A TikTok video showing a toddler born during the pandemic meeting a dog for the first time has attracted 5.8 million views and more than 878,000 likes. The clip shows a golden retriever sitting calmly as the little boy touches its nose and allows the dog to give him an ear lick.
Dentsu and Lumen analysis of ad options across top social platforms found that Snapchat's six-second, non-skippable, full-screen vertical video ads received five times more "attentive seconds" than competitors. Other findings include that the format, which Snapchat calls Commercials, outperformed competitors in terms of attention, choice and recall metrics.
TikTok is now allowing third-party platforms Clipchamp, Combo, Grabyo, Kapwing, LG U+ and Mobcrush to integrate video creation directly into their tools via the Share to TikTok video API. The integrations include a variety of templates and tools, and the ability to export creations directly onto TikTok.
Plans to build the new "OurWorld" virtual reality attraction at the former site of Bristol Zoo Gardens in England, have been revealed. A raised "gallery promenade," a 100-foot-tall viewing tower, a wild island, a lido and large beasts created by Arcadia are among the features planned for the project.
Best Buy, Dollar Tree, Home Depot, Lowe's and Macy's are among an increasing array of retailers that are mining proprietary shopper data to build sophisticated media networks. Forrester Research expects retail media to bring in $50 billion during 2022, and Senior Analyst Collin Colburn says that the sector will "threaten Google and Facebook to a degree."
Leaders from DoorDash, Diageo and Equinox spoke during an Advertising Week panel about how their brands are working with content creators on authentic storytelling, authoritative content and purposeful marketing. "We try to figure out where is the story, what's interesting, what can we lean into," says DoorDash's Kofi Amoo-Gottfried of finding the right content creators.
Mattel, with Attn, created a TikTok account for Barbie, for which "she'll be treated like a creator participating in trends," says Attn's Taryn Crouthers. The doll is popular on the platform, with #Barbie attracting more than 13 billion views; Mattel is also creating a TikTok account for Uno, which will show creators and celebrities playing the card game.
Leading fashion brands are trying to appear new and fresh, attract youthful audiences and save money by forgoing evergreen social media and paid content in favor of short-lived content that can disappear in as little as 24 hours, according to industry experts. "When you look at how often retailers change their physical store windows, it makes sense to change social media content frequently too," says Cody Eastmond, Science Magic's senior director of digital marketing.
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