Droga5's new campaign for Under Armour enlists the help of Dwayne "The Rock" Johnson to usher in an upcoming generation of fitness gurus and athletes including NBA point guard Dennis Smith Jr. and "American Ninja Warrior" star Jessie Graff. "Will Finds a Way," tells the stories of each athlete and how their determination to succeed has enabled them to overcome personal obstacles.
Nielsen Watch research shows that consumers who viewed relevant ads on Twitter were 23% more likely to subsequently watch football games on television. The study also reviewed BET's joint Twitter and TV campaign for the "Hip Hop Awards," which resulted in those who were exposed to ads on both channels being more likely to watch the show than those who only saw the television ads.
Publishers will be able to livestream prerecorded videos such as film trailers using Facebook's Premieres feature, which is now in a trial phase. In addition, viewers will be able to interact with and react to what they see.
Nikki Gilliland takes a look at some business-to-business brands that are nailing video, including Hootsuite's self-deprecating, humorous take on Jimmy Kimmel's "Mean Tweets" feature. Zendesk's quirky "Relationships are complicated" 16-second spots capture attention on social and Slack, and utilize video to showcase customers who, although initially reluctant, became truly excited about using its service.
A new study, conducted in partnership with Neuro-Insight, uncovers how Twitter has changed the TV experience for sports fans and how that impacts brand advertising. Twitter is their second - and primary - screen during live events making it a great opportunity for brand advertisers to engage with sports fans before, during, and after the game. Read 3 Ways Twitter Improves the Way People Watch Sports on TV
Verizon's Go90 digital syndicated video service has not caught on with customers so now the company is experimenting with Tumblr to find an audience there. The carrier is also reported to be looking for new shows that could appear primarily or only on Tumblr.
Over-the-top platforms and virtual MVPDs are ramping up their TV ad spends, with Hulu leading the pack. From Jan. 1 through April 18, Hulu spent $60 million on TV advertisements, followed by Netflix at $45.7 million, Sling TV at $23.3 million and YouTube at $17.2 million.
IAB Video Symposium: How to Build a 21st Century Brand Through Digital Video & OTT
This year's IAB Video Symposium, taking place on May 7 in New York City, will discuss new ways of direct-to-consumer engagement with sight, sound and motion. It will also cover strategies for creating and monetizing video designed for increasingly mobile, moment-to-moment consumers.
The IAB has released its “IAB 250 Powered by Dun & Bradstreet" analysis that pinpoints the most important “Direct Brands” to watch in the US economy. The companies on the list come from 15 different categories including apparel/fashion, consumer electronics, sporting goods, travel and hospitality, and more.