January 24, 2022
IAB SmartBrief on Video
News, trends and insights on Digital VideoSIGN UP ⋅   SHARE
Video of the Day
Marketing Arm takes State Farm to TikTok for Super Bowl
(Jake From State Farm/TikTok)
State Farm chose to sit out this year's Super Bowl and is instead engaging fans with a #TeamStateFarm challenge on TikTok created with The Marketing Arm. The brand is encouraging users to share videos using TikTok's duet feature and brand character Jake will share his top three on Super Bowl Sunday and give fans the chance to vote for a winner.
Full Story: Adweek (1/22) 
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NEW Research: Identity Solution Testing
How are marketers and publishers testing identity solutions right now? Part two of Lotame's global "Beyond the Cookie" research reveals how the loss of third-party cookies will impact business and barriers to identity solution selection. Access the report here.
Trends and Future of Video
Reaching Hispanic streamers takes planning, nuance
Isabel Rafferty, founder and CEO of Canela Media, looks at over-the-top TV advertising and how to reach Hispanic audiences. Marketers should make sure streaming platforms offer the opportunity to connect with Hispanic viewers from a variety of cultural backgrounds, to align brand value with content and consider original content partnerships with providers, Rafferty writes.
Full Story: Forbes (tiered subscription model) (1/19) 
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It's time for a new way to measure video marketing
AcuityAds' Seraj Bharwani argues that current video marketing measurement methods, mainly media mix modeling and multitouch attribution, are ineffective given the demise of cookies and changing privacy regulations. Bharwani explains why tracking "user-initiated behaviors" could be the answer.
Full Story: SmartBrief/Marketing (1/18) 
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How to Align Marketing and Sales — And Why It Matters To You
Discover the keys to marketing and sales alignment, and learn how it can lead to closing more deals, driving greater revenue, and building long-term customer relationships — at the individual and account level. Register for the webinar.
Cutting-Edge Campaigns
Working with a former member of "The Bachelor" reality show production team, Hy-Vee will debut a series of short reality shows that feature couples going on a blind date to shop at the grocer. Each of the eight planned "Love at First Bite" episodes will be about 10 minutes long and air on Hy-Vee's streaming platform, Helpful Smiles TV.
Full Story: The Des Moines Register (Iowa) (tiered subscription model) (1/20),  Winsight Grocery Business (1/21) 
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TBWA\MAL shows Jon Hamm feel left out by Apple TV+
(Apple TV/YouTube)
TBWA\Media Arts Lab's latest spot for Apple TV+ stars actor Jon Hamm, who scrolls through its lineup of shows and stars, getting increasingly mad at not being cast in any of them. "Seriously, I could have done Lasso," Hamm says, before leaving a passive aggressive voicemail for Tom Hanks, who had the temerity to star in two Apple TV+ movies.
Full Story: Muse by Clio (1/21),  Ad Age (tiered subscription model) (1/21),  Adweek (1/21) 
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Content News
Here’s how Twitter is making its service safer
Brand safety is human safety. After all, people are at the core of everything we do. See how Twitter is investing in brand safety through policies, products, and partnerships to make the service a safer place for all.
IAB News
IAB released a white paper unpacking the state of CCPA Compliance in CTV/OTT. Titled "Project Crosswalk: Addressing CCPA Compliance within the CTV/OTT Marketplace," the report finds lack of consensus around applying CCPA definitions and obligations. It will be used as a basis to develop recommendations for how CPRA opt-outs might work under the new law. Read more and download the white paper here.
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New voice technologies can help marketers enhance relationships with consumers at all stages of the purchase funnel. Learn how Bank of America, Ford, Walmart and other major advertisers used voice technology in creative ways to elevate their brand objectives.
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