By Mark Eting
Bullseye Strategy Special Correspondent
![digital marketing news](https://bullseyestrategy.com/wp-content/uploads/2018/11/Screen-Shot-2018-11-02-at-4.05.20-PM-300x168.png)
So What is a “Video View?”
Video ads are a giant slice of the revenue pie for digital platforms: more than half of all Twitter and Snapchat ad revenue is from video ads, and it’s 30% for Facebook. So what counts as a “view”–and therefore hits advertisers’ wallets–is important to understand. But it’s also pretty confusing to navigate, as platforms count views so differently. LinkedIn, for example, considers a 1/3 of a second of sponsored content on mobile as a view, while YouTube and Google Display Network require 30 seconds of a skippable ad to count it (or the complete ad, if less than 30 seconds.) We love this guide from Marketing Land, which breaks down how each major player defines a view and differentiates between mobile and desktop where appropriate.![video views](https://bullseyestrategy.com/wp-content/uploads/2019/04/shutterstock_342230078-1-300x200.jpg)
Google Ads to Add Cross-Device Conversion Attribution
In the category of “finally!”: Google Ads is including cross-device conversion attribution in its reporting, so you can figure out exactly how customers interacted with an ad at various points of their journey. Information including total conversions, last-click conversions, and conversion value will be located within the reporting beginning May 1 and won’t be retroactive for previous months. We’re excited to get a better understanding of how multiple cross-device ads impact conversion because this allows us to pinpoint how and when customers convert, so we can improve overall campaign efficiency for our clients.![conversion across devices](https://bullseyestrategy.com/wp-content/uploads/2019/04/shutterstock_316655018-300x200.jpg)
Social Media Genius, Explained.
That famous Supreme Court quote about obscenity–“I know it when I see it,” Justice Potter said in 1964–seems like it should apply to good social media as well. It’s hard to define what makes one campaign thumb-stopping and another one, even with similar creative and copy, yawn-worthy, but most of us have found ourselves awestruck when we’ve seen a particular social post knock it out of the park. PR Daily did a great job of explaining one principle that unites all examples of brand social media genius: storytelling. Their round-up of 10 examples of brands that get it right includes UGC campaigns such as Apple’s #ShotonaniPhone and Warby Parker’s #WearingWarby, as well as uplifting and 100% product-free Instagram streams from brands like Always, Dove and BarkBox. When we approach our clients’ social media strategies, we’ve always got our eyes on their long-term brand story as well as the opportunity to be more pointed with messaging on a campaign basis, and it’s exciting to see how some of most intriguing brands have woven both of these goals together with storytelling.![Dove Derma Instagram campaign](https://bullseyestrategy.com/wp-content/uploads/2019/04/social-media-storytelling-002-300x221.png)