Video
Disney, TikTok partner on content sharing as creators fuel fandom
Disney and TikTok have reached a content sharing partnership, enabling creators to use IPs like Marvel and Star Wars for fan content, with videos synced to TikTok and Disney+'s Verts feature.
Streaming Ad Acceptance Warms Up: Data Reveals Shift in Consumer Attitudes
The latest report from Hub Entertainment Research shows a significant increase in consumer acceptance of streaming ads, with 69% of respondents willing to watch ads to save money, up 11 percentage points from 2021. Based on a survey of 3,000 U.S. consumers, the report reveals rising ad tolerance, differences in data trust, and divisions over AI applications.
Hanes reinvents foundational brand creative direction with bold marketing
Hanes is shifting to a bolder marketing style through its "Get Comfortable" campaign, using four scenarios to depict wearers feeling confident in awkward situations because of their comfort. The campaign was crafted by agency Special U.S. and comes with a brand identity update, marking the first major creative move since its parent company was acquired by Gildan.
Liquid I.V. and Samsung Leverage New Spider-Man Film to Spotlight New Product Launches
Samsung and Liquid I.V. have leveraged the release of 'Spider-Man: Brand New Day' to launch integrated marketing campaigns set in New York. As the film's exclusive hydration partner, Liquid I.V. released an ad featuring actor Jacob Batalon and introduced two limited-edition co-branded products. Samsung continued its Spidey Tracker web experience, showcasing the durability and AI features of its foldable phones through creative short films. Both campaigns emphasize product selling points and leverage the superhero IP to boost brand visibility.
State Farm Teams Up with IShowSpeed to Inject New Energy into Season 5 of Gaming Series
State Farm announced that the fifth season of its gaming competition series "Gamerhood" will premiere on July 31, with IShowSpeed leading a roster of creators. The series has accumulated over 53 million views across its first four seasons. This season returns to the free-for-all format of the first season and adds the 2D game "Jake's Neighborhood Swarm" and Flowcode QR code interactive technology to deepen consumer connections.
Google partners with Walmart Connect to enhance YouTube ad performance insights
Google announced a new partnership with Walmart Connect, allowing advertisers to use Walmart's audience and measurement data in Google Display & Video 360 to evaluate the impact of YouTube ads on Walmart store sales. Additionally, Google is testing richer Local Services Ads formats for real estate listings, providing detailed information such as pricing, images, and key home features, supported by the HouseCanary data platform.
Fox One positions itself as 'World Cup first' to win over hardcore fans as streaming home
Fox Corporation's direct-to-consumer streaming service Fox One launches a new ad campaign, 'The FIFA World Cup Comes First,' claiming full live coverage of all 104 matches of the 2026 World Cup. Created by Anomaly, the campaign features four 30-second spots showing absurd scenarios of lifeguards, driving instructors, and other characters sneaking looks at Fox One during work hours, echoing the reality that most weekday matches kick off during U.S. working hours.
Indeed responds to job market disconnect with 'People First' ads
Indeed has launched the 'Jobs Need People' integrated marketing campaign, conveying the message that 'jobs also need people' through channels such as television, streaming, and social media, and amplifying its reach through major events like the FIFA World Cup. The campaign comes against a backdrop of increased 'ghosting' by employers, longer unemployment cycles, and deep AI involvement in the recruitment process.
NBCU emphasizes the broad value of premium video in response to the rise of social media marketing
As brands shift more budgets to social and creator marketing, research by NBCUniversal with WPP's Gain Theory shows that premium video remains irreplaceable in the media mix. Simulations show that cutting premium video budgets leads to a 29% decline in incremental revenue, while advertisers who continue to invest can see a 54% increase in mid-funnel engagement.
Essentia Expands 'Change the Equation' Campaign Nationwide to Take on Summer and the World Cup
Essentia Water is expanding its 'Change the Equation' campaign, launched in New York last fall, to a nationwide scale with the release of a new brand film, 'Beat the Formula.' The campaign aims to challenge the traditional rules of the premium water category and features South Korean star Son Heung-min in personal ads and interview content.