Team One, Expedia imagine stop-motion travels | Marketers go live to expand reach, awareness | Nielsen's Compass designed to show advertising ROI
September 21, 2020
IAB SmartBrief on Video
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Video of the Day
Team One, Expedia imagine stop-motion travels
(Expedia/YouTube)
Team One launched a "Stop Motion. Start Traveling" campaign for Expedia, which features an anthem 30-second spot that uses stop-motion to create travel adventures for a couple using the objects in their apartment. "Imagine the places we'll go," a voice-over says, and the spot has attracted more than 2.1 million YouTube views.
Full Story: Adweek (tiered subscription model) (9/18) 
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Trends and Future of Video
Research indicates consumers viewed 1.1 billion hours of live video last year and most prefer the medium over standard social media posts. Alex Bybyk highlights examples of successful video campaigns from Apple, Microsoft and General Motors that are designed to expand reach and boost awareness.
Full Story: HubSpot (9/15) 
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Nielsen's Compass designed to show advertising ROI
(Nielsen)
Nielsen's new Compass database is designed to help marketers spot trends, set expectations and maximize efficiencies for cross-media campaigns by tracking promotions in 50 countries and matching audience levels with sales data to determine a campaign's return on investment. The database consists of TV, display, digital, social media, search, print, out-of-home and radio campaigns.
Full Story: Adweek (tiered subscription model) (9/17),  MediaPost Communications (9/17) 
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Cutting-Edge Campaigns
Anheuser-Busch InBev ramped up its branded livestream efforts amid the pandemic lockdown and has held more than 500 events, including entertainer performances, that have yielded more than 500 million YouTube views, said Global Marketing Director David Zapata during the Association of National Advertisers' 2020 Digital Marketing Conference. "The consumers felt that it wasn't just them and the artists; they were connecting [with] our brands as well during those whole experiences," Zapata said.
Full Story: Warc (London) (9/16) 
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Droga5 reveals first work for Allstate
(Allstate/YouTube)
Droga5's debut work for Allstate features two quirky 60-second spots voiced by brand ambassador Dennis Haysbert, one of which shows a woman rolling out of bed, out of her house and down the street while progressively becoming more cushioned by items she encounters, while Haysbert says, "This is the feeling of total protection." The ads are running in various lengths across TV, social and over-the-top.
Full Story: Ad Age (tiered subscription model) (9/20) 
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Mekanism, Love Wellness want more for women
(Love Wellness/YouTube)
Mekanism's 30-second spot for Love Wellness' "We Want More" campaign positions the brand's Daily Love vitamins as the "more" effective solution for woman who want more from life. The ad is running across TV, social and digital.
Full Story: MediaPost Communications (9/18) 
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Content News
The Roku Channel has added NBCUniversal's streaming Peacock network to its store after the parties reached an accord that also includes retaining TV Everywhere apps from the Comcast-owned company. NBCU had reportedly threatened not to renew its agreement with Roku over its refusal to carry Peacock.
Full Story: Variety online (9/21),  Next TV (9/18) 
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AT&T's Stankey is bullish on video as long-term play
Stankey (Presley Ann/Getty Images)
John Stankey, AT&T CEO, offered an upbeat assessment of the company's long-term video strategy, pointing to its new HBO Max streaming service as the right product in a market where it is critical to establish consumer relationships. He added that the platform has already gained more subscribers than the company predicted last October.
Full Story: Telecompetitor (9/15),  Deadline Hollywood (9/15) 
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IAB News
For the first-time, IAB will host Audience Week, a series of virtual events from Sept. 29 to Oct. 2 that will feature programming across measurement, audio and video to help prepare agency decision-makers and brand marketers for 2021 planning. The four-day event will gather industry leaders, analysts and marketers to discuss key issues and offer new technologies and solutions to help buyers understand audience targeting and deliver incremental reach.

Learn more and register.
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The advertising ecosystem spent $11 billion on data last year. Our new State of Data 2020 report outlines the key insights to help you better understand how data can help your business. Read the full report from our Programmatic+Data Center.
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Fight for the things that you care about, but do it in a way that will lead others to join you.
Ruth Bader Ginsburg,
US Supreme Court justice
1933-2020
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