Archives par mot-clé : marketing

Alphabet chair says Google can’t guarantee comprehensive brand safety

Dive Brief:

  • Eric Schmidt, chairman of Google parent company Alphabet, said that Google can’t completely guarantee that advertisements on its platform won’t appear next to offensive content, but that his company is working on a solution that will get « pretty close, » per CNBC.
  • Google and its YouTube video portal have faced significant backlash as ads have appeared next to content related to terrorism, hate speech and violence, inadvertently helping fund it. This brand safety issue first flared up in the U.K and European markets when ad giant Havas, along with major media organizations, halted Google ad spend, but the move has since been echoed by a number of big-name U.S. brands.
  • « We’re very good at detecting what’s the most relevant and what’s the least relevant. It should be possible for computers to detect malicious, misleading and incorrect information and essentially have you not see it, » Schmidt said. « We’re not arguing for censorship, we’re arguing just take it off the page, put it somewhere else … make it harder to find […] I think we’re going to be ok. »

Dive Insight:

In the current heated climate, a lack of guarantees is probably not what brands and advertisers want to hear coming from Google. However, Schmidt’s statements carry a refreshing measure of transparency and honesty that might also be more realistic than some proposed catch-all solution. 

The sheer volume of content published to Google and YouTube is immense, inevitably leading some bad media to slip through the cracks. “[W]ith millions of sites in our network and 400 hours of video uploaded to YouTube every minute, we recognize that we don’t always get it right,” wrote Google U.K. Managing Director Ronan Harris in the wake of the Havas controversy.

Though a grounded approach is understandable, Google still needs to be proactive in weeding out bad content lest it continue to lose the trust and business of major brands. Even after promising more tools for advertisers and the hiring of additional staff for content monitoring earlier this week, marketers including ATT, Verizon and Johnson Johnson put Google ads on a freeze. 

One area Google is dancing around is actively seeking out offensive videos rather than simply reviewing material flagged down by users and brands. The company is likely aiming to avoid accusations of censorship, but it might need to take a harder stance on the issue or otherwise take a more pointed hit to its bottom line. 

Prior to the brand safety controversies, eMarketer forecast that Google will command around 40.7% of all U.S. digital ad revenue in 2017. As more marketers essentially blacklist the platform, that dominance might be stymied, but the situation is double-edged. Online advertisers don’t have many options to get even close to Google’s reach, with Facebook being the lone considerable competitor.

While current protests are clearly having an impact on Google’s policies and spurring action in the moment, many brands, and especially smaller brands, likely can’t afford to stay off the platform for the long-term. 

6 Mistakes to Avoid When You Make a Promotional Video

I’m not a videographer. Heck, I’m not even a film buff.

Related: By 2019, Video Marketing Will Be Everything. You’ve Got to Get in on the Trend — Now.

But, with the rising importance of video in the marketing suite, video content — as an increasingly crucial component of marketing — has come onto my radar as a CEO. Nine out of ten marketers in a survey said they now place importance on video content, and over 67 percent said they intended to spend more to create video content this year.

Josh Gold, creative director at Serio Films, is someone who’s learned the do’s and don’ts of creating promotional videos for a brand. Over the past decade, Gold and his company have shot films that raised millions of dollars for worthy causes and helped put brands on the map.

Here, according to Gold, are six mistakes you should avoid when creating a promotional video for your business:

1: Forgetting the “big picture”

Don’t get distracted from your overarching objectives. Video production is a long, involved process where changes must frequently be made at a moment’s notice. All too often, the overall purpose of the video can get lost in the day-to-day shuffle.

Therefore, ask yourself before making all major decisions: “Does this help us achieve our goal?” This will help orient you back to the big picture and help you stay on track, says Gold.

2: Trying to include too much in one video

It’s important to maintain a tight focus when it comes to video marketing.

Many people try to cram in as many ideas and visuals as possible, but for viewers, this makes the final product unfocused and confusing. Videos are often big, expensive undertakings and you want to get the most out of your investment. But trying to include too many things at once can lead to overcrowding, clutter and a poor viewing experience, Gold stresses.

Related: Leverage the Undeniable Power of Video Marketing on All Platforms

It also weakens your ability to connect with viewers and dilutes the message. It’s always better to make sure your videos are clear and focused, and get the point across.

3: Focusing on information rather than emotion

Video is a great way to introduce yourself to the viewer. Some people mistakenly treat a video like a brochure, attempting to provide an in-depth descriptive profile of their entire business so that their videos will be as informative and all-inclusive as possible.

The trouble is, this reflects a misunderstanding of the medium and of the role video plays in marketing. Video’s job isn’t to educate, but to initiate a personal connection or start a conversation. Video is not the correct format for long-winded explanations, facts and statistics. That’s why Gold recommends thinking of video as the cover letter for your business, not your company’s résumé.

Videos put a human face on your work and your beliefs so that viewers can relate to your message and remember it afterward. It’s the emotional connection your video makes with viewers that often determines whether they will continue to interact with your brand. So, leave the finer details to your website or the glossy pamphlets. Once the video has drawn them in, viewers will be able to do further research about your company at their own pace.

4: Failure to prioritize during filming

When you’re not familiar with how production works, it can seem like every moment is a potential filming opportunity. Clients often urge video production teams to shoot tremendous amounts of footage, not wanting to miss a single moment, team member or achievement.

It’s understandable that you would want your business to be captured in all of its nuance, complexity and beauty. But don’t be swayed in that direction. In fact, Gold says that research and careful planning before the shoot will save you a lot of time and stress.

A professional marketing firm will work with you to prepare your concept, the shot list and the interviews based on valid criteria rather than any last-minute panic. This way, you’ll know exactly what needs to be done by the time production starts.

And if a filming opportunity does pop up at the last minute, please refer back to the question mentioned in point number two.  

5: Disregarding the “utilization plan”

Utilization, or how you plan to use and distribute the video content, shouldn’t be an afterthought, advises Gold. It should be an inextricable part of planning and creating every film. The intended usage shapes both the content and style of a video. For example, a video for your home page is going to have a different set of requirements than will a video for Facebook. Make sure you have an understanding of what you’re going to do with the video and modify it accordingly.

The worst thing you can do is shoot the footage before you determine how you’re going to use it. Rather, go into production knowing which scenes and techniques are most suited to your plans. This will save you from wasting time and money on filming scenes you won’t be able to use.

6: No call to action

All the money and time you spent creating a quality video and getting it in front of the right people will go to waste if you don’t provide viewers with a way to take the action you wish them to take. So, feature a prominent call to action in your video that makes it clear what you want the audience to do and explains how to do it.

A video without a call to action is like a meal that’s served without a fork and knife. Your video might be inspiring, entertaining or emotionally moving, but without a clear call to action, viewers will be unable to subscribe, purchase, donate or do whatever else you hope for. It may sound silly, but it’s important to spell things out. Without a prompt from you, viewers may not even know there’s anything for them to do!

Related: The 4 Pillars of Stellar Video Marketing

In the end, creating a high-quality video demands a great deal of work. There’s no reason to sabotage all that effort by making easily avoidable mistakes. Keep this list in mind, and you’ll be rolling out promotional videos that showcase your business in a positive light and help generate desired results.

Zach Cutler

Zach Cutler is an entrepreneur and founder and CEO of Cutler PR, a tech PR agency in New York and Tel Aviv. An avid tech enthusiast and angel investor, Cutler specializes in crafting social and traditional PR campaigns to help tech sta…

AT&T, Verizon, other US brands join Google blacklisting

Dive Brief:

  • ATT, Verizon, Johnson Johnson and other major U.S. companies are pulling their advertisements from Google and Google’s YouTube video portal over issues with the platforms’ brand safety assurances, according to USA Today and a number of other media outlets. Ads have continued to appear alongside extremist content featuring terrorists, hate speech and acts of violence, especially on YouTube. 
  • Last week, Havas Worldwide, the world’s sixth-largest ad holding group, halted all of its Google ad spend in the U.K., joining the U.K. government, major media organizations like The Guardian and the BBC and brands including Marks Spencer.
  • On Tuesday, Google apologized for its failures to ensure brand safety and said it was enacting a tougher stance on offensive content and ads appearing next to illegitimate creators on YouTube. The tech company suggested it would provide new tools to advertisers and is hiring « significant numbers » of people to bolster the content review process.  

Dive Insight:

While Google’s brand safety backlash initially appeared contained to the U.K. and European ad market, the announcements from major U.S. brands indicate it’s spreading quickly, which might spur the company to take more significant action or enact broader policy reviews.

Earlier this week, Pivotal Research Group analyst Brian Wieser, writing in an investor note that downgraded Google parent Alphabet’s stock, suggested that the movement against Google would have global repercussions, with those forecasts coming true perhaps faster than expected. 

Google is the world’s largest digital advertising platform. Research from industry bellwether eMarketer suggests the company will command 40.7% of all U.S. digital ad revenue this year, with dominance in key areas like search and display advertising continuing to grow. If more advertisers — and especially U.S.-based advertisers — continue to put a freeze on Google spending, however, those prospects could be damaged, perhaps considerably. 

Though Google has promised to introduce more tools for advertisers and admitted it doesn’t always get things right, some critics have viewed its reactive measures as inadequate for addressing what’s clearly an industry-wide problem. 

Matt Brittin, Google’s head in Europe, was recently given several chances to state his company would actively seek out extremist content rather than solely investigating content flagged by users as inappropriate, but declined to commit to such a policy.

Ask the Pro: Video Marketing Campaigns

Q: I want to start a Video Marketing Campaign, but I’m not sure where to start?

A: KUDOS to you for being on top of what leading marketing companies predict to be the most effective way to reach consumers in 2017. Digital Marketers predict that by 2020, 75% of all video will be viewed on the Internet, surpassing TV. So, where do you place your video ad? The answer is easy, where there is an audience. Here are a few options:

1) YouTube – This platform reaches more 18-49 year-olds than any other cable network in the U.S.  With over 1 billion users, the audience views hundreds of millions of hours of videos DAILY. YouTube offers a “True View” campaign, meaning you’re guaranteed a set number of videos viewed completely. Something to keep in mind, YouTube announced in February 2017 that by early 2018, they will eliminate the 30-second unskippable ads and the only unskippable ads will only be 6- or 20-seconds length. Another alternative is to channel target, which allows you to target users searching within your business category.

2) FACEBOOK – Facebook video posts have increased 94% annually in the U.S. and nearly 100 million hours of video is viewed DAILY. Much of this increase is due to the Facebook LIVE feature. Best practice is a sponsored video post. Something to note, Facebook also announced a few changes coming in 2018. First, they’ll launch videos with automatic sound (right now, you don’t have sound unless you tap the video). Second, they will add a feature allowing in-view thumbnail videos to play in the lower right corner as you scroll (similar to YouTube) and finally, Facebook is testing mid-roll advertisements within LIVE videos.

3) NATIONAL NETWORK PRE-ROLL – One thing is certain with the WEB, there are NO geographic boundaries, which means the next “viral” video could come from anywhere. With this network, you can run a pre-roll video ad on across various national websites/apps, like Fox News, and WebMD, but geo-target it to serve to viewers in your market only.

4) LOCAL NEWS MEDIA SITE – Finally, you can reach a LARGE local audience using the local news media sites. The Herald Review’s website is a perfect opportunity to reach a large audience as we have over 350,000 unique users each month that view over 100,000 pages DAILY. Your video ad runs mid-story or as pre-roll and you’ll reach a very engaged LOCAL audience.

MORAL OF THE STORY, perhaps it really is true that VIDEO KILLED THE RADIO STAR. But don’t sit by and weep about it, embrace the change and beat your competitors to the table. Call me today, even if you don’t have a video ready, we’ll get it ready.

*Statistics: businessinsider.com (Feb 2017) YouTube.com (Feb 2017)

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A Modern Guide to Social Media Content Marketing, Part 4: Facebook

This is the fourth installment in a five-part series of articles focusing on best practices to up your content marketing game on the “big four” of social media: Twitter, LinkedIn, Facebook and Instagram. Catch up on the first, second and third  installments, and stay tuned for the final Instagram installment. Share your own favorite tips in the comments—we’d love to hear from you.

Facebook is the Goliath of social media networks. It has the broadest reach of any social network—79 percent of Americans use it, and more than 1 billion users globally log in every day.

Here it’s crucial to cut through the clutter. That’s something you can achieve with consistent messaging and branding, by leveraging Facebook’s unique features, and with effective ad targeting.

Images and video are more important on Facebook than status updates, with more than 100 million hours of video watched every day.

Some products and services lend themselves to visual marketing more than others, but there is always an angle. Even if you aren’t selling something tangible, show someone using or explaining it.

Many brands are also starting to incorporate Facebook Live to reach larger audiences in real-time with live question-and-answer sessions, webinars or product demos.

The features beyond likes that can work for you

It’s easy to feel overwhelmed by the service and tools offered by Facebook, but these are a few unique features that can help marketers make their brand stand out:

  • Social customer service: Nothing looks worse on a brand’s Facebook page than a series of unaddressed complaints from users. Failing to address questions and complaints frustrates customers and leaves a detailed record of how poorly you performed. Facebook’s Bots for Messenger is a social customer-service tool that helps to answer questions quickly, freeing up staff resources and making customers happy. Marketers can program chat bots to answer common customer questions, essentially creating an automated customer-service page.
  • Dark posts: Although they sound ominous, “dark” just means that these posts don’t appear on your Timeline and only get inserted into the News Feeds of users you picked based on the demographics you’re interested in. This provides the opportunity to create highly targeted messaging to each of your segments without spamming followers with a multitude of posts. For example, even in a general segment of “qualified sales leaders,” you can split that segment into subsegments by gender, age or geography, and create ads designed for each group. You can then test multiple versions of ad copy and imagery to determine which version performs best with whom.

Ad objectives

There are many metrics that Facebook offers to show you that a post or ad campaign is “working.” Reach, click-throughs, impressions, comments and likes are all metrics used to evaluate social media success. However, rather than just chasing likes, it’s important to ensure that your ad objectives are aligned with what your actual business goals are.

As far as targeting goes, Facebook’s pixel and custom audiences allow you to gain rich insights about how people use your website, measure results better and build audiences for targeting. After installing the pixel on your site, Facebook will start building a pool of people who have visited your site. These audiences are created separately from your ads, so you can choose when and who to advertise to.

Facebook also allows you to input a user list or pull data from people who interact with your page and find others who are just like them—this is called a lookalike audience. It takes a lot of the guesswork out of ad targeting, but you should make sure to compare the results from lookalike campaigns with other types of targeting.

Note: be wary of interest targeting, which is essentially the social version of a cold call. Likes and clicks can be made by a user for any reason—it doesn’t necessarily mean that they are interested in those particular pages or ads.

Ad formats

Facebook offers a variety of creative ad options you can select. Here’s a rundown of which option to select based on your campaign goals and the audience you’re trying to reach:

  • Carousel ads: This ad offers up to five clickable cards per ad, providing the opportunity to play with imagery, copy links and calls to action. The best part is that you can select the option to automatically put the best-performing images first.
  • Single image: Single-image ads are simple, straightforward and get results. They are also a fast way to draw attention and require little production.
  • Single video: 47 percent of a Facebook video’s value is delivered in the first three seconds, so you have to make an impression fast to hold a viewer’s attention. Also, 85 percent of videos are watched without sound, so focus on telling your story through compelling visuals.
  • Slideshow: This ad option allows you to use stock images, sound and text, and it is a great way to produce a video without equipment or editing experience. Slideshows also require less cellular data to play, which makes them a good choice if you’re targeting users in areas with slower wireless connections.
  • Canvas: These mobile-optimized ads are immersive and interactive, and they expand to the entire mobile screen when clicked on. If you have the design resources, here’s your chance to truly make your brand stand out on mobile.

Whoever you are and whatever your brand seeks to sell or do, if it isn’t on Facebook, it might as well not exist. When it comes to social, Facebook is king. How will you use it to your advantage?

Next up: Instagram.

Ulrik Bo Larsen is founder and CEO of social media management software-as-a-service platform Falcon.io.

Democrats continue to press Gorsuch for answers, but Republicans’ confidence of confirmation grows

Democratic senators more aggressively questioned Judge Neil Gorsuch on Wednesday in hopes of drawing him out on his potential independence from President Trump, while Republicans began easing off — signaling they anticipate his successful confirmation.

On the third day of his confirmation hearing, Gorsuch faced more questions on abortion rights, money in politics and a Supreme Court ruling issued on Wednesday morning that reversed one of his recent decisions. 

Early in the day, Gorsuch declined to answer several questions from Sen. Patrick J. Leahy (D-Vt.) on the Constitution’s “emoluments clause,” which states the president cannot accept gifts from foreign agents without approval from Congress. and the notion of “high crimes and misdemeanors” — inquiries designed to put distance between the judge and Trump.

Given “ongoing litigation,” Gorsuch said, “I have to be very careful about expressing any views.”

Leahy also noted Gorsuch has strong support from Trump senior counselor Stephen K. Bannon, whom he accused of “giving a platform to extremists and misogynists and racists.” Another senior Trump aide, Reince Priebus, had said Gorsuch could change potentially 40 years of law, Leahy said.

“What vision do you share with President Trump?” the senator said.

“Respectfully, none of you speaks for me,” said Gorsuch. “I am a judge. I am independent. I make up my own mind.”

Channeling the frustrations of many Democrats, Senate Minority Leader Charles E. Schumer (D-N.Y.) criticized Gorsuch’s testimony as “pitifully short on substance.”

“The qualifications for Senate confirmation shouldn’t be skillful evasion of questions, it’s not how the process is supposed to work,” Schumer tweeted on Wednesday.

“If anyone doubts Judge Gorsuch could be an activist judge with strong conservative views, eschewing interests of average people, look how he was selected.”

Wednesday’s proceedings marked what is likely the last day of testimony for Gorsuch before the Senate Judiciary Committee, where he has made a particular effort to stress his independence from Trump and defend the integrity of the judicial system. If confirmed, Gorsuch would replace the late Antonin Scalia on the Supreme Court.

At one point, Gorsuch seemed to reject a Feb. 13 comment from senior White House policy adviser Stephen Miller that Trump’s actions on national security “will not be questioned,” which some interpreted as a signal that Trump could ignore judicial orders.

“You better believe I expect judicial decrees to be obeyed,” Gorsuch said. He quoted an unnamed judge he called one of his heroes: “The real test of the rule of law is [whether] the government could lose in its own courts and accept those judgments.”

Gorsuch also declined to give his view on Scalia’s characterization of the Voting Rights Act as a “perpetuation of racial entitlement.” 

“I don’t speak for Justice Scalia. I speak for myself,” he told the committee.

“You have been very hesitant to even talk about various Supreme Court precedents,” Leahy told Gorsuch, noting that Justices John G. Roberts Jr. and Samuel Alito took positions on specific cases during their confirmation hearings. 

Sen. John Cornyn (Tex.), the Republican whip, rejected Leahy’s characterization. 

“I don’t know what they’ve been listening to, what they’ve been paying to, if that’s their conclusion,” he said. 

“Over the last three days we’ve heard a description of your legal philosophy and the reasoning behind it time and time again,” he added later.

Other Republicans have used their allotted time to defend Gorsuch and begin pushing back against Democrats who are still mulling whether to try blocking the judge’s confirmation. 

On Tuesday, Sen. Ted Cruz (R-Tex.) credited Gorsuch for enduring the marathon hearings and said he was passing the test “with flying colors.”  

On Wednesday, Sen. Orrin G. Hatch (R-Utah), who has been a part of 14 Supreme Court confirmation hearings, told Gorsuch, “I’ve seen an awful lot of great people in the law come before this committee. And I haven’t seen anybody any better than you.” 

“Why anybody in this body would vote against you, I’ll never understand,” Hatch said later.

Over the course of his hearings, Gorsuch also has refused to be pinned down on most of the issues that Democrats raised: his allegiance to Roe v. Wade, his views on money in politics, the extent of the Second Amendment. He portrayed what Democrats saw as controversial rulings in his 10 years on the Denver-based 10th Circuit as authentic attempts to interpret the laws that Congress writes.

“If we got it wrong, I’m very sorry, but we did our level best,” he said about a decision criticized by Durbin, but added: “It was affirmed by the Supreme Court.”

In an exchange with Sen. Sheldon Whitehouse (D-R.I.), Gorsuch said he was “distressed that you think that judges or the Supreme Court is an organ of a party.” 

“I know you feel that way, and that distresses me,” Gorsuch said. 

“It distresses me, too, quite a lot,” Whitehouse replied. 

The latest hearing produced an emotional exchange between Gorsuch and Sen. Dianne Feinstein on the subject of women’s rights. 

“You are pivotal in this,” Feinstein (D-Calif.) told Gorsuch, saying that the “originalist’’ interpretation of the Constitution to which he adheres has been used in the past to say that the Constitution does not cover women and gays.

“No one is looking to return us to horse-and-buggy days,” Gorsuch responded. Supreme Court precedent has established that the Constitution’s Equal Protection Clause is wide enough to encompass those who were not recognized when it was written.

“A good judge starts with precedent and doesn’t reinvent the wheel,” Gorsuch said, adding that it “matters not a whit” that some who wrote the Constitution were racists or sexists, “because they were.”

What matters, Gorsuch said, were “what the words on the page mean.”

Feinstein’s concern was abortion rights, and Gorsuch was not forthcoming on that. She said previous Supreme Court nominees have promised to keep an open mind on the subject, and yet “every Republican judge is a no vote.”

The two also discussed a book that Gorsuch wrote in which he opposed physician-assisted suicide, and said any taking of a human life was wrong.

Feinstein mentioned the death of her father and a close friend, which she said were agonizing. She mentioned California’s recent physician-assisted suicide law.

“My heart goes out to you,” Gorsuch said, and then appeared to choke up when he mentioned the death of his own father. He said his personal views would have no role in his duties as a judge, and noted the Supreme Court has ruled that states may allow laws such as California’s.

Democratic senators also raised questions about a decision that had just been issued across the street from the hearing room — literally — at the Supreme Court.

The eight sitting justices decided unanimously on Wednesday to boost the standards of education that public schools provide to learning-disabled students, rejecting an earlier ruling from the U.S. Court of Appeals for the 10th Circuit — the one that Gorsuch serves on — saying that it had set the bar too low for students. 

At issue was whether schools must provide disabled children “some” educational benefit — which several lower courts have interpreted to mean just more than trivial progress — or whether students legally deserve something more. Gorsuch serves on the 10th Circuit Court of Appeals, which is among the majority of appeals courts that subscribe to the “some” benefit standard. A minority of circuit courts have set higher expectations for schools, and the Supreme Court used a case brought by the parents of a Colorado teenager with autism to set a uniform standard for the nation.

In response to questions by Sen. Richard J. Durbin (D-Ill.), Gorsuch defended his court’s decision, saying that they were applying what the 10th Circuit had decided in a 1996 case, which adopted the standard that the services have to be more than de minimis .

“I was bound by circuit precedent,” Gorsuch said, saying that ruling against an autistic child and his parents was “heartbreaking.” He added that his circuit was unanimously taking the same position in all such cases. Now the Supreme Court has said that is the wrong standard: “Fine, I will follow the law.”

Durbin said Gorsuch had made the precedent worse by adding the word “merely” to the standard.

“To suggest I have some animus against children,” Gorsuch started, his voice trailing off.

“Please,” Durbin said, no one was suggesting that — just a wrong reading of the law.

Republicans are hoping to refer Gorsuch to the full Senate by April 3 and Majority Leader Mitch McConnell has said that the judge will be confirmed to the Supreme Court before Easter.  

Schumer (D-N.Y.) said this week that it would be “unseemly” for the Senate to confirm Gorsuch while the FBI is investigating whether Trump’s presidential campaign was swayed by Russian interference.  

But Sen. Joe Manchin III (D-W. Va.), a key moderate and a member of Schumer’s leadership team, said on Wednesday that the ongoing FBI investigation “shouldn’t’ have any bearing” on Gorsuch’s confirmation. 

“I want to get a working court, okay? What they did to Merrick Garland was wrong. I don’t want to do the same. Two wrongs don’t make a right,” Manchin said at a Washington Post Live event on Trump’s early weeks in office.  

Manchin later visited the Judiciary Committee room to watch the proceedings for a few minutes — a notable appearance given that he is one of several moderate Democrats facing reelection next year who are the targets of a multimillion-dollar ad campaign bankrolled by conservative groups in hopes of securing Gorsuch a filibuster-proof vote tally. Sen. Angus King (I-Maine), another potential vote for Gorsuch, made a similar visit on Tuesday.  

Manchin said at the Post event that he plans to meet again with Gorsuch before deciding how to vote.  

“If Gorsuch is the right person or not, I can’t say that as of yet,” he said. “Is there 60 votes as of yet, I don’t think, I don’t see it. Can it happen? Anything can happen.” 

Attacker kills 3, injures 20 in vehicle and knife assault near British Parliament

An assailant fatally stabbed a police officer at the gates to Britain’s Parliament compound Wednesday after plowing a vehicle through terrified pedestrians along a landmark bridge. The attacker was shot and killed by police, but not before claiming a total of three lives in what appeared to be Europe’s latest high-profile terrorist attack.

Personal details about the suspected attacker were not immediately made public. Police said the man traced a deadly path across the Westminster Bridge, running down people with an SUV, then ramming the vehicle into the fence encircling Parliament. More than 20 people were reported injured.

Finally, the attacker charged with a knife at officers stationed at the iron gates leading to the Parliament grounds, authorities said.

The dead and injured were left scattered on some of London’s most famous streets.

Crumpled bodies lay on the Westminster Bridge over the River Thames, including at least two people killed. Outside Parliament, a Foreign Office minister — covered in the blood of the stabbed police officer — tried in vain to save his life.

Parliament chambers and offices were put on full lockdown for more than two hours and officials shut down the famous London Eye Ferris wheel, which overlooked the scene.

“This is a day that we planned for but hoped would never happen. Sadly it has now become a reality,” said the assistant Metropolitan Police commissioner, Mark Rowley, outside Scotland Yard’s headquarters.

As he spoke, the bells of Big Ben tolled six times to mark the hour.

Later, after chairing a meeting of the government’s emergency committee, British Prime Minister Theresa May said: “The location of this attack was no accident. The terrorist chose to strike at the heart of our capital city, where people of all nationalities, religions and cultures come together to celebrate the values of liberty, democracy and freedom of speech.”

But “any attempt to defeat those values through violence and terror is doomed to failure,” she vowed, adding: “Tomorrow morning, Parliament will meet as normal.”

Even before full details emerged, the attack and resulting chaos appeared certain to raise security levels in London and other Western capitals and bring further scrutiny to counterterrorism measures.

“We are treating this as a terrorist incident until we know otherwise,” said a Twitter message from London Metropolitan Police.

The attack occurred on Parliament’s busiest day of the week, when the prime minister appears for her weekly questions session and the House of Commons is packed with visitors.

The Palace of Westminster, the ancient seat of the British Parliament, is surrounded by heavy security, with high walls, armed officers and metal detectors. But just outside the compound are busy roads packed with cars and pedestrians.

The attack — a low-tech, high-profile assault on the most potent symbol of British democracy — fits the profile of earlier strikes in major European capitals that have raised threat levels across the continent in recent years.

It was apparently carried out by a lone assailant who used easily available weapons to attack and kill victims in a busy, public setting.

British security officials have taken pride in their record of disrupting such attacks even as assailants in continental Europe have slipped through. But they have also acknowledged that their track record would not stay pristine, and that an attack was inevitable.

When it happened, it was shocking nonetheless. Cellphones captured scenes of carnage amid some of London’s most renowned landmarks.

The target — Westminster — was heavily guarded. But the weapons of choice — an SUV and a knife — made the attack difficult to prevent, requiring the assailant neither to acquire illegal weapons nor to plot with other conspirators.

Rowley said investigators believe that just one assailant carried out the attack, but he encouraged the public to remain vigilant.

Britain has been on high alert for terrorist attacks for several years. But until Wednesday, the country had been spared the sort of mass-casualty attacks that have afflicted France, Belgium and Germany since 2015.

David Lidington, a member of Parliament, said a police officer was stabbed and the suspected assailant was shot.

“Suddenly police cars drove down the road and locked it down. People threw themselves to the ground and hid behind trash cans, walls and in cafes. But the situation seemed to be under control fairly quickly,” said Lee Stevens, 34, who was standing outside Downing Street, about 500 yards from Parliament and near the prime minister’s offices.

Among those providing emergency aid was Tobias Ellwood, a senior official at the Foreign Office and a British military veteran. Photos showed Ellwood’s face streaked with blood after attempting to revive a police officer who had been stabbed just inside the gates of the parliamentary compound.

French Prime Minister Bernard Cazeneuve said that among those wounded in the vehicle attack were members of a group of French students. News media in France reported that three of the students, on a school trip from a high school in Brittany, were in serious condition and that their parents were being flown to London immediately.

King’s College Hospital in south London tweeted Wednesday evening that its emergency department was treating eight victims, two of whom were in critical condition.

In Washington, White House press secretary Sean Spicer said President Trump has been briefed on the London attack and spoke by phone with Prime Minister May. 

“We condemn today’s attack in Westminster,” Spicer told reporters. “We applaud the quick response of the British police and the first responders.” He pledged “the full support of the U.S. government in responding to the attack and bringing to justice those who are responsible.”

May later chaired a meeting of the government’s emergency committee to discuss the assault.

Raffaello Pantucci, director of international security studies at the Royal United Services Institute think tank, said the rapid response suggested that police “were expecting that an attack was highly likely for some time.”

Images from the bridge showed a man dressed in a suit lying on his back, his legs splayed to either side, as pedestrians huddled around him administering first aid. The shoe was off his right foot, and blood stained the sidewalk beneath his left.

In another image, a woman with long blond hair and running shoes lay in a pool of blood on the bridge’s sidewalk. Blood stained the corner of her mouth as another pedestrian cradled her head.

Other photos showed people sitting on the sidewalk looking dazed amid broken glass and bits of automotive debris, with Big Ben looming beyond.

A spokesman for the Port of London Authority said a woman was pulled alive from the River Thames, and he confirmed reports that she had serious injuries.

As police investigated, much of the activity in the area around Westminster came to a standstill.

A nearby hospital was put on lockdown and the London Eye — the enormous Ferris wheel above the River Thames — was stopped and visitors were slowly let off hours later. Those who were locked inside the Eye’s capsules at the time of the attack were kept there, hovering above as emergency responders swarmed the scene below.

In a brief news conference just before 5 p.m. outside the nearby headquarters of Scotland Yard — London’s police force — a spokesman said he was “not going to speculate” on whether the incident was over.

Another witness, Kirsten Hurrell, 70, said she first heard the crash of a car hitting the fence outside parliament.

“I thought initially it was some kind of accident,” Hurrell told the Guardian newspaper. “Then I heard a couple of sharp noises. It could have been gunshots. I wasn’t sure.”

“There was a lot of steam from the car,” added Hurrell, who runs a newspaper kiosk in Parliament Square. “I thought it might explode.”

The U.S. Department of Homeland Security said it was in “close contact with our British counterparts to monitor the tragic events and to support the ongoing investigation.” It noted that U.S. security threat levels remained unchanged.

A year ago to the day, attackers carried out three coordinated suicide bombings in Belgium, killing 32 civilians and injuring more than 300 others in two blasts at Brussels Airport and one at a metro station in the Belgian capital. The Islamic State claimed responsibility for the attacks, in which three perpetrators were also killed. Another bomb that failed to explode was found at the airport.

The attacks occurred shortly after Belgian police staged a series of raids targeting suspected terrorists. Those who carried out the bombings belonged to a cell that was involved in a series of gun and bomb attacks that killed 130 people in Paris in November 2015. The Islamic State also claimed responsibility for the Paris attacks.

In the aftermath of the attack in London, the Welsh Assembly and the Scottish Parliament both suspended their sessions. Scottish lawmakers had been due to debate legislation authorizing a new referendum on independence.

In July last year, a Tunisian resident of France perpetrated a new type of terrorist attack in the Riviera city of Nice, using a cargo truck to mow down revelers celebrating Bastille Day on a seaside promenade. Eighty-six people were killed and more than 400 injured before the driver was fatally shot by police. The Islamic State said the attacker was “a soldier” of the group who responded to its calls to use all means, including vehicles, to strike “behind enemy lines.”

The Nice attack apparently served as a template for another truck assault in December, when a Tunisian who had sought asylum in Germany plowed into a Christmas market in Berlin, killing 12 people and injuring more than 50 others before fleeing. The attacker, who had pledged allegiance to the Islamic State’s leader, was later killed by Italian police in a shootout near Milan.

In October 2014, a Canadian of Libyan heritage went on a shooting spree at the Parliament building in Ottawa, killing a soldier on sentry duty and engaging in a shootout with parliamentary security guards in what police described as a terrorist act. The attacker was fatally shot at the scene.

Specialists said the London attack Wednesday appeared to be in line with an emerging model of strikes involving simple, everyday instruments but carried out in locations sure to draw global attention.

“Terrorists rely on a lot of people watching — it can be even better than having a lot of people dead,” said Frank Foley, a scholar of terrorism and counterterrorism at the Department of War Studies at King’s College London.

Strict regulation of firearms in Britain — as compared to the United States, where such attacks have often involved gunfire — lowers the scale of possible violence, said Steve Hewitt, who studies surveillance and counterterrorism at the University of Birmingham.

“We live in a country where there are tight gun-control laws, as opposed to in the U.S., where a lone individual acquiring weapon often legally can cause major death and destruction very quickly,” Hewitt said.

Within a few hours of the attack, there were signs that normalcy was returning to London. Alongside police officers and journalists near Westminster were large numbers of tourists who had come to visit sites in the now cordoned-off area or just outside it.

At the London Eye near the Westminster Bridge, a large crowd of tourists stood by the ferris wheel. Some were waiting for friends and relatives to get off the ride, which was halted when the attack occurred, while others had turned up unaware of the commotion or had come to watch.

Linda Lim, a 22-year-old student from Chicago, had just arrived at the scene. While she had heard about the attack, she did not realize it happened so close to the London Eye and had not expected the crowds of police officers.

Charles Thompson, a 21-year-old chef from Canada, wondered if there would be more attacks. “Usually its a chain-reaction thing,” he said.

His friend, Enrique Cooper, a 32-year-old officer manager originally from Italy, said he would not let the day’s violence change his view of London. “I’m here all the time,” he said. “You can’t let something like this ruin your perspective.”

Witte reported from Madrid. Adam Taylor and Isaac Stanley-Becker in London, James McAuley in Paris and Brian Murphy, William Branigin and Mark Berman in Washington contributed to this report.