Dear tech companies, I don’t want to see pregnancy ads after my child was stillborn

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And when we millions of brokenhearted people helpfully click “I don’t want to see this ad,” and even answer your “Why?” with the cruel-but-true “It’s not relevant to me,” do you know what your algorithm decides, Tech Companies? It decides you’ve given birth, assumes a happy result and deluges you with ads for the best nursing bras (I have cabbage leaves on my breasts because that is the best medical science has to offer to turn off your milk), DVDs about getting your baby to sleep through the night (I would give anything to have heard him cry at all), and the best strollers to grow with your baby (mine will forever be 4 pounds 1 ounce).

And then, after all that, Experian swoops in with the lowest tracking blow of them all: a spam email encouraging me to “finish registering your baby” with them (I never “started,” but sure) to track his credit throughout the life he will never lead.

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Is mobile video killing the importance of sound?

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Between 75 and 90 percent of Facebook usage in Asia is on mobile (depending on the country) and globally the platform has over 8 billion video views a day. However when these videos start (like on Twitter or Instagram) they autoplay with the sound off. This is a big challenge for advertisers and their agencies. I continue to see brands across the region persisting with putting content made for TV onto social platforms. This typically results in a very poor view rate (which translates back to a very high cost per view) and little to no impact on brand metrics. This is because there isn’t the time to build the story with a captivated audience like there is with TV, or to wait for the ad’s emotional apex, fuelled by the power of a soundtrack, to introduce the brand. News feed environments certainly don’t seem audio-friendly. A recent Digiday interview found up to 85 percent of Facebook video plays without sound. However online video formats can also struggle to deliver audio. Many top publishers have video units that also autoplay without sound, or that are of the click-to-play type (and therefore are often ignored).

No sound, no go? Great video ads have sound, so does that mean I should forget social video? The short answer is no.