Riff Raff and AKQA created a five-minute movie for Discord in which Awkwafina and Danny DeVito take a trip through the imaginations of real users as they discover the platform. The film is running on TikTok, Snapchat, YouTube and other social media platforms, and on television during the MTV Video Music Awards and NBC's Olympics coverage.
QVC and HSN have expanded their video commerce model as consumers have changed over the years, launching on Roku, expanding to devices such as Amazon Fire TV and Comcast Flex, and continuing to innovate in livestream shopping, said Brian Beitler, chief marketing officer of QVC US and HSN. "We've been working over the last several years to innovate our storytelling in these spaces and to access more of the places that we tell these stories," Beitler said.
Kargo's Billie Hirsh offers tips to help brands optimize often-overlooked mobile creative to spark interest and engagement among consumers who have a "shorter attention span than goldfish." Kargo writes, "Videos should adhere to the six-second recommended length, sit in-article, have memorable and prominent branding with a clear call to action and a clean, clutter-free design."
McKinney is touting Little Caesars' Extra Stuffed pizza with a TikTok campaign that features life-size stuffed doll doppelgangers of influencers including Adam Waheed, Brooke Averick, Spencer X and The McFarlands. The push features each TikTok star using their stuffed doppelganger in their videos, and a TikTok introducing the campaign has so far attracted 4.3 million views and more than 78,000 likes.
Retailer Ulta Beauty is expanding its livestream shopping capabilities by partnering with shopping and video app Supergreat. The Supergreat app will give Ulta consumers the ability to purchase items in-stream daily for 14 weeks.
Jones Soda's mobile app is using augmented reality technology that scans the brand's labels to reveal videos that highlight a host of athlete and artist content creators. The campaign celebrates Jones' 25th anniversary and brings its history full circle, as the brand is known for featuring consumer-generated art on-label, said head of marketing Maisie Antoniello.
Zenith sees TV ad spending in the US decreasing 4% this year as advertisers move to online video. A rebound is possible next year, Zenith says, adding, "Advertisers value online video as a means of maintaining reach while television declines, but it's an effective form of brand communication in its own right."
IAB Fall Marketplace, taking place on Sept. 14 will showcase the latest opportunities for brands and media agencies in premium video content, technology and digital platforms, while uncovering the latest trends and consumer-first strategies to find new audiences and, deepen existing relationships.
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.
