the shaded area is performance gain. In fact, because standard decay curves can be estimated with reasonable accuracy, it’s actually relatively easy to calculate just how much gain a marketer experiences through this process. I got kicked in the head a few too many times growing up, so my integral calculus skills aren’t what they were 20 years ago, but I know smarter folks than me can work through this quickly. That said, for decently sized campaigns, this gain can be in the hundreds of thousands of dollars, and for large campaigns, we believe it will save millions.

Perhaps most importantly, we believe that the Agile Creative Process has the potential to, at least in certain instances, help accelerate the changing the nature of online marketing. Arrested decay holds the promise of everlasting life, and as we all move more and more away from campaign-based marketing towards always-on approaches, we’re optimistic that the platform we’re building at VidMob will have a positive role to play in the emerging new world order in which marketers find themselves.

It might not be exactly the immortality solution that Gilgamesh and Ponce de Leon were looking for centuries ago, but, hopefully, it will be a bit more practical for those of us who are okay with growing old but want to build great businesses along the way.

VidMob Is a HubSpot Connect Certified Partner!

It should be no surprise that video has become a core focus of every marketer’s agenda. Our primary goal here at VidMob is to help marketers succeed in this video-first environment, and we do this by connecting them with a global network of expert editors, animators, and motion graphics designers that can help solve for all video needs.

One of our core beliefs is that if we make video creation easy and affordable, marketers will produce more of it. And as we embark on our mission to help marketers with video across the globe, aligning ourselves with the right partners becomes even more important.

This is why we are thrilled to announce that VidMob has become a HubSpot Connect Certified Partner.

HubSpot develops inbound marketing software that allows businesses to transform the way that they market online. With video traffic expected to account for 80% of all consumer Internet traffic by 2019, the need for powerful video creation tools is paramount. Our integration enables HubSpot customers to (1) work with their existing assets to produce video content, and (2) publish video assets they’ve created on VidMob to their HubSpot accounts. This flexibility gives HubSpot marketers an opportunity to launch and optimize their video marketing campaigns at remarkable scale.

We look forward to partnering with HubSpot and helping their customers succeed with video! Check it out here to learn more.

App Install Ads Now Available on Snapchat Campaign Manager

In the world of mobile, advertising on Snapchat is no small fry for capturing attention. Point in case: the average Snapchat user spends 25-30 minutes per day in the app. That’s essentially a primetime sitcom episode, except watched on mobile. And with over 150 million tuning in daily, you’ve got the makings of one serious audience for capturing meaningful app downloads through powerful ad creative.

Run App Install Ads on Snapchat with VidMob

We’re excited to announce that we’ve enabled the App Install ad type in our Snapchat Campaign Manager. Now, any brand can create and run sharp, influential App Install Snap Ads to reach that in-demand mobile audience.

Whether you need new creative for your App Install Snap Ad or have something ready to go, VidMob can get your ad up and running in just a few clicks. Here’s how it works:

1. Start with Your Snap Ad Creative

Need a VidMob creator to cut Snap-approved creative? Hire a creator with VidMob.
Already have content that meets Snap specs? Let’s start your campaign.

2. Set Up Campaign Parameters

Enter all necessary campaign, spend, and targeting details to reach your ideal audience.

3. Launch & Monitor

Launch your campaign and watch how your ad performs. Not hitting your goals? Send the creative back to the marketplace to find a Snap-approved creator who can edit for optimal performance.

For more on VidMob’s Campaign Manager and what Ad Types we support, take a peek at our Snap Ad announcement or visit our Snap Ads FAQs.

Find out how you can get started running App Install Ads on VidMob today. It’s quick and easy to sign up!

Snap Ads + VidMob

Self-Service Video Advertising on Snapchat Is Available for the First Time—Thanks to VidMob.

Three weeks ago, Snapchat announced VidMob as one of a number of new API partners. At the time, VidMob had integrated Snapchat’s creative API making it easy for clients to post advertisements created on the VidMob platform directly into the Snapchat platform. This integration made it easier for large brands that were working with Snapchat, or one of their agency partners, to create the ad media needed for the campaigns they were purchasing with Snap or their agency.

Today, we have a much larger announcement. But to understand the true potential of this latest extension of our relationship with Snap, let’s take a step back and look at self-service advertising on the other major social platforms.

In 2000, Google launched AdWords enabling anyone with a credit card to advertise on Google. Prior to the launch of AdWords, the only companies that could advertise on Google were large brands with a direct relationship with the company. Today, millions of businesses use Google AdWords, generating almost $80 billion in annual ad revenue. In 2009, Facebook launched a self-service advertising platform, opening up advertising on their platform in a similar manner. Today, self-service advertising on Facebook and Google accounts for the majority of the advertising spend on both platforms. Without question, the long tail is the path to advertising success.

Meanwhile, Snapchat has grown into an incredibly powerful platform on its own, with nearly 160 million daily users, and over 10 billion video views daily—all full screen, and the majority with audio on. And Snapchat is a young audience. To put it simply, there is no better platform to reach the under 34 crowd than Snapchat. However, until now, there has been no self-service platform to enable the mid- and small-size companies to purchase and run Snap Ads on this highly desirable platform. So while millions of companies could easily purchase and run ads on Google and Facebook, there has been no means to do so on Snapchat.

That all changes today. As we announced this morning, VidMob has worked with Snapchat to extend our API integrations on their platform. In addition to our Creative API integration, VidMob has built the Snap Ads API into a full-featured Snap Ad campaign manager on VidMob, enabling any company in the world to purchase and run Snap Ads on their own. As of this morning, it is as easy to run ads on Snapchat as it is to do so on Google AdWords or Facebook.

And speaking of ease, it’s worth noting one additional point about VidMob integrations with Snap. Not only do we make it easy to set up the targeting parameters, pay for the campaign to run, and review real-time performance data, VidMob also makes it just as easy to make the advertisement in the first place. A big part of the reason that Google AdWords and Facebook advertising have been so successful was that any business could easily create a text ad in seconds. You simply choose your targeting parameters, set your daily spend, and then type in your ad. It doesn’t take long to write, “Come by today for the best coffee in Boca Raton” or “Buy one pair of shoes and get the second pair for free.” Anyone could do it. But all of these platforms are transitioning from static (text- and image-based) ads to video advertising; and even though there is no shortage of evidence that video advertising is far more effective, making the actual video advertisement has proven to be far more difficult than writing a text ad—thus holding back many companies and putting a damper on anyone outside the Fortune 500’s ability to participate in the potential of video advertising. This has effectively put a cap on the number of video advertisers, and as a result, the number of advertisers using video on Facebook and Google is still a small fraction of their overall advertising base.

VidMob’s Snap Ad Campaign Manager

Through its relationship with VidMob, Snapchat has made moves to solve for both of these problems—ad creation and purchasing. As of today, any company can create beautiful, custom video advertisements with ease on VidMob. And once they’re ready, set up detailed targeting parameters, manage daily spend levels, and watch the performance results in real-time. Furthermore, VidMob’s integration makes it easy to make alterations to ads in real-time based on that data, enabling companies to optimize video advertisements as they go. While this has been common practice with text and image-based advertising for years, it has been rare to non-existent with video due to the difficulties and expenses of video production. Not anymore.

So if you’ve noticed that the team at VidMob has been a little more excited than usual recently, now you know why. Our goal remains to make it as easy as possible for any individual or company to tell their story in a video world. If part of that means helping a great company like Snapchat build a self-service video advertising business that’s every bit as dominant as Google and Facebook’s, well, VidMob and our army of creative professionals are here to help.

Create and run Snap Ads today: Sign Up for VidMob.

WE’RE HONORED TO BE A SNAPCHAT PARTNER

If you know Snapchat, you know there’s nothing quite like it. What started out as an image-sharing app, popular just among young teens, has now blown up into today’s most influential and buzzed-about video platform. With 10+ billion video views a day, Snapchat is a powerhouse that is just getting started.

If you know VidMob, you know how much we believe in and celebrate the power of video storytelling. We built VidMob to meet this shifting content demand—to equip video creatives with the tools they need to succeed and thrive in an ever-changing media landscape. So whether you’re an editor looking for cutting-edge jobs in the industry or an agency looking to provide your clients with the most effective Snap Ad creative, we want to help you get in on the action. Which is why we (as we write these very words!) have to pinch ourselves:

Snapchat Partner BadgeWe are humbled to announce that VidMob has been named a Snapchat Partner.

While this is a major milestone for our company, it’s also an even bigger moment for our community of video editors. It both validates the hard work they’ve put in to make this partnership possible and affirms their dedication, quality, and capability as innovative talent in the video space. So while we absolutely have Snapchat to thank for this one-of-a-kind opportunity, we also have our editors to thank for helping VidMob earn this sought-after spot in the first place. Editors, this one’s for you!

So here’s to the future—to the future of an exciting partnership with a true front-runner in the emerging video frontier and of the inventive and exciting content we’ll be able to create together as a result.

Snapchat, it’s an honor to be working with you.

New Feature Release: Favorites, Files, and Drafts

Upon launching our beta of VidMob Desktop, we’ve received an encouraging amount of feedback and suggestions. With each feature release and improvement, we hope to make our platform its absolute best for you and your team. And while the feature list is still growing (but very much in-progress!), we’re happy to say we can cross off these three from the wish list:

1.   Notify Your Favorite Editor*

Let’s say you just made a new project and were excited to work with an editor from your Favorite Editors list (currently accessible only in the iOS app). But there’s an issue—your favorite editor isn’t showing up in your bid selection!

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Now you can easily send your favorite editor a message, letting them know to place a manual bid on your project if they’re interested in taking on the work. How easy is that?

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Not sure how to favorite an editor on iOS? Here’s a quick refresher:

–     Find editors to favorite in the MobFeed.

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–    And manage your list of Favorite Editors from your Profile.

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*This feature is temporarily unavailable for enterprise clients with custom editor pools.

2.   Request Final Project Files & Extra Assets

Sometimes, it’s useful to have access to the different assets or files that make up your final video. Once requested, editors can share these files or custom assets with you on the Project Home screen. Once added, they’re made available for download under the new folder labeled “Project Assets.”

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Because this is a special feature, it is available only for enterprise clients. Interested in features like these? Try a VidMob enterprise solution today.

3.   Download Drafts

Now, when a project is complete, you can easily download any or all of your project’s different drafts from the Draft Preview screen.

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In the meantime, we hope that these features will help to make your lives a little bit easier as we continue to build and expand upon the VidMob platform.

And if you have any suggestions for new or improved features you’d like to see, write to us! We love hearing from you: support@vidmob.com.

3 Reasons to Publish Your Video from VidMob

Finished your VidMob video? Ready to share it with the world? Here’s are a few tips to making the most of our publishing features:

1) Don’t Limit Yourself to One Platform!

To-date, users can publish their completed videos directly to their Snapchat, YouTube, and Facebook Page or Ad accounts. We will be adding other platforms to this list in the near future. Have one you’d like us to prioritize? Drop us a reminder at support@vidmob.com.

2) Eliminate Unnecessary Downloading and Re-Uploading

By publishing directly through VidMob, you can eliminate the needless step of downloading from our platform only to re-upload to the publishing platform.

Instead, simply hit the share button in VidMob to get direct access to your top-performing channels. Not ready to publish right away? You can also save your video to your publishing platform for future access.

3) Track Your Stats & Optimize Performance

VidMob collects the performance data for all videos published via our platform—no matter where they live. Quickly monitor how each video resonates with your audience and easily refresh tired creative by sending it back into the VidMob marketplace for a new take.

Have questions or want more advice for publishing your videos through VidMob? Write to us at support@vidmob.com.