Writer Ana Gotter takes a close look at numerous reports to glean the ideal length for social videos and found prime engagement is one minute on Facebook, 26 seconds on Instagram, 43 to 45 seconds on Twitter. Gotter notes these times should be "benchmarks" and urged marketers to use tools such as "Shakr to find templates for each desired length, and apply the same images and video clips to get the desired results."
Ryan Reynolds tweeted a spot for his Aviation Gin, along with the copy, "Exercise bike not included. #AviationGin," which takes a swipe at Peloton's much-derided holiday spot and stars the same actress, Monica Ruiz. The video, from Maximum Effort Productions, begins with Ruiz looking slightly traumatized as she stares into the camera, before friends nervously tell her she's safe and they toast "To new beginnings."
Facebook's Oculus has sold its virtual reality tool for creators, Medium, to Adobe. Oculus says in a statement, "This is an important milestone for the entire VR community as it demonstrates VR's maturation and value in the realms of productivity and non-gaming use cases."
TBWA\Media Arts Lab's Lee Clow takes a look back at advertising's "creative revolution" during the late 1960s and '70s, how it migrated to the West Coast and the innovative campaigns it inspired. "Fifty years later, that '60s creative revolution gave rise to the West Coast's freestyle: its irreverence, its imagination, its industry-challenging innovation," he writes.
IHOP has launched its debut TikTok challenge, #SyrupTurnUp, which invites users to submit videos that feature the brand's syrup bottles lip syncing to the track, "Not So Silent Night." The brand's favorite videos from users will be showcased on its TikTok channel.
Uniqlo, with Public, has partnered with the International Rescue Committee on "A Warm Welcome" campaign in the US, which invites consumers to make in-store or online donations, with the brand matching up to $50,000, to help refugees arriving in the US this holiday season. Videos tell the stories of three Uniqlo employees, who came to the country as refugees.
Google Password Checkup and Firefox Monitor offer free tools to let users check whether an email address or username and password has been compromised in a data breach. In addition, routine monitoring of Equifax, Experian and TransUnion credit reports also can turn up evidence that credentials have been compromised in a hack.
99designs' Pamela Webber explores three trends in logo design for 2020, including a shift toward digital-first logos that incorporate 3D color gradients and animation. Consumers' love of nostalgia will drive more logo design that reflects the 1980s and vintage-style cartoons, and hand-drawn illustrations are also being embraced by brands, she writes.
The New York Times published a story about air pollution that features an augmented reality experience for users of its iOS app, which brings microscopic pollutant particles to life. The experience uses virtual floating particles to demonstrate what's considered as "good air quality" by the US Environmental Protection Agency compared to a user's current environment, the San Francisco Bay Area following the Camp Fire wildfires and New Delhi.
Tim Peterson explores how agencies are preparing for the California Consumer Privacy Act and the ambiguity of how the law's definition of sale affects the sharing of data between clients and agencies. "The ambiguity is on the advertising side of things, the implications for the status quo of the types of targeting we do," says PMG's Justin Scarborough, and Rapp's Laura Aldridge notes, "I think the definition of sale is something that's still being interpreted legally because that is a difficult one."
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