Top Five Takeaways from SMX Advanced 2018

June 21, 2018

It’s a wrap for another year at SMX Advanced in Seattle, where thousands of digital advertisers huddle up to explore the latest paid search and SEO industry trends.

SMX was an exciting show for team Marin, not least because we unveiled our new platform, MarinOne, to the world on the conference opening day. The announcement garnered quite a bit of media coverage also—check out what Laurie Sullivan at MediaPost had to say about it.

Later that evening, we were thrilled to share our news with a room full of digital marketing leaders during our launch party at the Chihuly Garden and Glass Museum underneath Seattle’s iconic Space Needle.


While it wasn’t possible to attend all the sessions due to the excitement and activities around MarinOne, I did manage to siphon off my top five takeaways from SMX this year:

  1. Purple, a Utah-based mattress startup, used story-based video to generate incredible demand throughout their funnel. Check out these video engagement stats, for example—Purple videos get 35,000 YouTube viewing hours and 17,500 Facebook viewing hours each day. That marketing team must be getting no sleep!
  2. YouTube’s TrueView In-Stream is “the most valuable impression on the web,” according to video advertising expert Cory Henke. TrueView is free for the first 30 seconds and gives ample opportunities for testing and validating new video creative.
  3. Brad Geddes gave an interesting session titled Humans Rule the Machines, which outlined the role of “imagination workers” in marketing who will add value on top of AI in terms of creativity, strategy, storytelling, and machine auditing.
  4. Amazon marches on. Mary Meeker’s latest Internet Trends Report shows that 49% of all product searches start on Amazon, and 28% of all eCommerce sales are processed by Amazon. To quote Bryan Garvin from Purple, “Ignore if you don’t like sales.” Duly noted, Bryan!
  5. Several sessions highlighted the value of Accelerated Mobile Pages (AMP) for publishers and eCommerce vendors. A recent Forrester study outlines the total economic impact of AMP as $211K in cost, six-month payback period, and a $1M return over three years.

As you can tell from my notes, there were many important digital advertising topics under discussion at the conference. It’s also an excellent opportunity to mingle with brands, agencies, and digital marketing experts in the great city of Seattle. Until next year!

Brian Finnerty

Marin Software
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