In this episode of the Unbottleneck Podcast, Steve Wiideman is joined by sales and marketing expert, Saunder Schroeder, to discuss Facebook advertising, mastering event ads, and the future of internet Cookies.

About Our Guest: Saunder Schroeder

Saunder Schroeder is Chief Marketing Officer at Disruptive Advertising where he previously served as Chief Product Officer and VP Paid Social. He works with many eCommerce and B2B companies and has created and executed digital marketing strategies for Fortune 50 companies and incorporated 500 startups including Adobe, Citrix, Dell, ESPN, Time Warner Cable, Lynda, Blendtec, Groopdealz, Salesforce, Pluralsight, and more. 


  • What Is Disruptive Advertising
  • Mastering Facebook Ads
  • Mastering Event Ads
  • The Future of Internet Cookies
  • Staying in Control of Advertising

What is Disruptive Advertising? 

Disruptive advertising is all about testing and trying new things to find what works. This concept is not necessarily about having the most groundbreaking idea, but it’s about simply seeing how new strategies resonate with your customer. 

Mastering Facebook Video Ads

With the rise of short-form videos on platforms like Tik Tok and Instagram, it’s safe to say that the attention span of users is getting shorter. Therefore, video is a great way to go when creating Facebook advertisements. 

Unlike traditional ads, videos are straightforward. They can serve as an effective way to communicate a great amount of information, educate customers and drive your point home quicker. 

The best way to win at video ads is to tell a story that gets customers acquainted with the brand by the end of the story. According to Schroeder, short selfie testimonial videos from customers or clients are outperforming thousand-dollar production videos due to authenticity. People appreciate authenticity and sometimes expensive production doesn’t have the same impact as a smaller, informal video. While there is a time and place for both types of video productions, you should use them wisely. 

Pro-Tip: At the height of the pandemic, user-generated content became ideal due to the shutdown of production sets.  

Mastering Event Ads 

Many businesses use events to connect with their customers and grow brand awareness. Adding video to an event can be more effective than just trying to generate interest because you are creating an experience. For example, music festivals such as Tomorrowland and Electric Daisy Carnival (EDC) do an excellent job of creating experience-driven ads! 

A Future Without Internet Cookies 

If you’re a regular user of the internet, you are familiar with the term “cookies” – no, not the ones you eat! 

A “cookie” is a piece of code that usually lives on a website, that essentially allows a business to track and understand your behavior on the Internet. This type of data can be acquired through a first-party or third-party source. 

  • An example of first-party data would be Google Analytics where you have your own property or website. 
  • An example of third-party data would be Facebook. 

US business owners use this data to make business decisions, including which ads to show you. So it is no coincidence that after you search for “Rolex watches,” you start seeing Rolex watches. 

However, Apple is now leading the charge to increase privacy, meaning we are on our way to a cookie-less future where websites will have to rely on first-party data. 

Regaining a Sense of Control in Advertising

With privacy becoming more of a priority, many advertisers may feel as though they are losing control. Going forward they will have to trust marketers to use the data that they have access to in order to craft campaigns and target ads. While some may look at these constraints as a bad thing, advertisers can put more time and energy into quality ads, such as user-generated testimonials. 


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