Why Ogilvy said swipe right for Southern White Rhino | Facebook tests Audience Direct to let publishers sell video inventory | Grey, Gillette tell sons to turn to their dads, not smartphones
May 26, 2017
IAB SmartBrief on Video
News, trends and insights on Digital Video
Video of the Day
Why Ogilvy said swipe right for Southern White Rhino
Click to watch video (OgilvyOne Africa/YouTube)
Ogilvy Africa put a Southern White Rhino called Sudan on Tinder for Kenya's Ol Pejeta Conservancy to raise funds for IVF and other fertility treatments that could help to save the critically endangered species. The global campaign, which also included digital video, print and radio, went viral and was co-written by Ogilvy's Chris Wall, who died this month.
Advertising Age (5/22),  Adweek (5/25) 
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Trends and Future of Video
Facebook tests Audience Direct to let publishers sell video inventory
Facebook is trialing a product called Audience Direct that enables publishers to sell their own programmatic video inventory in direct deals. ESPN, A+E Networks, Scripps Networks Interactive and Hearst are among those testing the feature.
AdExchanger (5/23),  The Wall Street Journal (tiered subscription model) (5/23) 
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Cutting-Edge Campaigns
Grey, Gillette tell sons to turn to their dads, not smartphones
Grey, Gillette tell sons to turn to their dads, not smartphones
Click to watch video (Gillette/YouTube)
Grey New York's latest push for Gillette's "Go Ask Dad" Father's Day campaign spotlights how 84% of sons would rather ask their smartphone for advice than their dad. A spot shows real-life sons asking a virtual assistant for advice on shaving, love and self-confidence before being stunned by the fact that it was their dads providing the answers all along.
Campaign US (free registration) (5/23) 
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Argonaut says you can rest easy with Credit Karma
Argonaut says you can rest easy with Credit Karma
Click to watch video (Credit Karma/YouTube)
Argonaut's latest spots for Credit Karma show people in frightening situations before explaining that users can relax thanks to the brand's service offerings. The spots are airing on CNN, MTV, TBS and Comedy Central.
Campaign US (free registration) (5/22) 
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Content News
Location data coming to YouTube ads
Google is bringing location extensions, which trace the offline effect of digital ad exposures, to YouTube. Ads on the video platform will soon include address or map location data, hours, photos, call buttons and other tracking data.
Marketing Land (5/23) 
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Amazon Prime brings live channels to the UK
Amazon Prime brings live channels to the UK
(David McNew/Getty Images)
Amazon has added live-TV channels to its Prime Video service in the UK for an additional fee. The channels includes Discovery and Eurosport, with the number of partners expected to grow in the future, says Managing Director Alex Green.
BBC (5/23) 
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IAB News
Programmatic 360: Automation Decoded is Coming to NYC on June 8
Join us on June 8 for an exclusive, comprehensive one-day classroom training for buyers and sellers that provides in-depth knowledge of programmatic technologies. Learn about the processes at the core of digital advertising automation. Attendees walk away with advanced fluency of the programmatic ecosystem and can immediately apply best practices to their day-to-day management of campaigns and inventory. Register here.
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NewFronts Takeaways: Receptiv explains the neuroscience behind interstitials
Click to watch video (IAB/YouTube)
To discover what consumers really think about interstitial marketing, ad platform Receptiv showed new app content to 62 participants and included different ad formats. With help from the University of Copenhagen and Toronto company True Impact, Reactiv measured the neuroactivity of participants when ads were presented, along with eye tracking and survey questions at the end, to determine their feelings about the ads. What Reactiv discovered was that participants found full page interstitial ads "annoying" and disruptive, but they were willing to spend 3 times more time with brands that offered embedded opt-in ads.

Click here to watch the entire interview from Reactiv's Richard Kosinski here.

Check out more interviews from NewFronts presenters here.
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IAB Mobile Symposium: Always-On: Surviving & Thriving in a Mobile World
Join the only industry event that solves the biggest challenges facing mobile today. The IAB Mobile Symposium, a day-long event on June 13 in New York City will address how publishers and marketers are building out their mobile strategies, measuring efficacy, and ensuring their mobile campaigns are fully integrated into the consumer experience. Learn what tools modern marketers are utilizing to succeed in today's mobile world. Learn more at www.iab.com/mobilesymposium.
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Editor's Note
SmartBrief will not publish May 29
In observance of Memorial Day in the US, IAB Video will not publish on Monday, May 29. Publication will resume on Wednesday, May 31.
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The real fountain of youth is hidden in the imagination you draw upon to face everyday challenges.
Sophia Loren,
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