Johnson welcomes new generation of athletes for Under Armour | Nielsen: Twitter ads are effective to boost TV audiences | Facebook tests Premieres feature to livestream prerecorded video
April 20, 2018
IAB SmartBrief on Video
News, trends and insights on Digital Video
Video of the Day
Johnson welcomes new generation of athletes for Under Armour
Johnson welcomes new generation of athletes for Under Armour
(Under Armour/YouTube)
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.
Adweek (4/19),  Ad Age (4/19) 
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Trends and Future of Video
Nielsen: Twitter ads are effective to boost TV audiences
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.
MediaPost Communications (4/18) 
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Facebook tests Premieres feature to livestream prerecorded video
Facebook tests Premieres feature to livestream prerecorded video
(Jonathan Nackstrand/Getty Images)
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.
Deadline Hollywood (4/18),  Marketing Land (4/18),  CNET (4/18) 
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Cutting-Edge Campaigns
Meet the B2B video virtuosos
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.
Econsultancy (4/18) 
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Featured Content
Sponsored content from Twitter
How to Make an Impact on Sports Fans
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
Advertising on Twitter Drives People to Watch TV
It's never been easier to reach people anywhere and anytime - and yet it's never been harder to get their attention. A series of new studies with Nielsen found that audiences are more likely to tune in to linear TV after being exposed to ads on Twitter. Read 3 Reasons Why Twitter Should Be A Part of Your TV Marketing Plan
Click here to learn more about Featured Content
Content News
Verizon looks to Tumblr for video initiatives
Verizon looks to Tumblr for video initiatives
(Andrew Burton/Getty Images)
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.
Digiday (4/20) 
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OTT, virtual platforms increase ad spends
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.
MediaPost Communications (4/20) 
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IAB News
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.

Learn more.
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IAB's top direct brands to follow
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.

Check out the full list here.
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