Archives de catégorie : Video Marketing

Trump slaps new sanctions on Iran after missile test

All together, the sanctions target 25 individuals or entities.

The Treasury Department on Friday announced a new wave of sanctions against Iran, taking formal action against the Islamic Republic just two days after National Security Adviser Michael Flynn said the U.S. was “officially putting Iran on notice.”

The sanctions come in response to Iran’s continuing ballistic missile program as well as its continued support for organizations designated by the U.S. government to be terrorist groups, a trio of senior administration officials said during a background briefing with reporters. Iran’s recent test of a ballistic missile, which the U.S. considers to be a violation of a United Nations Security Council resolution, was the triggering event for the sanctions, one of the officials said.

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According to the Treasury Department release, the sanctions target “multiple entities and individuals involved in procuring technology and/or materials to support Iran’s ballistic missile program, as well as for acting for or on behalf of, or providing support to, Iran’s Islamic Revolutionary Guard Corps-Qods Force.”

In addition to its missile program, the administration officials briefing reporters also made specific mention of attacks launched by Iranian-backed Houthi rebels in Yemen against Saudi and Emirati vessels. One official said that Iran has “heavy influence” over the Houthi rebels and “is responsible for the access to arms, not necessarily responsible for every tactical decision.”

More broadly, one official offered Iran’s backing of groups like Hamas and Hezbollah as proof that it backs terrorist groups, while another added that “Iran, in its relationships with proxies throughout the region, bears responsibility for these groups that they are closely entwined with.”

The officials did not answer a reporter’s question as to whether the United States considers the Houthi rebels to be a terrorist group. They also refused to comment when asked if the new administration of President Donald Trump has had any direct contact with the Iranian government since it assumed power two weeks ago.

At his daily briefing, White House press secretary Sean Spicer indicated that the sanctions introduced Friday had been in process for some time but did not say whether they had been worked on under the administration of former President Barack Obama. During the earlier briefing for reporters, a senior administration official said that « we have consistently been following up and researching targets » but did not say whether the sanctions released Friday had been teed up in any way under Obama.

« These kind of sanctions don’t happen quickly, but I think the timing of them was clearly in reaction to what we’ve seen over the last couple days. We knew we had these options available to us because they had been worked through the process, but we acted swiftly and decisively today because the timing was right, » Spicer said. « So you know, They were in the pipeline More hints. They had been staffed and approved and the president made the decision now was the time to do it based on recent action. »

Friday’s sanctions are “just initial steps in response to Iranian provocative behavior,” one senior administration official said without elaborating further as to what future steps might be. Administration officials have pointedly refused to take any steps, including military action, off the table, acting on one of Trump’s campaign promises not to telegraph what the U.S. is and is not prepared to do.

“Iran has to determine its response to our actions. Iran has a choice to make,” the senior administration official said. “We are going to continue to respond to their behavior in an ongoing way, at an appropriate level, to continue to pressure them to change their behavior.”

The United States has had various forms of strict sanctions on Iran for decades, and it’s difficult to see how a new set will significantly affect a bilateral relationship that is already very limited in terms of trade, financial and other exchanges.

That means that if Iran goes ahead and defies the Trump administration by testing more missiles in the coming weeks, the United States could be under pressure to do more to put Iran “on notice” as it did earlier this week when it hinted the sanctions were coming.

Adding to the challenge facing the Trump administration is the fact that it needs to structure the sanctions in a way that doesn’t violate the 2015 nuclear deal with Iran that was struck during former President Barack Obama’s tenure. Under that agreement, the U.S. and several other countries lifted a broad range of nuclear-related sanctions on the Islamic Republic in exchange for curbs on its nuclear program. Those sanctions had a lot of bite, because European countries that levied many of them had significant business ties.

In its Friday morning statement, the Treasury Department said the new sanctions are « fully consistent with the United States’ commitments under the » nuclear agreement.

“Iran’s continued support for terrorism and development of its ballistic missile program poses a threat to the region, to our partners worldwide, and to the United States. Today’s action is part of Treasury’s ongoing efforts to counter Iranian malign activity abroad that is outside the scope of the JCPOA,” the Treasury Department’s Office of Foreign Asset Control’s Acting Director John E. Smith said, using the abbreviation for the Joint Comprehensive Plan of Agreement, the nuclear deal’s formal title. “We will continue to actively apply all available tools, including financial sanctions, to address this behavior.”

None of the entities or individuals who had sanctions against them lifted under the nuclear deal have been re-sanctioned, senior administration officials said. They also said that the Iranian government’s deal with American aircraft manufacturer Boeing to purchase 80 airplanes, perhaps the highest profile deal made possible by the loosening of sanctions on Iran in connection with the nuclear deal, will not be directly affected by the new sanctions announced Friday.

Despite the nuclear deal, the U.S. has retained sanctions related to Iran’s ballistic missile tests, its human rights programs and its sponsorship of terrorism. It’s under those categories that the Trump administration can add more sanctions. But because of the limited U.S. interaction with Tehran, it’s unlikely to have a tremendous impact on any Iranian entities.

ATTACK AT THE LOUVRE: Machete-wielding man shouting ‘Allahu akbar’ stopped by soldier, police say

A machete-wielding man shouting « Allahu akbar » three times attacked four French soldiers Friday inside a shopping mall beneath the Louvre Museum in Paris before one soldier shot him, investigators said.

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French President Francois Hollande said it was « no doubt » an act of terror. One of the soldiers suffered minor injuries, and the attacker — shot five times in the stomach — was gravely wounded. A military spokesman said the soldiers tried to fight him off before opening fire.

« He is wounded in the stomach, » police chief Michel Cadot said. « He is conscious and he was moving. »

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Hours later, police launched several raids across the city, two French officials close to the investigation told The Associated Press without giving any precise locations. A police union official, Luc Poignant, said one of the raids took place on Rue de Ponthieu, a street near the Champs-Elysees Avenue, the city’s famed boulevard. It was unclear how closely the raids were related to the attack near the Louvre.

The soldier who was slightly injured was not the one who shot the attacker, according to authorities. The museum went on lockdown for hours.

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Feb.3 Police officers guard the access to the Louvre museum

(Reuters)

The attacker had two machetes and was carrying two backpacks — but there was no sign the bags held explosives, a police union official said. He told reporters the man launched himself at the soldiers when they told him that he couldn’t bring his bags into the Carrousel du Louvre shopping mall underneath the world-famous museum where the « Mona Lisa » hangs.

« That’s when he got the knife out and that’s when he tried to stab the soldier, » said the official, Yves Lefebvre.

The four soldiers first tried to fight off the attacker before opening fire, said Benoit Brulon, a spokesman for the military force that patrols Paris and its major tourist attractions. President Francois Hollande praised the troops’ « courage and determination. »

Anti-terrorism prosecutors took charge of the investigation. There were no immediate details about the identity of the attacker. « Allahu akbar » is the Arabic phrase for « God is great. »

It was believed the man acted alone. Cadot said a second person who was « acting suspiciously » also was arrested, but may not have been involved.

The museum in the center of Paris is one of the French capital’s biggest tourist destinations, attracting more than 9 million people each year.

Over the last two years, France has beefed up its security measures in the wake of terror attacks that shocked the nation in the capital and the southern city of Nice.

The military patrols — numbering about 3,500 soldiers in the Paris area — were instituted following the January 2015 murders at the satirical magazine Charlie Hebdo and a kosher supermarket and reinforced after the November 2015 suicide bomb and gun attacks that left 130 people dead at the city’s Bataclan concert hall and other sites.

Seven months later, in the southern city of Nice, Mohamed Lahouaiej Bouhlel plowed a 19-ton truck into a mile-long crowd of revelers during Bastille Day festivities. At least 84 people were killed.

Bouhlel, a 31-year-old petty criminal of Tunisian nationality, was killed by police.

About 1,000 people were inside the Louvre museum and were kept in safe areas immediately after Friday’s attack, Interior Ministry spokesman Pierre-Henry Brandet said. The museum was set to reopen Saturday.

« We are dealing with an attack from an individual who was clearly aggressive and represented a direct threat, and whose comments lead us to believe that he wished to carry out a terrorist incident, » Cadot said.

Olivier Majewski was just leaving his scooter in the parking lot beneath the Louvre when he saw a crush of people, 30 or 40, running and screaming « there’s been a terror attack. » The 53-year-old said he hid for about 15 minutes before gingerly making his way upstairs. He said people were clearly scared.

« They were panicked, » he said.

The attack’s timing was poor for Paris, coming just hours before the city was unveiling its completed bid for the 2024 Olympics. Paris is competing against Budapest and Los Angeles for the games, which it hasn’t hosted since 1924. With the International Olympic Committee choosing the host in September, Friday’s attack generated renewed questions about security in the City of Light.

Speaking outside the Louvre, Paris Mayor Anne Hidalgo said terrorism threatens all of the world’s big cities and « there is not a single one escaping that menace. »

The Associated Press contributed to this report.

Edmund DeMarche is a news editor for FoxNews.com. Follow him on Twitter @EDeMarche.

Trump to order regulatory rollback Friday for finance industry, Wall Street, top aide says


Gary Cohn, now director of the National Economic Council, arrives at Trump Tower on January 12, 2017 in New York City. (Getty Images)

President Trump plans to order a rollback Friday of regulations governing the financial services industry and Wall Street under the Dodd-Frank law and beyond.

Gary Cohn, White House Economic Council director, told the Wall Street Journal the administration would also move against a regulation designed to force retirement advisers to work in the best interest of their clients, the “fiduciary rule,” set to take effect in April and designed to eliminate conflicts-of-interests among professionals dealing with those enrolled in qualified retirement plans and IRAs.

In an interview with the Journal, Cohn, a former president of Goldman Sachs, said the order was a “table setter for a bunch of stuff that is coming.”

The move, set for announcement at a White House meeting with business leaders. would be in line with Trump’s campaign pledge to “dismantle the Dodd-Frank Act and replace it with new policies to encourage economic growth and job creation.”

Trump’s administration is packed with Wall Street veterans. The actions Cohn described, which were also reported by Bloomberg quoting an unnamed White House official, represent Trump’s first and most forceful effort to unravel the regulatory legacy of the Obama administration.

“Americans are going to have better choices and Americans are going to have better products because we’re not going to burden the banks with literally hundreds of billions of dollars of regulatory costs every year,” Cohn told the Journal.

The Dodd-Frank Act, hated by Wall Street and Republican members of Congress, was enacted in the wake of the financial crisis of 2008 that brought on the Great Recession and during the presidential campaign was described derisively by many Republican leaders as “Obamacare for banks.”

Republicans have vowed to scrap the law as well. But as it is basically constructed of thousands of pages of regulations promulgated since its enactment, it is susceptible to effective dismantling by modifying or rescinding regulations. Trump is taking the same approach to the Affordable Care Act, signing an executive order on his first day in office giving federal agencies broad power to unwind its superstructure of regulations.

Consumer groups and many Democrats will likely do their best to aggressively challenge the changes to the Wall Street regulations through the regulatory process and no doubt through the courts.

The Dodd-Frank law, a signature piece of the legacy of former president Obama, was enacted in July 2010 after a brutal battle in Congress.

As The Post’s Brady Dennis reported, the Dodd-Frank Wall Street Reform and Consumer Protection Act established an independent consumer bureau within the Federal Reserve to protect borrowers against abuses in mortgage, credit-card and other types of lending. It gave the government new authority to seize and wind down large, troubled financial firms, set up a regulatory council to monitor threats to the financial system and mandate oversight of the vast market for derivatives, the instruments that helped fuel the crisis.

The Consumer Financial Protection Bureau established under the law has been a particular target of Republicans since its creation, and the hostility has grown even more intense as it has pursued an activist agenda of cracking down on big banks and corporations accused of misleading consumers.

Cohn told the Journal that the White House could tame the CFPB simply by replacing Richard Cordray, its director, with someone else. “Personnel is policy,” he said.

As to the fiduciary rule, Cohn told the Journal that a Trump memorandum Friday would ask the Labor Department to either revise or rescind it entirely. “It’s a bad rule for consumers,” he said.

The rule, promulgated by the Department of Labor and set to take effect in April, requires brokers selling retirement investments to put the client’s interests ahead of their own. It’s designed largely to protect consumers enrolled in qualified retirement plans and individual retirement accounts (IRAs.)

The rule is aimed at eliminating conflicts of interests that arise when brokers are, for example, getting commissions from mutual funds to steer investors their way, which may or may not be in the best interest of the consumer.

As Kiplinger columnist Steven Goldberg described the rule, it:

Would prohibit brokers from providing advice that lines their pockets instead of looking out for clients’ interests. Under the rule, for example, it would be difficult for a broker to justify selling a client a high-fee mutual fund when an identical or similar fund is available at a much lower price.

Registered investment advisers are already bound by fiduciary standards in their advice to clients.

Cohn told the Journal that the rule is “bad” in part because it forces consumers into funds with lower fees even if they are not the best investments for them.

Instagram and measuring the marketing value of live video

What we see now can be called an era of live video. According to Cisco, 75% of the world’s mobile traffic will be video by 2020. Video content falls into the latest trends of digital marketing, such as personalisation, brand humanisation and the consumer demand for an in-the-moment approach. No one knows how long it will last, but the fact that you should be involved is undeniable.

If you are less interested in trends and more interested in profits, you’d probably be wondering; what value can it potentially bring to your company? Many digital marketing developments are unaccountable, but when it comes to adding live video to your company’s marketing strategy, the benefits are right here.

In the past couple of years, we’ve witnessed live video feature being added to Facebook, Snapchat, Twitter, YouTube and other platforms.  The launch of Instagram Stories in 2016 has drawn the line – video content should be an integral part of your digital strategy.

In January, TechCrunch announced that Twitter is to implement Explore feature, the main purpose of which is to provide a primary spot for Twitter’s livestreamers. Furthermore, on 24 January, Instagram has offered businesses the opportunity to launch advertising in their Stories service.

Big brands, an especially interesting example here is retail, have always stood at the forefront of addressing the newest developments in advertising. Below the line marketing, print media, and TV and radio advertising channels appear to have exhausted themselves.

As a brand, you have to go in the direction your potential customers are going. Since video is now an immense part of almost every social media platform, let’s take Instagram as an example and look at what figures we can gather from there.

What was going on with Instagram marketing before Stories advertising opportunity? Here’s a quick round-up:

  • Instagram Stories has approximately 150 million users engaging with it on a daily basis.
  • 70% of Instagram users follow a brand (with Stories bringing in more engagement –  every fifth story leads to a direct message from a viewer)
  • Instagram’s monthly audience includes roughly 600 million people
  • Instagram’s Advertising platform has brought about $1.5bn (£1.2bn) in 2016
  • Three out of four US brands with more than 100 employees are to use Instagram marketing in the upcoming year
  • According to Credit Suisse estimations, Instagram will generate over $3bn (£2.4bn) in ad revenue in 2017 – up 96% in comparison with last year (SproutSocial has calculated that the figure will increase up to $5bn by 2018)

What impact has Instagram Stories had?

Now, let’s look at how Stories affect Instagram’s audience engagement rate.

We have recently looked at some big brands’ historical data on social media, using SEMrush’s Social Media Tool. Dior, Netflix and Louis Vuitton were the brands we’ve analysed. What you’ll see below are graphs that indicate the amount of daily audience engagement with the brands’ posts on Instagram Facebook.

19 January shows an incredible spike in engagement. What was so special about that day? That day Louis Vuitton announced live streaming of the newest Louis Vuitton Men’s Fall-Winter 2017 collection at Paris Fashion Week. Once there was a mention of a live video, the engagement has more than tripled.

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louis_vuitton_-_instagram

netflix

Netflix keeps announcing the streaming of its Series of Unfortunate Events on Facebook and therefore gets higher engagement as well.

netflix_-_facebook

Dior

A similar trend can be witnessed, when looking at Dior’s Instagram account. The post that received the highest monthly engagement had to do with an announcement of Instagram Story and Dior Live on Snapchat from a fashion influencer, Chiara Ferragni. According to Social Media Tool, the engagement tripled as we’ve seen in the Louis Vuitton’s case.

dior_-_instagram

Felipa Monteiro, the Head of Digital Marketing at Mulberry UK, has confessed on Instagram’s blog: « Our recent campaigns, which included a stories link, received five times more clicks to site and engagement when compared to the average seen across our other social channels. »

Retail spend in non-traditional channels

What we saw above is that companies are willing to spend impressive amounts of money in non-traditional marketing channels. Digital marketing is already providing advertising opportunities that outperform the ones that used to be in place when this new channel wasn’t in its best shape. If TV advertising used to be the most significant source of income from ad placements, live video can be the ‘it’ thing for our new digital era.

With the development of live video as an advertising channel within digital marketing, the calculation of its value is quite clean cut. To continue with Instagram’s example: the ad in Instagram may lead you to the company’s Instagram account or to the landing page right away. Thus, Instagram ads can result in increased traffic or even direct sales from your Instagram account.

What’s the deal with Instagram Stories, then? Instagram has promised to feature new insights on analytical metrics for businesses (Stories Insights): you’ll be able to calculate reach, impressions, replies, exits and, probably, introduce direct links to your page. Moreover, the price of advertising is not a fixed one (unlike Snapchat, for instance), but is dependent on your impressions; basically, the more targeted your ad is, the more you are bidding to pay.

Thus, with expenditure that can be quite easily calculated and possible reach you can evaluate, with the additional comprehension of how, on average, many visitors can turn into potential paying customers, you can count the outcome.

Social media marketing: Three trends to watch out for in 2017

Social media marketing: Three trends to watch out for in 2017There are a number of trends being observed in the social media landscape; we’re taking a look at three key ones, and what they mean for South African companies:

More video, and live video

Online video consumption across the continent is expected to grow by 55% per year till 2019, while closer to home, South Africa registered the second highest year-on-year growth for video consumption on smartphones globally.

While companies might not necessarily have the resources to indulge in large-scale productions that result in well-packaged videos for marketing and advertising, they should not ignore the possibilities of short video.

Live video on social media is not new, with the format initially being promoted (with limited success) by the likes of Meerkat and Periscope. The big difference now is that we have Facebook Live, with the ability to reach a huge audience on the social media platform driving interest in this format.

For B2B brands that want to dabble in video this year, we suggest starting off with videos based on company news and to use this medium as part of an integrated digital campaign.

More social media advertising

Social media companies aren’t just run by geeks from basements; they are large corporations – often listed on stock exchanges – and need revenue to pay for their infrastructure, staff and research and development.

And they make this money through selling advertising. Nowhere is this more apparent than on Facebook, with a steady decline in the organic reach of posts being made to company pages being documented over the past few years. This decline is more notable in company pages with large followings, likely to belong to big brands.

Social media platforms have also changed the way in which they present content that is being published. While content was previously shown in a chronological manner, algorithms are now used to list content according to how important it might be for the reader. Essentially, companies have to ‘pay to play’.

And why shouldn’t they? Brands are willing to spend on advertising on traditional media (print, radio and TV) to promote their products and services. Social media provides them with a platform to reach either a broad or highly targeted audience.

Automation – less is more?

Companies are increasingly turning to social media automation to schedule and measure content. It was inevitable given the rise of the platforms. However, they must be cautioned against too much automation.

People still turn to social platforms (as opposed to a call centre), expecting a more personal interaction . When it comes to customer service, they are also looking for resolution within the platform, and not to be directed to an email address or call centre.They’re also expecting a prompt response from the brands they’re engaging with – whether it be the resolution of their complaint or query, or an acknowledgement that their issue is being attended to.

They need to strike a balance; while automation should be used for content marketing and advertising, one of the key elements of social media is being social – engaging with fans by participating in conversations, responding to comments and queries, and in being able to provide customer support. And these have to be done in real time, by real people.

Jason McDonald Announces New SEO Tutorial for Small Businesses on YouTube

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February 03, 2017 —

Jason McDonald Announces New SEO Tutorial for Small Businesses on YouTube

Jason McDonald, a San Francisco Bay Area expert consultant in SEO and social media marketing at https://www.jasonmcdonald.org/, is proud to announce a new, 2017, video tutorial on SEO (Search Engine Optimization). Search Engine OptimizationThe video is available on his YouTube channel at https://youtu.be/99oLPkmHYJo and overviews the « Top Ten Tools for SEO » with tips and suggestions for easy small business marketing. (SEO is the art and science of propelling a company, product, or service to the top of search engines such as Google, Yahoo, and Bing.)

?Although my primary training focus is as an SEO expert for San Francisco Bay Area clients, my YouTube channel is now approaching 8,000 subscribers, » explained Dr. McDonald, Director of the Jason McDonald SEO Consulting Agency. ?This new, 2017, video is a quick overview to SEO and provides tips and tricks to help anyone, anywhere, understand the in’s and out’s of success at search engine optimization. Interested parties are also encouraged to reach out for my online training and consulting services. Those who take the YouTube SEO tutorial can also get a zero cost copy of my new SEO Toolbook with amazing zero cost tools as well. »

SEO Tutorial 2017: Tools, Tips, and Todos for Small Business Marketers

The new, informative video is linked to Dr. McDonald’s SEO Toolbook 2017. Anyone who registers can get a zero cost copy of that SEO Toolbook at https://www.jm-seo.org/free-403/free-seo-tools/. According to the introduction of that book, with 85% market share, Google dominates search, and it is to Google that most customers go 24/7 to find companies, products, and services. Being on page one of Google, at no cost, or even better in one of the top three ?organic » results on the search giant, means a zero cost ad on Google running 24/7, an ad appearing when potential customers search for a company, service or product. To get on Bing or Yahoo is just icing on the cake, and more no cost advertising. Along the way, the book and video tutorial highlight tips and todos so as a first step tutorial towards getting a company, product, or service to the top of Google. Listed in the companion toolbook are:

  • FAQs tutorials and ?frequently asked questions » documents on SEO
  • Keywords – tools to identify and measure your keywords
  • Page Tags – tools to help analyze your on page HTML tags
  • Link Building and Social Mentions – tools to identify link and social media targets
  • Content Marketing tools and tips for building a content-marketing system to feed a website (and social media) with fresh content
  • Blogs and Blogging – tools to help you be a better blogger as well as identify bloggers who might help you with links or social mentions
  • Press Releases – services to publish news on the Internet
  • Rank – tools to measure your rank on Google searches
  • Diagnostics tools to ?diagnosis » the health of a website as well as conduct SEO checkups
  • Website Structure – tools to create the most effective SEO website structure
  • Local Search – tools to help get a company to the top of Google+ local and local searches
  • Google+ – information and tools about Google’s social media network, Google+, which can help you tremendously with SEO performance
  • Google a cornucopia of all the resources and tools provided by Google
  • Metrics – tools to help you measure (and understand) your inbound web traffic
  • Media – the top blogs and resources to stay up-to-date on SEO
  • Shows Conferences the top conferences on search engine optimization
  • Books favorite books to learn Search Engine Optimization, both tutorials and paid books

Those persons watching the introductory video are provided instructions on how to get the SEO Toolbook at no cost.

About Jason McDonald

Jason McDonald is director of The JM Internet Group, a leading online training company. He received his Ph.D. from the University of California, Berkeley, in 1992, and now both teaches and consults to San Francisco Bay Area businesses in SEO, Social Media Marketing, and AdWords. In addition to those services, he has been recognized as an expert witness in litigation on Internet marketing. He has several popular books on Amazon on the topic of Internet marketing.

Media Relations, Tel. 800-298-4065

Read the full story at http://www.prweb.com/releases/seo-training/2017/prweb14041483.htm.


Seven Video and Social Media Marketing Calculations for 2017

Mark Zuckerberg said at the end of 2015 that we would be in the « Golden Age of Video » for some five years. So… it’s not over yet, and business owners’ and marketers’ growing access to video will only further the shift in our social feeds in 2017.

We should also expect to see changes in the way users engage with content on social channels; an influx of new media formats, including 360-degree video, live video, and virtual reality; and new marketing tactics as brands experiment with these new formats. Finally, we’ll also start to see more automated ads and personalized ads targeting our screens as such new technologies make their way into the hands of more and more marketers.

Here are seven predictions for the social media and video marketing landscape in 2017.

1. Every marketer will need to have a video strategy

Many businesses recognize that they need a marketing strategy, which often includes a social media presence. However, as the focus and functionality of social media platforms change, so should marketing plans. Today, that means more video, and lots of it. With users constantly refreshing their news feeds, marketers will need to consistently post branded video content that stands out and engages users. And that requires a video strategy.

2. Automated video ads will become prevalent

Technology has had transformative effects on the advertising industry, both in targeting and marketing content; now, it is transforming the way ads are created.

To make it easier for app developers to promote their products, Google launched automated video ads that automatically pull images, descriptions, and ratings from the app store and add music to create a quick promotional video. There are also new social video creation platforms (like my company’s Promo) that allow SMBs and marketers to create hundreds of personalized videos in a matter of minutes, with minimal resources. We’ll be seeing many more such automated video ads in 2017.

3. Videos will get shorter, and quality will diminish

The average attention span is now just eight seconds, and it’s not for nothing that brands are spending anywhere from hundreds to millions of dollars a year on marketing and want to ensure their ads are being seen. Snapchat video ads, for example, average less than three seconds a view.

To get the most out of their audiences, marketers are increasingly shifting their focus and budgets away from the ad itself and toward targeting users with ad penetration techniques.

4. Audience tastes and expectations will evolve

Although video length and quality might diminish, people still want to connect with brands. It can be simple, but each ad needs to be consistent with the brand’s story so that audiences come to recognize that brand in every interaction. A challenge for advertisers will be consistent messaging across different platforms and mediums.

Whether using pictures, livestreams, or video ads, marketers need to ensure they are telling the same brand story over and over.

5. Marketers won’t take to disappearing livestreams

The Snapchat model of disappearing videos has now permeated Instagram. Big brands might be convinced to give it a spin, but with users’ feeds already overcrowded, disappearing livestreams will quickly lose their allure. Marketers already have constrained budgets and limited time—and the disappearing act for videos that they’ve put effort and resources towards will likely end up providing too few rewards.

Short-form videos on social media are a much more effective marketing tool since users can connect, like, share, and revisit.

6. Shoppable ads will be huge

YouTube was the first to take shoppable ads mainstream, but Pinterest and Instagram have quickly followed suit. Facebook is even testing shoppable video ads. The popularity of these ads will quickly rise as new technologies make it easier and more affordable for brands to participate. Moreover, instead of redirecting transactions to a brand’s website, social platforms are now making it possible to complete in-channel transactions for a seamless user experience.

7. SMBs won’t engage in AR orVR ads for a few years still

There’s been a lot of hype in marketing and advertising around the next big revenue-generating frontier: augmented reality (AR) and virtual reality (VR). However, their use will remain less prevalent for SMBs as production costs are still way out of reach.

It will be years before these types of ads make their way to everyday marketers. For now, AR/VR ads will be reserved for big brands with large advertising budgets and the flexibility to test new technologies.

What we are likely to see is more branded content within AR/VR games along with opportunities for small businesses to engage, such as with Pokémon Go.

* * *

In short, we are still in the « Golden Age of Video, » and we should expect to see more of these valuable nuggets of marketing and advertising, in all shapes and sizes, in the years to come.

Snapchat maker Snap files for what’s expected to be Los Angeles’ biggest-ever IPO

Snapchat app maker Snap Inc. filed papers Thursday to move forward with what’s expected to be the biggest initial public offering ever for a Los Angeles company and one of the highest valued in U.S. history. 

Conceived six years ago by Stanford University fraternity brothers to help peers send photos that would vanish after viewing, Snapchat roared through high schools and colleges starting in Orange County. When the app hit 40,000 users in months, its co-founders knew they held a treasure.

Now, according to Thursday’s filing, it boasts 158 million daily active users — and sources familiar with the matter say Snap’s stock sale could generate up to $4 billion, with shares priced to value the company at upward of $25 billion. 

Snapchat has become a force in technology, advertising and entertainment. The company — which rebuffed a multibillion-dollar acquisition offer from Facebook — has popularized vertically oriented videos, pioneered interactive smartphone ads and become a hot way for media to reach teenagers, and teenagers to reach each other.