Sign up for our daily briefing

Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on the day's biggest business stories

Subscribe to Axios Closer for insights into the day’s business news and trends and why they matter

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sign up for Axios Pro Rata

Dive into the world of dealmakers across VC, PE and M&A with Axios Pro Rata. Delivered daily to your inbox by Dan Primack and Kia Kokalitcheva.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sports news worthy of your time

Binge on the stats and stories that drive the sports world with Axios Sports. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Tech news worthy of your time

Get our smart take on technology from the Valley and D.C. with Axios Login. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Get the inside stories

Get an insider's guide to the new White House with Axios Sneak Peek. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Denver news?

Get a daily digest of the most important stories affecting your hometown with Axios Denver

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Des Moines news?

Get a daily digest of the most important stories affecting your hometown with Axios Des Moines

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Twin Cities news?

Get a daily digest of the most important stories affecting your hometown with Axios Twin Cities

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Tampa Bay news?

Get a daily digest of the most important stories affecting your hometown with Axios Tampa Bay

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Charlotte news?

Get a daily digest of the most important stories affecting your hometown with Axios Charlotte

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Nashville news?

Get a daily digest of the most important stories affecting your hometown with the Axios Nashville newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Columbus news?

Get a daily digest of the most important stories affecting your hometown with the Axios Columbus newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Dallas news?

Get a daily digest of the most important stories affecting your hometown with the Axios Dallas newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Austin news?

Get a daily digest of the most important stories affecting your hometown with the Axios Austin newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Atlanta news?

Get a daily digest of the most important stories affecting your hometown with the Axios Atlanta newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Philadelphia news?

Get a daily digest of the most important stories affecting your hometown with the Axios Philadelphia newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Chicago news?

Get a daily digest of the most important stories affecting your hometown with the Axios Chicago newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sign up for Axios NW Arkansas

Stay up-to-date on the most important and interesting stories affecting NW Arkansas, authored by local reporters

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top DC news?

Get a daily digest of the most important stories affecting your hometown with the Axios DC newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Facebook

With second-screen TV consumption rising, Facebook has pledged to reimagine its video ad strategy.

Why it matters: In a statement, the tech giant concedes that "smartphones are not tiny televisions," and that their platform needs to adapt to service quick, relevant mobile experiences — something Snapchat has also focused on in building mobile-first Snap Ads. As Facebook readies itself to move into the original content sphere alongside all of the other major social tech giants, these updates and shared tips will be necessary in ensuring advertisers produce high-performing video ad campaigns on mobile.

What they'll do:

  1. Be transparent about top-line metrics and offer more nuanced insights
  2. Work on new ways to help advertisers craft emotionally-driven stories in short-form, that perform best, per research from case studies (below)
  3. Invest in more granular reporting metrics, including a "more visual measurement solutions" that help advertisers understand how ads perform across different platforms. Just two weeks ago, Google announced an updated analytics platform that will help marketers measure how Google ads perform across platforms.

Between the lines: Facebook makes the majority of its money on advertising and 85% of its advertising revenue comes from mobile. But because newsfeed ad inventory plateauing, the company warned investors they should expect ad revenue to "come down meaningfully" in 2017 while they sort out their video strategy. So far, Q1 and Q2 earnings suggest that revenues have yet to come down, but ensuring advertisers have effective and accessible video advertising options as second-screen video watching skyrockets will be paramount to deterring that from happening.

The juice: Citing best practices from a select handful of advertisers, Facebook says here's what marketers should do to create high-performing video ads on its platform:

  • Build brand new, short-form, mobile creative. (Mobile content should "echo" content people are used to seeing on TV but should be done using quick, mobile-first techniques, (think swiping and tapping through scenes).
  • Re-organize to test and measure ads on a weekly cycle, not every 6 months: Mobile is evolving too quickly not to monitor campaigns frequently.
  • Measure results, not seconds. It's true that this new world is complex, but it's worth the investment to map it. To do this digital reconnaissance, it's crucial to measure business value and results on a per-creative, per-platform, per-audience basis. An advertiser's ability to measure the right things properly will be the biggest predictor of their mobile advertising success.
  • Don't try to equate disparate platforms. For example, a 10-second ad break should look different from a 30-seconds ad break. Big quote from the post by Mark Rabkin, VP, Core Ads, Facebook: "Facebook isn't Youtube, Youtube isn't Search, Search isn't Snapchat."

Go deeper

Food delivery "ghost kitchens" face major obstacles

Photo: Jakub Porzycki/NurPhoto via Getty Images

The growing popularity of food delivery has given rise to startups that open "ghost kitchens" — kitchens in warehouses or trailers that prepare food solely for delivery and have no option to dine in.

  • But they can come with a whole host of problems.

The big picture: The concept of "ghost kitchens" has been dubbed the next big thing in the future of services, with high profile backers like Uber founder Travis Kalanick. But these kitchens can be hard to run or unsafe.

3 hours ago - Health

Federal judge blocks Biden vaccine mandate for health workers

President Biden delivers remarks on the Omicron COVID-19 variant at the White House on Nov. 29. Photo: Anna Moneymaker via Getty Images

A federal judge on Tuesday blocked the Biden administration from enforcing a coronavirus vaccine mandate for health care workers at federally funded facilities nationwide.

The big picture: The order comes one day after a federal judge in Missouri halted the mandate, which has a Jan. 4 deadline, in 10 states.

CNN suspends Chris Cuomo indefinitely

Chris Cuomo in 2019. Photo: Theo Wargo/Getty Images for THR

CNN announced Tuesday evening that it has suspended anchor Chris Cuomo indefinitely following new revelations about his involvement in the management of his brother's sexual harassment scandal.

Driving the news: New documents released Monday showed that Cuomo used his contacts to garner information about the women accusing his brother, former New York Gov. Andrew Cuomo, of sexual harassment, as well as of emerging media coverage relating to the scandal.