Archives par mot-clé : markering

Dynamic video will convert the last digital skeptics

Data-driven marketing is today’s norm. The vast majority of digital display ads this year — 73 percent, according to recent eMarketer forecasts — will be purchased programmatically and incorporate data-driven targeting to activate. It’s also projected that 2017 will be the first year when digital spend surpasses TV to become the largest part of the overall ad budget, on average.

What’s more, marketers are expanding beyond using data to just guide ad placement, reaching deeper to let their data inform the formation of ad content. It would seem that the great data march is unstoppable, and that its influence over the entire advertising process is growing.

And yet amid this paradigm shift, some roles in the marketing process are ahead of others, particularly when it comes to creative, and especially when it comes to video creative. Raised in the pre-digital era of monolithic channels (TV+print) and the culture of the “big idea,” some marketers remain skeptical of both the “why” and the “how” of subjecting the most artistic and recognizable parts of advertising to the cold and dispassionate hand of data.

Dynamic video is going to change all of that.

The old-school creative approach

Many people in the top ranks of agencies were drawn into the advertising profession because of their unique ability to communicate with audiences through video and sound. And while the creative development process has always relied on data to drive consumer insights and big ideas, granular, individual-level consumer data was rarely used to drive creative outside of print-based direct response ads or CRM (customer relationship management) programs.

In digital, this granular consumer data has mostly been applied to optimize the programmatic placement of the creative.

Only recently has discrete behavioral data arrived as a ubiquitous asset capable of driving the composure of creative assets themselves. Advertising has always been a little art and a little science, for sure. But traditionally, the role of science has been to target the placement of the art, while the role of producing it was left to the artistic judgment of trained professionals.

And so when developing TV ads, customer data was something that creative professionals would draw on for inspiration, but it was no longer relevant to them once a handful of ads were produced.

You find many of the same dynamics among brand marketers, for different reasons. While brands are motivated first and foremost by effective communication regardless of the medium, few would deny the ambition to make a large, splashy statement through a major national TV campaign. But at the same time, every marketer I’ve ever spoken to wishes for the ability to speak directly to each customer/prospect’s needs, hopes and dreams.

But individual relevance was never possible in TV ads, so the skills and processes for data-driven video creative were never demanded or developed.

Art and science, hand in hand

So video is the CMO’s big statement and the agency exec’s best shot at a Cannes Lions award (though that is changing with the new data-driven categories). Video is the realization of the artistic energies pent up in the advertising ecosystem, an arena for the full breadth of the advertiser’s talents to shine. But the creative process behind video has been sheltered from the data-driven revolution in digital. Until now.

The last few years have been an era of dynamic creative training wheels, in which we have learned to use data to version display units, though only rarely to drive the idea behind them. And we have learned a lot. We’ve learned that even basic dynamic relevance leads to real, tangible benefits in campaign performance, and a demonstrable increase in ROI.

It hasn’t ruined the creative process — far from it. It’s resulted in creative better suited to the person seeing it, which is what advertising is all about.

We are just now starting to get clever about how to layer that personalization with fun, creative messaging at the scale necessary for large advertisers. Applying this learning to video will only multiply the opportunities for creative expression, not supplant them.

Data is nothing to fear; it’s a new opportunity for video creativity. We are fast approaching the tipping point where data enters that inner sanctum of Madison Avenue, and I’d argue that it’s also the moment when a whole new creative revolution begins.


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.


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The Latest: Nigeria says freed Chibok girls to meet leader

ABUJA, Nigeria — The Latest on the release of Chibok schoolgirls kidnapped three years ago by Boko Haram extremists in Nigeria (all times local):

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12:25 a.m.

Nigeria’s government says the 82 kidnapped Chibok schoolgirls who have been released in an exchange for detained Boko Haram suspects are expected to meet President Muhammadu Buhari on Sunday in the capital.

Buhari’s office tweeted the first official confirmation of the largest release of Chibok girls since the mass kidnapping of 276 more than three years ago.

The government says the Swiss government and the International Committee of the Red Cross helped in negotiations with the extremist group. Similar talks led to the first release of 21 Chibok girls in October.

The latest announcement means 113 girls remain unaccounted for. It is feared some were forced to carry out suicide bombing missions for Boko Haram, which has ties to the Islamic State group.

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12:15 a.m.

Nigeria’s government says the release of 82 Chibok schoolgirls who had been kidnapped three years ago by Boko Haram came in exchange for “some Boko Haram suspects held by the authorities.”

The announcement is the first confirmation by the government of any exchange made in its months of negotiations with the extremist group.

After the first negotiated release of 21 Chibok girls in October, the government denied that a ransom was paid or that it freed some detained Boko Haram fighters in exchange for the girls.

The government statement says the freed girls are expected to meet with President Muhammadu Buhari on Sunday in the capital, Abuja.

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11 p.m.

A Nigerian military official with knowledge of the rescue operation says 83 Chibok schoolgirls are free more than three years after a mass abduction by Boko Haram extremists.

Family members say they are eagerly awaiting a list of names and “our hopes and expectations are high.”

The official says the schoolgirls were found near the border town of Banki in Borno state near Cameroon. He spoke on condition of anonymity because he was not authorized to make the announcement.

The number could not be independently confirmed by The Associated Press. The schoolgirls remained in military custody late Saturday.

While 21 girls had been freed in the first negotiated release in October, 195 had remained hostage until this weekend.

— Haruna Umar in Maiduguri, Nigeria

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10:40 p.m.

A Nigerian official says at least 62 Chibok schoolgirls have been released more than three years after they were abducted from their boarding school by Boko Haram extremists.

The official spoke on condition of anonymity as they were not authorized to speak to reporters.

Family members were eagerly awaiting a list of names late Saturday and said “our hopes and expectations are high.”

Officials say the girls were freed near the town of Banki along the border with Cameroon. They were in military custody late Saturday.

While 21 girls had been freed in the first negotiated release in October, 195 had remained hostage until this weekend.

— Hilary Uguru in Warri, Nigeria

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9:55 p.m.

A Nigerian official says more of the Chibok schoolgirls have been released three years after their abduction by Boko Haram extremists, though the exact number is not immediately known.

The official spoke on condition of anonymity late Saturday because they were not authorized to speak to reporters.

Nearly 200 of the schoolgirls had remained captive before this release.

Many of the girls seized from their boarding school were forced into marriages with fighters and became pregnant.

Nigeria’s government in October announced the first negotiated release of 21 of the schoolgirls.

At the time, it said another group of 83 girls would be released “very soon.”

The government has denied a ransom was paid and that it freed some detained Boko Haram fighters in exchange for the girls.

Copyright 2017 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Macron campaign says its emails have been subjected to ‘massive, coordinated’ hacking

It was only the latest plot twist in a long, bitter campaign defined by rancor and uncertainty.

The day before France’s most momentous presidential election in recent history, authorities were still investigating the “massive and coordinated piracy action” that independent candidate Emmanuel Macron reported just minutes before the campaign’s official end Friday night.

The data dump, the Macron campaign said, involved thousands of nonincriminating emails and other internal communications — some of which, the campaign insisted, were fake. In a year of populist upheaval, this was the nightmare scenario for many observers, immediately reminiscent of the American election — in which, as U.S. intelligence agencies recently concluded, Russian President Vladimir Putin commissioned an “influence campaign” to benefit Donald Trump.

The identity of the hacker remains unconfirmed, but the parallels were clear enough in Paris and Washington: Macron, an independent centrist candidate and staunch defender of the European Union, is facing off against Marine Le Pen, a far-right populist whose party has relied on Russian banks in the past and who favors pivoting France’s foreign policy toward the Kremlin. In March, Le Pen met personally with Putin on a visit to Moscow.

“Intervening in the last hour of the official campaign, this operation is obviously a democratic destabilization, as has already been seen in the United States during the last presidential campaign,” the Macron campaign said, stopping short of assigning blame.

The sentiment was echoed across the Atlantic, with Rep. Adam B. Schiff (Ca.), the ranking Democrat on the House Intelligence Committee, warning that the hacking, if successful, “would represent yet another dangerous escalation of cyberinterference in a Western nation’s democracy.”

But amid France’s government-mandated day of silence that always precedes election day — when candidates are strictly prohibited from campaigning in any way — the impact of the leaks on the election remained to be seen.

In the French press, the leaks received comparatively little coverage: In keeping with French campaign law, reporting on the emails’ contents could result in criminal charges. On Saturday, France’s electoral commission urged journalists and media organizations to heed “the sense of responsibility they must demonstrate, as at stake are the free expression of voters and the sincerity of the election” itself.

Ben Nimmo, a research fellow with the Atlantic Council’s Digital Forensic Research Lab, said in an interview that enthusiasm for the leaks was scarcely discernible beyond the far-right, pro-Le Pen online circles that had circulated them in the first place.

“It doesn’t seem at this stage that there are lots of high-profile non-Le Pen accounts jumping in and spreading the message around,” he said of social-media patterns surrounding the leaks. “They have kept their constituency — and they have galvanized their constituency — but they haven’t necessarily stepped outside of that constituency.”

Most French voters interviewed on the streets of the capital the day before the vote shrugged off the hack. The stakes are much too high to be bothered by compromising internal campaign documents, they said.

Paul Lotere, a 29-year-old civil servant, said he was most upset that Macron had no chance to respond given the strict campaign curfew. He plans to vote for the former finance and economy minister and said he has no interest in the documents until their veracity is confirmed.

“Ah, yes, ‘hashtag Macron leaks,’” sneered Alain Chappotteau, a 51-year-old psychologist, repeating the Twitter tagline popularizing the news. “With all the fuss, all the tricks, in this campaign, what’s one more? I’m voting for my child’s future. This doesn’t matter.”

Although the hacker remained unknown, Nimmo said, the social-media campaign following the Macron data dump originated in the United States, in a well-known network of alt-right Twitter accounts.

The #MacronLeaks Twitter storm — notably in English, not French — largely began with the account of Jack Posobiec, a Washington-based correspondent for the alt-right website TheRebel.media, Nimmo said. Posobiec has written that he served, in 2016, as “Special Projects Director of Citizens for Trump, the largest Trump grassroots organization in the US,” according to an article Nimmo wrote on the Macron case.

From there, Nimmo said, news of the Macron leaks — allegedly containing details of offshore accounts and tax evasion — was retweeted by William Craddick, another alt-right activist known to have spread in December a fake news story about German Chancellor Angela Merkel tolerating Islamic State terrorists to deploy an E.U. “army” to subdue her country’s neighbors. Eventually, Nimmo added, the leaks began to be retweeted by well-known National Front accounts — reaching 47,000 tweets in just three hours.

Despite France’s strict prohibition on campaigning after the deadline, Florian Philippot, the National Front’s deputy leader, tweeted early Saturday morning: “Will #Macronleaks teach us something that investigative journalism has deliberately killed?”

For months now, Le Pen has also received exceedingly positive coverage in Russian state media. Meanwhile, those news outlets have pilloried Macron, accusing him of being secretly gay and of embezzling public funds. To date, most of those rumors seem to have had little effect on French voters.

Throughout the election, Macron has frequently said that his campaign has been the target of Russian meddling, though the Kremlin has repeatedly denied those accusations.

In a report issued last month, researchers at the cybersecurity firm Trend Micro linked intrusions into the Macron campaign’s online network to Russian hackers operating as an arm of Kremlin intelligence. The Tokyo-based firm said it was the same group — known variously as Pawn Storm, APT28 and Fancy Bear — that hacked the Democratic National Committee and officials tied to Hillary Clinton’s unsuccessful campaign for president.

In the specific case of the leaked documents, a Russian connection was not immediately identified. But according to analysis conducted by Flashpoint Intel, a digital risk firm, “it appears to be linked to the Russian state-sponsored campaign by APT28.”

Nicolas Vanderbiest, an expert on social-media information dissemination and the author of the well-known blog “Reputatio Lab,” said in an interview that there were significant connections in the Twitter storm following the leaks to accounts linked to Sputnik and Russia Today. In a paper published several weeks ago, he studied many of these accounts, some 40 percent of which were involved with spreading the news about the Macron scandal early Saturday, he said.

In any case, analysts say, the French government has taken the threat of cybersecurity in the election very seriously.

In March, for instance, France’s National Cybersecurity Agency said that there was “an extremely high risk” of cyberattacks and hacking of the country’s electoral process, which prompted the government to suspend electronic voting this year for French citizens overseas.

Alexander Klimburg, an expert on cyberwarfare at The Hague Centre for Security Studies who has been in regular contact with French civil service officers, said he believes the French government is sufficiently prepared for Russian cyberattacks, especially after Russian hackers nearly destroyed a French television network, TV5Monde, almost exactly two years ago.

“The sense was, ‘If this happens again, we’re going to be ready,’ ” Klimburg said. “I expect there to be a massive escalation in the covert information environment.”

Polls show Macron, a former investment banker and Socialist finance minister, with a considerable lead over Le Pen, at 63 percent to 37 percent of the vote, according to the latest analysis from the Ipsos firm, released Friday.

For many, the hacking and subsequent data dump represented a desperate, last-dash attempt to thwart Macron’s considerable lead in the polls — a lead that has actually grown in the final days of the campaign.

“It’s so obvious, and you can make all the connections so easily,” said Vanderbiest. “It’s very amateur.”

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The Latest: Always Dreaming wins Kentucky Derby in slop

LOUISVILLE, Ky. — The Latest on the Kentucky Derby (all times local):

7:05 p.m.

Always Dreaming has won the 143rd Kentucky Derby, pulling away from Lookin at Lee in the slop.

Race officials confirmed the win for Always Dreaming minutes after he crossed the finish line first at Churchill Downs. The win gives trainer Todd Pletcher his second Derby win.

Battle of Midway finished third in the 20-horse field.

Always Dreaming covered the 1 1/4-mile track in 2:03.59.

Always Dreaming overtook early favorite Classic Empire as the betting choice on Saturday morning, briefly sharing that status with Irish War Cry before holding on entering the gate.

Starting from the No. 5 post position, the 9-2 favorite made his push on the backstretch into the lead by the far turn.

Always Dreaming began stretching it out from there to win by 2 3/4 lengths over long shot Lookin At Lee, with Battle of Midway five lengths back.

Always Dreaming paid $11.40, $7.20 and $5.80. Lookin At Lee returned $26.60 and $15.20, while Battle of Midway paid $20.80.

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7 p.m.

Always Dreaming has unofficially won the 143rd Kentucky Derby.

Always Dreaming pulled away from Lookin at Lee in the slop to give trainer Todd Pletcher his second Derby victory at Churchill Downs.

Battle of Midway was third in the 20-horse field.

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6:05 p.m.

Divisidero always rises to the occasion on Kentucky Derby day.

The 5-year-old completed a unique hat trick Saturday — winning a turf race on three consecutive Derby undercards.

At 3, he captured the American Turf. This time, he scored a repeat win in the $500,000 Turf Classic, edging past pacesetter Beach Patrol in the final strides.

Divisidero saves his best efforts for the biggest day at Churchill Downs, going 2 for 10 in races run on other days in the year.

Julien Leparoux was aboard for trainer Buff Bradley as Divisidero ran 1 1/8 miles in 1:52.42.

He paid $9 to win.

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6 p.m.

Celebrity chef Guy Fieri patiently stopped to pose for selfies with dozens of fans as he walked just 40 paces to the wagering windows in the Turf Club, Churchill Downs’ exclusive club.

It was Fieri’s eighth Kentucky Derby in a town he loves so much he opened a restaurant, Guy Fieri’s Smokehouse, six months ago.

“Louisville is so much more than just the Derby, it’s a great culture of people,” he said. “The people are the best. I shot Triple-D down here, it’s the best place in the world. It has such a good energy,” said Fieri, referring to his Food Network show “Diners, Drive-Ins and Dives.”

He was interrupted again by a fan begging for a picture.

“You bet you can,” he said, again and again, as people lined up to snap his photo.

Once he finally reached the window, he scrolled through this phone reading texts from a friend he called the “horse whisperer,” who sent advice on the best bets.

He settled on a series of superfectas and a wager on a horse with long odds called Fast and Accurate before starting the slog back to his seat, interrupted two dozen times by picture-seekers.

He also snapped a photos with Julian Edelman, the Patriots wide receiver.

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5:55 p.m.

Churchill Downs officials say attendance for the Kentucky Derby is 158,070.

That’s the seventh-largest crowd in the race’s 143-year history.

It’s rained on and off Saturday, making for muddy conditions on the track and puddles on the pavement.

The weather challenged fashionable fans to party in multiple conditions, with moments of sunshine, too.

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5:45 p.m.

Always Dreaming and Irish War Cry are the co-favorites for the Kentucky Derby at 9-2 with an hour to go until the race.

McCraken is the 6-1 third choice.

Morning-line favorite Classic Empire is the fourth choice, tepidly supported at 7-1.

Every other runner is in double digits, including Patch, the one-eyed horse, whose odds have dropped throughout the afternoon. He is down to 12-1.

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5:40 p.m.

Whenever there’s a big crowd, politicians are sure to follow. And Kentucky’s political leaders flock to the Kentucky Derby, when the state finds itself in the national spotlight more than any other day.

Prominent politicians spending Saturday at Churchill Downs included members of Congress and the Kentucky General Assembly. Senate Majority Leader Mitch McConnell was back in his hometown of Louisville, attending the Derby with his wife, Transportation Secretary Elaine Chao.

Gov. Matt Bevin spent time shaking hands and posing for photos with race fans. It’s also a chance for Kentucky to do some business recruiting. “We have a whole lot of folks that come in, some of whom have a significant presence here, some of whom are interested in Kentucky,” the Republican governor said.

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5:20 p.m.

Limousine Liberal survived a sudden downpour and a stretch scramble to win the $500,000 Churchill Downs Sprint on Saturday.

It was up for grabs in the final furlong with several horses still having a shot. The 5-year-old gelding trained by Ben Colebrook pulled it out by a head over Awesome Slew for a 13-1 upset as the skies opened up again.

Limousine Liberal paid $28.40 to win.

Jose Ortiz was aboard for his second stakes win of the day. Earlier, he rode Paulassilverlining to victory in the Humana Distaff.

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4:45 p.m.

Fans are breaking out their ponchos again as Churchill Downs has been soaked by another round of showers before the Kentucky Derby.

The sun broke through the clouds early in the afternoon Saturday after a gloomy morning, allowing fans to discard their rain gear and show off their best Derby outfits.

But the rain returned late in the afternoon, prompting many fans to seek whatever cover they could find at Churchill Downs. Others sat through the rain, looking over soaked programs to consider any final bets leading up to the Kentucky Derby.

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4:40 p.m.

Red Sox legend David Ortiz emerged from the terrace outside the exclusive Turf Club, a bourbon on the rocks in hand, and pondered which Kentucky Derby horse he should put his money on.

“I gotta make some money. Mama needs a new pair of shoes!” said Ortiz, in a pinstripe suit with a feather in his fedora. “And she likes Christian Louboutins so you know it’s got to be a lot.”

Big Papi rubbed shoulders on the star-studded balcony with other sports legends, like Tom Brady, Wes Welker, Aaron Rodgers and Jerry Rice.

It was his first Derby, and his first trip to Kentucky. He said he’s having so much fun he hopes it’s not his last.

Other celebrities in the crowd at Churchill Downs: Larry David, Kid Rock and Guy Fieri.

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4:25 p.m.

A switch to turf turned Arklow into a stakes winner.

The colt trained by Brad Cox is 2 for 2 since shifting to turf after losing all five of his races on dirt. He posted one-length upset in the $300,000 American Turf for 3-year-olds on Saturday at Churchill Downs in a race leading up to the Kentucky Derby.

Hall of Famer Mike Smith was aboard as Arklow rallied six-wide in the stretch to beat Good Samaritan. Arklow ran 1:44.64 for 1 1/16 miles.

He paid $32 to win at 15-1 odds.

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3:45 p.m.

Wild Shot rebounded from a seventh-place finish in the Blue Grass Stakes to pull an 8-1 upset in the $250,000 Pat Day Mile for 3-year-olds on Saturday at Churchill Downs.

Unlike the Blue Grass where Wild Shot set the pace, jockey Corey Lanerie kept the colt in second this time as Uncontested set the pace for the race in the undercard of the Kentucky Derby. Turned loose at the top of the stretch, Wild Shot sprinted away to a four-length victory.

The colt was bred and is owned by historic Calumet Farm. Trained by Rusty Arnold, Wild Shot paid $19.40 to win.

The time was 1:35.67 in the mud.

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2:55 p.m.

The red carpet at the Kentucky Derby annually attracts a barrage of reality TV stars, athletes, media figures and other celebrities.

“Goodfellas” actor Paul Sorvino got the biggest applause this year as he serenaded the media crowd at Churchill Downs with a rendition of “My Old Kentucky Home” in his best operatic voice. He got a high-five from a fan and a kiss from his wife.

Bon Jovi guitarist and New Jersey native Richie Sambora shouted “Jersey in the house!” and Katie Couric went out of her way by walking into the crowds that stand behind a media row and snapping selfies with fans.

Couric says she turned 60 this year but can still rock a pink fascinator hat on Derby day.

Athletes who walked the red carpet included former Red Sox star David Ortiz, golfer Justin Rose, Louisville coach Rick Pitino and former NFL quarterback Warren Moon.

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2:50 p.m.

With four hours until the Kentucky Derby is run, Always Dreaming remains the 4-1 favorite in the wagering.

Irish War Cry continues to gather support. He’s now the 9-2 second choice at Churchill Downs.

So far, bettors are shunning Classic Empire. The colt who was made the 4-1 morning line favorite on Wednesday is now 8-1.

Sentimental favorite Patch, the one-eyed colt, is 14-1, down from his 30-1 morning line odds.

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2:45 p.m.

Trainer Chad Brown won a second stakes Saturday on the Kentucky Derby undercard when Roca Rojo prevailed by a head in the $300,000 Distaff Turf Mile.

The race ended with a head-bobbing finish as the pacesetting Believe in Bertie and Roca Rojo hit the wire together. The photo awarded the victory to 6-5 favorite Roca Rojo, her sixth in eight starts.

A 5-year-old with international experience, Roca Rojo won her first two races in her native Ireland before joining Brown’s U.S. stable last year.

Florent Geroux guided her over the mile in 1:37.53 on a rain-softened turf course.

Roca Rojo paid $4.60 to win.

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1:55 p.m.

A determined Paulassilverlining held off 3-2 favorite Finest City by a neck to win the $300,000 Humana Distaff, the first stakes race on the Kentucky Derby undercard Saturday at Churchill Downs.

The 5-year-old trained by Chad Brown has been a model of consistency. This was her third straight stakes victory, improving her record to 10 wins in 20 career starts.

She took charge entering the turn and was pressured in the lane by Finest City, winner of the Breeders’ Cup Filly Mare Sprint last year.

Jose Ortiz guided Paulassilverlining over the seven furlongs in 1:23.68 over the sloppy track. She paid $7.60 to win.

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1:40 p.m.

If you’ve ever had mud splashed on your windshield, you know annoying it can be.

Jockeys face the same challenge on a sloppy track like at Churchill Downs on Kentucky Derby day. And they don’t have the advantage of flicking on the wipers.

Mud is constantly kicked back into the faces of horses and riders when rain turns the dirt surface into a substance similar to pudding.

It’s hard enough for a jockey to maintain balance on a 1,000-pound thoroughbred under ideal conditions. Riding while blinded by a coat of slop is nearly impossible.

Jockeys compensate by wearing multiple sets of goggles. When one pair gets dirtied, the rider pulls it down around his neck. The process is repeated throughout the race to keep the mud at bay.

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12:50 p.m.

Celebrity chef Bobby Flay has cooked up a winner on Kentucky Derby day.

His 3-year-old colt Caviar Czar won his first race on the undercard. It came on the third try for the Ireland-bred horse.

It was a satisfying victory for Flay as he was also the breeder. John Velazquez was aboard as Caviar Czar paid $8.20 to win.

The timing was perfect since Flay was already at Churchill Downs for a cooking segment on NBC’s Derby telecast.

The chef known for “Iron Chef America,” regular TV appearances and several restaurants is a longtime owner and breeder who has had success in the Breeders’ Cup world championships.

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12:25 p.m.

The Churchill Downs bugler is playing hurt on Kentucky Derby day.

Steve Buttleman walked into a riser near the stage at the post-position draw on Wednesday and hit a shin, rupturing the quadriceps tendon in his left leg.

As a result, he’ll be wearing a bulky brace over his white pants while he plays “Call to the Post’” at his 22nd Derby on Saturday.

He’s set to have surgery on Tuesday.

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12:05 p.m.

Always Dreaming is the favorite in early wagering on the Kentucky Derby.

The Florida Derby winner is at 4-1 odds.

Classic Empire, the 4-1 morning-line favorite, hasn’t generated much support yet. His odds have drifted up to 7-1.

The late-running Gunnevera is taking action. After opening at 15-1 on the morning line, his price is now 9-1.

The sentimental choice is Patch, the one-eyed colt. His story has captivated many fans and apparently their wallets, too. Listed at 30-1 from the outside post in the 20-horse field, Patch is 15-1.

The odds will fluctuate throughout the day as money pours in from fans at Churchill Downs and those wagering online and at simulcast locations.

___

12 p.m.

Three races are in the books leading up to the Kentucky Derby, where cold and wet weather has forced spectators to bundle up and use colorful hats for function rather than fashion at Churchill Downs.

A third straight day of rain has dampened fans gathered Saturday under the Twin Spires in 48-degree weather. Track conditions are rated sloppy for horses slogging through the mud in a light but steady drizzle.

The weather is forecast to improve by the time the Derby is run around 6:46 p.m. Eastern time. Always Dreaming is the 4-1 favorite in early wagering.

Some women are covering their elaborate hats in plastic and wearing rubber boots to protect against the soggy weather.

Copyright 2017 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Avoid These Rookie Live Video Marketing Mistakes


Live video marketing offers a dynamic way to engage with your customers. Unless you screw it up PHOTO: Monik Markus

As live video changes the course of content marketing, an increasing number of brands are getting in front of the camera to interact with their audiences and show off previously unseen dimensions of their organizations.  

But some brands are struggling to make the transition from pre-recorded video to live streaming. And in the process, many of those companies are making some rudimentary — and avoidable — mistakes. 

Adjusting to Live Video Marketing

Live video strikes a note that no other form of marketing can. It’s accessible, personal, interactive and evokes a unique sense of urgency. The challenge for marketers is to approach their live streams in ways that play to those strengths. 

Moving beyond the basics — like delivering good sound quality and having a strong internet connection — here are seven common live streaming pitfalls to avoid:

1. Scripting the Entire Stream

Live audiences want authentic and off-the-cuff dialogue from whomever they see on screen. This free-roaming authenticity is part of what makes live video so enticing, but sticking to a highly detailed script flies in the face of that authenticity. 

The solution isn’t to go live without a plan however, but to use bullet points instead of paragraphs to enhance the organic feel of your stream. 

2. Overproduction

There can be a lot of benefit to deploying professional audio, lighting and camera equipment, but I’m a big believer that a smartphone is all you really need to go live. After all, you’re broadcasting a live stream, not producing a Hollywood movie. 

Live video audiences know that, too, and it gives them a strong tolerance for imperfection. Once again, it’s the raw, somewhat flawed insight into a brand that live video gives that makes it so effective. 

In fact, all overproduction does is gloss over the valuable authenticity you’ve worked so hard to achieve. 

3. Waiting for Viewers to Arrive

Unless your audience is colossal, your live stream will have very few — if any — viewers during the first few minutes, which means that many live streamers have developed the bad habit of waiting around for more viewers to arrive.

On the face of it, that can seem like a reasonable move, but for the viewers who have taken the trouble to tune in on time, those awkward first moments will be deadly dull and hardly much of a reward for your core audience of devoted fans. 

The way around the timing dilemma is to remember that most platforms allow viewers to watch your stream like a normal video after the live streaming ends. That means there’s no reason to compound the awkwardness of all that waiting around by making it part of your permanent video record.  

4. Not Engaging With Commenters

Facebook users comment 10 times more on live videos than they do on regular videos, so you need to be prepared for some interaction. 

Unless you’re dedicating the end of your stream to a QA, be sure to respond to comments as they roll in so that your viewers feel noticed and valued. This instant engagement also enhances the experience for viewers who are watching idly, and may even encourage them to ask a question themselves.

5. Not Giving Viewers an Incentive to Stay

Video consumers like to skip through videos to get to the juicy bits. This isn’t possible with a live stream, so the battle to retain viewers until the end becomes that much harder. 

So give your viewers an incentive to stay tuned in. One strategy is to tell your viewers before and throughout your stream that a giveaway will take place at the end of your stream but that the only way to win is to stay tuned in. 

6. Streaming Too Often and Too Long 

To keep the concept of live streaming fresh and exciting for your audience, make your live videos a periodic treat, not an everyday occurrence. 

What’s more, be sure to cap the length of your live videos to keep them interesting. The ideal length will vary from audience to audience, so be sure to experiment, and ask your viewers about their preferences. 

7. Not Repurposing Your Content

Live video is a fantastic way to engage with your audience in real time, but the show doesn’t have to end there. Once your video stream is over, edit segments to populate your YouTube, Instagram and Anchor feeds, or upload your stream’s audio as a podcast episode. 

Not only will your audience who didn’t get a chance to tune in live appreciate that you’ve reposted the content, your live viewers will often want to re-watch the stream as well.

Make Your Live Streaming Count

Most brands see live video as unchartered territory where embarrassment lurks and mistakes can be made all too easily. Other organizations have embraced live video with gusto, but in their haste, have neglected to pay proper attention to their engagement strategies. 

Both camps — and the audiences who watch their efforts — can benefit from the live video tips above to make every content stream count and every viewing moment more productive and enjoyable. 

Make 2017 the year you fully embrace video – The Nashville Ledger

If marketers had a zodiac calendar, we might call 2017 “The Year of the Video.” Online video is enjoying the spotlight, due in part to its increasingly crucial role in social media, and consumption is also at an all-time high. That is a definite plus for video marketing.

There’s never been a better time for businesses to take advantage of video’s popularity.

In January, eMarketer estimated that 62 percent of the world’s internet users would view digital video in 2017. That staggering number should pique any business owner’s interest in video as a persuasive marketing tool.

Let’s consider three of the most common reasons consumers engage online. People are curious creatures and seek to engage with media for inspiration, information and innovation.

Take a moment to let those three desires sink in. Now, let’s look at online video marketing applications that deliver on each.

Our desire for inspiration includes not only motivational stories but stories that are purely entertaining. A 2017 article in The Huffington Post reports that businesses are “embracing online video as a more personal and engaging way to connect with audiences.”

Videos that weave together a compelling story through testimonials from satisfied customers who are passionate about your brand and willing to be bona fide spokespeople are a perfect example of how you can leverage video to gain some inspirational marketing traction.

Since well-crafted video boosts brand awareness and trust, the opportunity to provide information to your market about your services or products with video is a great move.

A corporate identity video relating the story of your company’s history, core values, goals and future plans is a great way to provide information that inquiring customers want to know.

Innovation is a constant craving of the online audience and a great marketing opportunity for your business.

Which of your new or upcoming innovations lend themselves well to video? Has your company produced an interesting new product or process that eases customer frustration?

Once you’ve created your video, be sure to invest enough in the promotion of it to ensure you generate ROI on the overall investment.

Too many marketers focus too much on the video and little time on how they intend to promote it – whether that be through purchased media, email marketing, social marketing, etc.

Like many things, less is more when it comes to the total length of your video. You’re seeking a balance in effective storytelling and likely viewership; the longer the video, generally the lower the viewership.

Consult with your marketing firm to find the right-targeted length for your purpose and audience.

Video marketing is effective, persuasive, wildly popular and in demand. It should, however, be a part of an overall marketing investment and a plan that you make with a trusted marketing partner to ensure video viewership brings the results you deserve.

Tricia Warren, marketing strategist at RedRover Sales Marketing Strategy, can be reached at redrovercompany.com.

Traders Vote Macron as Le Pen Vows to Wipe Away Their Smiles

With Marine Le Pen’s “smirking banker” insults failing to rattle her adversary in the final debate of the French presidential election, markets are looking decidedly cheerful.

By one important measure of risk sentiment, they’re the least flustered they’ve been about the possibility of a National Front victory all year. But this positioning means the smile could vanish from the face of more than just one-time banker Emmanuel Macron if Le Pen pulls off an upset in Sunday’s vote. 

The euro reached its highest level of the year against the dollar after the debate, and the premium investors demand to hold French government OATS over German bunds plummeted to a 2017 low.

Deutsche Bank AG strategist Sebastien Galy says the unwind of hedges against a Le Pen victory reflects “misplaced overconfidence,” with analysts at UBS Group AG predicting a massive shock to U.S. Treasuries if she manages to pull it off.

Granted, independent Macron is likely to win. Sixty-three percent of those surveyed after Wednesday’s vituperative exchange said that the centrist candidate put in a stronger performance. And the narrowing in the OAT-bund spread reflects the widening of another key metric: Macron’s lead in the polls. Not a single major survey of voter intention shows him behind.

‘Hell Breaks Loose’

All the same, “it’s not a given,” according to Andreas Utermann, the chief executive officer at Allianz Global Investors, speaking of victory for the frontrunner. “We would like to get through Sunday because let’s face it: even though it’s not priced in the markets, if it’s not Macron but Le Pen all hell will break loose,” Utermann said in a May 3 Bloomberg TV interview.

The character of the resulting maelstrom may prove more severe than options pricing suggests, said Deutsche Bank’s Galy in a Wednesday interview. The euro could weaken by 3 to 6 percent “as very few are positioned for this,” he said. But even a narrow victory for Macron could sideline foreign investors until the next election as the threat of populism lingers, he said.

In the wake of the debate, the euro surged to a November high of 1.0987 against the dollar, and the cost of hedging against volatility in the Euro Stoxx 50 Index sank a record 35 percent. With investors loading up on bets for Macron, there would be a limited scope for a relief rally following a victory by the former economy minister.

Over the longer term, the effects on euro-zone markets may be harder to gauge. With little precedent for Le Pen’s signature proposal of leaving the euro, “we might end up in an economic paralysis for a period of time,” according to Peter Trent, chief executive of Macquarie Atlas Roads in Sydney.

Stars Align

On Thursday, Le Pen’s camp seemed to be trying to snatch victory from the jaws of accepted usage, when her niece and fellow National Front politician Marion Marechal-Le Pen said that scoring 40 percent in the two-way runoff “would be an enormous victory.”

Sure enough, Le Pen can only win if many stars align: participation needs to be very low, moderates need to stay home, and the voting bloc of Communist-backed Jean-Luc Melenchon — who went out in the first round — needs to split evenly between Le Pen and Macron, according to Bloomberg Intelligence’s Maxime Sbaihi.

For more on how voter abstentions could nudge Le Pen to victory, click here.

Sbaihi warns against “selling the bear’s pelt before it’s killed” — to use the French expression, even though Macron’s 23-point lead in the Bloomberg composite of surveys of second-round voting intention stands well beyond the margin of error.

“It’s clear after the debate that a Macron win is perceived as the most market-friendly outcome, and has become more likely,” Vincent Juvyns, global market strategist at JPMorgan Asset Management in Luxembourg, said in an interview ahead of the vote. While Macron looks the likely victor, “we should remain vigilant,” he cautioned.