🔊 A new Snap tool lets brands build AR-based ad creatives in minutes

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Plus, how to pitch marketing operations on new martech.

Mar 13, 2020

Good morning marketers, is AR too big of an undertaking for your strategy?

Maybe this will make you reconsider. Snapchat is out with a new ad creation tool that gives advertisers an easier way to design and distribute AR-based ads. With the new ‘Lens Web Builder,’ advertisers can create AR Lens campaigns directly within Snapchat’s Ads Manager – all within a matter of minutes. It’s free to use and comes stocked with hundreds of templated Lens creatives so those without 3D design experience can create engaging AR ads.

Snap’s new tool is an ideal solution for small and medium-sized businesses that are just getting started in AR. Businesses with limited creative resources can now quickly produce immersive campaigns based on fast-moving trends, cultural moments, or holidays.

What’s the best way to get a marketing ops team on board with new martech? Hint: It doesn’t involve a pitch stuffed with fancy business lingo like “revenue-driver” and “value-added.” Instead, marketing ops just wants to hear actionable details like integration and configuration capabilities.

There’s more below, including a reminder on why abandoned cart emails are still essential.

Taylor Peterson,
Deputy Editor

Soapbox

Your abandoned-cart email program is valuable to your bottom line, don’t neglect it

Abandoned-cart email is not a cookie-cutter program. From timing to voice, design to a number of emails in a series – it can all get daunting. But it’s an important program to get all the variables right.

Look at everything that could help raise response rates, and test them thoroughly. You need to be able to say with authority, “I know this is set up the right way.”

You also need to create a testing plan and then a log of your testing results. It’s important to remember whatever path you chose, make sure you’re testing appropriately to know you’re set up for success.

A few starting points:

Test emails with product images in the cart and without images Test different levels of personalization Test how many emails to send Test how soon to send out your first abandonment reminder Test cadence – the timing between email sends Also, measure the revenue you earn from each abandonment email instead of just looking at the total revenue.

– Ryan Phelan is co-founder of Origin Email

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Social Shorts

YouTube makes an exception for coronavirus ads, Instagram tests new feature for live stream posting

YouTube to allow some coronavirus monetization. YouTube is loosening the reins on its ‘Sensitive Events’ policy to allow monetization of some coronavirus-related videos, Social Media Today reports. The platform is making a special exclusion to allow selected YouTubers to monetize videos that discuss the pandemic. The goal is to make ‘authoritative’ information visible to users while providing ad credits to relevant organizations, like the World Health Organization and the CDC. YouTube said it’s also donating ad inventory to governments and NGOs to help spotlight timely information.

Post live streams directly to IGTV. Instagram is reportedly testing an option that enables users to share live streams direct to IGTV as soon as the broadcast has ended. The feature was spotted by Jane Wong on Twitter. For brands, it could be an easy way to build up your IGTV content that requires almost no extra steps. Take advantage of it.

Improve your SEO with new technical training at SMX Advanced

Don’t miss the brand-new SEO for Developers track coming to Seattle June 8-10, featuring highly-technical sessions — many in live-coding format — focused on using code libraries and architecture models to develop applications that improve SEO.

Learn more »