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Dr Pepper Devotes More Ad Budget To TV Than Rivals Coca-Cola, Pepsi https://ift.tt/12lXdr8 Earlier this year, Dr Pepper made headlines for the milestone of passing competitor Pepsi to become the number-two cola in the country. Another area where the brand surpasses Pepsi is TV ad spending. Marketing insights company MediaRadar released a report on the biggest TV advertisers in the soft-drink category for the first four months of 2024. By one metric, Dr Pepper eclipsed even Coca-Cola. The brand devoted 92% of its ad spending to TV during that time period, according to MediaRadar's analysis -- more than any other brand in the category. Pepsi spent approximately 72% of its ad spending on TV for the first four months of 2024, with Coca-Cola spending around 52% of its budget to the channel. “Notable TV ad campaigns for soda over the years include Coca-Cola's polar bears and Pepsi's star-studded commercials,” MediaRadar founder and CEO Todd Krizelman said in a statement. “There is a reason why these brands choose to spend more heavily on TV compared than other formats, because TV provides wide visibility for them. advertisement advertisement “Over the past two years we've seen Dr Pepper contribute the most to TV advertising relative to its spend, with memorable campaigns such as ‘Fansville’ ads. Dr Pepper is prioritizing TV in 2024 -- "which may have been a factor in beating Pepsi to become the second-most popular soda,” he added. “It will be interesting to see if this strategy holds going forward – if Dr Pepper chooses to double down to keep that spot, or if they’ll ease back.” Ad spend for the soft-drink category was down as a whole for the period, with $204 million spent in soft-drink advertising during the first four months of the year – down around 10% from the $228 million spend over the same period last year. Of that, more than $133 million came from the category’s trio of top brands, accounting for 65% of the category, but each decreased spending overall. Of the three big soft-drink companies, Dr Pepper slashed ad spending the least during this time period, decreasing spending 5% compared to decreases of 18% and 45% for Coca-Cola and Pepsi, respectively. Coca-Cola had the highest total for TV ad spending, with $40.7 million on the platform through the end of April -- a 46% decrease compared to its spending over the same period last year. Dr Pepper spent $29 million on TV advertising, down around 1% from last year, while Pepsi spent just $17 million – a 54% YOY decrease. Coca-Cola's dip in TV ad spend comes as the brand continues to invest heavily in digital ad channels, following the introduction of its Studio X global digital marketing and content platform. The brand increased digital ad spending over 300% in the first four months of 2024 compared to that period last year, to around $31 million – with digital channels representing around 40% of its ad investment overall during the period. Of that, 51% was devoted to mobile advertising, with online video accounting for 22% and paid social 14%. Dr Pepper took a very different approach. The brand decreased its digital spending by 19% to $2.3 million, according to MediaRadar, with such channels representing just 7% of its total spending, 36% of which went to paid social. Pepsi, by comparison, decreased its digital ad spend around 2% YoY to a little shy of $5.3 million, representing 23% of its ad spend overall. Paid social spend accounted for 24% of Pepsi's digital ad spending, with 18& going to online video. Mobile Marketing via MediaPost.com: mobile https://ift.tt/W7MeEhP July 23, 2024 at 06:25PM
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Southwest Airlines Teams With TikTok Creators For 'Shoppable Flights' https://ift.tt/o9JN31W ![]() Southwest Airlines is meeting younger consumers where they are at: TikTok. The airline has launched a “shoppable flights” program allowing TikTok audiences to book right from their favorite social app. To promote the “shoppable flights,” Southwest teamed up with agency GSD&M and ten different TikTok creators based in key markets for the airline including Austin, Chicago, Hawaii, Las Vegas, Orlando and San Diego. These creators worked with the brand to share unique content, featuring a “book now” button allowing viewers on TikTok to book their flights directly from these engagements for the 14 weeks it is running. A campaign teaser showcases the booking feature and content with TikTok creators including “TheHockeyGuys,” “JoshVFX” and “snowboardjesus.” advertisement advertisement "We've seen the power of influence at work with our Customers and Employees and see the value that comes from our partnerships," Southwest Airlines Director of Brand and Content Julia Melle said in a statement." Southwest will offer the unique TikTok booking experience for audiences on the platform through October 14. The airline also recently introduced a “Summer of Go” sweepstakes. The promotional contest offers those who enter a weekly chance to win one of ten destination prize packages to enticing vacation destinations. Southwest also just announced a partnership with the National Park Foundation, the National Park Service's official charitable partner dedicated to protecting and enhancing America's National Parks. 'The airline made its Bozeman, Montana flight -- located between Yellowstone National Park and Glacier National Park-- its “Summer of Go” destination for this week. To celebrate the partnership, Southwest will also be hosting an experiential popup event for select flights from Denver to Bozeman and Fresno, California (located near Yosemite, Kings Canyon, and Sequoia National Parks), featuring National Park trivia and promotional giveaways. These include a co-branded Southwest and National Park Foundation reusable water bottles and “America the Beautiful” passes providing entrance and amenity fees for participating federal recreation and national park sites for a full year. "The National Park Foundation's focus on engaging people with America's national parks aligns with Southwest's legacy of making air travel affordable and giving people the freedom to fly," Southwest Airlines managing director, corporate responsibility," Laura Nieto said in a statement. The campaign arrives as Southwest faces ongoing challenges this year. In April, the airline announced a series of layoffs and the shuttering of its operations at four airports, largely due to ongoing issues with aircraft manufacturer Boeing. More recently, Southwest has faced scrutiny for safety issues being investigated by the Federal Aviation Administration, and cans of soda have exploded on Southwest flights due to summer heat. On an earnings call with investors in April, Southwest Airlines president and CEO Ben Jordan said the airline would be making "additional network adjustments to specifically address underperforming markets and adjusting capacity,” while “enhancing revenue performance in the intermediate term through marketing and revenue management efforts,” and alluded to “major marketing efforts” on the horizon “to drive demand and loyalty.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/W7MeEhP July 23, 2024 at 06:25PM
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Google Alternate Third-Party Cookie Strategy: Reactions From Anger To Relief https://ift.tt/HsQ9WbB Some ad executives were relieved to learn Monday that Google’s approach to third-party cookie deprecation would not be an all-or-nothing strategy that still prioritizes consumer privacy. Others were downright angry. When it came down to the demise of online cookies, cooler heads prevailed, Eli Goodman, CEO of Datos, a Semrush company, told Media Daily News in an email. Google revealed plans Monday to scrap its years-long efforts to completely eliminate third-party cookies on Chrome, and give consumers a choice. The search company plans to keep third-party cookies for those who don’t want to disable them, but will roll out a new solution that allows them to decide how and when to protect their privacy in Chrome. They can adjust that choice at any time. Goodman called the reversal of fortune for the advertising industry a significant step in collaboratively building an internet that supports ethical data monetization, ensuring that consumers can continue to enjoy free services. advertisement advertisement “The biggest winners here are advertisers, who will have a stable path forward with the knowledge that they can continue to build on solutions that use cookies, he said. “During the next few months, I expect to see an influx of new advertising solutions that utilize AI to analyze cookie-based data to better target customers.” Not all in the industry view Google's path to this decision as completely positive. A lot of work has been dedicated to the attempt to make a cookieless targeting strategy work. “Google’s announcement underscores Google’s ongoing commitment to profits over user privacy, Lena Cohen, technologist at the Electronic Frontier Foundation, wrote in an email. “Safari and Firefox have blocked third-party cookies by default since 2020, when Google pledged to do the same.” Cohen believes third-party cookies are one of the most pervasive tracking technologies, enabling advertising companies and data brokers to collect and sell information about users’ online activities. It can lead to bad actors buying sensitive information and predatory ad targeting. She called the half-turnaround a “direct consequence of their advertising-driven business model,” because other browsers have blocked cookies for years. Third-party cookies to track individual users’ activity across the web have long been used to gather information and serve targeted ads. They have been blocked from some browsers, such as Microsoft Edge, Mozilla Firefox and Apple Safari, to enhance user privacy. "The uncertainty and thrash Google created since the company began promising the demise of cookies underscores why brands shouldn’t rely heavily on third-party data sources," said Scott Opiela, CMO at Acoustic. "Big tech companies like Google create walled gardens around consumer data, making brands struggle to understand customers on an individual level and form closer customer relationships." He believes brands must own their customer data rather than relinquishing control and relying on the unpredictable policies, roadmaps, and strategies of external sources. "First- and zero-party data collected through brands’ owned channels like websites, email, SMS, and mobile push notifications remain critical to engage consumers effectively. Future-proofing marketing operations and creating a customer engagement strategy must prioritize consumer privacy." Mobile Marketing via MediaPost.com: mobile https://ift.tt/bVQmlYD July 22, 2024 at 09:08PM
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EchoStar Revamps Boost Brand Under Unified Boost Mobile https://ift.tt/xcM8aZ6 Boost Mobile is rebranding as it introduces a new 5G network and simplified offering, including the introduction of a new logo and visual identity. Parent company EchoStar is simplifying the brand’s offering and combining Boost Mobile and Boost Infinite under the former brand umbrella as part of its rebranding effort. As part of the revamp, parent company EchoStar is combining prepaid wireless network offering Boost Mobile and postpaid offering Boost Infinite under one Boost Mobile brand identity. Boost Mobile launched a revamped digital presence to introduce the new branding – including a new website unifying what was previously the two brands. “One identity allows Boost Mobile to deliver better value to customers through a holistic approach and strategic vision in a singular experience -- uniquely offering both prepaid and postpaid services under one brand,” the brand explained in a release announcing the news. “Boost Mobile is now the only nationwide carrier with both prepaid and postpaid mobile services under one name because Boost believes how you pay is not a product,” the brand wrote in a release announcing the news. advertisement advertisement Boost Infinite’s absorption into the Boost Mobile brand is reflected in the new logo, which includes an infinity symbol, which the brand claims represents “the combination of the best of prepaid and postpaid,” as well as reflecting a commitment to constant evolution. In support of the rebranding and 5G launch, Boost Mobile is launching a national brand and advertising campaign, focused around promoting itself, and its $25/month Unlimited plan as “the ultimate value in wireless.” It is also offering a 30-day money-back guarantee on the plan, as part of the promotion. A campaign hero ad posted to the brand’s YouTube page, “New Network,” introduces the refreshed Boost Mobile to audiences as a newly “major network,” while exemplifying the sales pitch leaning into the range of its 5G network offering and affordability of its plans. A series of other ads in the campaign posted on the brand's YouTube channel lean further into promoting the extensiveness of the 5G network, the value of the deal, and the money-back guarantee. "There is too much complexity in the wireless market today. Boost Mobile is simplifying its digital purchasing experience and offerings to give consumers more flexibility and choice with unbelievable value." Hamid Akhavan, CEO and president of EchoStar, parent company of Boost Mobile, said in a statement: "Today's announcement is the first step of many designed to further empower Boost Mobile customers. In contrast to other carriers that continue to raise rates, add fees and layer extras into plans that customers simply don't want or need, Boost is delivering transparent plans that allow customers to buy exactly the services they need, while saving hundreds of dollars annually compared to other wireless carriers." Mobile Marketing via MediaPost.com: mobile https://ift.tt/bVQmlYD July 22, 2024 at 09:08PM
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What Does a B2B Marketing Funnel Really Look Like? https://ift.tt/xibYfE4 The concept of a marketing funnel is one of the core differentiators between B2B marketing and B2C marketing. This audience-centered model creates a tangible and visual depiction of the long and complex nature of B2B purchase cycles, while also providing a framework for marketing teams to build their strategies around. What is the B2B marketing funnel?The B2B marketing funnel is a representation of the progressive stages that businesses and their decision makers go through when making a purchase. It is described as a funnel to portray the expected narrowing of an audience from the top point (broad awareness) to the bottom (converted customers). Traditionally, the B2B marketing funnel has been divided into five categories. Stages of the B2B marketing funnel
Marketers often use the marketing funnel as a way to categorize and position their content. For example, top-of-funnel (TOFU) content might be focused on building brand awareness and expanding visibility with your target audience. Bottom-of-funnel content (BOFU) is usually more oriented toward warm prospects who are already familiar and more likely to take action. B2B marketing funnel vs. B2B sales funnelAlthough they are often used interchangeably, you might sometimes hear “marketing funnel” and “sales funnel” referenced in different contexts. Some companies distinguish the two models based on their specific functions. A B2B sales funnel might look more like this:
The two variations are fundamentally similar in that they narrow down a broad field of potential customers into a more qualified set and eventually convert some of this set into won customers.
Why the top of the funnel mattersHistorically, B2B marketers have had an understandable tendency to focus overwhelmingly on the lower part of the funnel. They are under pressure to drive and prove results, and the bottom of the funnel is where marketers can demonstrate their most direct revenue impact. However, it’s critical for B2B companies to recognize that the vast majority of their potential buyers, at any given time, are not actively in the market for their solution. Marketing only to the small fraction of people who are ready to buy means missing a huge opportunity to develop brand recognition and salience with those who will be ready to buy in the future. An effective upper-funnel strategy is essential for maximizing conversions within that segment of active buyers. Someone who knows, trusts and likes your brand is more likely to remember it or consider it when a need arises. Reaching buying committees early is vital: A study by McKinsey found brands that made it into the initial consideration set were more than twice as likely to win business compared to brands considered later in the decision journey. Read more on our blog: Top SEO Strategies for Lead Generation Shortcomings of the B2B marketing funnelThe funnel concept is valuable as a shorthand tool for explaining the B2B customer journey and how marketing interacts with it at a high level. However, certain limitations should be considered, such as:
As Anouschka Elliott of Goldman Sachs Asset Management shared with Marketing Week: “The funnel is very, very useful to explain to non-marketers what we do… But we’re missing advocacy, we’re missing the loyalty, we’re missing that continued relationship we need to be building, and all of the complexity of the actual journey.” Despite these shortcomings, the B2B marketing funnel is certainly helpful for orchestrating your marketing strategy at a high level. Here’s a framework. How to build a B2B marketing funnelBuilding a customized B2B marketing funnel tailored to your specific brand, solutions, and audience is a helpful exercise for guiding your keyword strategy, content creation, and measurement approach. #1. Conduct in-depth audience research Lay groundwork for your marketing funnel by understanding it from the perspective of your customers and prospects. #2. Develop an intent-based customer journey map Intent-driven keyword research will help you understand how your audience searches for information and engages with content at each stage of the marketing funnel, from their first interaction to the completed purchase. #3. Create strategic content for various funnel stages Organize your content strategy around the marketing funnel, as informed by your customer journey map, to ensure you are meeting user intent at every stage. CTAs should be dictated by the logical action that helps prospects progress forward. #4. Integrate organic and paid marketing activities A balanced and coordinated combination of organic and paid marketing helps a full-funnel strategy work. Use broad organic acquisition to fill the upper funnel and invest in paid media to generate demand, nurture prospects, and convert customers. #5. Measure and optimize As with any aspect of B2B marketing, rigorous and relentless measurement will hold the key to success. Track the effectiveness of your content and ads relative to their specific funnel stages to keep optimizing for desired outcomes across the customer journey. Which content works at different funnel stages?The answer to this question will vary based on the brand, solutions and audience. However, a survey by Semrush (via Search Engine Journal) found that these content types are most effective at different marketing funnel stages. As you’d expect, educational content and resources are most popular at the top, while case studies and product information lead at the lower funnel. Top of Funnel Content:
Middle of Funnel Content:
Bottom of Funnel Content:
Measuring results across marketing funnel stagesEnsuring that your measurement strategy aligns to your marketing funnel is how you verify that you are optimizing for the right outcomes. For example, marketers who measure solely by lower-funnel metrics are at risk of sacrificing future growth by overlooking key upper-funnel metrics. These are some common marketing metrics used at each stage of the B2B funnel: Awareness
Interest
Consideration
Conversion
Retention & Advocacy
Keep your B2B marketing funnel flowingThe support of seasoned experts who fully understand the B2B marketing funnel and its fundamentals is invaluable. Learn about TopRank Marketing’s strategy and planning services, and how we can help you build a sustainable growth machine. The post What Does a B2B Marketing Funnel Really Look Like? appeared first on TopRank® Marketing. Mobile Marketing,SEO via Hubspot https://ift.tt/gRYe68n July 22, 2024 at 11:09AM
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Bundle Trouble: New Streamers, Legacy TV Package Deals Not All Working? https://ift.tt/mTc6RSO Charter Spectrum’s groundbreaking Walt Disney carriage deal -- that included Disney+ -- isn’t working out, according to reports. Only an estimated one million of 9.5 million subscribers of Charter Signature Select pay TV package have accessed Disney+, according to one report. That means a lot of wasted carriage expenses for Charter. So bundling isn’t always a good thing? Maybe rolling in streaming platforms into still traditional looking legacy pay TV packages isn’t such a smooth experience for consumers. Would Charter Corp. -- and Charter consumers money -- save money if they didn’t want Disney+. Easily opting-out of a streamer for a month or so, if desired, is now a standard adjustment for modern streaming TV consumers. There are other concerns, according to analysts. For example, Charter doesn’t allow Disney+ subscribers on its Signature Select package to upgrade to ad-free Disney+. advertisement advertisement That means you have to add Disney+ via another streaming distributor. You would then -- in effect -- be paying for two. All the while, LightShed Partners media analyst Richard Greenfield says Disney is benefiting from getting between $3 and $4/month per subscriber for those 9.5 million, whether they use it or not. Greenfield also notes that current Charter subscribers may have trouble finding where Disney+ exists on its platform. Charter believes -- as do others -- that bundling continues to be important, now in the world of streaming -- including now-hybrid linear-streaming packages. For those purists, other companies are thinking of streaming-only bundling (which could be attached to broadband and mobile services) like Verizon, T-Mobile. In addition, companies like Walt Disney are striking their own deals -- for example, a Disney+, Hulu, Max Bundle. Think about other media combination themes when it comes to retail distribution. Is this good news? Not really. All this to cause massive confusion for consumers -- who sometimes forget where, when and what streamers are accessible to them, given their current media packages. Even TV Watch was confused and lost when a separate subscription was thought to be necessary to watch an important cycling sports event. As it turns out, Max -- through its sister sports pay TV service Eurosport, via Max’s sister streamer discovery+ -- was packaged on DirectTV with an HBO linear cable TV addition to the bundle. Got it? (I barely do.) Truth is, any distribution of linear and/or streaming packages of programming want subscribers to stay around for a long time -- without “cord-cutting,” without churning (the subtraction or addition or networks/streamers). That can come with bundling, and the lure of price savings... but only if you commit for a long period of time -- for example, a year. This builds on the longtime notion of convincing subscribers what a good deal legacy TV networks is -- hundreds of channels for $50- $80 a month. In essence traditional pay TV companies want to lure those consumers back -- via limited-term price deals. Question is what happens to those deals a year from now. Opt-out, stay-in? Or maybe just go all ‘a la carte” and manage streaming and linear on a case by case basis. Modern TV-video consumers may want to be fully in control. If that’s the case, the business will change again. Mobile Marketing via MediaPost.com: mobile https://ift.tt/bVQmlYD July 22, 2024 at 09:18AM
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Snapchat Launches 'Unconventional' AR Sports Series With Creators, Brands https://ift.tt/ETqtBUS ![]() Snapchat's new “Snap Sports Network” is an immersive in-app viewing experience devoted to highlighting “unconventional” sports including dog surfing, hobby horsing, professional pillow-fighting, gurning (a British sport based on making the ugliest facial expression) and more. Each episode will feature popular Snap creators and brand sponsors. According to Snap, 180 million Snapchatters watch sports coverage every month on average, and 67% of users report that Snap filters and Lenses offer a unique sports content experience, while 55% say the platform is their favorite for staying connected with sports-related content. The social-media platform is trying to channel the viewing habits of its users while making the experience unique to the app. “We'e covering sports in our own lighthearted and wacky way and inspiring Snapchatters to engage with unique sports they'e never tried before,” the company wrote in a recent blog post. advertisement advertisement Running from July 19 through August 7, Snap Sports Network will consist of six episodes featuring “high-energy” segments celebrating the most recent unconventional sports content captured by Snapchat users across the globe. Other social media apps have channeled semi-unconventional sport coverage to both bolster their video output and persuade users to spend more time on the platforms. X, for example, has showcased its foray into original sports programming by signing a partnership with Ice Cube's Big 3 post-professional basketball league. To bring in-app viewership to Sports Network episodes, Snap has tapped popular sports creators like Kris London, known for his basketball and gaming videos; award-winning scientist, actor and National Champion trampolinist Rachel Pizzolato; former basketball player and host on Big 3 coverage and CBS Sports Rachel DeMita; as well as comedy creator Tony Talks. Snap is also including brand partnerships for the launch, including e.l.f. Cosmetics, which was featured in Snap's first virtual makeup product last year.
Alongside the weekly content series, Snap has launched Sports Network AR Lenses for further fan-to-fan engagement. In fact, the whole show will be shot with custom-built Lenses. “Instead of building a practical set to shoot our newsroom, our team built a Newsroom AR Lens that Snapchatters will be able to engage with,” the company explains, adding that it has developed additional custom AR Lenses “to get Snapchatters in the competitive spirit.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/MRAIJgF July 19, 2024 at 02:37PM
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Massive Outage Impacts Advertising, Publishing - What We Know https://ift.tt/34dCwYf A massive information technology glitch impacted Microsoft cloud-computing services early Friday, with cybersecurity company CrowdStrike reporting the outages as a result of one of its routine software updates gone wrong - "not a security incident or cyberattack." Windows computers affected by the outage worldwide will need to be rebooted, CrowdStrike said in a statement on Friday. Microsoft announced Friday morning that its 365 apps and services have recovered, but some individual customers but may still be impacted. While the glitch took down operations for many airlines, hospitals, transit systems, it also took down or slowed websites, publishing services, and apps used by advertisers and developers. CrowdStrike, which provides cybersecurity services and software for many large corporations using Microsoft systems, issued a software update to automatically fix systems, but it seemed to have only fixed some computers. Others, the company said, may need to be manually patched and restarted. advertisement advertisement "The recent CrowdStrike outage caused a significant issue with Microsoft Azure, driving widespread disruption across many apps relying on Azure," Adam Smart, director of product and gaming at AppsFlyer, wrote in an email to MediaDailyNews. "While we’ve seen impacts across so many industries, this outage came with significant implications for mobile marketers and their user acquisition campaigns. When apps go down, the user experience takes a direct hit, tarnishing the app's reputation and often leading to user abandonment." Smart explained in the email that each minute an app is down translates to lost revenue, user churn, and wasted advertising spend. He did not provide an among of revenue lost per minute, but called it "insane," especially in gaming. AppsFlyer, for example, works with gaming app developers and publishers that spend more than $1 million per day in user acquisition. If their app is down for half the day due to an outage, they are unlikely to recover or gain benefits from that $500,000 investment. George Kurtz, president and CEO of CrowdStrike, told NBC News that the problem could persist for some time. In recent days, all types of glitches from companies have occurred. The most notable for the advertising and ecommerce industry occurred with Amazon, which temporarily had to shut down its systems when its advertising portal crashed Tuesday night, temporarily disrupting the company's Prime Day sales event. It also disrupted the ability for media buyers to log in to the platform. Despite the slight setback during the first day, Adobe Analytics data estimates consumers spent $14.2 billion during the two-day sale -- up 11.0% year-over-year (YoY), setting a new record for Prime Day. Mobile devices drove 49.2% of online purchases versus desktop shopping. Over both days, $7 billion was spent through mobile devices -- up 18.6% YoY. “Companies will always be limited in what they can do, it's not their infrastructure to upgrade or maintain - just like when anything goes down, get creative and consider all your options,” said Elizabeth Marsten, vice president of innovation and growth of commerce media at agency Tinuiti, in reference to the Amazon outage. “In our case, because we had an API connection via Skai as a campaign management platform, we were able to push changes through. I debate on how much even Amazon can do as well - even with all the computing power they have, the demand is astronomical, especially when crammed into a two-day period.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/MRAIJgF July 19, 2024 at 12:31PM
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Google, Microsoft, OpenAI, Others Launch Coalition For Secure AI https://ift.tt/lESJFO4 Major technology companies have created a new industry group aimed at enhancing security in artificial intelligence (AI) amid its rapid growth and adoption in many industries including advertising, media buying, marketing, and content creation for websites, mobile apps and television. The Coalition for Secure AI (CoSAI) framework will operate as an open-source group intended to share methods, standards, and tools. It provides developers with tools to create secure-by-design AI systems. Anthropic, Amazon, Cisco, Google, IBM, Intel, Microsoft Nvidia, and PayPal are some of its founding members. CoSAI PGB co-chairs are David LaBianca, Google senior director, as well as Omar Santos, engineer and AI security research at Cisco. Both are recognized as leaders in the cybersecurity community. Members of the executive team officially announced the industry group this week. The group aims to “create a future where technology is not only cutting-edge but also secure-by-default,” Santos wrote in a blog post. advertisement advertisement He explained that “CoSAI collaborates with NIST, Open-Source Security Foundation (OpenSSF), and other stakeholders through collaborative AI security research, best practice sharing, and joint open-source initiatives.” CoSAI, where possible, will collaborate with other organizations driving technical advancements in AI such as Frontier Model Forum, Partnership on AI, OpenSSF, and ML Commons. The coalition’s launch comes during a pivotal moment to secure AI and applications and services built on the technology. CoSAI will be housed under OASIS Open, the international standards and open-source consortium. Google Vice President of Security Engineering Heather Adkins wrote in a blog post that the organization will help to prepare “defenders for a changing cybersecurity landscape: When handling day-to-day AI governance, security practitioners don’t have a simple path to navigate the complexity of security concerns.” In other words, the group’s work will address the security impact of AI use. The framework will scale mitigation strategies with the emergence of offensive cybersecurity advancements in AI models. Ironically, the experts launched the group during the same week that a huge Microsoft outage linked to CrowdStrike took down computers around the world. The company said the meltdown affecting airlines, banks and businesses was not due to a cyberattack, but was partly due to a software update, CrowdStrike said. “CrowdStrike is actively working with customers impacted by a defect found in a single content update for Windows hosts,” the company wrote in a blog post on its website. “Mac and Linux hosts are not impacted. This is not a security incident or cyberattack.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/MRAIJgF July 19, 2024 at 10:26AM
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Apple's Olympic 'Shot On An iPhone" Campaign Celebrates '2036 Hopefuls' https://ift.tt/3nLNI7y ![]()
For its 2024 Paris Olympics campaign continuing the long-running “Shot on an iPhone” series, Apple is looking ahead -- far ahead. Aiming to demonstrate the capabilities of the iPhone 15 Pro’s advanced photography features, the brand’s “2036 Hopefuls” campaign celebrates today’s young aspiring athletes who could go on to Olympic glory in a dozen years or so. It was shot by renowned sports photographer Walter Iooss Jr., who spent over 50 years as a contributing photographer for Sports Illustrated, and worked on an extended study of Olympic athletes working their way to the 1984 Los Angeles Summer Olympics for Fujifilm called “Shooting for the Gold.” The series documents talented young athletes across sports including table tennis, gymnastics, baseball, swimming, skateboarding and boxing. All of the athletes involved are under the age of 10 years, according to LBB, with the youngest a U.S. gymnast and a baseball player from Mexico. advertisement advertisement Apple posted a video ad documenting the making of the photo series on its Instagram channel, which features a track by the young musician/producer St. Panther. The company posted the video alongside the message; “Commissioned by Apple. While the world is focused on legendary athletes of today, we partnered with the legendary sports photographer Walter Iooss to celebrate the playful determination of the world’s young athletes of tomorrow.” In addition to running on Apple’s social channels, the campaign also includes an OOH activation featuring billboards with images from the series which will run globally -- including major U.S. cities such as Chicago, Miami, Los Angeles, and New York -- according to LBB. The campaign follows Apple’s unveiling of “Apple Intelligence” AI integration at its annual developer’s conference, which touted the “largest-ever redesign” of its Photos app, featuring new image editing and curation tools. Mobile Marketing via MediaPost.com: mobile https://ift.tt/MRAIJgF July 18, 2024 at 06:19PM |
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