October 27, 2021
IAB SmartBrief
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Top Story
Twitter recorded a 51% increase in ad sales for the third quarter and reached an active user base of 211 million, with none of the 5 million new sign-ups coming from within North America, the company revealed during its Analyst Day presentation. An official statement added that greater privacy restrictions from Apple are unlikely to hurt ad sales going forward, and Chief Financial Officer Ned Segal thinks supply chain concerns will be mild because most ads on Twitter are "for services and digital goods."
Full Story: Social Media Today (10/26),  BNN Bloomberg (Canada) (10/26),  Deadline Hollywood (10/26) 
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2021 Hispanic Market Report
Get intelligence-driven insights for U.S. Hispanics to help you effectively define, target, engage and accurately measure ROI impact. Download Report.
Marketing Trends
Digital marketers play short game with content
Leading fashion brands are trying to appear new and fresh, attract youthful audiences and save money by forgoing evergreen social media and paid content in favor of short-lived content that can disappear in as little as 24 hours, according to industry experts. "When you look at how often retailers change their physical store windows, it makes sense to change social media content frequently too," says Cody Eastmond, Science Magic's senior director of digital marketing.
Full Story: Vogue Business (10/25) 
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Expand and Unify Your Customer View
The average person has at least two email addresses; are you considering their relationship in your targeting and measurement strategy? Leveraging hashed email can establish a connection between emails along with other associated digital identifiers. Learn more here
Mobile Focus
Opinion: Why brands shouldn't overlook in-game ads
Mobile gaming topped $76 billion in 2020, a 20% increase from 2019, but media spending has not followed suit because of the false perception that gamers are young males, writes PubMatic's Prabhat Dwivedi. Dwivedi debunks that and three other mobile gaming myths such as the lack of measurement, noting the availability of tools such as IAB's Open Measurement SDK.
Full Story: The Economic Times (India) (10/27) 
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Creators: A megaphone to your customers
Creators can represent products and services to audiences beyond brand-owned media, most often with a wider and deeper reach than owned channels. In this November 4th session, learn how to approach the creator economy to seize this rapidly expanding marketing opportunity. Register now
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Company Watch
Amazon Ads is integrating Twitch and incorporating display ads into the platform's livestreams, the company announced at the unBoxed conference, as well as introducing a Brand Lift survey tool. Interactive Video Ads are also getting a "Send Me More Info" spoken call to action in addition to those already possible, and the format is coming to Amazon Music.
Full Story: Ad Age (tiered subscription model) (10/26),  MediaPost Communications (free registration) (10/26) 
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LinkedIn boosts engagement, ad sales
LinkedIn engagement reached record levels, user sessions were up 19% and ad sales rose 42% during the third quarter (compared with Q3 2020) amid growing demand and an expanding job market, according to parent Microsoft. The social platform is betting future growth on more advertising tools, digital events and creator tools and creator funding initiatives.
Full Story: Social Media Today (10/27),  GeekWire (10/26) 
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Alphabet recorded $65.12 billion in revenue for the third quarter, its highest bump in more than 10 years, driven in part by Google's 43% increase in digital ads to total $53.12 billion. Chief Financial Officer Ruth Porat says Apple's privacy changes had a "modest effect" on YouTube revenue, which also was up 43% to total $7.21 billion.
Full Story: MediaPost Communications (free registration) (10/26),  BNN Bloomberg (Canada) (10/26),  Deadline Hollywood (10/26),  The Wall Street Journal (10/26) 
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Brands & Campaigns
Nestle's Hot Pockets brand spurred a 36% conversion rate with a Twitch campaign that gave US viewers access to free "Twitch Bits" by buying Hot Pockets. The virtual Bits are used to support Twitch content creators, and the campaign was launched to revive brand loyalty with millennials and introduce the brand to Generation Z, according to Bryan Waddell, head of influencer, gaming and esports at Nestle.
Full Story: Marketing Dive (10/25) 
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Chipotle opens a Roblox "Boorito" restaurant
(Chipotle Mexican Grill/YouTube)
Chipotle is taking its annual Halloween "Boorito" campaign to Roblox, enabling players to virtually visit the restaurant within the game's world and dress their avatars in costumes such as a Spicy Devil, Chip Bag Ghost or Burrito Mummy. The chain is offering free burrito codes to the first 30,000 daily virtual visitors and other special offer codes, which also unlock a Chipotle Boorito Maze.
Full Story: Ad Age (tiered subscription model) (10/26),  The Drum (free registration) (10/26) 
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Policy & Research
Creatopy ran the same ad campaign on Instagram Reels and TikTok, targeting those from 25 to 44 years old, with Reels delivering a reach of 389,298, compared with TikTok's 199,477. The ad on Reels also was less expensive and delivered more clicks than TikTok. However, one reason for the difference is that the user base for TikTok skews younger than Instagram.
Full Story: MediaPost Communications (free registration) (10/26) 
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IAB News
IAB Tech Lab has launched the Tech Lab Transparency Center, with the goal of providing a resource to make it easy for digital advertising participants -- buyers, sellers and adtech companies -- to see which standards media partners have implemented, their level of compliance, certification program results, and more. This will help ensure a safe, privacy-centric ad experience for consumers.

"The Transparency Center has been designed and built to provide a single source of truth that ensures a safe and reliable transaction between buyer and seller. The Transparency Center will continue to evolve and grow over time, and add more programs and resources to serve the entire advertising ecosystem," said Anthony Katsur, CEO, IAB Tech Lab.

Learn more about IAB Tech Lab's Transparency Center.
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