April 19, 2021
IAB SmartBrief on Video
News, trends and insights on Digital VideoSIGN UP ⋅   SHARE
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Video of the Day
Adam&EveDDB reveals Peloton's "Champions Collection"
(Peloton/YouTube)
Adam&EveDDB's debut campaign for Peloton showcases its "Champions Collection" featuring Olympic champions including Usain Bolt and Allyson Felix. The featured athletes will provide playlists and training recommendations to Peloton customers, and the campaign is running across social and will air on TV and digital in the US, Canada and UK.
Full Story: Adweek (4/16) 
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Trends and Future of Video
YouTube: Boost engagement with regular posts, CTAs
(Creator Insider/YouTube)
YouTube product manager Rachel Alves sheds light on how the social platform's recommendation systems use analytics beyond standard watch times to encourage repeat visits. Content creators can maximize home feed views by posting consistently with material that has general appeal, improve "suggested" section viewership with video series or topically related videos and increase overall engagement by employing call to action buttons and "watch more" labels.
Full Story: Social Media Today (4/17) 
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Do you know what makes TikTok tick?
(Joel Saget/AFP/Getty Images)
Guide Social CEO Matt Johnston shows you how to create TikTok videos that will be prioritized by the platform's algorithm, which means designing videos to get more replays, completions, shares, likes and comments. Create videos that include a reveal to encourage complete views and incorporate trending sounds to engage users, Johnston recommends.
Full Story: Social Media Examiner (4/14) 
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LeadsRx marketing attribution starter kit
Enterprise marketers utilize multi-touch attribution to improve their marketing performance. This collection of resources by LeadsRx will help you deploy attribution properly and maximize return on ad spend. Get your copy
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Cutting-Edge Campaigns
Pepsi's first TikTok challenge, which pairs videos of users demonstrating their soccer expertise alongside soccer stars in action, is proving effective regarding campaign and brand awareness and brand differentiation, according to a PepsiCo study. The campaign has generated 601 million views and 300,000 videos in the overseas markets where it has already launched, according to the company.
Full Story: Digiday (tiered subscription model) (4/19) 
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Cossette, SickKids collaborate with moms in short film
(SickKids/YouTube)
Cossette created a short film for SickKids Foundation that's directed by Mark Zibert and marks Mother's Day with the stories of 10 moms who have critically ill children and collaborated on the making of the spot. "After seeing the videos that SickKids moms were posting on social media, we realized just how effective this format of storytelling could be and we wanted to leverage that," says Cossette's Jaimes Zentil.
Full Story: Muse by Clio (4/16) 
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Intertrend, Toyota create "Makeovers with Tan"
(Tan France/YouTube)
Intertrend Communications created a five-episode "Makeovers with Tan" series for Toyota Motor North America that features Tan France of "Queer Eye" giving surprise makeovers to essential workers and showcases the 2021 Toyota Sienna. "I was able to manage the production as much as possible to make sure it was clear that, yes, I'm talking about this car, but I'm focusing solely on this person who's been working so hard for our local community," France says.
Full Story: Campaign US (tiered subscription model) (4/16) 
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Samsung's #VideoSnapChallenge was the most popular branded hashtag challenge on TikTok between July last year and March 2021 with more than 27 billion views, followed by L'Oreal Paris' #LetsFaceIt with 16.9 billion views and Bose's #CancelTheNoise with 13.6 billion views, according to analysis from Mediakix. The study delves into how brands are using TikTok as an advertising channel and how they're partnering with influencers.
Full Story: Mobile Marketing Magazine (4/14) 
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Global Omni-Channel Benchmarks Report
2020 upended the way we engage with content, and brands have had to adjust accordingly. See what Innovid data revealed about how omni-channel advertising trends have shifted in such an unprecedented year. Download the report.
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Featured Content
Sponsored content from Pathmatics
How much are your competitors spending on Instagram ads?
Top Instagram advertisers in 2020 raked in nearly 3 billion impressions each with savvy ads that combined the platform's affinity for bold imagery and quick videos with the right message. We're looking under the hood at some of the best strategies, and how you can give your competitors a run for their money. Find out how.
 
Live stream marketing strategies for sports services
Sports broadcasting is slowly shifting toward digital, and in the next five years, global revenues from sports digital media rights will grow by 11.5%. How have the top streaming sports sites been advertising to stuck-at-home sports fans? We looked at Hulu, ESPN+, CBS All Access to find out. Read more.
 
Content News
Grupo Televisa and Univision Communications announced the formation of Televisa-Univision, the biggest company in the world to provide media in Spanish. The united corporation, which a Televisa executive expects to bring in roughly $4 billion of revenue each year, focuses on streaming but also includes cable and broadcast television as well as radio.
Full Story: Los Angeles Times (tiered subscription model) (4/13),  Radio Ink (4/14) 
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Discovery offering subscription service on Amazon Prime
(Image credit: Discovery)
Discovery is debuting Discovery Plus, its video on demand subscription service, on Amazon Prime Video for $6.99 per month. An ad-supported version the channel is expected to follow on Prime channels.
Full Story: Next TV (4/15) 
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NEW Survey Results: Beyond the Cookie Report
How are marketers and publishers preparing for a post-cookie world? We surveyed 1,000 decision-makers to find out. Get a copy of "Beyond the Cookie: The Future of Advertising for Marketers & Publishers" from Lotame to learn how companies are preparing. Access the report here.
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IAB News
2021 IAB NewFronts
The 2021 IAB NewFronts will take place May 3 to 7, and will provide buyers and sellers a holistic video marketplace inclusive of video across every screen. Digital, streaming and linear video creators/publishers are invited to showcase their upcoming content offerings. NewFronts will take place in context of IAB's cross-industry video initiative, which aims to modernize how video is bought and sold around a consistent set of principles, standards, practices and -- where applicable -- products and technologies.
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2021 IAB Podcast Upfront
IAB Podcast Upfront will take place May 11 to 13, convening traditional and digital agency planners, buyers, creatives and brand marketers to educate and evangelize the power of podcasts to reach consumers.

This year's event, titled "Listen Up," gives brands and agencies exclusive "first-listen" access to the year's most exciting releases, previews of creative opportunities and insights that will define the podcast landscape for the year ahead.
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