Havas Chicago unleashes John Cena's mom for Hefty | IAB's Standard Ad Unit Portfolio guidelines address video formats | Best length for marketing videos varies by platform
July 21, 2017
IAB SmartBrief on Video
News, trends and insights on Digital Video
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Video of the Day
Havas Chicago unleashes John Cena's mom for Hefty
Havas Chicago unleashes John Cena's mom for Hefty
Click to watch video (Hefty Brands/YouTube)
Havas Chicago's new spot for Hefty stars professional wrestler John Cena with his mom, Carol Cena, who takes down shoppers with a headlock to stop them from buying the wrong brand of trash bags. A second ad features Cena extolling the virtues of the brand's bags to a group of women who only have eyes for him.
Adweek (7/18),  The Drum (Scotland) (7/19) 
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Trends and Future of Video
IAB's Standard Ad Unit Portfolio guidelines address video formats
The Interactive Advertising Bureau has published its finalized Standard Ad Unit Portfolio, which provides guidelines on ad formats designed for virtual reality, social, augmented reality, 360-degree video, emoji and mobile video. The recommended units adopt the LEAN advertising approach of using non-invasive, lightweight, AdChoices-supported and encrypted formats.
MediaPost Communications (7/20) 
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Best length for marketing videos varies by platform
Users of different social media platforms have different expectations, so it's important to customize the length of your marketing videos to get the best results. Here's a look at the ideal video lengths for Instagram, Twitter, Facebook and YouTube.
HubSpot (7/20) 
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5 Security Tips for Working on Your Personal Device
Finance moves fast, and the ability to work from anywhere on your smartphone or laptop could be a game-changer. But can your personal devices ever be secure enough to manage your clients' sensitive financial data? Surprisingly, this informative whitepaper shows that, with the right preparation, using your personal device can actually help you keep your organization more secure. Read More
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Cutting-Edge Campaigns
72andSunny charms drinkers with Danson for Smirnoff
72andSunny charms drinkers with Danson for Smirnoff
Click to watch video (Smirnoff US/YouTube)
72andSunny New York's humorous digital campaign for Smirnoff features Ted Danson trying to convince viewers and bargoers that he's just a regular guy whose favorite alcoholic drink is the brand's American-made and "surprisingly cheap" vodka. The push aims to debunk the misconception that Smirnoff is an expensive, Russian brand.
Campaign US (free registration) (7/18) 
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Ahold USA uses video to connect growers to shoppers
Ahold USA uses video to connect growers to shoppers
(Toussaint Kluiters/AFP/Getty Images)
Ahold USA is using online documentary videos to tell its grocery brand customers about the producers of the products they buy, with 14 million views this year. "Fresh Stories is a great forum for customers of our brands to learn about the companies and individuals who supply items they purchase at our stores," said Amy Hahn, senior vice president of marketing.
Progressive Grocer (7/19) 
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Content News
Hulu adds 26 series to its library after 20th Century Fox deal
Hulu is adding almost 3,000 episodes from 26 series to its content library thanks to a deal with 20th Century Fox. Series including "How I Met Your Mother," "NYPD Blue," "M*A*S*H" and "Glee" will be available on the streaming service in the coming weeks.
Variety (7/19) 
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IAB News
Header Bidding Technology Standard open for public comment until July 28
The IAB Tech Lab released for public comment "Standard Header Container Integration with an Ad Server," a standard for header bidding that establishes the foundational requirements needed to support the adoption of header bidding technology. The document provides insights into best practices that help standardize how header tags and containers interact with ad servers -- laying the groundwork for the application of more advanced technologies as innovation spurs the industry forward in the header bidding field.

Read more
and provide your feedback by 7/28.
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