[Newsletter title goes here]

Apr 25, 2019 • Aaron Goldman

Dear {First Name},

No, we didn’t just have a massive email fail. Nor is this a Game of Thrones stunt along the lines of our Impact Report although we did consider using the subject line, “An email has no name.” It’s also not a poorly timed joke although I pity the April fool who thought it was.
The truth is we had a [placeholder for this week’s newsletter theme] as we awaited the outcome of Pinterest’s IPO and earnings reports from Twitter, Snapchat, and Facebook. With the final one not coming out until after market close yesterday we chose just to stick with the temporary title not unlike how Product 19 cereal got its name. As for the Dear {First Name} we just threw that in for good measure. 🙂

It will be interesting to see our open rate as compared to the past 2 weeks where we tested just using the newsletter title “4C’s Insights: Volume 154” before returning to our typical wordplay and pop culture references with “Yes, Viriginia, there is linear television.

I’ll report back next week how this one did. Meanwhile, it looks like we’re going with the [successful] version of this newsletter. So [congrats] to all our partners on Q1 2019 results.

As Lou Paskalis, Senior Vice President, Customer Engagement and Media Investment, tweeted, “2019 is shaping up as the year of the comeback.” Lou points to a focus on each platform’s respective superpower, sharpened product offerings, and improves solutions for marketers as the keys to success.

I couldn’t agree more. As I wrote in Venture Beat, the mid-funnel is “Pinterest’s undisputed superpower” but it goes further “into the upper and lower funnels via high-impact branding vehicles like Promoted Video and direct-response-focused offerings like Shopping Ads.”

When it comes to Twitter, as I told Marketing Land, “We’re seeing great success with video on Twitter and our advertisers are adopting these formats as a core part of their cross-channel mix. For Q1 2019, we saw double-digit increases year-over-year on Twitter video ad budgets.”

As for Snap, my soundbyte for the Financial Times was that marketers are “really embracing the rich formats of Snap Ads as video becomes a bigger priority.”

Finally, from a Facebook perspective, as I shared with Netimperative, “Facebook is positioned well for video ad budget allocation as brands look to drive efficiency across channels. To that end, advertisers using Scope by 4C increased their video ad spend on Facebook in Q1 of 2019 by more than 30% year-over-year.”

The common thread, of course, is video. In fact, for Q1 2019 more than 50% of all the advertising spend that ran on social platforms through Scope by 4C™ was video format. And the total amount of social video ad spend on our platform has more than doubled over the past two years.

Video Ad Spend Growth on Social through Scope by 4C

Looking ahead to the rest of 2019 and beyond, it’s clear brands are putting video at the center of their media plans. The power of sight, sound, and motion is unparalleled when it comes to driving business outcomes. The imperative is taking a unified approach to video across channels. That’s what we’re here for. #4CTheFutureofMedia

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