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Harvey Weinstein to take a leave of absence amid sexual harassment claims, threatens lawsuit over report

Harvey Weinstein, the pioneering independent film executive, will take a leave of absence from his namesake studio after a news report detailed decades of sexual harassment accusations against him.

The article, published by the New York Times on Thursday, said that Weinstein has over the years reached at least eight legal settlements with women over alleged harassment.

The allegations were levied by actresses including Ashley Judd as well as former employees of Weinstein Co. and the executive’s previous company, Miramax.

In a statement to the Los Angeles Times, Weinstein, 65, reiterated some comments he made to the New York Times, apologizing for behavior “with colleagues in the past [that] has caused a lot of pain” and said he would take a leave to deal with his issues “head on.”

Fox News Chairman Roger Ailes and former Fox News host Bill O’Reilly. Each denied wrongdoing.

Several women allegedly harassed by Weinstein described to the New York Times incidents in which the executive is claimed to have sought massages — or given unsolicited ones. These women, described as Hollywood hopefuls, told the newspaper that Weinstein was naked during some of the encounters. The report also cited a settlement with actress Rose McGowan over an incident in a hotel room.

Lena Dunham, the creator and star of “Girls,” wrote on Twitter that the entertainment industry, long known for spotlighting scandals such as those involving the Catholic Church, should train its spotlight on what it has “condoned” within the business.

With Weinstein’s impending leave of absence, his company finds itself in uncharted territory.

NRA says it backs regulations on bump stocks; top House Republicans open to legislation

The long-simmering debate in this country over gun rights took a dramatic turn Thursday when the National Rifle Association unexpectedly joined an effort to restrict a device used to accelerate gunfire in the Las Vegas massacre.

The NRA’s announcement gave political cover to a growing number of Republicans who have indicated a willingness to consider regulating “bump stocks,” a device that allows a legal semiautomatic rifle to fire as rapidly as a fully automatic weapon. Less clear is whether the move signals an opening for further action on an issue that has divided the nation and produced virtually no new restrictions in recent years despite a steady stream of mass shootings.

“The NRA believes that devices designed to allow semiautomatic rifles to function like fully-automatic rifles should be subject to additional regulations,” read a statement issued by the powerful organization Thursday.

Federal law enforcement officials have said that said that Las Vegas gunman Stephen Paddock fired weapons outfitted with bump stocks on Sunday, leaving 58 dead and hundreds injured in a matter of minutes. Experts have said that audio of the attack makes clear that the shooter unleashed a torrent of bullets faster than he could have fired without adapting his rifles.

As the country’s largest gun-rights group, the NRA exerts considerable influence among conservative voters who support the organization — and on the GOP’s approach to gun policy. Many Republicans have operated under the fear that opposing NRA positions could lead to primary challenges.

Will Congress ban bump stocks, a gun accessory used in the Las Vegas attack? View Graphic Will Congress ban bump stocks, a gun accessory used in the Las Vegas attack?

But public opinion is also on the minds of Republicans as they head into a midterm election year that is expected to be contentious. Regulating bump stocks could help the party combat perceptions that they haven’t done anything to address the mass shootings.

The sheer carnage of Sunday’s mass shooting is fueling lawmakers’ interest in the issue, said Sen. John McCain (R-Ariz.).

“Look at Las Vegas. That’s how I account for it,” McCain told reporters. “Americans are horrified by it. They’re horrified, and they should be.”

Still, even after the group’s announcement Thursday, only a handful of Republicans had stepped forward to consider examining bump stocks.

House Speaker Paul D. Ryan (R-Wis.), House Majority Leader Kevin McCarthy (R-Calif.) and House Judiciary Committee Chairman Bob Goodlatte (R-Va.) all said Thursday that lawmakers will consider further restrictions on the devices. More than a dozen Senate Republicans said they were open to the possibility. A few of Congress’s most conservative lawmakers — as well as some of its most avid gun-rights supporters — said the restrictions were worth consideration.

“I didn’t know what a bump stock was until this week,” Ryan said at a news conference in Chestertown, Md. “A lot of us are coming up to speed . . . Having said that, fully automatic weapons have been outlawed for many, many years. This seems to be a way of going around that, so obviously we need to look how we can tighten up the compliance with this law so that fully automatic weapons are banned.”

White House press secretary Sarah Huckabee Sanders welcomed the NRA’s position and said President Trump wants to be part of a “conversation” about cracking down on bump stocks, which allow legal semiautomatic rifles to fire as rapidly as more heavily restricted automatic weapons.

“We’re open to having that conversation,” Sanders said during Thursday’s White House press briefing. “We think we should have that conversation and we want to be part of it moving forward.”

Senate Majority Leader Mitch McConnell (R-Ky.) stuck out as one of the only members of Republican congressional leadership who had not indicated he was on board. He told reporters Tuesday that it is “completely inappropriate to politicize an event like this” and declined to answer further questions on the subject.

The NRA’s position Thursday reflected an about-face on a long-standing position of opposing most gun restrictions, a position founded on the philosophy of the “slippery slope” — that allowing such legislation would beget still more, until law-abiding gun owners were deprived of their Second Amendment right to bear arms.

On Thursday, the NRA blamed the Obama Administration for authorizing the sale of bump stocks in 2010, based in part on the manufacturer’s claim that the device was intended to assist people with “limited mobility” in their hands. At the time, the Bureau of Alcohol, Tobacco, Firearms and Explosives concluded that the bump stock “has no automatically functioning mechanical parts or springs and performs no automatic mechanical function when installed,” according to a letter from the bureau that the manufacturer, Slide Fire Solutions, posted to its website. “Accordingly, we find that the ‘bump-stock’ is a firearm part and is not regulated as a firearm under Gun Control Act or the national Firearms Act.”

In the joint statement from the NRA’s executive vice president and chief executive, Wayne LaPierre, and Chris W. Cox, executive director of the NRA Institute for Legislative Action, the group called on the Bureau of Alcohol, Tobacco, Firearms and Explosives to again review “whether these devices comply with federal law.”

Advocates for greater regulations on guns questioned the sincerity of the NRA and Republican leaders, given their unwillingness to support more substantial restrictions such as an assault-weapon ban.

“The gun lobby has for years boosted devices that effectively convert rifles into machine guns and boasted that you can get away with guns that mimic fully-automatic fire,” said John Feinblatt, president of Everytown for Gun Safety, the gun-control advocacy group founded by former New York City mayor Michael Bloomberg. “So it’s hardly a surprise that they’re calling for a review of bump stocks by a friendly regulatory agency rather than legislation from Congress.”

The organization also doesn’t have long-standing connections to the companies that make bump stocks, which don’t have much history of lobbying. A recent search of contributions to federal political campaigns, for instance, turned up none from Slide Fire.

And few lawmakers knew what a bump stock was before this week. Talk of the device has taken over Capitol Hill since the shooting, the worst in modern American history. At least a dozen of the 23 firearms recovered from Paddock’s hotel room were modified to include the accessories, which can be purchased online for a few hundred dollars.

Some lawmakers turned to YouTube to watch videos showing how the devices work.

“That’s what I did yesterday,” said Sen. Susan Collins (R-Maine). “I don’t think most people in the Senate were familiar with this.”

Support for a possible ban has started to coalesce around several pieces of legislation.

One measure, unveiled Wednesday by Sen. Dianne Feinstein (D-Calif.), would ban the sale, transfer and manufacture of bump stocks, trigger cranks and other accessories that can accelerate a semiautomatic rifle’s rate of fire.

Feinstein’s bill had support from 38 Democrats as of Thursday morning, including Sens. Bill Nelson (Fla.) and Claire McCaskill (Mo.), who both face uphill fights for reelection next year in conservative states.

“The notion that we’re allowing an add-on that allows people to convert a semiautomatic weapon to an automatic weapon — we’ve got to address that,” McCaskill said.

In the House, a bill from Rep. Carlos Curbelo (R-Fla.) would focus on bump stocks but leave out restrictions on other gun accessories.

Curbelo said he had been “flooded” with requests from Republicans who want to sign on to the measure, which he planned to introduce Friday.

“I think we are on the urge of breakthrough where when it comes to sensible gun policy,” said Curbelo, a moderate Republican who represents a Miami-area district.

Rep. David N. Cicilline (D-R.I.) introduced legislation similar to Feinstein’s in the House. It had attracted 140 sponsors as of Wednesday night.

Democrats’ electoral map might complicate the debate. Ten Democratic senators, including McCaskill, face reelection bids in mostly rural states that Trump easily won in the 2016 election.

Sen. Heidi Heitkamp (D-N.D.), another such Democrat, said in a statement that she did not know much about bump stocks, “and I first want to learn more about them.”

Sen. Joe Manchin III (D-W.Va.) said that Feinstein’s idea “sounds sensible and reasonable to me” but he planned to consult hunters in his state before taking a position.

Sen. Joe Donnelly (D-Ind.) issued a statement: “This is a critical and timely issue. I am very concerned about bump stocks, and I am closely reviewing recently proposed legislation.”

In a sign of the far-reaching interest in the issue, even Sen. James M. Inhofe (R-Okla.), an ardent conservative, suggested he is open to supporting the bill. “Not yet,” he said. “I think I probably will eventually.”

On Thursday a pair of lawmakers began an effort that could preempt legislation on bump stocks. Two House Republicans with military backgrounds, Reps. Mike Gallagher (Wis.) and Adam Kinzinger (Ill.), were gathering signatures for a bipartisan letter asking ATF to revisit its 2010 administrative determination that bump stocks are legal.

A group of Democrats made the same request in their own letter to ATF.

Former ATF Assistant Director Michael Bouchard said in an interview bump stocks serve “no purpose other than someone to have it and say, ‘This is cool.”

“It serves no purpose for anything,” said Bouchard, who ran the agency’s regulatory and criminal field operations. “Not for sporting, not for target practice, not for hunting.”

David Chipman, a former longtime ATF official who now works as a senior adviser to gun-control group Americans For Responsible Solutions, said firearm technology has “outpaced the law.”

“Our legislators move at a crawl, and our technology is moving at warp speed,” he said.

Aaron Davis, Sean Sullivan, Sari Horwitz and Paul Kane contributed to this report.

Why The Telegraph, Axel Springer and Trinity Mirror aren’t completely pivoting to video

The pivot to video is not on everyone’s agenda. News publishers Trinity Mirror, The Telegraph and Axel Springer are refraining from making any drastic changes in strategy that would prioritize video over other formats.

“Video is part of the business, but two-thirds of our revenue is print,” said Swen Büttner, head of video marketing at Axel Springer’s sales house Media Impact. “Text is important, even in the digital industry, and video is only part of the news. It’s not going to take over anything.”

Piers North, group digital director at Trinity Mirror, echoed that sentiment at the New Video Frontiers event in London on Oct. 4. North said that while video is important, pre-roll video is less than 10 percent of the publisher’s digital revenues, it’s growing and not to the detriment of other areas. In a testing financial climate, many publishers that might be focused on short-term performance will see enticing high-yield, pre-roll video growth in the double digits.

“We have to be realistic about it,” North said. “We’re not going to be video-first in five years time. Video is part of the armory.” Dora Michail, managing director of digital at The Telegraph, agreed that video expands the way the publisher tells stories and helps cater to younger audiences, rather than replacing text articles.

Displaying ads around hard news has become increasingly unappealing to advertisers, a trend exacerbated by YouTube’s brand-safety crisis earlier this year. Growing lifestyle and entertainment video content is a more easily monetizable route for news publishers.

In the U.S., publishers like Mic, Fox Sports and Vocativ have recently laid off editorial staffers in their shifts to video to the detriment of their traffic, according to some measurement firms. And for some publishers that have recently pivoted to video, most of their video views occur off their own platforms, instead happening on others where it’s relatively easy to gain scale but harder to monetize.

The Telegraph had 30 million video views in August on Facebook and YouTube, while the Daily Mirror, Trinity Mirror’s national tabloid, had 35 million video views on Facebook, according to Tubular Labs. Although the U.K. reach of these publishers is nothing to sniff at, they shrink next to Facebook and Google on a global scale.

“Advertisers believe reach is the most important thing, and Facebook and Google offer massive global reach easily; that is the challenge,” said North. “We need to persuade advertisers that scale isn’t the same as a crafted piece of video.”

Personalized Video Marketing Cuts Through Clutter

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Where experts and professionals share insights and inspirations to grow business and build careers

Oct 5, 2017

In today’s digital lifestyle, we are constantly consuming and are overloaded with information, says Clinch’s Oz Etzioni. 

Video digital marketing reaches car consumers at their specific stages of buying and focuses on their particular vehicle interests.

To that point, I sat down with Oz Etzioni, cofounder and CEO of Clinch, a provider of one-to-one automotive video marketing. It serves real-time video content based in part on consumers’ online searches.

Q: Why does one-to-one video matter?

A: In today’s digital lifestyle, we are constantly consuming and are overloaded with information, mostly visual. For any marketer to win user attention, its messages need to be relevant for that specific individual. It needs to be personalized.

Potential customers should be treated online the same way you treat them when they walk into a dealership. Show the relevant car, color and features that interest them. Relevant messages and creative optimization help match each user, across any device.

Q: How is that achieved?

A: We use signals such as segmentation, website activities, demographics, location and more to seamlessly produce tailored video creative.

Q: Is it difficult for the dealership staff to do that versus just using the same video ad everywhere?

A: It doesn’t require the dealership staff to do anything. Dealers already have all the required assets. The ad production and distribution process is almost fully automated and requires zero technical integration from the dealership.

Adam Armbruster is a senior partner in the business growth firm Eckstein, Summers, Armbruster Company located in Red Bank, New Jersey and can be reached at 941-928-7192.

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Depression expected to become Tropical Storm Nate, heading toward Nicaragua, Honduras

A tropical depression churning across the southern Caribbean could become Tropical Storm Nate on track to hit the Gulf Coast, and possibly Florida, as a hurricane over the weekend.

In their 11 p.m. Wednesday advisory, National Hurricane Center forecasters said the storm is moving over warm waters and encountering light wind shear that could allow quick intensification. Its possible sustained winds could reach near 85 mph in three days, making it a Category 1 storm as it approaches the Gulf Coast on Saturday. Wednesday evening forecasters upped their intensity forecast from earlier in the day, but said there’s still a chance the storm could weaken as it crosses Central America and the Yucatan.

“Residents along the Gulf Coast from Louisiana to Florida should monitor the progress of this system for the next several days and heed any advice given by local officials,” The National Hurricane said in its latest advisory.

At 11 p.m., the depression was located 70 miles west of San Andres Island off the coast of Nicaragua, where it could dump up to 20 inches of rain and trigger dangerous mudslides and flash flooding, National Hurricane Center forecasters said. Sustained winds reached 35 mph.

The storm is expected to move across northeastern Nicaragua early Thursday and eastern Honduras late Thursday into Friday, bringing heavy rain along much of the Central American coast.

Forecasters said it remains too early to say where the storm will impact the Gulf Coast. The storm is being steered by a high pressure ridge over the southwest Atlantic, but a low-pressure trough moving across the Florida Straits could force it to move more quickly toward the north-northwest by Friday and into the Gulf of Mexico Saturday. How much land it crosses could also weaken it, complicating the track forecast.

Reliable U.S. and European models differed on the storm’s future path by as much as 90 miles, forecasters said. Track forecasts so far in advance can also have wide margins of error. So far this year, track forecasts four to five days in advance have been averaging errors of about 170 to 230 miles.

While the timing and magnitude of the storm remain unclear, the Florida Panhandle and Gulf Coast west to Louisiana should remain alert for the next several days, forecasters said. The storm is expected to bring high winds, storm surge and heavy rain.

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Tropical depression expected to become Tropical Storm Nate

Another tropical depression, the 16th cyclone in a record-breaking season, formed in the southern Caribbean Wednesday morning and could be a weak Category 1 hurricane when it reaches the U.S. coast.

NOAA

Tropical storm warnings have been issued for parts of Nicaragua and Honduras, where heavy rainfall is forecast. Costa Rica and Panama could get five to 10 inches of rain, with up to 20 inches possible in some locations. Late Wednesday, a Hurricane Watch was issued for parts of Mexico.

Squally weather blanketing South Florida Wednesday is not related to the storm, but part of another system over west Cuba and the Florida straits. Strong wind shear is expected to keep that system disorganized, which is still expected to generate heavy rain and gusty wind in Florida and the Bahamas.

Wednesday’s depression becomes the 16th cyclone in a record-breaking season that hit feverish intensity over the last two months with five named storms since Aug. 30. Three lethal storms — Harvey, Irma and Maria — formed in less than 30 days.

2017 season so far

Related stories from Miami Herald

In September, the highest amount of hurricane energy on record occurred, along with the most number of days with a major hurricane, according to Colorado State University meteorologist Phil Klotzbach.

Earlier in the season, forecasters upped their prediction for the number of storms to between 14 and 19, with two to five major hurricanes. The season ends Nov. 30.

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Tropical depression forms off the coast of Nicaragua

A tropical depression formed early on Oct. 4, 2017 off the coast of Nicaragua. The system, which is expected to strengthen into Tropical Storm Nate, is projected to move into the Gulf of Mexico.

Courtesy: NASA Sport

Follow Jenny Staletovich on Twitter @jenstaletovich

Google is using its biggest advantage as a weapon to totally embarrass Apple

google pixel 2The Google Pixel 2 smartphone.Matt Weinberger/Business Insider

Hardware, as they say, is hard. Building something complex like a smartphone is tough enough as it is; selling enough of them to overcome the lousy profit margins and high costs of manufacturing only makes it harder.

Major companies like Google are not immune to these realities. So when Google launched the first Pixel smartphone last year, it was met with a lot of skepticism: It wasn’t clear how, or if, even Google could compete with the likes of Apple or its partner Samsung, which had essentially squeezed the air out of the high-end market. 

And in terms of sales, we still don’t know how that’s going. At its big Google Pixel 2 launch event on Wednesday morning, Google didn’t disclose any sales number, saying only that the original Pixel was a critical hit. Recently, we had unreliable indicators that the original Pixel sold only about 1 million units, a mere fraction of the tens of millions of iPhone 7 phones believed to have been sold in just the first quarter.

And yet, if you take nothing else away from Google’s big hardware blitz this week, it should be this: Google is taking its big advantage in artificial intelligence, and turning it into a hardware advantage that should completely embarrass Apple with how far ahead some of this stuff is. 

You can see it everywhere — Google Photos, the company’s photo-storage service, is way better than Apple’s iCloud, and it’s built in to every Pixel phone. Google Assistant, the smart voice assistant at the heart of the Pixel and the Google Home smart speakers, is lightyears ahead of Siri.

The best example so far, though, can be found in the Google Pixel Buds, a set of wireless airbuds designed to work with the Google Pixel 2 phone. They’re direct competitors to Apple’s pioneering AirPods. 

Best buds

While Google definitely doesn’t win any points for originality, Pixel Buds definitely win on innovation.

Right out of the proverbial box, the Google Pixel Buds will sport a nifty integration with the Google Translate app so you can use it as something like a universal translator: Your speech gets translated into, say, French, and the other person’s French gets translated to English right in your ears. It’s nifty, and in my own brief test, seems to work decently well. 

google pixel budsGoogle Pixel Buds, the company’s answer to Apple’s AirPods.Matt Weinberger/Business Insider

This is something that is here, right now, in a device that’s shipping in October. Meanwhile, Apple has a world of possibilities in front of it for the AirPods, with the power to turn them into « hearable computers, » or at least a killer set of hearing aids. So far, however, this is something Apple has shown little to no interest in, almost a year later.

In other words, Google is putting its considerable edge in artificial intelligence to work by showing all the places where Apple is weak. Beyond the Pixel Buds, Google also showed off features in the Pixel 2 phone like a refreshed Google Lens, which can search your photos for relevant information. If your photo has a picture of the Taj Mahal, it’ll tell you.

So, no, Google’s new Pixel 2 phones won’t win any awards for originality. Compared to new phones like the Samsung Galaxy S8, the iPhone X, or even Android cofounder Andy Rubin’s Essential Phone, the specs and the design of the Pixel 2 are decidedly unexceptional (although it packs a pretty great camera). Who knows what Pixel 2 sales will look like. 

And yet, if you view Wednesday’s product announcements as Google showing Apple just how far behind it is in artificial intelligence, well, it all makes perfect sense. Google’s new hardware doesn’t make the iPhone look any worse, by direct comparison, but it sure does make Apple itself look like it’s behind the curve.

Get the latest Google stock price here.

3 US troops killed in ambush in Niger

(CNN)Three members of the US Special Operations Forces were killed and two others were wounded in southwest Niger near the Mali-Niger border when a joint US-Nigerien patrol was attacked Wednesday, two administration officials told CNN.

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inject analytics data* for Aspen (if enabled) and the companion ad layout* (if it was set when the ad played) should switch back to* epic ad layout. onContentPlay calls updateCompanionLayout* with the ‘restoreEpicAds’ layout to make this switch*/if (CNN.companion typeof CNN.companion.updateCompanionLayout === ‘function’) {CNN.companion.updateCompanionLayout(‘restoreEpicAds’);}clearTimeout(moveToNextTimeout);CNN.VideoPlayer.hideSpinner(containerId);if (CNN.VideoPlayer.getLibraryName(containerId) === ‘fave’) {playerInstance = FAVE.player.getInstance(containerId) || null;} else {playerInstance = containerId window.cnnVideoManager.getPlayerByContainer(containerId).videoInstance.cvp || null;}prevVideoId = (window.jsmd window.jsmd.v (window.jsmd.v.eVar18 || window.jsmd.v.eVar4)) ||  »;if (playerInstance typeof playerInstance.reportAnalytics === ‘function’) {if (prevVideoId.length === 0 document.referrer document.referrer.search(//videos//) = 0) {prevVideoId = 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{$endSlate.removeClass(‘video__end-slate–active’).addClass(‘video__end-slate–inactive’);}}}},onContentBegin: function (containerId, cvpId, contentId) {CNN.VideoPlayer.mutePlayer(containerId);if (CNN.companion typeof CNN.companion.updateCompanionLayout === ‘function’) {CNN.companion.updateCompanionLayout(‘removeEpicAds’);}CNN.VideoPlayer.hideSpinner(containerId);clearTimeout(moveToNextTimeout);CNN.VideoSourceUtils.clearSource(containerId);jQuery(document).triggerVideoContentStarted();},onContentComplete: function (containerId, cvpId, contentId) {if (CNN.companion typeof CNN.companion.updateCompanionLayout === ‘function’) {CNN.companion.updateCompanionLayout(‘restoreFreewheel’);}navigateToNextVideo(contentId, containerId);},onContentEnd: function (containerId, cvpId, contentId) {if (Modernizr !Modernizr.phone !Modernizr.mobile !Modernizr.tablet) {if (typeof videoPinner !== ‘undefined’ videoPinner !== null) {videoPinner.setIsPlaying(false);}}},onCVPVisibilityChange: function (containerId, cvpId, visible) {CNN.VideoPlayer.handleAdOnCVPVisibilityChange(containerId, visible);}};if (typeof configObj.context !== ‘string’ || configObj.context.length 0) {configObj.adsection = window.ssid;}CNN.autoPlayVideoExist = (CNN.autoPlayVideoExist === true) ? true : false;CNN.VideoPlayer.getLibrary(configObj, callbackObj, isLivePlayer);});/* videodemanddust is a default feature of the injector */CNN.INJECTOR.scriptComplete(‘videodemanddust’);MUST WATCH

[Video] What if coffee disappears?

Imagine a world without coffee where our daily lives would be turned upside down. A world where there would be no more antidotes to sleepiness, no more excuses to take a break, no more “let’s grab a coffee” with friends, and – more importantly – no more jobs for hipsters. On the occasion of this year’s International Coffee Day, Lavazza imagines this terrible (yet hilarious) scenario by sharing a quirky video.

How 360 Video Enhances Marketing: An Experience Within An Experience

Marketers, event planners and technologists of all walks have tried for many years to enhance real-life experiences with technology, to varying degrees of success. There have been QR codes, mobile-based scavenger hunts, check-in apps and more that failed to stick. From one experience to the next, brands want to stand out and create a lasting impression and emotional impact with more than free pens or flying discs.

And finally, we have the technology to address this missing piece of experiential marketing.

Zeda Stone

VR and 360 video can replace the inert swag bag and help consumers deeply engage with a brand. Whether a striking cinematic journey at a charity soiree, or a fun, branded experience at a retail store, VR/360 video in all its lifelikeness is the perfect digital complement to experiential marketing at live events.

Instead of routine gifts, we can now give consumers an experience within an experience, thoughtfully integrated for a huge emotional impact. Renault recently used VR to provide first-class airline guests with a look into the future. During the flight they were offered a VR headset that transported them to a virtual arrival terminal, where they were then given a brand new Renault Koleos to drive away in. When it was time to actually debark, passengers re-lived the experience in real life. Verizon intertwined virtual and actual reality with its A Love Letter to San Francisco installation at its SF flagship store. Patrons can soar through a 360-degree virtual tour of the places, people, and experiences that make the Golden Gate City unique and compelling. These immersive experiences give participants a thrilling memory and connection to brands — a memory that outweighs any free tote bag or nominal product discount.

An even more transportative experience was Budweiser’s 4D St. Louis brewery tour, which combined a visual VR experience with additional sensory elements, such as sounds, smells and weather, to mirror what brewery visitors would experience in real life. This sensory experience ultimately left people with a stronger connection to the virtual tour and the Budweiser brand. Technology has evolved to the point where people can enjoy a virtual experience and ascend into a different reality.

These advances in VR/360 have made it the perfect complement to experiential marketing. We now have an opportunity to add a level of emotional complexity and depth to our “experiences” — because what’s an experience that does not have an emotional component? But now that any marketing team can get its hands on a VR or 360 device, the differentiator will be quality in a world of quantity.

This means being authentic to your brand’s message and core will be increasingly important when engaging with customers through VR in an emotional way. For a brand with a focus on ethical procurement or fair trade practices, a VR experience allow consumers to step into the shoes of the human labor involved at every step of production. Lighter fare can be just as emotionally effective if it fits the brand; a snack brand could take us on a trip through our favorite childhood Saturday-morning cartoons, evoking a fun feeling of nostalgia. With VR and 360 experiences, visitors get a personal experience that can leave an indelible emotional impression in a way that would not be possible with posters or even a traditional promotional video.

Each experience will look different, but understanding human emotion and your brand’s unique connection to that emotion at these immersive events will be the key consideration. Do it right, and consumers will leave your experiential event with a fun memory and perhaps even an entirely new and lasting connection. VR and 360 has the potential to tap into intense and raw human emotions to form a better type of consumer relation. It’s the beginning of the breakdown of the barriers between humanity and technology. VR/360 has allowed us to transport ourselves to different places, times, or lifestyles but as we continue innovating, the new “swag bag effect” of experiential marketing lies in bringing human emotion, with thoughtfulness and relevance, to our experiences.

Zeda Stone is Creative Director, RYOT Lab. Zeda is charged with identifying emerging technologies and formats to utilize and enhance the already robust storytelling platforms that RYOT and AOL use. Prior to joining RYOT full time Zeda served as a technology consultant and with his company Captivate.me helped to build out RYOT’s early technology stack and giving platform. This is a guest post not produced by the UploadVR staff. No compensation was exchanged for the creation of this content.

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