Pepsi pours ad spend into coronavirus benefit concert | IAB calls on Maryland governor to veto digital ad tax | Brands pivot to interactivity to counter isolation
April 8, 2020
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Pepsi pours ad spend into coronavirus benefit concert
(Global Citizen/YouTube)
PepsiCo, with VaynerMedia, OMD and Acceleration, teamed with Global Citizen and the World Health Organization to create a "One World: Together at Home" concert on April 18 to raise money to support coronavirus response efforts, which will be broadcast on major networks with an extended version running across Instagram, Facebook, Twitter, YouTube, Amazon Prime Video, Alibaba and Apple. The event will be hosted by Stephen Colbert, Jimmy Fallon and Jimmy Kimmel, with appearances from "Sesame Street" characters, and will feature performances by major music talent streamed from their homes.
Full Story: Ad Age (tiered subscription model) (4/6),  Adweek (tiered subscription model) (4/6) 
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Trends and Future of Video
The Maryland General Assembly's passage of the state's Digital Advertising Gross Revenues Tax bill could well lead to higher ad rates and "break the backs of struggling news organizations, and the small retailers and other businesses that communicate through them" during especially tough times, writes IAB Executive Vice President of Public Policy Dave Grimaldi. He calls on Maryland Gov. Larry Hogan to veto HB 732, noting, "Maryland legislators are working against the citizens to whom they are held accountable."
Full Story: Ad Age (tiered subscription model) (4/7) 
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With experiential, in-person marketing and out-of-home largely off the table during the coronavirus crisis, marketers are getting creative and retooling methods to focus on digital and mobile, Natalie Koltun writes. Chipotle's daily live video content on Zoom is one highlight of this virtual community-building, she writes, and Sean Pedeflous of GDX Studios notes, "Just as people need to be connected, it's important for brands to as well by encouraging group experiences and providing additional value in some way."
Full Story: Marketing Dive (4/6) 
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Cutting-Edge Campaigns
Procter & Gamble and Ohio Gov. Mike DeWine, with Grey, teamed with TikTok and influencer Charli D'Amelio on a pro bono #DistanceDance campaign to raise money for coronavirus relief efforts and raise public awareness about the need for social distancing. Since its launch about a week ago, #DistanceDance has been viewed more than 8 billion times with more than 1.7 million imitation videos shared by celebrities, major sports leagues, influencers, college mascots and TikTok users.
Full Story: Campaign US (tiered subscription model) (4/6) 
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OKRP's "All In Illinois" urges people to stay home
(Enjoy Illinois/YouTube)
O'Keefe Reinhard & Paul launched an "All In Illinois" campaign for Gov. J.B. Pritzker's office that features stars including comedian Matt Walsh, actress Jane Lynch and Jason Beghe from "Chicago P.D." encouraging residents to stay at home during the coronavirus pandemic. Creative includes a campaign logo, videos and a dedicated site with lawn signs people can download.
Full Story: MediaPost Communications (4/7) 
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Content News
Netflix adds parental controls to platform
(Netflix)
Netflix has introduced additional controls for parents to limit content accessible by children. Filters, viewing options for programs and passcodes on individual profiles come at a time when more people are watching the streaming service.
Full Story: Reuters (4/7) 
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Quibi launched this week with the backing of major brands such as Procter & Gamble, PepsiCo and Walmart, but John McCarthy asks whether viewers will be drawn to the ad-supported mobile-first streaming platform. Liam Brennan of Mediacom Blink says, "Given that most streaming services are not ad-supported, Quibi provides a great opportunity for brands to reach a scaled audience in a new viewing environment and potentially improve costs."
Full Story: The Drum (free registration) (4/7) 
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IAB News
NewFronts moved to week of June 22
In the midst of daunting challenges, it's inspiring to watch our industry come together to do good. IAB members are putting their employees, communities and customers first. Still, we're hearing from buyers and sellers alike that they need to keep moving the business forward. We've been working hard to figure out the best way to do this for the NewFronts.
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Keep your continuing education going with IAB online learning programs. We offer virtual courses covering the latest trends in digital media to bring you up to speed on your schedule, no matter where you are.

See the full list of IAB online courses.
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