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What To Keep In Mind When Applying SEO Principles To Your Video Marketing Strategy

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Some critical questions are being fielded by digital marketing agencies today regarding video and search engine optimization (SEO). For example, is SEO necessary when creating a video? And, if so, why? The answer is a resounding yes: Google carries a great deal of weight when it comes to controlling market share in the world of search.

Since 2006, Google has owned YouTube — a platform more popular on desktops than Google itself. The connection to search and video is quite obvious.

Our firm happens to be a niche player with offerings to assist with advertising, digital marketing, data and call center solutions for the insurance sector. We field many calls about video and the importance of it in establishing a strong digital footprint for clients.

There are three main things to keep in mind when utilizing SEO strategies with your videos. You need to have a firm understanding of your company’s brand and goals, tailor your content to your target market with relevant words and phrases at an appropriate length, and make use of the tools of influence and persuasion to generate leads.

Vision, Goals And Values

When helping our clients and potential clients, we ask them two important questions before proposing a design plan:

  1. What is your business attempting to achieve?

  2. Are you willing to make modifications to your strategy if your goals are not being achieved?

In certain cases, video might be used for branding to help the business name become a household name; in other cases, it might serve to support search engine optimization rules to rank or create website traffic. We elaborate on some of those rules in this video.

Some of the rules are based on the age of your URL, quality of on-page content, website page speed, properly tagged images, link building and monthly article posting to a website blog. Video is no different when going after SEO, so be sure headlines and descriptions for your videos are precise and straightforward to tell your audience exactly what they’re going to watch.

Search engine robots rely on textual information, so this is very important: balancing what attracts users with effective SEO implementation when it comes to best practices. Once these questions are answered, our staff will begin the design and content strategy stage to align with our client’s goals. Is it just branding of the firm that’s important, or is a call to action needed to increase leads?

Trump path to a health care win is clear: Andy Slavitt

The dealmaker-in-chief badly wants a deal on health care. President Trump has even been willing to hold his nose and support terms put forward by the hardcore conservative House Freedom Caucus that are hugely unpopular with his own backers, like allowing insurance companies to turn down people with pre-existing medical conditions. Piled on top of a Republican bill with only 17% public approval, the further he goes to the right, the more likely he will come up empty-handed.

Since repeal didn’t go the way Trump thought it would, now is a good time for him to step back and decide what he wants to accomplish. The political imperative to repeal and replace the Affordable Care Act has shifted decisively. After learning about the alternative proposed by Congress, a record high 55% of Americans favor the ACA. Three-quarters say the president should try to make the law work and 61%, including a majority of Trump supporters, say he and the GOP are responsible for any problems going forward.

A little history is in order. Republican sabotage of the ACA predates Trump’s presidency. Championed first by outside groups and lawyers, one of the GOP’s biggest victories was stripping funding to insurers that was designed to keep rates from rising too fast. When Congress removed the money after the fact, among the first victims were a dozen or so new health plans called co-ops, included in the ACA to add competition in low-competition areas.

The law’s opponents went beyond garden-variety political tactics. They filed numerous lawsuits to cripple the ACA by pulling out core pieces. Insurers reported being warned by Republican congressional leaders not to participate. And, most notably, Republican governors or legislatures in 19 states turned down funds to cover millions under Medicaid.

The results of this sabotage include higher premiums, higher costs to taxpayers, millions of people in Southern and rural states left without insurance, and only one or two competitors left in many markets as insurers withdrew or were forced out of business. All so Republicans could point to the ACA and say, « See, it doesn’t work. »

So far the Trump administration is continuing that sabotage from the Oval Office. Standard Poor reported last week that the exchanges are stable and the biggest impediments to success are now the administration’s own delays and potential tampering.

For instance, insurers are within weeks of setting their initial premium levels for 2018 and the administration hasn’t indicated whether it will continue payments that insurance companies use to reduce deductibles for low-income consumers. I met with a dozen insurance CEOs last week, each of whom told me that if funding isn’t confirmed by April 30, premiums will increase significantly — by 19% in one recent analysis.

How does Trump shift to an agenda that can gain broad support? He can start by throwing off the most extreme aspects of the Republican plan to gut the Medicaid safety net. This was always House Speaker Paul Ryan’s idea, anyway. It was never Trump’s and it was never popular with his base, so it shouldn’t be hard for him to abandon. And he has the perfect rationale.

The opioid crisis, one of the centerpieces of Trump’s domestic commitments, provides the opportunity to shift the dialogue on Medicaid. On the campaign trail in August, he promised to help people addicted to opioids. “We’re going to work with them, we’re going to spend the money, we’re going to get that habit broken,” he said in Columbus, Ohio. Medicaid funds a full one-third of opioid treatments and directly serves Trump’s base. More than four in 10 non-elderly Medicaid recipients are white, and the share is higher than that in rural states. In West Virginia, for instance, it’s 89%.

POLICING THE USA: A look at race, justice, media 

Forgoing Medicaid cuts not only serves Trump’s constituents, who pay much more and lose coverage under the current Republican plan, but allows him to forge the alliances needed to create a bipartisan deal. They include a broad congressional coalition, ranging from Democrats to conservative Republicans, as well as governors who have been leading the fight against opioid addiction — among them Republicans John Kasich of Ohio and Charlie Baker of Massachusetts and Democrats Roy Cooper of North Carolina and Tom Wolf of Pennsylvania.

Until Trump takes these steps, no Democrat or centrist Republican will come to the table. That leaves him struggling to assemble a coalition of only the most extreme and unpopular views, and not enough support to get a bill through both the House and Senate. The president’s reaction to events in Syria shows he’s not moored to ideological positions and can pivot when he wants to. Trump’s choice is between sabotaging the ACA and helping his voters. Fortunately for him, choosing his voters is also the path to a deal that can put a health care victory on the board.

Andy Slavitt, a senior adviser to the Bipartisan Policy Center and a member of USA TODAY’s Board of Contributors, is a former health care industry executive who was acting administrator for the Centers for Medicare and Medicaid Services from 2015 to 2017. Follow him on Twitter @ASlavitt 

You can read diverse opinions from our Board of Contributors and other writers on the Opinion front page, on Twitter @USATOpinion and in our daily Opinion newsletter. To submit a letter, comment or column, check our submission guidelines.

Kim Jong Un’s rockets are getting an important boost — from China


Participants practice Wednesday for a parade on the main Kim Il Sung square in central Pyongyang. (Damir Sagolj/Reuters)

When North Korea launched its Kwangmyongsong-4 satellite into space last February, officials heralded the event as a birthday gift for dead leader Kim Jong Il. But the day also brought an unexpected prize for the country’s adversaries: priceless intelligence in the form of rocket parts that fell into the Yellow Sea.

Entire sections of booster rocket were snagged by South Korea’s navy and then scrutinized by international weapons experts for clues about the state of North Korea’s missile program. Along with motor parts and wiring, investigators discerned a pattern. Many key components were foreign-made, acquired from businesses based in China.

The trove “demonstrates the continuing critical importance of high-end, foreign-sourced components” in building the missiles North Korea uses to threaten its neighbors, a U.N. expert team concluded in a report released last month. When U.N. officials contacted the implicated Chinese firms to ask about the parts, the report said, they received only silence.

China’s complex relationship with North Korea was a key topic during last week’s U.S. visit by President Xi Jinping, as Trump administration officials urged Chinese counterparts to apply more pressure on Pyongyang to halt its work on nuclear weapons and long-range delivery systems. Yet, despite China’s public efforts to rein in North Korea’s provocative behavior, Chinese companies continue to act as enablers, supplying the isolated communist regime with technology and hardware that allow its missiles to take flight, according to current and former U.S. and U.N. officials and independent weapons experts.

The private assistance has included sensitive software and other items specifically banned for export to North Korea under U.N. Security Council sanctions, the officials and experts said.

China has officially denied that such illegal exports exist, but investigations show restricted products were shipped privately to North Korea as recently as 18 months ago. Still unclear, analysts said, is whether the Chinese government tacitly approved of the exports, or is simply unable or unwilling to police the thousands of Chinese companies that account for more than 80 percent of all foreign goods imported by North Korea each year.

“There’s all kinds of slack in the system,” said Joshua Pollack, a former consultant to U.S. government agencies on arms control and a senior research associate with the James Martin Center for Nonproliferation Studies. “It could be that the Chinese don’t care enough to do much about it. A second possibility it that they don’t have the systems — such as strong export controls — in place. Or that it’s just corruption.”

Whatever the reason, experts say, the flow of products through China has allowed North Korea’s missiles engineers to achieve progress that would otherwise be difficult for an impoverished regime that is cut off from the West and lacks a sophisticated microelectronics industry.

When confronted privately about such exports, Chinese officials have typically demanded high levels of proof — specific names and dates that can be difficult to derive from water-damaged rocket parts pulled from the ocean, said an Obama administration nonproliferation official involved in sensitive negotiations with China over its relations with North Korea.

“They’d say, ‘give us details,’ but in most cases we could never say it was ‘this precise person on this precise day,’” said the official, who insisted on anonymity in describing diplomatic negotiations. “With them, it was never a team sport. It was always just the bare minimum of what they had to do in order to avoid having to take serious action.”


North Korea’s Unha-3 rocket lifts off from the Sohae launchpad in Tongchang-ri, North Korea, in 2012. (Korean Central News Agency via AP/Korean Central News Agency via AP)

The Unha-3, the rocket that launched North Korea’s Kwangmyongsong-4 satellite into orbit on Feb. 7, 2016, was among the most powerful ever built by Kim Jong Un’s government. It is also the most worrisome. U.S. and South Korean intelligence officials have long believed that the three-stage, 100-foot-tall rocket was designed as a forerunner for a future nuclear-tipped space vehicle that could allow North Korea to threaten cities as far away as Washington.

Mindful that spy agencies would seek to recover spent parts after the launch, North Korean engineers laced the rocket with explosives so that each stage would self-destruct while hurtling back to Earth. Still, South Korean navy ships were waiting to scoop up any parts that survived, eventually harvesting enough components to allow a crude reconstruction of the entire rocket.

Investigators determined that the Unha-3’s frame was indigenously made. But inside the rocket’s shell was an array of electronics, including specialized pressure sensors, transmitters and circuitry. An extensive probe by U.S. and South Korean officials revealed that many of the components had been manufactured in Western countries and shipped to North Korea by Chinese distributors — a finding that was echoed in the United Nations Panel of Experts report made public on March 9.

The report, which received scant attention outside the world body, described elaborate systems for disguising technology exports intended for North Korea. Some schemes involved Chinese front-companies created by North Korean intelligence agencies; others were run through banks created as joint ventures by Pyongyang and foreign partners, including Chinese financial institutions. As sanctions grew tougher, the sanction-busters simply learned new tricks for getting around the rules, the panel’s investigators found.

“The Democratic People’s Republic of Korea is flouting sanctions through trade in prohibited goods, with evasion techniques that are increasing in scale, scope and sophistication,” the eight-member panel concluded. International resolve for approving new sanctions had “not yet been matched,” the report said, “by the requisite political will, prioritization and resource allocation to ensure effective implementation.”


North Korean leader Kim Jong Un watched the ground jet test of a Korean-style high-thrust engine newly developed by the Academy of the National Defence Science in this undated photograph. (Korean Central News Agency /Reuters)

Some of the banned components exported to North Korea can’t be found inside a missile frame. A separate report by U.S. weapons experts reveals how Pyongyang used Chinese middlemen to obtain access to European-made software essential for making parts that go inside advanced rockets.

The report recounts a 2015 business deal in which a European manufacturer agreed to sell sensitive software and industrial-control systems to a Chinese company based in the northeastern Chinese city of Shenyang, about 150 miles from the North Korean border. The deal that came with an important condition: None of the items were to be resold to North Korea.

The agreement was quickly broken, according to the report by the Institute for Science and International Security, a Washington nonprofit that focuses on nuclear-weapons proliferation. The purchaser, a manufacturing giant in northeastern China known as the Shenyang Machine Tool Co. Ltd., integrated the European technology in its own line of industrial milling machines used to make metal parts. Two of those machines were then sold to North Korea, the report said. While North Korea’s eventual use of the machines is not known, the controllers and software are used elsewhere to manufacture parts for missiles as well as centrifuges used to make enriched uranium.

“These goods were supplied to Shenyang Machine Tools under the condition that they would not be retransferred to North Korea or other sanctioned states,” said the report, set to be released this week. European officials “decided to investigate the responsible individuals in the Shenyang company but this effort failed,” the document said. Shenyang officials would later claim that the transfer of sensitive technology had been inadvertent, the report said.

David Albright, author of the report and a former U.N. weapons inspector, declined to identify the European manufacturer or the government that conducted the investigation, citing confidentiality agreements. The Shenyang firm did not respond to emailed requests from The Washington Post seeking comment.

Albright, the author of dozens of technical studies on North Korea’s weapons programs, noted that China has made a show of prosecuting other businesses that violate sanctions on trading with North Korea. But he said the Shenyang case illustrates that illicit trade continues, often under complex schemes that are difficult even for Chinese authorities to spot.

But he argued that the Chinese could do much more.

“It’s a question of priorities,” said Albright, who has discussed such cases with Chinese officials. “China is an export economy and money is never a dirty word, ever. There are good people in the system who would like to do more, but as you work your way down through the bureaucracy, the interest goes way down.”

There are signs that Beijing is beginning to tighten the screws. In September, Chinese authorities arrested at least 11 business executives in the border city of Dandong for allegedly selling banned goods to North Korea. Among those arrested was Ma Xiaohong, the 44-year-old founder and chairwoman of Hongxiang Group, a company accused by U.S. officials of supplying Pyongyang with rare metals and chemicals used in nuclear-weapons production. China also recently curtailed coal imports from North Korea and imposed unilateral sanctions intended to pressure Kim Jong Un into halting further nuclear tests.

In public comments after the Ma arrest, Chinese Foreign Ministry spokesman Lu Kang said his country would be “relentless” in enforcing sanctions aimed at ridding the Korean Peninsula of nuclear weapons.

“These efforts are there for all to see,” Lu said.

During last week’s presidential visit, Trump administration officials urged President Xi to do still more. At a news conference on Thursday, Secretary of State Rex Tillerson called on China to join in a “new strategy to end North Korea’s reckless behavior.”

The same message has been delivered privately as part of a pressure campaign that dates at least to the early years of the Obama administration. In meetings, U.S. officials have warned that a failure to halt the illicit trade could speed up Kim Jong Un’s nuclear timetable and increase the risk of a regional war — one that could devastate regional economies and send waves of refugees streaming across China’s border — an outcome Chinese leaders are particularly anxious to avoid, according to a recently retired U.S. diplomat and veteran of numerous rounds of such talks.

“China may be willing to close its eyes to some things,” the diplomat said, “but they’re not prepared to welcome North Korea as a nuclear-weapons state.”

Brightcove Set to Disrupt Economics of Video Marketing with Brightcove Live

Brightcove unveiled Live Video Platform to Match TV-like Viewing Experience. It delivers seamless monetization and clipping for live events and 24/7 channels

Brightcove is now offering what was largely restricted to social media video streaming platforms. Responding to the explosive consumer demand for live streaming of events and 24/7 channels across all screens, the cloud-based video marketing platform unveiled Brightcove Live. The new live video solution is a self-encoding technology that brings adaptive bitrate for an omnichannel experience.

Recommended Read: 5 Ways to Disrupt Video Marketing in 2017

With Brightcove Live, customers will be able to leverage cost-effective, simple and effective API-based solution, delivering a highly monetized TV-like experience. The new platform is a powerful, standalone service and part of a broader, holistic video solution. It features an unmatched ability to push content to other platforms for publishing, syndication and social media consumption.

Economics of Online Video Marketing Set to Explode  in 2017

Brightcove LogoBrightcove Live is set out to bring improved viewing experiences, matching the quality of TV-like broadcasts. In addition to increasing video-based revenue opportunities, the new Live video platform also opens up new opportunities in video business across platforms, helping marketers diminish the cost and complexity of live streaming.

I had mentioned in my article here how disruptions in video marketing, in 2017, will come from personalization and Live feeds. Video marketing platforms have to synchronize harmoniously with other marketing efforts throughout the customer journey, orchestrated across the web, mobile, social, OTT and app messaging. CMOs should be convinced that Live platforms are welcome disruptions in video martech which make more meaningful, ROI-centric impact on consumer behavior.

Live Video Platform Will Transform the Viewing Experience

“With Brightcove Live, we’re directly addressing problems facing publishers and broadcasters today – how to deliver and monetize live events and linear channels using simple but flexible tools, without breaking the bank,” said Anil Jain, executive vice president and general manager of media at Brightcove.

Jain adds, “We continue to invest heavily in innovation and Brightcove Live is the type of advancement that provides our customers with the performance and efficiency they need in a highly competitive marketplace.”

Brightcove Live Extends Reach of Live Content

Video marketers can deliver high-quality live events and social campaigns using live clips and VOD boards to syndicate branded content. It also delivers live-to-VOD assets for seamless distribution of content, integrating seamlessly with Video Cloud to leverage Video Cloud’s best-in-class tools for monetization and analytics and its rich ecosystem of broadcast and publishing technology partners.

The API-driven platform augments scalable live streaming with server-side ad insertion (SSAI), cloud DVR, content encryption, on-the-fly clipping, and seamless VOD asset creation.

Brightcove Live Beta-Version Debuted at the 2017 Australian Open

Seven West Media, which owns and operates Australia’s largest independent media portfolio, used the Live product while it was still in beta, for the purpose of workflow improvement using the Live-to-VOD feature.

Damian McNamara, Head of Digital Video, Infrastructure Operations at Seven Network affirms the benefits of using Brightcove Live for on-going events. McNamara says, “The Live-to-VOD feature made it easy for us to publish videos to our content-hungry sports viewers close to match end. We are always looking for ways to improve the viewing experience; being able to give fans the content they want quickly is incredibly important. We look forward to continuing to deliver the biggest events in sports.”

During the Australian Open, the broadcaster was able to stream action from 16 different courts within an hour of each match’s completion and publish more than 400 clips, such as interviews with the players and match highlights.

Live and 360-degree Video, are suddenly the most disruptive video experiences that every CMO should be willing to explore, taking branded content straight to audiences with the most immersive value.

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Promoting the brand via Facebook video marketing

FaceBook

If your brand doesn’t have a decent presence on Facebook, it’s like you don’t have a brand at all. Social media is where all the marketing is. These platforms give you access to your target audience. Facebook has over 1.13 billion daily active users. Some of these users already need your products or services; you just need to show them how your offer is superior to the competition.

You can conquer Facebook with a lot of effort and persistence. It takes content development, sharing useful links with the audience, and engaging them with contests, giveaways, and calls to action. Do you know what works best? Facebook videos!

We’ll give you 5 crucial tips that will take your video marketing efforts in the right direction.

1. Focus on Videos the Audience Likes Watching

Before you get head over heals in the video marketing campaign, you should decide on the type of videos you’re going to present. Here are few options for you to consider:

  • How-to videos

People always want to learn new things. They have questions related to your products and services. You can show them how to get the most advantages from a purchase they make, or you can give tips on any topic related to your business. If you’re selling flowers, for example, you can film videos that teach people how to take care of different types of plants.

  • Testimonials

When you praise your products or services through a traditional video ad, your efforts seem similar to the ones of any other brand. If, however, the potential customers see someone sharing real experience, they will believe the story they tell.

  • How it works

People don’t like reading lengthy user guides. If you introduce videos that show how your products or services work, they will appreciate your effort.

2. Convey the Personality of Your Brand

The video allows the audience to see what your brand is all about. A sales approach won’t work. Instead of focusing on the features of your products, the video should show how they are making people’s lives better. Speak to them directly and share the values your brand stands for.

3. Upload the Videos Directly on Facebook

When you’re promoting your brand through videos, you might wonder: is YouTube a better option than a native Facebook video? It’s not. Native videos get more likes, comments, and shares than third-party video content. A study conducted by the Search Engine Journal showed that native Facebook videos reached twice more people, too.

However, it’s also known that native Facebook videos remain popular over a shorter period of time when compared to YouTube videos. That’s because when you like a video and you want to watch it again, it will be hard for you to locate it on the platform. When a native Facebook video is fresh, the activity of the viewers put it in other people’s feeds. Once that euphoria goes away, the video stops getting love from the audience.

  • Here’s what you can do:

– If you’re promoting a current sale that won’t matter two months from now, it’s best to upload the video content directly on Facebook.

– If this is an evergreen video that’s supposed to increase the awareness for your brand, YouTube has an advantage.

– Or, you can upload it both as a native Facebook and a YouTube video. The native video will get you more attention on Facebook, but people will still be able to find it on YouTube.

4. Focus on the Visual Aspect

As people scroll down their feed, the videos play automatically. That’s a huge advantage since you get a chance to capture their attention without a lengthy text that calls to action. However, it’s also a challenge, since the videos are muted and most people don’t bother to turn the sound on.

If you want to engage people, you have to do it from the very first frame. The video has to be visually intriguing, and it needs to convey the purpose even when the sound is off.

If your concept doesn’t allow you to do that, include a text message that explains what the video is about. You can see such an example with this video of an astronaut wringing a wet towel in space.

Another important thing: add captions to the video, so people can go through all of it without turning the sound on. Facebook gives you an option to automatically generate captions on a video ad. If you’re uploading the video as a wall post and you’re not promoting it as an ad, you can use a transcription tool like Rev to add the captions without much effort.

5. Focus on Emotions

Why do people use Facebook, anyway? Most of them are there for the fun. Some users want content related to their interests. Others want to get news. What everybody wants is an emotional response. If your video story triggers such a response, you’ll be on our way to success.

Dove is a brand known for playing the emotional card. The videos promote the products, but they also show the brand’s team understanding of the self-esteem issues we all have.

Whether you’re telling a funny or a deeply touching story, you need to make people feel something. They will relate that emotion to your brand.

According to Mark Zuckerberg, videos are a megatrend, and that’s why Facebook will keep putting video first. Your promotional strategy may be as advanced as it gets, but you’re not using the full potential of Facebook without video marketing. It’s about time to make that effort!

United CEO Oscar Munoz is apologizing, but it’ll take more than saying sorry to regain public’s trust

When United Airlines Chief Executive Oscar Munoz apologized Tuesday for his airline’s mishandling of a situation that led to a passenger being beaten and dragged off a plane, he said “it’s never too late to do the right thing. »

That may be true, but public relations and branding experts say it could be too late to minimize the damage that video of the incident — and United’s original non-apology blaming the passenger — wreaked on the 91-year-old airline.

“This was a brand dirty bomb,” said Eric Schiffer, chief executive of ReputationManagementConsultants.com, who added that the company’s handling of the incident will, like nuclear fallout, stick around for a long time. “It was self-built and self-ignited. »

The company’s stock took a dive Tuesday, shedding $255 million from its market value, though it has since mostly recovered. It continued to be the butt of jokes on social media, with even competing airlines such as Emirates and Royal Jordanian poking fun at the Chicago airline. And, perhaps worst of all, consumer confidence — which is hard to gain but easy to lose — has taken a pounding, with customers declaring on Facebook and Twitter that they will never fly with United again.

White House Press Secretary Sean Spicer is under fire for saying Hitler didn't use chemical weapons

Caption White House Press Secretary Sean Spicer is under fire for saying Hitler didn’t use chemical weapons

White House Press Secretary Sean Spicer appeared to forget about the Holocaust when he compared Adolph Hitler with Syrian President Bashar Assad, saying Hitler « didn’t even sink to using chemical weapons » during a cringe-worthy televised briefing with reporters on Tuesday. He later clarified his answer.

White House Press Secretary Sean Spicer appeared to forget about the Holocaust when he compared Adolph Hitler with Syrian President Bashar Assad, saying Hitler « didn’t even sink to using chemical weapons » during a cringe-worthy televised briefing with reporters on Tuesday. He later clarified his answer.

Emmy Chat: Why Rhea Seehorn would want to be in the 'Mary Tyler Moore' cast

Caption Emmy Chat: Why Rhea Seehorn would want to be in the ‘Mary Tyler Moore’ cast

Asked what classic TV show she would go back to act in if she could, the « Better Call Saul » star Rhea Seehorn explains how « Mary Tyler Moore » and « Maude » inspired her.

Asked what classic TV show she would go back to act in if she could, the « Better Call Saul » star Rhea Seehorn explains how « Mary Tyler Moore » and « Maude » inspired her.

tracey.lien@latimes.com

Twitter: @traceylien

ALSO

In China, the United Airlines incident unleashes frustration about treatment of Asians in America

Before apologizing on Tuesday, United tried two unsuccessful tactics to quell its public relations crisis

‘We’re United Airlines, you do what we say’: Kimmel skewers the embattled airline

Tillerson meets with Putin amid deepening tensions over US missile strikes in Syria

Secretary of State Rex Tillerson held his first directs talks with Russia’s president on Wednesday amid deepening tensions after U.S. missile strikes in Syria and Washington’s demands that Moscow abandon support for its main Middle East ally.

The meeting between Tillerson and Russian President Vladimir Putin came after hours of tense exchanges, with both sides staking out positions that were sharply at odds. Russia made it clear it was unwilling to roll back its strategic alliance with Syrian President Bashar al-Assad.

The talks appeared unlikely to bring any significant breakthroughs after last week’s missile strike plunged U.S.-Russian relations to one of the lowest points since the Cold War.

But despite the growing rifts, some general compromises were discussed.

Russian Foreign Minister Sergei Lavrov said Putin might agree to resume an information-sharing “deconfliction” network with the United States on the countries’ warplane flights in Syria. Russia suspended its role in the system after the U.S. missile strikes, and Lavrov said it could be restored if the U.S.-led coalition conducting airstrikes in Syria focused only on the Islamic State and other militant groups — and not expand to Syrian government targets.

At a joint news conference, Tillerson told reporters that Russia and the United States agreed to seek a “unified, stable Syria” and work together to oppose North Korea’s nuclear weapons program. Tillerson also said both nations would set up a “working group” to seek ways to ease tensions.

Tillerson said the United States has no information that Russian forces directly helped with the chemical attack, but U.S. officials earlier suggested that Russia could have known about the Syrian plans in advance.

“We have no firm information to indicate there was any involvement by Russia, Russian forces, into this attack,” Tillerson said. “What we do know, and we have very firm and high confidence in our conclusions, is that the attack was planned and carried out at the direction of Bashar al-Assad.”

Asked by a Russian state television reporter about President Trump’s comments that Assad was an “animal,” Tillerson said: “The recent chemical weapons attack carried out in Syria was planned and it was executed by Syrian forces, and we are confident of that.”

Lavrov retorted: “This is obviously the subject where our views differ.”

“Russia is not seeking to cover up for anyone in the chemical weapon incident,” he added.

Throughout the day, the wide gaps between Russia and the United States were on full display.

At the opening meeting, Tillerson — looking directly at Lavrov — acknowledged what he called “sharp differences” between the two countries.

But Moscow appeared unready to budge on the primary goal of Tillerson’s mission — persuading Russia to help remove Assad from power.

In what was effectively an ultimatum, Tillerson on Tuesday said that Moscow must calculate the costs of remaining an ally of Assad, the Iranians and Lebanon’s Shiite militia Hezbollah. Russia’s Foreign Ministry dismissed Tillerson’s remarks Wednesday.

“I believe everyone realized a long time ago that there is no use in giving us ultimatums. This is simply counterproductive,” ministry spokeswoman Maria Zakharova said in remarks aired on the Internet news site TVDozhd.

The Trump administration on Tuesday said it had collected intelligence that purportedly proved Syrian forces had carried out the deadly chemical weapons attack in the northern Idlib province that led to the U.S. missile strike.

“We reject any accusations to this effect and would like to remind everyone that Russia has been the only country to demand an unbiased international inquiry into the circumstances of the use of toxic chemicals near Idlib from the very start,” Kremlin spokesman Dmitry Peskov said.

In an interview broadcast Wednesday, President Trump sharply dialed up the rhetoric on Syria, calling Assad “an animal” whose regime was saved by Russian intervention.

“And frankly, Putin is backing a person that’s truly an evil person. And I think it’s very bad for Russia,” Trump said on the Fox Business Network’s “Mornings with Maria” show. “I think it’s very bad for mankind. It’s very bad for this world.”

Russian President Vladimir Putin, in excerpts of an interview to be broadcast in full on Russian television later Wednesday, argued that there is no proof Assad’s forces carried out the attack and called the U.S. strikes a breach of international law.

Putin also said that confidence in an improvement in U.S.-Russian relations was lower now than it had been under the Obama administration.

“The level of trust at the working level, especially at the military level, has not improved, but most likely has been degraded,” Putin said in remarks on the Mir television channel.

In his opening remarks, Lavrov also took a subtle dig at the Trump administration, saying it was difficult to get clarity on U.S. stances since there are so many vacancies in top positions at the State Department.

Putin derisively compared the current situation in Syria to the buildup to the war in Iraq in 2003, when U.S. officials insisted that Saddam Hussein had weapons of mass destruction over the objections of international investigators.

Moscow wants the Organization for the Prohibition of Chemical Weapons to investigate the use of chemical weapons in Idlib, one of the last strongholds for beleaguered rebel factions fighting Assad’s government.

The feuding also played out at the United Nations, where Russia was expected to veto a Security Council resolution to bolster calls for international inquiries into the chemical attack. Earlier this week, forensic experts in Turkey said the banned nerve agent sarin was used.

“To my colleagues from Russia — you are isolating yourselves from the international community every time one of Assad’s planes drop another barrel bomb on civilians and every time Assad tries to starve another community to death,” U.S. Ambassador to the United Nations Nikki Haley told 15-member Security Council.

Britain’s U.N. ambassador, Matthew Rycroft, accused Russia of siding with “a murderous, barbaric criminal, rather than with their international peers.”

Russia’s U.N. envoy, Vladimir Safronkov, stared back at Rycroft and said he “cannot accept that you insult Russia.”

Brian Murphy in Washington contributed to this report.

TAPAD AND INNOVID PARTNER TO ENHANCE CROSS-DEVICE …

NEW YORK, NY –  Tapad has announced its partnership with Innovid, the world’s leading video marketing platform. This integration enables Innovid to bring cross-device personalization and a more unified viewer experience to its video marketing clients which include Bank of America, L’Oréal, Microsoft, and Procter Gamble.

Tapad is the leading provider of privacy-safe, cross-device marketing technology solutions. Innovid’s proprietary technology is the only platform optimized for video, enabling marketers to thrive in an ever-changing digital television landscape. 

Since its launch last year, Innovid’s Marketing Cloud Suite has helped marketers increase message relevancy and the opportunity to drive conversions, retention, and acquisition through video personalization. By leveraging the Tapad Device GraphTM, Innovid’s marketers can now benefit from the ability to drive consistent, personalized user experiences across all devices, creating more impactful connections with consumers thereby increasing ROI.

“Personalization is a must for every data-driven marketer, and this really needs to happen across all devices to ensure a unified customer journey,” says Ronnie Lavi, SVP of Product at Innovid. “At Innovid, we recognize that one size does not fit all when it comes to video. As an open platform, we are always looking to add best-of-breed capabilities through integrations and partnerships, and we chose Tapad because of its cross-device expertise.”

“Innovid has long paved the way for effective personalization in the video marketing space,” says Pierre Martensson, GM of Tapad’s data division“As video continues to gain popularity across digital formats, we’re excited to see how our technology empowers Innovid to bring that renowned personalization to more customers, across all of their devices.” 

About Tapad

Tapad Inc. is a marketing technology company renowned for its breakthrough, unified, cross-device solutions. The company’s signature Tapad Device Graph™ connects millions of consumers across billions of devices. The world’s largest brands and most effective marketers entrust Tapad to provide an accurate, privacy-conscious, and unified approach to connecting with consumers across screens. In 2015, Tapad began licensing the Tapad Device Graph™ and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit, Frankfurt, London, Los Angeles, Miami, Minneapolis, Oslo, San Francisco, Singapore and Toronto. Tapad’s numerous awards include: Forbes’ Most Promising Companies, Deloitte’s Technology Fast 500, Crain’s Fast 50, Entrepreneur 360 “Best Entrepreneurial Companies in America”, SmartCEO Corporate Culture Award, TMCnet Tech Culture Award, Global Startup Award’s “Startup Founder of the Year”, Digiday Signal Award, iMedia ASPY Award and a MarCom Gold Award. Tapad was acquired by the Telenor Group in 2016. Telenor is one of the world’s largest mobile operators with 214 million subscribers in 13 countries.

About Innovid

Innovid is the world’s leading video marketing platform, empowering advertisers to engage consumers across all screens and channels with more effective video creative, improved campaign performance, and video integrated throughout the customer journey. Providing a holistic, cross-device, data-driven solution that is purpose-built for video to meet the demands of audience fragmentation, Innovid’s patented, best-in-market technology and advanced measurement capabilities allow marketers to thrive in an ever-changing digital television landscape and engage viewers at scale via richly personalized creative and immersive, interactive storytelling. Innovid powers cross-channel video marketing efforts for some of the largest brands in over 28 countries including Bank of America, Best Buy, Citi, Comcast, Kraft, L’Oréal, Microsoft, PG, Walmart, Samsung, Sprint, and Toyota.

 

Headquartered in New York City, Innovid also has offices in Los Angeles, San Francisco, Chicago, Detroit, London, Sydney, and Tel Aviv. Innovid is backed by investors Sequoia Capital, Genesis Partners, T-Venture, Vintage Investment Partners, Cisco Investments, and NewSpring Capital. Innovid’s numerous awards include IAB Mixx Awards, Digiday Video Awards, Inc. Magazine’s Top 50 Best Places To Work, AdAge Best Places to Work, and Crain’s Best Places To Work. For more information, please visit www.innovid.com.