TikTok’s New Tool Lets Brands Create Video Ads In Browser

This week in social media news, TikTok debuts a tool that lets brands creative native video ads on desktop, Reddit creates an ad resource hub, TikTok and IPG Mediabrands announce a creator accelerator program and Facebook launches new dynamic ads for streaming.

TikTok’s New Video Editor Feature Lets Brands Create Native Ads In Browser

TikTok has launched a new video editing tool that lets brands create ads with TikTok-style elements for free and directly from their browser.

Why it matters: The unfiltered nature of TikTok videos is part of what makes the app so appealing to younger generations. To excite their target audience on TikTok, brands must produce content using creative elements native to the app, such as viral songs, text styles and green screen effects. In addition to this latest video ad tool, TikTok is helping brands succeed by giving them access to a library of top ads on the app.

The details: TheTikTok Video Editor’ is an “online smart editor” that provides advertisers with a suite of TikTok-style editing features. The tool is located in the ‘Create a Video’ menu on your TikTok Ads Manager dashboard and on the Ad Creation menu when setting up a campaign. It enables brands to produce ad videos easily in their browser by editing each frame’s text, color, font, music, transitions and more.

Reddit Releases ‘Ads Formula’ Resource Hub For Marketers

Reddit created a resource center for marketers called ‘Ads Formula’ that includes updates on its latest ad offerings, industry insights and creative best practices. 

Why it matters: Reddit continues to see growth, reporting 430 million active monthly users globally in Q1– a 30 percent increase year-over-year (YoY). As it adds more users, it’s looking to help brands enhance their campaigns.  

The details: According to Social Media Today, Reddit’s new ad education center will offer an events calendar, engagement stats during and around events, as well as on-demand courses in the coming months. 

TikTok And IPG Mediabrands Announce Bespoke ‘Creator Collective’

TikTok and IPG Mediabrands have announced a three-year partnership that will match brands with popular TikTok creators and provide them with strategic counsel and co-creation opportunities for upcoming campaigns.

Why it matters: As per TikTok:

“The two companies will form a bespoke Creator Collective, bringing together a select group of forward-thinking and diverse creators who will provide hands-on guidance to IPG Mediabrands’ clients ensuring that their content is culturally connected, inclusive and resonates with the TikTok community.”

The details: The first program of the Creator Collective series will be a quarterly session calledCreator Camps,” where creators give IPG Mediabrands clients strategic guidance on their upcoming campaigns.

As TikTok notes, the Creator Collective is just one of the core pillars of the partnership.

The platform says it will provide IPG Mediabrands’ agencies and clients with access to TikTok insight and training, first-to-market opportunities, resources and best practices, and research and media trial opportunities.

Facebook Debuts ‘Dynamic Ads For Streaming’

Facebook’s latest ad solution, ‘Dynamic Ads for Streaming,’ lets viewers swipe through a brand’s ad to see personalized titles based on interests they’ve shown on Facebook and Instagram. 

Why it matters: The new release will help video streaming platforms increase sign-ups and make it easier for audiences to find films and TV titles they like, which is key for attracting new customers. Facebook cites research from Kantar showing that 64 percent of streaming trialists will try a new service because they knew of several things they wanted to watch, not because they have one specific title in mind. 

The details: With this new ad solution, advertisers no longer have to manually create new campaigns for each separate title. They can simply upload their content catalog to Facebook. Then the dynamic ads will use that catalog as a prompt to target users who have shown interest in one or many of those titles–by Liking a related Page, following one of the actors involved or being a member or fan of a related group. Users can follow the ad’s call to action in order to start a trial or subscribe.

Human Connection And No-Ego Marketing With Docupace’s CMO Ryan George

In this 254th episode, I talk with Ryan George, chief marketing officer at Docupace Technologies, a financial technology company focused on the wealth management industry.

In this episode, we discuss the B2B marketing space, Ryan’s focus on content marketing and building expertise within an organization, and how that can be a natural, self-fulfilling prophecy for your success.

At the beginning of the conversation, we discuss Ryan’s transition from public relations to marketing, his role as CMO at Docupace, and how Ryan thinks about B2B marketing in today’s world. From his perspective, “leads don’t come overnight,” and it’s the human connection that creates value and draws customers to your product.

Throughout the rest of the interview, we talk about looking for “the kernel of truth” when people give you feedback and Ryan’s desire for people in other departments to make sure employees are engaged and have what they need. To find out how Ryan responds in both situations, take a listen to this episode of Marketing Today.

In this episode, you’ll learn:

  • Why human connection is so important in B2B marketing
  • How the value you create makes a difference
  • Why authenticity makes or breaks your connection
  • What a “no-ego” marketing strategy looks like

Key Highlights:

  • [01:20] How Ryan travels “with muscle” to get interviews
  • [02:42] Ryan’s career path 
  • [04:05] Ryan’s transition from public relations to marketing
  • [04:52] What is Docupace and who do they serve
  • [06:28] What it’s like to be a CMO at Docupace
  • [07:13] How Ryan thinks about B2B marketing today
  • [09:29] ABM marketing and seeking insights
  • [12:02] Learning drives your content marketing strategy
  • [16:29] How Ryan handles feedback on his marketing tactics
  • [19:07] Ryan’s responsibility around culture and employee development
  • [22:43] Operating with a no-ego mentality
  • [23:32] An experience that defines Ryan, made him who he is today 
  • [25:39] Ryan’s advice for his younger self
  • [26:51] A recent impactful purchase Ryan made
  • [29:00] The brands, companies, and causes Ryan follows
  • [31:38] What Ryan says is the biggest threat for marketers today

Resources Mentioned: 

Subscribe to the podcast:

Connect with the Guest:

Connect with Marketing Today and Alan Hart:

Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.

What We’re Reading—Week Of March 28th

A rundown of the insights we’re sharing internally here at AList for the week of March 28th, 2021.

Advertising Going Back For The Future: The Upside Of A Post-IDFA World


Jonathan Stringfield, vice president and global head of business marketing, measurement and insights at Activision Blizzard, believes that moving towards a healthier ad industry will require replacing obscurity of audiences with transparency on the outcomes of ad buying.

Why it matters: Despite what doomsayers are saying, Stringfield believes measuring real consumer outcomes will still be possible in a post-IDFA world, but that advertisers must hold platforms accountable for scientifically rigorous accounting of how a campaign impacted their customers.

They’re Small But Mighty: Why The Nano-Influencer Is The Surest Bet For Brands In 2021


Marketers are increasingly utilizing nano-influencers, or those with 1,000 to 10,000 followers, because they have dedicated, highly engaged audiences and reasonable rates.

Why it matters: Profitable customer acquisition from very few sales is a realistic outcome when working with nano-influencers because doing so doesn’t cost a brand much if they’re simply gifting the influencer product.

Content Is King…But Why? Here Is A Data-Driven Answer

Neil Patel

When Neil Patel polled his Twitter followers on why content is king, nearly half of the 1,141 voters said it’s because “People & Google like it.” Some believe content is losing steam, but most brands are investing 41 percent of their overall marketing budget on content.

Why it matters: Brands looking to engage audiences and rank well on Google should focus on quality content, including blog posts, videos, podcasts and any other type of content people can read, listen or interact with.

CMOs – If You Want To Cancel ‘Cancel Culture’, It’s Time To Embrace Vulnerability

The Drum

Mordecai believes that the key to overcoming cancel culture, or scrutiny around your core brand values, is to make vulnerability one of them. 

Why it matters: True vulnerability comprises diverse teams, transparency in decisions, empathetic leadership and inclusive workspaces, according to Mordecai. Conveying vulnerability in campaigns, products and internal organizations creates a brand ecosystem that’s immune to being “canceled.”

Why Procter & Gamble Is Putting More Money Behind Black Creators And Media

Ad Age

Procter & Gamble is launching an expanded content platform called Widen The Screen to amplify black talent across advertising, film and the TV industries. The initiative kicked off at the 2021 NAACP Image Awards via a film by the same name, which challenged viewers’ expectations of black stories and characters. This summer with black creators, P&G will release a series of scripted stories each told in eight minutes and 46 seconds—the length of time former officer Derek Chauvin kneeled on George Floyd’s neck before killing him.

Why it matters: P&G chief executive Mark Pritchard says the company has built an entire ecosystem of black-owned media companies to invest in and build, with the goal of ensuring the “full view of Black life, not just struggle or triumphs.”

Glossier Names Kleo Mack Vice President Of Brand

This week in leadership updates, Glossier appoints Kleo Mack vice president of brand, Pizza Hut US chief marketing officer George Felix departs, BBC Studios names Penny Brough senior vice president, marketing, Welldoc appoints Marina Dorotheo as chief marketing officer, Food52 hires three new executive and Overstock taps Elizabeth Solomon as chief marketing officer; and more.

Glossier Names Kleo Mack As Vice President Of Brand

Glossier has hired Kleo Mack as global VP of brand, according to a company blog post.

Mack most recently served as VP of corporate strategic marketing at L’Oreal. Prior to that, she led IT Cosmetics’ European launch.

Pizza Hut US Chief Marketing Officer George Felix Departs

George Felix, CMO for Pizza Hut US, is stepping down, parent company Yum Brands recently confirmed.

Yum Brands director of brand communications, Lindsay Morgan, succeeds Felix.

Additionally, the chain’s chief brand officer, David Graves, has assumed the role of general manager. Georgeanne Erickson succeeds Graves as chief brand officer.

BBC Studios Appoints Penny Brough As Senior Vice President, Marketing

BBC Studios’ brands and marketing division has hired Penny Brough as SVP of marketing.

Up until January, Brough served as SVP and CMO of ViacomCBS UK for nearly eight years.

More recently, she was interim head of marketing at Channel 4 London and board trustee at SportsAid.

Welldoc Taps Marina Dorotheo As Chief Marketing Officer

Marina Dorotheo is Welldoc’s new CMO, reports MM+M.

Dorotheo joins Welldoc from Otsuka, where she spent 22 years, most recently as senior director, head of marketing for digital medicine.

She’s also a founding member of Chief.

Food52 Announces Three New Executive Hires

Food52 has named Matt Greenberg SVP and head of brand partnerships; Steve Jacobs as chief product officer; and Katasha Harley as SVP and head of people and culture.

Greenberg joins Food52 from Advertising Week, where he was chief revenue officer.

Before Food52, Jacobs founded Bright Parenting and previously served as venture partner at FirstMark Capital.

Harley is the company’s first-ever SVP and head of people and culture. She comes from the New York Times, where she led talent development and helped guide diversity, equity and inclusion strategy.

In addition, Mike Smith has joined the company’s board of directors.

Church’s Chicken Adds Two Members To Its International Team

Church’s Chicken has announced two new appointments to its international executive team. 

Gregg Gallagher was named as VP, Americas, and Cinthia Nehring-Salm was elevated to director of international marketing.

Most recently, Gallagher was senior director, international business development at Inspire Brands.

For the past six years, Nehring-Salm served as regional marketing manager for Church’s.

Overstock Taps Elizabeth Solomon As Chief Marketing Officer

Elizabeth Solomon has been named Overstock’s new CMO.

Previously, Solomon worked at Amazon for nearly five years, most recently as head of global private brands marketing.

Prior to Amazon, she was vice president of marketing at Samsung America.

Domino’s Australia Chief Marketing Officer Allan Collins Departs

According to Mumbrella, Domino’s CMO for Australia and New Zealand, Allan Collins, is stepping down.

For the past decade, Collins led marketing across Australia, New Zealand, Asia and Western Europe as group CMO.

His replacement hasn’t been named.

Indeed Names Jessica Jensen Chief Marketing Officer

Indeed has appointed Jessica Jensen as CMO.

Jensen joins Indeed from Kayak, where she was SVP of marketing. Prior to that, she served as CMO at OpenTable.

Radio One and Reach Media Promotes Samuel Tatum To VP, Integrated Marketing And Partnerships

Urban One’s Radio One and Reach Media has promoted Samuel Tatum to the newly created role of vice president, integrated marketing and partnerships.

Tatum has been with the company since 2004, most recently as director of sales for its Washington D.C. radio station cluster.

Omaze Taps Eric Edge As First Chief Marketing Officer

Omaze has hired Eric Edge as its first-ever CMO, reports Adweek.

For the past nearly three years, Edge was SVP, marketing and communications at Postmates. Previously, he served as Pinterest’s head of global marketing.  

Ad Tech Companies Measure Efficacy Of Ad Council’s COVID-19 Vaccine Campaign

In February, the Ad Council and COVID Collaborative, together with 300 brand partners and the Centers for Disease Control, launched the “It’s Up To You” campaign. Their goal: educate and help audiences, particularly communities of color who have been hit hardest by the pandemic, feel confident about vaccination once it’s available to them.

Now, a group of four ad tech companies has convened to measure the reach and impact of the campaign’s linear TV and out-of-home (OOH) ads with the ultimate goal of maximizing effectiveness and informing TV strategies. TVSquared, Upwave, Kinetiq and Ace Metrix are measuring the “It’s Up To You” campaign 24 hours a day to gather insights on delivery, awareness and performance, campaign-wide and by specific audience segments.

In early March, the Ad Council and COVID Collaborative kicked off the “It’s Up To You” campaign nationwide across broadcast TV, digital, radio and social media, with media companies and social platforms such as Adobe, Apple, BET, LinkedIn, Snapchat, Walmart and TikTok releasing custom content and donating media to support the message. As of February 25, the initiative raised over $52 million, and the Ad Council’s COVID-19 efforts alone resulted in over 47 billion impressions, $445 million in donated media value and nearly 33 million visits to Coronavirus.gov.

TVSquared will determine the campaign’s most effective days, times, networks, programs, genres, publishers and creatives for reach and driving response. Upwave will provide in-flight campaign measurement of branding metrics, while Kinetiq is quantifying audience impression and media value of each ad occurrence across 210 designated market areas (DMAs). Lastly, Ace Metrix is letting viewer reaction to video ads determine the effectiveness of ad creative.

The Ad Council and COVID Collaborative’s efforts to communicate vaccine options to the wider public came as nearly 40 percent of people remained undecided on whether to get vaccinated or not, according to research fielded by Ipsos Public Affairs in February. The findings showed that black and Hispanic Americans who are undecided are significantly less confident they have sufficient information to inform their decision about getting a COVID-19 vaccination. In addition, 75 percent of undecided consumers want information to address their vaccine questions.

According to the most recent data from the CDC, 16.4 percent of the US population has been fully vaccinated against COVID-19.

TikTok Remains The Most Downloaded Non-Gaming App Worldwide In Q1

This week in social media news, new App Annie research shows TikTok remains the most downloaded non-gaming app globally in Q1, LinkedIn pilots a new feature to make the hiring process more equitable, Discord debuts new audio-focused “Stage” channels, Twitter adds 11 new content categories to its Amplify pre-roll ad offering and more.

TikTok Remains The Top Downloaded Non-Gaming App In Q1

According to App Annie’s latest research, TikTok was the most downloaded app in Q1 worldwide. In addition to ranking the top apps globally by downloads, consumer spend (YouTube) and monthly active users (Facebook), App Annie found that consumers spent $32 billion on in-app purchases across iOS and Google Play globally in Q1—the biggest quarter since they started measuring it and a whopping 40 percent increase on Q1 2020.

Why it matters: Despite its nascency and having faced a potential ban in the US, TikTok continues to dominate the non-gaming app charts and surpass other social media platforms. In February, TikTok announced a global partnership with WPP as well as an expanded partnership with Universal Music Group. And for the first time, the app took part in SXSW 2021, a virtual event this year where it hosted conversations on how brands are using the app to grow and how music is consumed on the app.

TikTok has also proved to be particularly useful for engaging audiences at a time when in-person events are still on pause. Fashion designers joined the app’s live Fashion Month initiatives and several musical artists have starred in virtual concerts since the pandemic.

The details: App Annie’s data show that smartphone users spent $9 billion more on apps and games in Q1 2021 than they did at the height of the pandemic in Q1 2020.

iOS and Google Play shared that Q1 2021 growth equally, with consumer spend growing 40 percent YoY to $21 billion on iOS and growing 40 percent YoY to $11 billion on Google Play.

Combined, downloads on both iOS and Google Play increased by nearly 10 percent to 31 billion in the quarter.

On iOS, the biggest gains were observed in the games, finance and social networking categories; for Google Play, it was the weather and dating categories, respectively.

Among non-gaming app downloads in Q1, TikTok took first place, followed by Facebook, Instagram, Telegram and WhatsApp. By consumer spend, YouTube led the way, followed by TikTok, Tinder, Disney+ and Tencent Video. For MAU, the top players include Facebook, WhatsApp, Facebook Messenger, Instagram and Amazon.

According to App Annie’s estimates, the fastest-growing app by downloads and MAUs in Q1 was Signal Private Messenger, while the fastest-growing app by downloads alone was MX Takatak, most popular in India for short user-generated video content.

Total consumer spend on gaming reached $22 billion in Q1 2021, with the quarter’s most downloaded game being Join Clash 3D, followed by Among Us! And DOP 2: Delete One Part.

Lastly, the biggest breakout game by MAUs was Project Makeover. 

App Annie expects mobile gaming will reach $120 billion in consumer spend this year.

LinkedIn Makes Hiring Process More Equitable For Candidates With ‘Skills Path’

In an effort to help remove barriers for candidates that might not have the necessary degree or network, LinkedIn is piloting a new skills-based hiring process with select companies called Skills Path. More than a dozen companies have tested Skills Path, including Wayfair, TaskRabbit and Microsoft.

Why it matters: While testing Skills Path for its customer service teams, LinkedIn removed traditional requirements like a degree or 1-2 years prior experience in job descriptions. Instead, they evaluated candidates based on their proven skills required for the job by implementing a validated skill test in the application process. This resulted in a broadened talent pool, which enabled LinkedIn to hire from companies it typically doesn’t hire from, and also improved their hiring efficiency.

The details: According to LinkedIn, Skills Path is meant to help recruiters evaluate job candidates in a more equitable way, namely based on their proven skills. The way it works is hiring managers first identify the core skills for a job, then candidates get a more fair shot at the position by closing skills gaps with LinkedIn Learning Courses and multiple choice skill assessments. If they pass these tests, they can then schedule a conversation with the recruiter.

Interested companies can apply to be considered to access Skills Path here.

Discord Debuts New Audio-Focused “Stage” Channels

Discord wants to make it easier for users to host audio-only events, which is why it has launched a new type of channel for community servers called Stage Channels. This gives users the ability to host voice AMAs (ask me anything), interviews, book clubs and karaoke.

Why it matters: Discord says the new channel aims to address the challenges that would come with managing audio events within voice channels— juggling what permissions users have, what roles a user might have that override said permissions and more.

The details: Like Clubhouse, the Stage channels make it clear who’s speaking and whose turn. Stage moderators can add, remove or mute an existing speaker, while audience members can “raise” their hand during an event for a chance to speak.

To enable a Stage channel, users must enable “Community” on their server, which can be found in the server settings > community. The new feature is available on Windows, macOS, Linux, iOS, Android and the browser.

Twitter Gives Advertisers More Control Over Amplify Pre-Roll Placement

With Twitter’s Amplify pre-roll offering, advertisers can run ads in-feed next to video content from Twitter’s 200-plus content partners, including Buzzfeed, Hearst, Fox Sports and NBCUniversal. Now, the platform says it’s expanding offerings for advertisers in the US, UK, Brazil and MENA with a new feature called “Curated Categories,” which gives brands more choice over the types of premium video content they run ads against.

Why it matters: Twitter found that ads paired with premium video delivered in-feed produced 2.2 times brand favorability and 1.7 times purchase intent compared to the same ads in a non-feed environment.

The details: Throughout the pandemic, Twitter says advertisers have expressed a desire to reach audiences on their timeline via feel-good content. As a result, Twitter has been testing new categories. Now, in addition to the 15 industry and Interactive Advertising Bureau standard video content categories Twitter offers for pre-roll, it’s adding six new Curated Categories to the US–they include football, basketball, baseball, soccer, gaming personalities and esports. Twitter is also adding five categories globally, including women’s lifestyle, men’s lifestyle, light-hearted content, footie fans and Ramadan.

Additionally, Twitter announced updates to the way people see pre-roll ads in their timeline and what advertisers see while setting up their campaigns. Now, advertisers’ brand logo, as well as additional labeling such as the message, “Video will play after ad,” will be prominently displayed throughout the duration of the ad. Twitter found that these subtle updates led to an increase in ad recall by 10 percent and brand favorability by seven percent compared to its previous pre-roll design.

Twitter also is introducing a new campaign set-up experience that makes pairing selection easier for advertisers using the Pre-roll Views objective. With this upgrade, advertisers will be able to see Twitter’s full library of publisher content category offerings while selecting targeting. 

LinkedIn Is Testing Audio Rooms

With the rise in podcast listening and audio-only social experiences offered by Twitter, Clubhouse and Facebook, LinkedIn is developing its own live audio room feature, reports Social Media Today.

Why it matters: LinkedIn confirmed to Social Media Today that in response to seeing nearly 50 percent growth in conversations on the platform, it’s “doing some early tests to create a unique audio experience connected to your professional identity.”

The details: LinkedIn shared this mock-up with TechCrunch of what the audio feature will look like. It shows a user interface similar to that of Clubhouse’s UI, with a feature box at the top that lists speakers’ photos, names, and titles. Below that box is a section showing the number of people listening and their profile image icons. 

Google Announces New Eco-Friendly, Curbside Shopping Updates To Maps

In a company blog, Google announced that it’s on track to release over 100 artificial intelligence-powered updates to Google Maps this year. Among them is an Indoor Live View feature that helps people navigate tricky indoor places like airports and malls, as well as new options to see which routes use the lowest fuel consumption and detailed information for business profiles like curbside options and order minimums.

Why it matters: Google’s updates address a major pandemic-induced shift in consumer behavior, which is the surge in curbside pick-up. Google says it will add information about delivery providers, pickup and delivery windows, fees and order minimums to business profiles, starting with mobile search for Instacart and Albertsons Cos. stores in the US.

The details: First up, Google says new advancements to its AR-enabled Live View option will help the company understand the precise altitude and placement of objects inside a building. This will show users the nearest elevator, restrooms, ATMs and more in airplanes, malls and transit stations. The Indoor Live View feature is live on iOS and Android in some malls in Chicago, Long Island, Los Angeles, Newark, San Francisco, San Jose and Seattle.

Next, in the coming months, Google Maps will display more information about the weather and air quality with data from partners such as The Weather Company, AirNow.gov and the Central Pollution Board.

With insights from the US Department of Energy’s National Renewable Energy Lab, Google Maps will also soon default to the route with the lowest carbon footprint when it has approximately the same arrival time as the fastest route. These routes will launch in the US on Android and iOS later this year. Similarly, Google will soon introduce low emission zone alerts to help drivers in Germany, the Netherlands, France, Spain and the UK understand when they’ll be going through areas that restrict polluting vehicles.

Google is working on another update that will enhance the way people shop for groceries, namely a notification that tells the customer when it’s time to leave and lets them share their arrival time with the store. Google is kicking off the feature with a pilot with Fred Meyer in select stores in Portland, Oregon.

Instagram Expands IGTV Ad Access To Creators In The UK And Australia

Last year, Instagram began testing IGTV ads with a revenue share model for select US creators. Now, over the coming weeks, it will give some creators in the UK and Australia access to IGTV ads.

Why it matters: As per Instagram, the update is part of its larger commitment to giving creators the tools they need to grow their following and income. Instagram also recently rolled out Automatic Placements so advertisers worldwide can have their ads delivered next to IGTV videos.

The details: The IGTV ads, which are optimized for mobile and up to 15 seconds long, will first appear when users click to watch IGTV videos from previews in their feed.

Instagram plans to continue expanding IGTV ads throughout 2021 so that creators in other countries have access to them.

YouTube Tests Automated Product Detection In Videos

According to a company blog, YouTube is experimenting with a new feature that shows a list of products detected in some videos, in addition to related products.

Why it matters: The product detection feature marks YouTube’s latest attempt to make the platform more shoppable. In June last year, YouTube launched shoppable video ads that enable users to click a “shop now” button that then directs them to the product on the brand’s site.

The details: As per the blog, YouTube’s product detection feature is visible to US users. The product list will appear in between the recommended videos to viewers browsing below the video player, with the goal of providing more information about the products.

Facebook Research Highlights Branding’s Impact On Performance

Facebook’s latest research suggests that the key to driving conversions while simultaneously building brand awareness is optimizing campaigns for mobile and conveying branding clearly.

Why it matters: The study found that failure to convey brand identity benefits the most prominent brand in the category more often than not, highlighting the importance of establishing brand identity in creative—especially for brands that are new and young to the market and brands that have established competitors.

The details: With many brands struggling to bridge the gap between brand growth and direct response outcomes, Facebook recently partnered with agencies in North America and Europe on a meta-analysis of 35 brand lift studies with 34 advertisers across 10 verticals.

Due to a lack of distinctive branding, 57 percent of brands saw brand awareness uplifts for their competitors as well as for themselves. To drive both brand and performance outcomes, Facebook suggests utilizing mobile-optimized creative that is 15 seconds or less and leads with strong branding in the first three seconds.