TBWA\Chiat\Day, Mtn Dew urge Embiid fans to up GIF game | Report: Video dominates mobile traffic usage | Comcast buys Xumo, a free streaming service
February 26, 2020
IAB SmartBrief on Video
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Video of the Day
TBWA\Chiat\Day, Mtn Dew urge Embiid fans to up GIF game
(Mountain Dew/YouTube)
TBWA\Chiat\Day's new 30-second spot for Mountain Dew features NBA star Joel Embiid expressing his disappointment at the quality of GIFs fans use on social to celebrate his plays, showcasing a Mtn Dew collection people can use instead. "Dew fans as well as NBA fans are always fully plugged into hoops culture, and we know they are almost always on social media during the games," said Mtn Dew's senior director of marketing Erin Chin, adding that the GIFs used in the commercial can be found on Instagram.
Full Story: Adweek (tiered subscription model) (2/25) 
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Trends and Future of Video
Report: Video dominates mobile traffic usage
More than 60% of global mobile traffic is video, a report from Sandvine found. YouTube, Facebook Video and Instagram were the top app traffic generators, respectively, Sandvine says.
Full Story: Telecompetitor (2/25) 
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Comcast has reportedly paid in excess of $100 million to purchase Xumo from Meredith Corp. and Panasonic, intending to operate the advertising-supported video-on-demand service independently. Xumo joins Vudu in the company's lineup of services that offer free streaming video over smart televisions, an increasingly important segment for companies trying to compete in the streaming arena without established rosters of original content.
Full Story: Variety online (2/25),  The Wall Street Journal (tiered subscription model) (2/25),  Los Angeles Times (tiered subscription model) (2/25) 
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Cutting-Edge Campaigns
GS&P spotlights police racial bias with "Not A Gun"
(Not A Gun/YouTube)
Goodby Silverstein & Partners and the Courageous Conversation Global Foundation have released a "Not A Gun" spot, which shows a black man buying a candy bar that inexplicably turns into a gun when handed to him at the cash register, reverting to the candy when he's stopped by police. Copy reads "A black person is three time more likely to be killed by police," before urging viewers to sign a petition to stop racial bias, and GS&P's Anthony O'Neill says, "As a black man, you often have to think twice about ordinary actions."
Full Story: Muse by Clio (2/25),  Campaign US (tiered subscription model) (2/25),  Ad Age (tiered subscription model) (2/25) 
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Content News
NBCUniversal is readying to launch One Platform, an ad tool that enables marketers to plan and purchase linear and digital ad space across all of its properties with guaranteed buys for broad reach, demographics, advanced target audiences and sponsorships and live events. NBCU is also expanding its CFlight cross-platform impression measurement system to include over-the-top co-viewing, out-of-home measurement and short-form videos.
Full Story: Adweek (tiered subscription model) (2/25),  MediaPost Communications (2/25),  Ad Age (tiered subscription model) (2/25) 
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IMDb TV exec on how AVOD platform works with Amazon
Eamer (Image credit: Amazon)
IMDb TV Vice President Mark Eamer talks about the new ad-supported video on demand platform and how it fits with Amazon Video's overall strategy. "IMDb is synonymous with entertainment, so we saw this as a great '1+1=3' opportunity," he says of the expansion of the brand and availability of free content for viewers.
Full Story: Next TV (2/24) 
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IAB News
Over-the-Top (OTT) streaming video offers advertisers the opportunity to leverage the best of digital and the best of television to reach their audiences. Over 75% of all homes in the US have a connected TV device, and OTT ad spend is expected to approach $5 billion next year. However, navigating this space can be complex. Our new playbook provides marketing professionals with a framework for better understanding OTT streaming video.

Read more.
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The California Consumer Privacy Act (CCPA) took effect on 1/1/2020. Implement the IAB CCPA Compliance Framework for Publishers and Technology Companies along with the IAB Tech Lab tech specs and the Limited Service Provider Agreement to get ready for CCPA compliance.

Learn more.
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Katherine Johnson,
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