Data-Labor-Technology

Much of the current newspaper content on Facebook, Google and Twitter could be characterized in terms of its promotional value. But that doesn’t help newspapers pay the bills when print ad revs endure
steady double-digit percentage declines. Maybe they need a TV retrans revenue model.

Weeks after Donald Trump was elected president, Russia-backed online “trolls” flooded social media to try to block Mitt Romney from securing a top job in the incoming administration, a Wall Street Journal analysis shows.

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“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Will Luttrell, founder and CEO at Amino Payments. This time last year, the digital advertising industry was stinging from a few harsh slaps on the wrist from prominent brand marketers at the IAB Annual… Continue reading »

The post Brands Need To Turn Over A New Leaf At The NewFronts appeared first on AdExchanger.

The New York Times is continuing to build upon the momentum of its “Truth is Hard” campaign with a new video advertisement designed for broadcast television, print and digital media in honor of International Women’s Day.

The video — which will air across The New York Times platforms, as well as in paid media spots on the major morning and evening network news shows starting Thursday — includes text of the opening lines from a smattering of recent stories related to international women’s rights. The excerpts come directly from pieces written by Times reporters around the world, with datelines ranging from Nigeria and Afghanistan to Lansing, Michigan.

Like the ads that came before it, “The Truth Has a Voice” maintains the simple, aesthetic black text juxtaposed against a white background, ending with imagery of an article about women running for public office as seen from a mobile phone. It also complements an ad that aired during the Golden Globes in January, which made a pointed statement about the role of The New York Times in accelerating national discussion around sexual assault and harassment following its explosive exposé of Harvey Weinstein. Since the Times broke the story in October, there has been a floodgate of victims speaking out against abusers in an array of industries.

The commercial is the creative brainchild of advertising agency Droga5, which the Times maintained a relationship with after the firing of chief creative officer Ted Royer in February for alleged workplace misconduct. While specifics around his termination have not been released, the company said the decision was made as part of a commitment to “maintaining a safe and inclusive environment for all our employees.” (According to a spokesperson for the Times, the International Women’s Day commercial was led by Tim Gordon, executive creative director at Droga5.)

The campaign first started during last year’s Academy Awards in response to an increasingly tense political climate and a barrage of insults against the media industry by President Donald Trump. The New York Times has since aired several other ads focused on exposing truths, including an ad that aired during the Super Bowl spotlighting the publication’s efforts around the impact of football on brain damage and Chronic Traumatic Encephalopathy.

“We really want the journalism to be the hero and to be the story at the center of the advertisements and the video,” said Amy Weisenbach, vp of brand marketing at the New York Times. “We tried to highlight different parts of the stories — for the CTE ad, for example, we used a headline in a storytelling kind of way. Now we’re using the ledes of stories, which we thought was a really nice way to tell the richness of this, but also a nice nod to our journalists who take the time to do these pieces that are a differentiator for us.”

A print advertisement that ran in Thursday’s print version of The New York Times.

While Weisenbach said there is no concrete data to show that the advertising campaign has translated directly to an increase in subscriptions, The New York Times has seen a significant lift in print and digital memberships. In early February, it reported that it added 157,000 digital subscriptions in the fourth quarter of last year and that revenue surpassed $1 billion in 2017, comprising 60 percent of total revenue at The New York Times.

“We know from our consumer research that not enough people understand what it takes to do quality original reporting and once they do, they’re more likely to pay for it,” Weisenbach said. “We have 3.5 million subscriptions, and we have to help our readers understand why it’s worth it.”

As part of the latest ad, the Times is also launching a series called “Overlooked,” which will featured posthumous obituaries for notable women that the publication failed to honor in the past as part of its effort to better hold itself accountable. “The campaign is about shining a light on our journalism that holds power to account,” Weisenbach said.

The post The New York Times has a new ‘Truth’ ad for women’s equality appeared first on Digiday.

According to a survey by video advertising technology company Clinch, Facebook’s platform is home to some 46% of all branded video campaigns, topping YouTube, which has 41% of campaigns.

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Verizon Connect, the telco’s telematics business unit that helps companies keep track of their truck fleets, has been around for almost a decade. But after acquiring two smaller companies in 2016, it was time to relaunch its brand and its value prop. On Tuesday, it launched a digital campaign that targets automakers and businesses that… Continue reading »

The post Verizon Connect Turns To Consumer-Facing Channels To Launch Its B2B Brand appeared first on AdExchanger.

by Braze

For those who work in data, GDPR compliance is nothing new. But in case you’re out of the loop, GDPR stands for General Data Protection Regulation, and it codifies EU consumers’ rights to digital privacy. It goes into effect May 25th, and carries severe penalties for non-compliance. However, the means of compliance is left up to the companies.

This ambiguity may at first seem daunting and confusing. But GDPR’s method of “outsourcing” decisions about compliance processes — that is, of effectively forcing companies to self-educate — is consistent with cutting-edge methodology from the education sector. Considering then that GDPR applies to EU citizens, no matter where they are in the world, the regulations must make sense across many cultural and linguistic barriers. So it’s only fitting that GDPR would make use of one of the most important ideas in modern language-education theory: the information gap.

Linguists consider the information gap to be a tool used to develop communicative competence; it teaches people to communicate in ways that may have previously not occurred to them. By using information gaps, GDPR launches companies on a journey that educators call guided discovery, helping data companies to help themselves.

In an information-gap activity, the educator presents learners with a situation in which something is incomplete. The learners are then left to figure out the missing information. To do this, they will have to use the target language: a set of tools useful for collaboratively identifying what’s been left out.

Let’s look at some of the most basic information-gap activities, and how they apply to GDPR.

Spot the difference

In this activity, two students are each given copies of what appears to be the same image, however the copies differ from each other in subtle ways. The students must then describe their materials to each other, and determine (in a language not native to either) what the differences are.

With GDPR, ‘spot the difference’ occurs between controllers and processors that share user data with each other. Consider this checklist for any two-partner companies:

• How do their methodologies for gathering data, and obtaining user consent, differ?
• What is the significance of those differences in light of the GDPR?
• What must be considered in their partnership, in order to make them both compliant, while also preserving their autonomy and business goals?

Initially, the answers to all these questions are unknown. The process of answering them is the process of learning to communicate in a new way, and to learn to use the target language of GDPR compliance.

Share your family tree

One learner describes her extended family to another student, who maps the relationships as a diagram.

With GDPR, this activity is about tracing relationships between organizations, and how those relationships affect shared data. Each enterprise must map out the path that its customers’ data takes throughout its lifecycle. Then it’s time to send questionnaires to each partner, checking the TOMs (technical and organizational measures) that are being taken. Are you buying data from someone who should be GDPR compliant? Are you selling data to someone who expects you to be doing so? No one organization can ever see the entire landscape of interconnections. But working together, they can go leaps and bounds beyond where they started, getting as close as possible to telling complete stories about each piece of data.

Describe the picture

In this activity, one student is given a picture to look at. The other student is given a blank piece of paper and a pencil. The first describes the image, and the second tries to recreate the drawing based on the description.

With GDPR, ‘describe the picture’ happens when two companies look at the contract they signed together. Each tries to determine how the other is interpreting its own compliance obligations and exposure risks. Will the second-hand “drawing” be completely accurate? No — but it doesn’t have to be, initially, either. Through negotiation, the contracting companies work through their shared responsibilities to create a picture of collaborative GDPR compliance.

Are you ready for GDPR? With partners Mailjet and mParticle, Braze presents GDPR: Beyond Borders, featuring panels of lawmakers, lawyers, and technology and marketing experts from Europe and the U.S. to help you decide. Together, they explain GDPR, what it means for your business, what steps your teams need to take, and more. Watch now.

 

The post Three ways GDPR will make us all smarter appeared first on Digiday.

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Blurred Lines Do publishers need to have distinct programmatic and non-programmatic ad sales teams? The New York Times thinks those days have passed, and it has disbanded or absorbed its programmatic team, Digiday reports. The move was part of a larger reorg in December… Continue reading »

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