Facebook opens up Instant Games on Messenger to ads | Google smartens up TV ad buys | Twitter unveils creative #Fuel to help brands with 6-second ads
October 20, 2017
IAB SmartBrief
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Facebook opens up Instant Games on Messenger to ads
Facebook opens up Instant Games on Messenger to ads
(Justin Sullivan/Getty Images)
Facebook is introducing ads to Messenger's Instant Games in rewarded video and interstitial formats via its Audience Network. The company is testing the ads with select developers and is also trialing in-game purchases.
Marketing Land (10/19),  TechCrunch (10/19),  VentureBeat (10/19) 
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Marketing Trends
Google smartens up TV ad buys
Google aims to optimize TV marketers' digital video audiences by bringing automation and programmatic to ad buying. TV Made Smarter with DoubleClick allows customized variations of successive ads within a slot by automatically optimizing ads relevant to each viewer.
MediaPost Communications (10/19) 
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Mobile Focus
Twitter unveils creative #Fuel to help brands with 6-second ads
Twitter unveils creative #Fuel to help brands with 6-second ads
(Leon Neal/AFP/Getty Images)
Twitter has launched a service for advertisers called #Fuel to help them create six-second video spots designed specifically for the platform. The new team is comprised of brand strategists forming "an agile, rapid-response hub that responds quickly to creative briefs," Twitter says, and brands such as Macy's and Converse have already trialed the service.
Adweek (10/19),  The Drum (Scotland) (10/19),  Fast Company online (10/19) 
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Company Watch
Cedato unveils Video Supply Path Optimization
Cedato has released an open version of its private supply-side platform for video advertising. The new marketplace includes premium inventory and an integral Video Supply Path Optimization feature that can lead to a 60% to 70% saving in bid costs, Cedato's Dvir Doron said.
MarTech Today (10/19) 
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Sources: Amazon offers brands upgrade pages for $500,000
Sources: Amazon offers brands upgrade pages for $500,000
(Leon Neal/Getty Images)
Amazon has reportedly been selling a premium product page service to brands for $500,000 a year, allowing the brands to enhance their pages on the platform with interactive multimedia and widescreen video. An Amazon page for the Bose Revolve speaker incorporates the new elements, including an interactive product comparison guide.
Ad Age (10/18) 
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Facebook's Instant Articles will test paid news subscriptions
Facebook will trial a paid subscription service within Instant Articles with publishers such as The Economist, The Washington Post, The Boston Globe and The Los Angeles Times. The feature could be available for all publishers next year.
MediaPost Communications (10/19),  The Drum (Scotland) (10/20),  The Wall Street Journal (tiered subscription model) (10/19) 
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Brands & Campaigns
Absolut, Rita Ora to create song from real stories of acceptance
Absolut, Rita Ora to create song from real stories of acceptance
Absolut Vodka has teamed up with UK singer Rita Ora on the "Open Mic Project," which is urging consumers to share personal stories of how they've felt accepted despite their background, religion, race or other factors. Ora will use the stories to write a song that will be launched during the Grammy Awards, and a YouTube spot starring the singer explaining the initiative has garnered more than 1 million views.
MediaPost Communications (10/19) 
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Policy & Research
Report: Online video ad market to reach $135B in 2017
Digital video advertising in the US is predicted to become a $135 billion industry in 2017, Magisto reports. Sixty percent of survey respondents said they invest over 25% of their marketing budgets on video, more than 50% are creating weekly video content, and 26% are making videos every day.
Forbes (10/18),  Marketing Dive (10/18) 
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IAB News
IAB Video Symposium: Video Everywhere - OTT & The Connected Consumer
Join keynote speakers Sophie Kelly, Diageo; Adam Shlacter, Group Nine Media; Jon Steinberg, Cheddar and more for a full-day conference on Nov. 13 exploring innovation and strategies for creating, distributing, measuring and maximizing the use of video to engage consumers across platforms. Learn more.
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IAB Data Symposium: Using Data to Drive Growth
The one-day IAB Data Symposium taking place Dec. 4 in New York City will convene buyers and sellers to help shape the future of the industry from agenda-setting town halls specifically geared toward the challenges and opportunities facing the main constituencies of this data-driven ecosystem: publishers, marketers, and consumers. Learn more.
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