October 18, 2021
IAB SmartBrief on Video
News, trends and insights on Digital VideoSIGN UP ⋅   SHARE
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Video of the Day
Anomaly says "We're All Better Off with an Ally"
(Ally/YouTube)
Anomaly, with R/GA and MKTG, created a "We're All Better Off with an Ally" campaign for Ally Financial that includes a #MyFinallyMoment challenge on TikTok and a 60-second spot that shows the important moments in life when the brand can help, with each scenario described by a word that incorporates "ally." The push also features a Milestone Initiative in collaboration with WarnerMedia, Milestone Media and DC to offer training to comic book artists and creators of color.
Full Story: Ad Age (tiered subscription model) (10/16) 
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Practical tips: how to elevate your video marketing efforts
You're about to get a crash course on all things video marketing - from setting goals and buying the right gear, to generating more leads and measuring your success. It's all right here, in this guide.
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Trends and Future of Video
Amazon is stripping Twitch and IMDb TV users' IP addresses from data it shares with third parties, making it difficult for marketers to judge how frequently specific users have seen commercials. The company says that it's acting to protect user privacy.
Full Story: Next TV (10/17) 
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IAB, with PwC, predicts US digital ad spending will reach $165.5 billion in 2022 and then top $200.3 billion in 2025. The IAB Outlook: 2022 Digital Ad Ecosystem highlights three challenges such as a waning tolerance for digital ads, and IAB's Sue Hogan says, "Advertisers and their agencies would be wise to look at the innovations in publishing that focus on anticipating consumer needs and shrinking the number of clicks to provide what consumers want."
Full Story: The Drum (free registration) (10/15),  MediaPost Communications (free registration) (10/15) 
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YouTube's Shorts global daily viewership grew from 6.5 billion in March to more than 15 billion by the summer, during which the channel became available in the US during May. YouTube's plans to continue developing the 60-second format include content developer tools such as more music access and new editing tools, refining the viewer experience to make efforts easily discoverable, and "lightly testing ad formats," says Kevin Ferguson, director, operations and partnerships for YouTube Shorts.
Full Story: Variety (10/15),  Social Media Today (10/15) 
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This infographic shares insights from TikTok about Halloween engagement on the platform. The top content categories for last year's Halloween included lip-sync singing, acting and dialogue, comedy and dance, and top hashtags include #trickortreat with 336 billion views, #halloween with 20 billion views, #halloweenlook with 4.5 billion views and #halloweenmakeup with 1.2 billion views.
Full Story: Social Media Today (10/12) 
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Cutting-Edge Campaigns
Colle McVoy encourages COVID-19 vaccines for children
(Colle McVoy/YouTube)
Colle McVoy's campaign for Texas pediatric health care provider Children's Health features lighthearted spots showing children explaining why they're going to get the COVID-19 vaccine and parents getting answers to their biggest concerns about the vaccination. The push includes social, audio, out-of-home and print advertising.
Full Story: Campaign US (tiered subscription model) (10/15) 
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Universal creates AR Michael Myers
(Alexander Tamargo/Getty Images)
Snap and Universal Pictures created a "Halloween Kills" augmented reality experience on Snapchat that uses volumetric video technology to bring Michael Myers to life for the film that will debut on Peacock and in theaters. A behind-the-scenes video shows how the experience was created, and the movie's director David Gordon Green says, "We're reaching new levels of terror with Snapchat."
Full Story: Adweek (10/13) 
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Hollister selects Twitch star as "chief gaming scout"
Giersdorf (Abercrombie & Fitch Management Co.)
Abercrombie & Fitch's Hollister brand has appointed 18-year-old Fortnite world champion and Twitch star Kyle "Bugha" Giersdorf as its "chief gaming scout." Bugha's first work for the brand includes the creation of a sweatpants and hoodie set designed specifically for gamers and leading Team Hollister, a training program for Twitch streamers.
Full Story: Marketing Dive (10/15) 
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Content News
More than 80% of US consumers watch over-the-top TV, a report from Resonate finds. Live TV is a hit with older viewers, while younger viewers are drawn to on-demand streaming, the report says.
Full Story: Media Play News (10/15) 
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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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That's all it took to solve problems -- just sense.
Gary Paulsen,
writer
1939-2021
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