Archives par mot-clé : video

App Marketing Driven by Video, Balance Between Branding and Performance – Portada

What: According to AdColony’s Spring 2017 App Install Marketing Survey of the top 250 grossing app developers, a full 50 percent of all app install spending now goes to video advertising. Half of that is for full-screen video ads, while the rest goes to in-feed, social, and television video ads.
Why It Matters: We spoke to industry insiders about how the rise of video in app marketing will factor into Hispanic-targeted app marketing campaigns.

App developers are definitely betting on video.

AdColony’s Spring 2017 App Install Marketing Survey spoke to the world’s top 250 grossing app developers and found that 74 percent were shifting their ad campaigns toward video. Full-screen video ads, which display during a break in content on an app, are gaining popularity over social video, with 25.2 percent of marketers allocating budget for full-screen video and 15.7 percent for social video. Channel effectiveness seems to be the primary concern, as 69 percent said that full-screen video is effective, while slightly less, or 67 percent, said social video was effective.

But a chat with industry insiders revealed that video is just one factor impacting the effectiveness of Hispanic-targeted app marketing campaigns.

Key KPIs: App Store Rankings, Loyal User Acquisition, Cost-Per-Downloads

How does the rising popularity of video app marketing factor into efforts to reach Hispanic or Latin American audiences? Fernando Monedero, Managing Director of IPG Mediagroups, commented that when it comes to empowering a campaign, « particularly when it’s not 100% performance-driven, the key is mobile video, including YouTube, Facebook, Instagram and programmatic mobile platforms like S4M.”

But Monedero emphasized that video is just one important tool: “Companies with the most successful apps are investing more in getting them into hands of their customers through specific mobile marketing strategies and specialized teams or providers.” Monedero added that the best strategy is to focus on “KPIs that are specific to the apps market, such as app store rankings, organic and loyal user acquisition or cost-per-downloads.”

As an example, Jonatan Zinger, VP, Media Insights at M8, pointed to their “Plan Conectados” initiative for Sprint, which allows Movistar clients in Mexico and El Salvador to access a Sprint plan that connects them with family in the U.S. The U.S. customer “uses the World Top-up App to reload the Movistar customer’s plan,” and users can even use the app to send “top-ups” to family and friends in 23 Latin American countries. Zinger noted that for this campaign, his team at M8 put together a heavily direct response-oriented campaign focused on installs and activations.

Monedero of IPG Mediabrands added that successful organizations “are also promoting their apps through mobile advertising networks and real-time bidding exchanges and showing how their apps simplify users lives and make a unique user experience.” The immersive, sensory experience that video makes possible has given app marketers plenty of tools to work with when it comes to standing out from the competition.

 Successful organizations are promoting their apps through mobile ad networks and RTB exchanges and showing how their apps simplify users lives.

Strike the Right Balance Between Branding and Performance

When it comes to branding versus performance, industry insiders agree that both are important aspects of successful app marketing campaigns. Monedero defended the importance of branding, saying: “People buy from people they trust, and in order to earn trust, branding is as important as performance.” He elaborated, explaining that the more downloads an app gets through media campaigns, the higher its ranking in the app stores, which increases its visibility among potential organic users. 

“Once there is an impactful number of organic users, ad spending can be scaled back to the minimum necessary to maintain these numbers,” Monedero said. At the end of the day, success is about “the right execution and find the balance between ad spend, app store ranking and organic downloads.”

Branding versus performance is always a balance that depends “not only on the goals of the client and the campaign but also on the maturity of the app itself..

Sergio Barrientos, Chief Strategy Officer at  M8, added that branding versus performance is always a “balance” that depends “not only on the goals of the client and the campaign but also on the maturity of the app itself.” He gave the example of one of their travel clients, who was completely re-launching their app with significant changes to its functionality. After research and strategy sessions, the team decided that a significant portion of the client’s budget needed to be allocated towards branding efforts. “We need to maintain very precise targeting,” Barrientos said. “But at the same time, we want to showcase the new functionality to our audience in a way that app marketplaces simply do not allow.”

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To push back against restrictions in the app marketplace, the team at M8 built an owned a middle layer to control more persuasive messaging. Fernando Monedero and IPG Mediabrands, on the other hand, are taking a different route: creating their own app marketing unit to “help clients navigate the complexity that comes with ever-changing consumer technologies and behavior” called Ansible.

One thing is clear: as video and other new technologies open up opportunities for more interactive, engaging, and accurate targeting, app marketers will be paying attention.

Get ready for #Portada17 on Sept. 14 in New York City! The Hispanic Sports Marketing Forum
on September 13, and the 11th Annual Hispanic Advertising and Media Conference on September 14 will provide you with the best content and unparalleled networking opportunities
to succeed in Multicultural America.


Gretchen Gardner @gardnergretchen

Police Officers in Helicopter Attack Venezuela’s Supreme Court

It was not clear where the attackers were on Tuesday night or how much support, if any, they had. It could not be determined whether the attack resulted in casualties.

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Elsewhere in Caracas, opposition members of Parliament said they were being besieged by armed government supporters.

Ernesto Villegas, Venezuela’s minister of communication and information, said on national television that President Nicolás Maduro had been briefed on “an act of violence” launched from a helicopter that belongs to a law enforcement agency.

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Mr. Villegas characterized the event as an “uprising against the republic, the Constitution.”

Mr. Maduro condemned the attack in a televised address, calling it part of a “coup plot.”

He said the assailants launched grenades, including one that did not explode, while a “social event” was taking place in the court complex. He said the gunmen shot from the helicopter into offices and then flew over the building. “They could have left several dozen deaths,” he said. The president said he had “activated the entire national armed forces to defend people’s right to serenity.”

Mr. Maduro said, “Sooner or later we will capture the helicopter and those who have committed this armed attack.” His remark suggested the assailants were at large and in control of the aircraft.

Venezuela has been rattled for weeks by protests against the government, some of which have turned violent. It has resorted to increasingly heavy-handed tactics, including torture, to beat back demonstrations, according to accounts by detained demonstrators and human rights activists.

The turmoil has created rifts in the governing party, most notably the defection of the attorney general, Luisa Ortega, who broke ranks with Mr. Maduro in March. She accused him of trampling on constitutional norms after the Supreme Court, which is packed with government loyalists, issued a ruling significantly weakening the powers of the opposition-dominated Parliament.

For more than two years, Venezuelans have been reeling from the country’s worst economic crisis in generations. The price of oil, which long bolstered the economy and paid for social programs, has plummeted. Inflation is at record levels, and supermarket shelves are empty.

Nicholas Casey contributed reporting.


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Donald Trump is fundraising off CNN "sting" video the White House admitted may not be accurate

Donald Trump is fundraising off of the latest “sting” video from dishonest conservative activist James O’Keefe. In a fundraising email from the Trump Make America Great Again Committee, the fundraising committee claims the video “raises questions” about “phony news stories” from CNN and that the network was attempting to “rile up their rabid liberal viewers, and take us down.”

The video in question highlights comments made by a CNN staffer with no involvement in CNN’s political coverage engaged in a casual conversation in which he says a “smoking gun” has not been uncovered yet in the numerous investigations into allegations that Trump’s presidential campaign possibly coordinated with Russia’s attempt to sway the election.

The video, as well as a Russia story that CNN published and later retracted, was seized by the White House and their allies in an attempt to prove “the media can’t be trusted.” White House press secretary Sarah Huckabee Sanders urged Americans “to take a look at” O’Keefe’s video despite admitting that she didn’t know if “it’s accurate or not.”

In May 2015 the Trump Foundation, Donald Trump’s charitable organization, donated $10,000 to James O’Keefe and his organization, Project Veritas. Trump routinely used O’Keefe’s dishonest videos on the campaign trail, even mentioning the videos during a debate with Hillary Clinton.

O’Keefe has been arrested for the illegal methods he uses to obtain his videos and he was ordered to pay a $100,000 fine to the subject of one of his videos after O’Keefe’s deceptively edited video smearing a former ACORN employee led to his firing. This is not the first time O’Keefe has attempted to sting CNN, as he also once tried to embarrass a CNN correspondent by luring her to a “palace of pleasure,” and planning to then videotaping her in the boat with sex props strewn about.

On Senate Health Bill, Trump Falters in the Closer’s Role

Mr. Trump and his staff played a critical role in persuading House Republicans to pass health care legislation in May, with the president personally calling dozens of wavering House members. But the Trump team’s heavy-handed tactics have been ineffective in the Senate, and White House officials determined that deploying Vice President Mike Pence, a former congressman with deep ties to many in the Senate, was a better bet than unleashing Mr. Trump on the half-dozen Republicans who will determine the fate of the Senate bill to repeal and replace the Affordable Care Act.

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Mr. Trump, who is fond of telling friends he is a “closer,” became more involved over the past few days, reaching out to a few reluctant conservatives like Senators Mike Lee of Utah, Ted Cruz of Texas and Rand Paul of Kentucky, who emerged from an Oval Office meeting on Monday saying he was more optimistic about getting to a yes.

“The White House has been very involved in these discussions,” Mr. McConnell said in announcing that a vote on the bill was postponed until after the Fourth of July recess. “They’re very anxious to help.”

Yet over the past few weeks, the Senate Republican leadership has made it known that it would much rather negotiate with Mr. Pence than a president whose candidacy many did not even take seriously during the 2016 primaries. And some of the White House’s efforts have clearly been counterproductive.

Over the weekend, Mr. McConnell made clear his unhappiness to the White House after a “super PAC” aligned with Mr. Trump started an ad campaign against Senator Dean Heller, Republican of Nevada, after he said last week that he opposed the health care bill.

The majority leader — already rankled by Mr. Trump’s tweets goading him to change Senate rules to scuttle Democratic filibusters — called the White House chief of staff, Reince Priebus, to complain that the attacks were “beyond stupid,” according to two Republicans with knowledge of the tense exchange.

Mr. McConnell, who has been toiling for weeks, mostly in private, to put together a measure that would satisfy hard-liners and moderates, told Mr. Priebus in his call that the assault by the group, America First, not only jeopardized the bill’s prospects but also imperiled Mr. Heller’s already difficult path to re-election.

Mr. McConnell and “several other” Republican senators expressed their irritation about the anti-Heller campaign during the White House meeting, according to two people, one of them a senator, who were present.

The move against Mr. Heller had the blessing of the White House, according to an official with America First, because Mr. Trump’s allies were furious that the senator would side with Nevada’s governor, Brian Sandoval, a Republican who accepted the Medicaid expansion under the health law and opposes the Republican overhaul, in criticizing the bill.

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According to the senator, the president laughed good-naturedly at the complaint and signaled that he had received the message.

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A few hours later, America First announced it was pausing its advertising assault against Mr. Heller, insisting it was doing so because of his willingness to come to the White House meeting with Mr. Trump.

America First was founded by a group of Mr. Trump’s loyalists — many of them with deep connections to Mr. Pence, including Nick Ayers, a Republican consultant who is regarded as the vice president’s top political adviser. The group compared Mr. Heller to Representative Nancy Pelosi, the House Democratic leader, and vowed a seven-figure advertising campaign against him.

Mr. Heller, the only Senate Republican who will face voters next year in a state carried by Hillary Clinton in 2016, is the top target for Democrats facing a Senate map with few opportunities in 2018. And there were already seven groups — a mix of health care advocacy organizations and more partisan Democratic efforts — on the air in Nevada assailing the Republican health care overhaul, according to a Republican ad buyer tracking the ad traffic.

Neither Mr. McConnell’s office nor his top outside political advisers were warned about an impending attack on one of their most endangered incumbents. “They didn’t check in with anybody,” said Josh Holmes, Mr. McConnell’s former chief of staff. “There was no clearing of channels, no heads-up, nothing.”

Republican senators across the ideological spectrum have indicated their unease with the health bill. But Mr. Trump has few ties with the group, and several Republicans who remain on the fence have tangled with Mr. Trump, either during the presidential campaign or since.

Top Trump lieutenants like Stephen K. Bannon, his chief strategist, who lobbied members on the House bill, have been all but sidelined. Mr. Priebus has also played a much diminished role.

Mr. Pence has been far more active in seeking out Republican senators. Seema Verma, Mr. Pence’s former adviser in the Indiana Statehouse and now a top administration health care official, has also been trying to reassure senators that their states will have flexibility on Medicaid under the bill, while Mr. Pence’s former chief of staff, Marc Short, now the White House legislative affairs director, has been quarterbacking the effort from his hideaway in the Capitol.

Until Tuesday’s meeting at the White House, Mr. Trump had spoken with only a few members of the Senate, according to an administration official. The pace was nothing like the dozens of calls he made to help pass the House’s health bill, aides said.

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A senator who supports the bill left the meeting at the White House with a sense that the president did not have a grasp of some basic elements of the Senate plan — and seemed especially confused when a moderate Republican complained that opponents of the bill would cast it as a massive tax break for the wealthy, according to an aide who received a detailed readout of the exchange.

Mr. Trump said he planned to tackle tax reform later, ignoring the repeal’s tax implications, the staff member added.

After the meeting, Mr. Trump played the role of cheerleader on Twitter, encouraging his weary Republican allies to keep working.

“I just finished a great meeting with the Republican Senators concerning HealthCare,” he wrote. “They really want to get it right, unlike OCare!”


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Serena Williams vs. John McEnroe: It’s game, set, match Serena with a nude Vanity Fair cover to boot

Winning. (Annie Leibovitz / Vanity Fair)

Serena Williams let John McEnroe have it in the best way possible Monday evening.

Williams served up two flaming tweets that deftly singed McEnroe for saying “if she played the men’s circuit, she’d be like 700 in the world.” And, in case he missed her point about female empowerment, maybe McEnroe can pick up a copy of Vanity Fair, which features the nude and pregnant Williams on the cover.

“Dear John I adore and respect you but please please keep me out of your statements that are not factually based,” she tweeted. “I’ve never played anyone ranked ‘there’ nor do I have time. Respect me and my privacy as I’m trying to have a baby. Good day sir.”

Never mind that the images, taken by Annie Leibovitz, pretty much strip away the vestiges of privacy; Serena’s on a roll.

McEnroe made his comments in an interview Sunday with NPR’s Lulu Garcia-Navarro. The seven-time major singles champion is trying to sell his “But Seriously” memoir and revived a “Battle of the Sexes” narrative that most people would have considered long dead. Garcia-Navarro asked why McEnroe would qualify statement by calling Williams the best female player in the world. That was chum in the water.

“Oh!” McEnroe replied. “Uh, she’s not, you mean, the best player in the world, period?”

“Yeah, the best tennis player in the world,” Garcia-Navarro said. “You know, why say female player?”

“Well, because if she was in, if she played the men’s circuit she’d be like 700 in the world,” McEnroe said. ” … That doesn’t mean I don’t think Serena is an incredible player. I do, but the reality of what would happen would be I think something that perhaps it’d be a little higher, perhaps it’d be a little lower. And on a given day, Serena could beat some players. I believe because she’s so incredibly strong mentally that she could overcome some situations where players would choke ’cause she’s been in it so many times, so many situations at Wimbledon, The U.S. Open, etc. But if she had to just play the circuit — the men’s circuit — that would be an entirely different story.”

McEnroe is right, of course, but … who cares? Think McEnroe could win the Australian Open in the searing heat of Melbourne while pregnant? Both are silly debates, truly deserving of “you cannot be serious.” Buzz Bissinger, author of the Vanity Fair piece, calls Serena the best tennis player in history, with her aggregate winning percentage of 85.76 percent and 72 tournament victories. She has, he points out, earned more than $84 million in prize money and nearly twice that in endorsements and appearance fees. In the early stages of pregnancy, she didn’t drop a set as she won all seven matches at the Australian Open.

How great is she? How does one quantify greatness and how does gender fit in? It’s a subject Williams has considered before. Now 35, she is increasingly aware that what remains of an athletic career that began when she was a child is approaching its end. Taking stock of the social and racial landscape, she’s assessing her place in it and as part of that, she knows just how different the debate about whether she is one of sports’ all-time greats might be if only …

“I think if I were a man, I would have been in that conversation a long time ago,” Williams said last December in an interview with rapper Common for ESPN’s “The Undefeated.” “I think being a woman is just a whole new set of problems from society that you have to deal with, as well as being black, so it’s a lot to deal with — and especially lately. I’ve been able to speak up for women’s rights because I think that gets lost in color, or gets lost in cultures. Women make up so much of this world, and, yeah, if I were a man, I would have 100 percent been considered the greatest ever a long time ago.”

As part of the journey of 2016, Williams wrote an open letter “to all incredible women who strive for excellence” in which she urged them to “dream big” and concluded:

As we know, women have to break down many barriers on the road to success. One of those barriers is the way we are constantly reminded we are not men, as if it is a flaw. People call me one of the “world’s greatest female athletes.” Do they say LeBron is one of the world’s best male athletes? Is Tiger? Federer? Why not? They are certainly not female. We should never let this go unchallenged. We should always be judged by our achievements, not by our gender.

For everything I’ve achieved in my life, I am profoundly grateful to have experienced the highs and lows that come with success. It is my hope that my story, and yours, will inspire all young women out there to push for greatness and follow their dreams with steadfast resilience. We must continue to dream big, and in doing so, we empower the next generation of women to be just as bold in their pursuits.

Let it be noted that McEnroe called Williams “arguably the greatest athlete of the last 100 years” when she won Wimbledon in 2015 and also note that he didn’t qualify that based on gender. So whatever his point was, Serena countered it effectively, with the Vanity Fair cover as an exclamation point. Take that.

The Finance 202: As health-care bill teeters, GOP donors eye a tax rewrite on deck

THE TICKER

Senate Majority Leader Mitch McConnell (R-Ky.). (AP/J. Scott Applewhite)

Senate Majority Leader Mitch McConnell knows a lengthy process sours public support for a major legislative undertaking. People don’t like to watch the ugly horse-trading necessary to build consensus in Congress. The longer lawmakers engage in it, the more they postpone the public marketing campaign that follows. The Kentucky Republican harnessed that principle eight years ago, marshaling his then-meager minority in the Senate to do everything possible to string out the Democratic-led project of assembling the Affordable Care Act. 

As McConnell tries to undo that law with a bare majority this week, he may be demonstrating an equal and opposite principle: Speed kills. The accelerated schedule he adopted for forging the Senate GOP’s repeal-and-replace measure cut not just Democrats but also most of his own conference out of the drafting. So Monday night, after the Congressional Budget Office said the measure would cost 22 million people their insurance coverage over a decade, Republicans previously confined to the sidelines declared sufficient opposition to throw its future into doubt. 

That may be precisely the point. As the old business wisdom goes, sometimes a « fast no » is better than a « slow maybe. » And investors have been losing patience with an all-GOP government’s inability to execute on its first priority, mostly because it has stalled progress on its second one. That is, the stuttering health-care debate is holding up action on a wholesale rewiring of the tax code, which, if successful, could translate into an immediate economic boost. 

Charles Koch. (Credit: The Seminar Network)

Deep-pocketed conservative donors gathered for a Koch network retreat in Colorado over the weekend expressed their frustration over so-far fruitless tax talks directly to Republican lawmakers. “More than anything else, the network wants a comprehensive rewrite of the tax code completed while Republicans have unified control of government,” my colleague James Hohmann writes in a dispatch from the confab. 

The network is primed to put grass roots muscle into the effort. Americans for Prosperity, the Koch’s political arm, plans to mobilize in 36 states over the summer to press Members of Congress for a tax overhaul. 

Meanwhile, at least one donor at the conference declared his intention to hit lawmakers where it hurts. Doug Deason, a donor from Texas, said he’s refusing to do any more fundraising for congressional Republicans until they start delivering some results, and he’s encouraging fellow conservative moneymen to follow suit. « Get Obamacare repealed and replaced, get tax reform passed, » Deason said, according to the Associated Press. « You control the Senate. You control the House. You have the presidency. There’s no reason you can’t get this done. Get it done and we’ll open it back up.”

Given the mounting pressure from the donor crowd — and the toxic politics of the health-care repeal drive — Congressional watchers are speculating that McConnell wants the package to collapse so he can move on: 

Adds another congressional reporter: 

The New York Post’s opinion editor is all but rooting for the outcome:

The view underestimates McConnell’s aversion to losing a high-stakes fight. Consider this peek behind the veil of a programmatically reticent leader, courtesy of Josh Holmes, his former chief of staff: “He absolutely refuses to lose. It’s that Michael Jordan-like intensity that just keeps him charging ahead when almost everyone else would throw up their hands.” 

Plus, McConnell was the architect of the Republican strategy to oppose Obamacare at every turn. He first convened GOP senators to rally them against it back in late November 2008 — just weeks after Obama won the presidency, two months before he was even inaugurated, and in the midst of an economic crisis that demanded a bipartisan emergency response. McConnell has doubled down with each election since, organizing congressional Republicans’ electoral message around a renewed pledge to dismantle the law. Back in March, he said with Republicans fully in power, the time had come to deliver. 

“When you have a president of a different party, you can freelance all you want to,” McConnell told Politico at the time. “But now we have an actual chance to change the country. We have somebody who will sign legislation that we pass. We need to get into a governing mode and start thinking about actually achieving something rather than just kind of sparring.”

It’s easier to block than to build. But as McConnell knows well, too, a tax rewrite presents it’s own challenges. If Republicans can’t figure how to work together now, changing the subject may not fix what ails them.

Read more from my colleague Paige Winfield Cunningham in The Health 202 today.

The health-care debate continues to all but blot out the sun in Washington this week. At least four Senate Republicans have declared their opposition to even starting debate on the health-care measure. Others in the GOP are training their fire on the Congressional Budget Office, the nonpartisan agency that produced the analysis of the bill.

The budget scorekeeper found that under the Senate bill, a poor person in 2026 could face a deductible that costs more than half their income. And Senate Republican leaders added a provision Monday that would force consumers to wait six months before re-enrolling if they let their insurance lapse, eliciting new objections from patient advocates. 

My colleagues Bob Costa and Sean Sullivan write that the issue will test the durability of the McConnell-Trump alliance.  

BREAKING this morning: The E.U. just slapped Google with a record $2.7 billion fine, saying it illegally steering users toward its comparison shopping site. Google is expected to appeal. 

The White House is hung up filling three empty slots on the Federal Reserve board because it can’t find a pick with community banking experience who wants job, the Wall Street Journal reports. The Trump administration wants to move the nominees as a package, but a divestiture requirement is turning off would-be candidates. The situation is keeping Trump from installing a vice chair for supervision, a key to advancing his deregulatory agenda. 

A traditional dhow floats in the Corniche Bay of Doha, Qatar. (AP Photo/Saurabh Das, File)

More on the study linked here yesterday that showed Seattle’s minimum wage hike is hurting worker pay: Max Ehrenfreund writes, in short, that it looks credible. But the research has not been peer reviewed yet and won’t end the debate over pay mandates.

— The Post’s Ana Swanson writes that the trade embargo with Qatar could cause destabilizing shortages of helium, used in medical imaging, technology manufacturing and nuclear reactors. In 2015, the country provided 27.2 percent of the global supply of helium, and is the second largest source of the ultralight gas, tied with Iran, and trailing the United States, which has more than a third of the global resources for helium. But the oil and gas fields mostly in Kansas and Oklahoma will not be able to increase production in order to meet the need created by the halt in production in Qatar.

Senate Finance Chairman Orrin Hatch (R-UT) is surrounded by reporters. (REUTERS/Kevin Lamarque)

Senate Finance Chairman Orrin G. Hatch (R-Utah) tells Fox Business News that the Trump administration is willing to accept a higher corporate rate than the 15 percent target they’ve proposed. He said a rate between 20-25 percent would provide a meaningful economic lift. His comments come as some tax experts now think a 28 percent corporate may be the best that congressional Republicans can muster from a tax rewrite, given how little progress toward a fundamental overhaul of the code they’ve made so far.

In the House, Ways and Means Chairman Kevin Brady (R-Texas) says he’s planning two more hearings on the subject in July, focused on the benefits of a rewrite for small businesses, individuals and families. 

— More than half of American voters would blame both Republicans and Democrats for a government shutdown, according to a new Harvard-Harris Poll.

The poll’s findings, published Monday by The Hill, show that 58 percent of voters would blame both parties equally, 20 percent would blame just Democrats and a slightly higher 23 percent would blame just Republicans. And a large majority of the respondents are against Congress raising the debt ceiling

A news assistant runs outside the U.S. Supreme Court. (REUTERS/Yuri Gripas TPX IMAGES OF THE DAY)

— The Supreme Court has decided to consider whether corporate whistleblowers are protected by anti-retaliation laws if they report misconduct internally rather than to the Securities and Exchange Commission.

The high court will hear an appeal of San Francisco-based company Digital Realty Trust Inc., in October, Reuters reported. The company argues that the 2010 Dodd-Frank Act did not protect a fired former employee who reported misconduct because he did not report the wrongdoing to the Securities and Exchange commission. The fired employee did report the misconduct internally.

A ruling in favor of the company could mean corporate whistleblowers would have to contact the SEC before reporting issues internally in order to be protected by the law. 

From The Post’s Philip Bump: Tip for saving money under the Senate health-care bill: Don’t be old

Labor Secretary Alexander Acosta. (Andrew Harrer/Bloomberg)

Today

  • The Senate Appropriations Subcommittee on Labor, Health and Human Services, Education and Related Agencies will hold a hearing with Labor Secretary Alexander Acosta on the department’s budget request.
  • The Senate Appropriations Subcommittee on Financial Services and General Government will hold a hearing on the 2018 budget request for the SEC and CFTC.
  • The House Financial Services Committee will have a hearing on equity market structure.
  • The USTR will hold a hearing on NAFTA renegotiation.

Coming Up

  • The House Financial Services Committee will have a hearing on “The Federal Reserve’s Impact on Main Street, Retirees, and Savings” on Wednesday.
  • The Senate Committee on Commerce, Science and Transportation will hold a nomination hearing Wednesday for Steven Gill Bradbury to be General Counsel of the Department of Transportation and Elizabeth Erin Walsh to be Assistant Secretary of Commerce and Director General of the United States Foreign Commercial Service.
  • The Senate Committee on Banking, Housing and Urban Affairs will have an open session hearing on housing finance reform on Thursday.

From The Post’s Tom Toles:

What’s in the CBO report on the Senate health-care plan: 

‘Pharma bro’ Martin Shkreli is on trial for securities fraud: 

The Post’s Robert Barnes explains the Supreme Court decision to consider whether gerrymandered election maps in Wisconsin violate the Constitution: 

What are McMansions, the houses that people love to hate:

Seth Meyers on the CBO score for the Senate GOP’s health plan:

Creative Remains a Challenge on Mobile Video

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Fiverr launches a Pro tier and acquires video production marketplace Veed.me


Freelance marketplace Fiverr has for years worked on connecting buyers and sellers of online services that range from writing to design to programming to digital marketing. Today the company is launching Fiverr Pro, a new offering that highlights a curated group of professional freelancers on its marketplace.

Founded in early 2010, Fiverr’s original business model was based around a simple professional services marketplace where everything cost $5. That didn’t last long, and the company has spent the last several years working to move further upmarket. It’s done that mostly by giving freelancers more tools to increase the prices and manage jobs they accept on the platform.

In a lot of ways, Fiverr has taken a different approach than most other freelance marketplaces, making purchasing services similar to purchasing products on other e-commerce sites. Rather than run reverse auctions, in which service providers compete for business by lowering their prices in an unsustainable race to the bottom, Fiverr lets freelancers set their own price for the services they provide.

“We thought his should be like a common e-commerce experience,” Fiverr founder and CEO Micha Kaufman told me. “You should be able to find whatever suits you and then just click purchase.”

Over time, Fiverr has seen more demand on the buyer side for bigger projects from enterprise customers. As a result, it saw an opportunity to provide a higher level of service for buyers while also solving the biggest problem its sellers have — that is, finding clients to work with.

On the customer side, Fiverr Pro is designed to reduce the amount of time that buyers spend searching for talent. For the freelancers chosen to participate in the program, Fiverr Pro means more and regular work. And both sides of the platform will benefit from 24/7 support, including personal success managers assigned to each service provider.

To seed its Pro marketplace, Fiverr has selected highly ranked freelancers already working on its platform, as well as recruited those not on Fiverr who works with its clients. Finally, the company is bolstering its videographer options through the acquisition of Veed.me.

With Veed.me, Fiverr is deepening its capabilities in video, particularly in connecting buyers with videographers for local gigs. Since much of the work its freelancers do is purely online, having video coverage in specific markets around the world will help it grow that part of its business.

Featured Image: Bloomua/Shutterstock

How to Use Video to Achieve Your Marketing Goals: From Awareness to Sales (And in Between)

Companies come in different sizes and budgets; but, in the end, they’re all basically pursuing similar marketing goals: to explain their product or service (for people to understand what they’re selling), to build brand trust (for people to trust what they’re selling), and, of course, to close more sales (for people to actually take money out of their pockets).

And among the all types of marketing content on the Web, video is probably the most effective to use to achieve those goals: Nearly 52% of marketers worldwide choose video as the content with the best ROI (return on investment).

People love video: On average, video content is shared on social media 12 times more than regular images; and, what’s even more interesting, 85% of consumers are more likely to buy a product or service after watching a marketing video. Moreover, marketing videos tend to boost conversion rates between 15% and 75%!

At the same time, videos improve your website’s Google rankings, and they guarantee your brand a place on YouTube, the No. 1 video-hosting website, which also lets you track your viewers’ behavior for free.

The thing is, not all videos are created equal: There are various types of video content, and you should choose wisely which will help you achieve your specific marketing objectives.

Let’s sum up the most popular among those objectives, and learn what type of video will help you achieve each.

‘I need to build brand awareness and increase online visibility’

Whenever you need to spread your brand’s name all over the Web, educational videos are a great option. These types of videos don’t flagrantly sell a product or service; they offer knowledge instead, teaching your audience something new.

After watching an educational video, your potential customers will learn something useful and, consequently, feel closer to your brand.

Cartoon animation in educational videos is, often, a fun and effective effect. With over 130,000 views, this neat animated educational video reached the top of YouTube rankings for the relevant keywords in a matter of weeks:

How-to videos are also a top choice when branding is the main goal. These types of videos basically explain how to solve a problem with a certain product or service, step by step, offering real value to your leads and potential customers.

As with educational videos, when done right, these videos don’t blatantly reveal to your potential customers that you’re selling something; they’re solving an actual problem instead. Due to their practical nature, these videos are easily and rapidly shared in social media, building a great amount of brand awareness organically.

A fine example is this iPhone how-to video:

Another cool alternative, although a bit more salesy than the other two, are commercials. These are usually shorter (30-60 seconds) and tend to be more stunning than most marketing videos.

And if you opt for an animated commercial, you can make your brand colors come alive, create lovable and memorable characters, and even produce your own tune. You can’t get more brand-boosting than that.

Here’s a cute TV animated commercial with a super-catchy jingle:

‘I need to explain what I do and increase conversions’

Most of the time, to take the action you want them to take, people need to really understand what you’re selling. Whenever you need to unveil your new product or service and lead your potential customers to convert, animated explainer videos are one of the best choices available.

Explainer videos are usually 2-3 minutes long; they’re made to catch the eye, explain, convince and convert in a short period of time. They’re easy for people to watch all the way through, as well as to share on social media, where attention spans are short.

By using characters tailored to suit your target audience—characters your potential customers can relate to—these videos can be used to customize the entire experience; they are therefore one of the best video marketing tools around.

Here’s a fun and successful animated explainer video made for the Gigtown app by Yum Yum Videos:

‘I need to generate brand trust and close more deals’

If your main objective is to make your potential customers trust in your company and your brand, you can’t go wrong with an about-us video. They show who or what your company is, and how your business and team work to help customers.

Testimonial videos are also super effective in creating brand trust and convincing people into making a purchase decision. In these videos, your customers (or sometimes actors, in lieu of customers) speak about your product or your brand, or both, building social proof and giving a hint of why your potential customers choose your company instead of the competition.

A well-made testimonial or about-us video can be the final push to close sales. Bear in mind that 90% of consumers admit their buying decisions are influenced by reviews and ratings.

Here’s a solid about-us video:

And here’s a neat testimonial:

‘I need to show my product’s features’

Sometimes widespread promotional content isn’t enough to close a sale, because people need to get a detailed look at how a product or service works before they take their money out of their pocket.

A product demo is the ideal video content for grabbing those potential customers. Demo videos allow you to disclose your product’s features in detail and make its attributes stand out. You can make a live recording for physical products or use the screencast technique, which works best for apps and software.

These videos run up to 10 minutes, on average, because they’re usually aimed at people who have already decided to buy certain products or services, and they’re specifically looking for the best features, brand comparisons, and price-quality-value relationships.

Here’s a cool demo video made by MacUpdate using the screencast technique:

A few words about metrics

Whatever your video content, you must be able to track and analyze its performance. YouTube offers a wide range of free video metrics, such as views, dropouts, recurrence, most-watched segments, etc.

Other hosting services, such as Wistia, offer subscription plans with more specific performance metrics and a few neat customization assets when embedding your videos to your websites and landing pages.

Let’s sum up

Videos have proven to be one of the most effective types of marketing content around: They have great ROI, audience engagement, and shareability.

Different types of video content will help you achieve different marketing goals:

  • Educational videos are great for building brand awareness.
  • Animated explainer videos are perfect for pitching your company and increasing conversions,.
  • Testimonial and about-us videos can be used to generate brand trust and close deals.
  • Product demo videos showcase your product’s features in detail.

Knowing when to choose the right type is the key to using your video content wisely.