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Levi’s Turns To Next-Gen Bots For Labor Efficiencies https://ift.tt/y3i9pfe Iconic denim retailer Levi Strauss & Co. is leveraging bot technology across its operations as it pilots shifting labor resources to higher-value initiatives. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ March 26, 2022 at 07:54AM
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Google Ad Showing How App Translates Eye Movement To Run During Oscars https://ift.tt/g4KeDco On Sunday during the 94th Academy Awards telecast, Google will debut a cinematic TV spot highlighting its free Look to Speak app, a tool available on Android phones that allows users to select from a menu of phrases by using only their eyes, which the phone then speaks aloud. The technology relies on the camera in the phone to read the viewer’s eyes. The spot, which airs Sunday, features Antoinette Fernandes, an ALS patient with a motor impairment who has been unable to speak since June 2020. It opens with a montage of all the ways that a look can speak. “A look can be honest, and true,” the narrator says. “A look can speak for you. Say what’s on your mind or in your heart.” Then it shows Antoinette’s first interaction with the app, and how with a mobile phone and a few glances, she can better communicate with her friends and family. “The Wisp Sings” by Winter Aid plays in the background. advertisement advertisement The spot demonstrates how the Look to Speak app, which offers customizable phrases, can help the millions of people who have speech and motor impairments more easily communicate in their daily lives. Somesuch produced the TV spot. Kim Gehig, an Australian director whose work spans commercials, music videos, documentaries, short films and branded entertainment, directed it. “A Look Can Say A Lot” builds on Google’s efforts during last year’s Oscars telecast to showcase the technology it is building to help people with disabilities communicate. KR Liu, head of brand accessibility at Google, believes products like these are about Google’s mission to help people access their world. Built on TensorFlow, an open-source platform for machine learning, and Android SDK, Look to Speak joins a suite of other tools developed by Google to help people with disabilities communicate, including Live Transcribe, Project Activate, Sound Amplifier, Live Caption, and Project Relate. Mobile Marketing via MediaPost.com: mobile https://ift.tt/tXAOvjE March 25, 2022 at 02:52PM
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Event Promotion Platform Evvnt Rolls Out Networkwide Upgrade https://ift.tt/gT8VIOW Evvnt Inc., the live-event promotion platform, announced that it’s rolling out the newest version of its event-discovery service across its network of customers and users. The New York-based company powers event promotion for media brands such as USA Today, Adams Publishing Group and Lee Enterprises. The platform is used across the 2,400-site network using discovery calendars to announce, promote and find local events ranging from comedy to local community events. Its model allows for what it calls submit-once, reach-everywhere marketing. Event planners and promoters get their events onto Evvnt calendars and into various online marketing and listing channels, with the option for newspapers to offer print listings as well. Media outlets, including newspapers, can get the calendar portion of the platform free or they can pay a monthly fee to buy into a revenue-sharing model. In the platform upgrade, the focus is on speed and faster calendars. “In this release, we aim to improve the consumer event-discovery experience with a real focus on search and mobile-user experience,” Evvnt founder Richard Green said. advertisement advertisement The redesign is aligned with Google best practice for mobile to increase functionality for local media websites to improve site speed, which has become very important for local publishers, according to the company. Evvnt CEO-U.S. Peter Newton said the company’s media partners will immediately see audience traffic growth with the new v2 calendars, including the new visitors that improved SEO brings. “We are already seeing spikes in self-transact marketing from event organizers, which means more revenue for our media partners,” he said. Evvnt’s advertising network includes 100 million-plus consumers, 250,000-plus event creators and 5,200-plus event-discovery calendars operating in the U.S. and worldwide. Mobile Marketing via MediaPost.com: mobile https://ift.tt/tXAOvjE March 25, 2022 at 12:57PM
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With Team In The Sweet 16, Gonzaga Star Endorses Gambling https://ift.tt/QhSJHG8 An A-list college basketball star endorsing casino gambling in a series of TV commercials represents a whole new wrinkle in the burgeoning, close relationship between sports and gambling. In one of the commercials, Gonzaga University star Drew Timme -- 6’10” sophomore whose team advanced last Saturday to the March Madness Sweet 16 -- is seen wearing a Gonzaga uniform and dribbling a basketball (pictured above) among the slot machines inside the Northern Quest Resort & Casino, according to a Wall Street Journal story published on Thursday. In another spot, Timme appears in a Gonzaga t-shirt seated at a roulette table and telling another gambler sitting beside him that he likes “No. 2,” which the other man acknowledges as Timme’s Gonzaga jersey number, the story said. advertisement advertisement The casino is in Spokane, Washington, and so is Gonzaga. The WSJ did not specify where the Timme spots are airing, but it appears likely that they are being seen locally and regionally in the Northwest. With a sophomore basketball player endorsing a local casino while clad in his college basketball uniform, the spots appear to challenge or possibly violate rules and policies on the subject of these kinds of endorsements. Like other colleges and universities that have achieved name-brand status because of one or more sports, the Gonzaga athletic department established its own Student-Athlete Name, Image, and Likeness (NIL) Policy. Such policies have been put in place following the NCAA’s lifting of long-standing rules that prohibited NCAA student athletes from earning money from endorsements and other means that have long been associated with professional sports. In the case of the Drew Timme casino spots, the relevant part of the Gonzaga policy is one that prohibits its student-athletes from promoting betting on sports. The policy is simple: “Gonzaga University prohibits NIL activities that … promote sports wagering activities.” In the copy written for the Timme spots, care was evidently taken to avoid, at least by a hair, a direct endorsement of gambling on sports. In this way, the spots may just narrowly skirt the Gonzaga and NCAA rules. But in the spots’ use of this star player endorsing a casino in his game uniform, and also endorsing betting on his jersey number at a roulette table, the spots come very close to an out-and-out endorsement of sports betting. And even if they fall a micron short of violating that boundary, then there is still the problem of optics. Here is this college sports star who is all of 21 years old enthusiastically endorsing gambling while wearing Gonzaga apparel. With these elements in mind, how can anyone fail to believe that he is tacitly giving a wink and a nod to gambling on sports and, in fact, his own college? It should go without saying, but gambling -- whether on horse races, basketball games or tiddlywinks -- is recognized as a serious addiction that can have devastating consequences for individuals, families and society at large. With that in mind, another phrase in the very same policy section as Gonzaga’s ban on promoting sports wagering is one banning NIL activities that “conflict with the University’s Catholic, Jesuit, and humanistic heritage and identity.” It is difficult to understand how a TV commercial starring a Gonzaga athlete who is endorsing gambling is not in conflict with those values. Endorsements of casinos and mobile sports gambling apps by top sports stars such as Peyton and Eli Manning shilling for Caesar’s Sportsbook -- are helping to bring big-time sports into closer alignment than ever before with the gambling industry, something which past experience shows will not end happily. And now, when a college basketball star is seen in TV commercials for a casino, that’s when you know the gambling fox is really in the sports henhouse. Mobile Marketing via MediaPost.com: mobile https://ift.tt/tXAOvjE March 25, 2022 at 07:14AM
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B2B Marketing News: B2B Conversion Priorities, Google’s Sweeping Analytics Change, Ad Market’s Continued Recovery, & YouTube’s New Livestream Features https://ift.tt/JrVgYZy The Top Benefits of a Data-Driven B2B Demand Gen Strategy B2B marketers have said that better leads, customer experience, and return on investment (ROI) were among the top benefits of effective data-driven strategy, while 54 percent said that quality data enables them to make more effective spending decisions, according to newly-released survey data of interest to digital marketers. MarketingProfs Prepare for the future with Google Analytics 4 Google will sunset its longstanding existing analytics incarnation in July 2023, and has laid out a plan encouraging users of the present version to switch to the new version, which adds greater privacy law compliance, while also removing access to analytics data from the current version, the search giant recently announced. Google [bctt tweet="“Data analytics isn’t some new magic bullet. It’s a way of leveraging the data that most every business has been quietly accumulating for years to deliver insights that lead to better decisions.” — Joel Snyder, Ph.D. @JoelSnyder" username="toprank"] Wanted in B2B ecommerce: smooth supply chains and skilled workers 43 percent of B2B sellers have said that a top challenge in 2022 will be achieving supply chain improvement, while some 39 percent noted that locating and maintaining staffing levels would be a key obstacle, with 38 percent having said that getting additional B2B customers to purchase online would be key — three of several statistics of interest to digital marketers contained in recently-released survey data. Digital Commerce 360 YouTube Launching 5 New Features For Livestreams Google's YouTube has released information about forthcoming new features, with an update that will allow marketers the ability to utilize multi-person live-stream events, recommend additional channels, and more, Google recently announced. Social Media Today U.S. Ad Market Marks A Full-Year Of Economic Recovery In February The U.S. advertising market’s rate of spending grew by 14.7 percent in February compared to the same month in 2021, with digital categories continuing to see the top performance gains, and helping to drive ad market expansion that has now grown for a full year, according to newly-released report data. MediaPost What Does it Mean for an Organization to be “Data Driven?” Trustworthy data, easy data management tools, and swift scalable data access topped the list of how corporate executives, directors, and managers define data-driven operations, with some 36 percent having said that flexibility and agility are key in both business and data practices, according to recently-released report data. MarketingCharts Report: Edge technologies will drive emerging tech investments in 2022 When it comes to investments in edge technologies, over half of global professionals at mid-to-large organizations have said that board directors were among the primary decision makers at their firm, more so than for traditional technology choices that typically see greater involvement of IT departments — one of several findings of interest to B2B marketers contained in newly-released report data from Gartner. VentureBeat Microsoft Data Shows Consumers Looking For Experiences Microsoft report data reinforces expanding consumer desire for in-person experiences — a trend that is likely to influence how marketers make a shift from virtual and hybrid events to physical experiences, accounting to recently-released findings from Microsoft Advertising Insights. MediaPost Email Marketing Benchmarks: Trends From 2021 Data from over 100 billion marketing emails has shown little variance in performance depending on which day of the week campaigns were sent, with only a small advantage in performance for Monday at 22 percent, while average open rates were around 20 percent in the advertising and marketing industry, according to newly-release report data. MarketingProfs Revenue Marketing Priority in 2022: Improving Conversion Rates When it comes to revenue marketing, B2B firms are prioritizing getting more middle and bottom of funnel conversions, while 40 percent of B2B marketers noted that technology was seen as the top barrier to driving both revenue and pipeline, according to recently-released survey data of interest to digital marketers. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at “user-generated content creep” by Marketoonist Tom Fishburne — Marketoonist Executive On Deathbed Requests Obituary Be Optimized For SEO — The Onion TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: B2B Conversion Priorities, Google’s Sweeping Analytics Change, Ad Market’s Continued Recovery, & YouTube’s New Livestream Features appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/NJMaERp March 25, 2022 at 06:06AM
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New CTV Fraud Scheme ViperBot Stealing $8 Million A Month https://ift.tt/oMLtdB2 DoubleVerify, the digital media-measurement company, has identified a brand-new fraud scheme called ViperBot that is stealing over $8 million in ad spend every month across two of the industry’s digital channels — connected TV and mobile video. ViperBot strips the code verifying ad impressions from measurement providers like Oracle, IAS and Pixalate, and then conceals and redirects the code through real devices to hide the fraud activity. Although DoubleVerify says customers are currently protected from the scheme, ViperBot continues to spoof more than five million devices and up to 85 million ad requests per day. In 2021, four CTV-focused fraud schemes cost publishers a collective $144 million, according to DoubleVerify. The company believes major efforts over the year may have cost major individual publishers between $1 million and $5 million a month. CTV platforms and mobile in particular have been heavily targeted by fraudsters, said Jack Smith, chief product officer of DoubleVerify, especially “where higher CPMs make it a more attractive target, but this new redirection tactic can be applied across many environments.” advertisement advertisement Last month, DoubleVerify said a recent test found advertising content continues to “play” while a TV set is off. This happens in “one of four top environments” that continue to play programming, including “recording ad impressions... when the TV screen itself is in fact turned off but a CTV device or app remains on.”
Mobile Marketing via MediaPost.com: mobile https://ift.tt/tXAOvjE March 24, 2022 at 05:36PM
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Ted Danson Helps Consumer Cellular Fight Competitors' Mobile Oversell https://ift.tt/XNHoymE
Two :30 spots, running on major broadcast networks, feature one of TV’s most venerable stars: 74-year-old Ted Danson, who won two Emmys for “Cheers” in the ‘90s and currently stars in NBC’s “Mr. Mayor.” In “Same Map,” Danson helps out a woman who’s being pitched a “premium” cellular plan by a store salesperson. “What does that mean?” she asks. “I think it means it costs more,” Danson replies. advertisement advertisement In “Stuff,” a couple is pitched a mobile plan that not only offers “unlimited talk, data and text,” but also “six hotspots, concert coupons, cable subscription, dental cleanings” and more. “Do we need all that?” the couple asks. “You should use Consumer Cellular,” says Danson. “They have everything you need, nothing you don’t.” Both commercials include a tag for Target. “They are meant to rebuff the big carriers’ need to confuse and oversell their services," the brand told Marketing Daily. “We are presenting wireless as straightforward and simple -- clearing up a few myths along the way.” When Consumer Cellular claims to offer the same coverage area as the big guys, it’s because it does: the company’s phones use either the AT&T or T-mobile network. The TV spots are part of a larger campaign -- running through year’s end and also featuring Danson-- that includes digital, social and print media. Crispin Porter Bogusky worked with production company Arts & Sciences on the commercials, using the Association of Independent Commercial Producers’ Double The Line initiative to include BIPOC (Black, Indigenous, and people of color) talent. Earlier this year, for the 12th straight year, J.D. Power named Consumer Cellular as the top wireless provider in terms of customer care and purchase experience. The 27-year-old company offers a 5% discount to AARP members. Mobile Marketing via MediaPost.com: mobile https://ift.tt/tXAOvjE March 24, 2022 at 04:38PM
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DoubleVerify Exposes Fraud Scheme Spoofing 85M Ad Requests Daily https://ift.tt/v4VDLK1 DoubleVerify on Thursday announced the discovery of ViperBot, described by the company as “a sophisticated advertising fraud scheme that attempts to steal over $8 million each month in ad spend” across connected television (CTV) and mobile video. Mark Zagorski, CEO at DoubleVerify, called ViperBot "one of the most sophisticated fraud schemes" the company has identified. DoubleVerify said its clients are protected from the scheme, but the code continues to spoof more than five million devices and up to 85 million ad requests daily. The company identified ViperBot in Q4 2021. Its peak activity occurred during the busy holiday season between Q4 2021 and Q1 2022. During this time, there were spikes. Here’s how it works: ViperBot strips the code that verifies ad impressions from providers like Oracle, Integral Ad Science (IAS) and Pixalate, and then conceals and redirects the code through real devices to hide the fraudulent activity in an attempt to go undetected. advertisement advertisement ViperBot relies on verification stripping, the removal of verification tags set by providers, and a new tactic, discovered by DoubleVerify called verification redirection. Now fraudsters not only remove verification tags from the ad being delivered, but also reinsert them inside of cheap ad slots running on real devices in an attempt to prevent detection, making it difficult for measurement providers to recognize fraudulent activity. DoubleVerify’s technology powers DV Fraud Lab, a dedicated team of data scientists, mathematicians and analysts from the cyber-fraud prevention community. The Fraud Lab relies on a variety of approaches to detect fraud, from AI and machine learning to manual review. Last month, DoubleVerify reported that CTV fraud schemes cost publishers $144 million in 2021, identifying three schemes in late 2020 and one in early 2021 that cost publishers between $1 million and $5 million a month. Mobile Marketing via MediaPost.com: mobile https://ift.tt/tXAOvjE March 24, 2022 at 02:50PM
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Behavioral Advertising 'Warped' Phones, Should Be Banned, Watchdog Says https://ift.tt/wtONnfb The influential digital rights group Electronic Frontier Foundation, which has long advocated for online privacy, is now calling for an outright ban on behavioral advertising. Behavioral targeting -- meaning serving ads to people based on their activity online and across apps -- “is almost single-handedly responsible for the worst privacy problems on the internet today,” the group writes. Among a host of criticisms, the watchdog says that behavioral advertising has “warped” technological development to the point where mobile phones are designed to snoop on users. The organization points to mobile phones' advertising identifiers, writing that they “were created for the sole purpose of enabling third-party trackers to profile users based on how they use their phones.” Those identifiers, which consist of unique alphanumeric strings, “allow brokers and buyers to easily tie data from disparate sources across the online environment to a single user’s profile,” the digital rights group says. advertisement advertisement Last year, despite intense opposition by advertisers, Apple began requiring app developers to obtain iPhone and iPad users' opt-in permission before accessing those identifiers. Google still allows developers to access its mobile ad identifier on an opt-out basis, and apparently will continue to do so for at least the next two years. But the company has said that at some point in the future, it plans to limit data sharing across apps. At one point, privacy advocates likely would have been satisfied with moves such as Apple's decision to require opt-in consent to mobile tracking. But the Electronic Frontier Foundation -- along with other privacy watchdogs -- is now going further, arguing that behavioral targeting is so harmful that it should be prohibited altogether. “Behavioral data is the raw fuel that powers targeting, but it isn’t just used for ads,” the Electronic Frontier Foundation writes. The organization elaborates that data collected for ad purposes -- including geolocation data gathered from mobile phones -- can also be accessed by outside agencies, including law enforcement authorities. What's more, even when tracking data is used for advertising, it can facilitate violations of civil rights laws, the group writes. “Advertisers can specify a set of people they want to reach, then deputize Facebook or Google to find people who, based on their behavior profiles, are 'similar' to that initial group,” the organization writes. “If the advertiser’s list is discriminatory, the 'similar' audience will be, too.” The digital rights group says lawmakers should ban any company that delivers online ads from targeting people based on their web searches, sites visited, content created, geolocation or fitness tracker data, among other factors. The organization's call for a ban on targeting comes as the Federal Trade Commission and Congress are considering separate proposals to prohibit behavioral advertising. In January, three Democratic lawmakers introduced the “Banning Surveillance Advertising Act,” which would outlaw most forms of behavioral targeting. The FTC is also mulling a petition from the group Accountable Tech, which is seeking a ban on behavioral advertising. Mobile Marketing via MediaPost.com: mobile https://ift.tt/Q2Zq340 March 23, 2022 at 02:58PM Watchdog Breaks Outdoor Buy Targeting Fox News Advertisers Asserts Channel Is 'Kremlin Approved'3/23/2022
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Watchdog Breaks Outdoor Buy Targeting Fox News Advertisers, Asserts Channel Is 'Kremlin Approved' https://ift.tt/jkmAIQ4 Fox News Channel has had a number of slogans since its inceptions -- from "The Most Powerful Name In New" to "Fair and Balanced" to "Standing Up For What's Right" -- but media watchdog group Media Matters for America will begin promoting a new one on outdoor media Wednesday: "Fox News Is Kremlin Approved." The slogan, which will be mounted on mobile billboards that will circle the Fox Studio lot in Los Angeles, is one of four that will be rotating through the campaign. The others include "Putin Loves Fox," Fox News' COVID Coverage Kills," and one that targets people in the ad industry explicitly, ""Your Ad Dollars Support Kremlin-Approved Content." The outdoor campaign supports a Media Matters study released today analyzing the magnitude of Fox News' pro-Russia "talking points" every day since Russia invaded Ukraine. advertisement advertisement "The billboard warnings show how Fox traps advertisers in a losing battle with the misinformation and bigotry of their content, and encourages partners to be extremely cautious about getting their brand involved with the company," Media Matters said in a statement, adding, "Financially supporting Fox News’ Kremlin-approved propaganda, deadly medical misinformation, bigotry, and hate is guaranteed to damage the reputation of any brand or shareholder." Mobile Marketing via MediaPost.com: mobile https://ift.tt/Q2Zq340 March 23, 2022 at 02:51PM |
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