Archives par mot-clé : video

‘They’re not prepared’: Publishers worry the Flashpocalypse is nearly here

Video Marketing,

The obituaries for Flash were written long ago. But don’t tell that to the digital ad industry.

Last fall, Google announced it would stop accepting Flash video ads within its DoubleClick Digital Marketing ad platform by April 2017, with plans to stop running Flash ads completely through DDM by July. This is a big deadline for publishers with DDM responsible for a significant chunk of digital video advertising. Google’s announcement also came around the same time the Interactive Advertising Bureau set a July 2017 deadline for the complete migration from Flash video ads to HTML5.

Unfortunately, many marketers and ad tech vendors have not heard the call. Multiple publishers, speaking anonymously with Digiday due to existing relationships with advertising and technology partners, say that most advertisers and ad tech vendors are not fully prepared for the cutoff date, potentially leaving publishers to pick up the scraps and suffer losses in revenue.

For three different publishers, Flash ads still fill a majority of their on-site video inventory. One top news publisher said anywhere from 50 to 55 percent of its video ad impressions today are happening with ads built on Flash. “I was hopeful, given that we are a month away from Google’s deadline, that the numbers [for HTML5 video ad impressions] would be higher,” said a programmatic sales exec at this news publisher.

With Google’s plans to stop allowing Flash video ads to turn through DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick Bid Exchange and DoubleClick for Publishers and AdWords, that’s a significant chunk of revenue that publishers will lose. It’s an even bigger issue when considering how much Google Chrome accounts for web traffic.

“If the [full migration from Flash to HTML5] were to happen today, we would lose about 60 percent of our video revenue,” said a sales operations exec at another publisher.

Publishing sources point to agencies and ad tech vendors, who they claim are not incentivized enough — or aren’t aware enough — to stop delivering Flash video ads.

“A lot of the SSPs that are out there are not putting a hard line in the stand and saying, ‘We’re not going to serve Flash anymore,’” said the publishing sales operation exec. “Because of that, buyers are not incentivized to make the switch. Only if you buy through DDM are you going to be impacted.”



As evidence, this exec pointed to the drop-off their company saw after it started migrating to an HTML5-first video player at the beginning of the year. Immediately after introducing an HTML5 video player alongside the Flash video player it already had, fill rates fell by 40 to 50 percent.

“We’re reaching out to our network partners about this, and what we’ve found is that they’re not prepared,” said the sales exec at the news publisher. “For the most part, they’re working with creative coming from [agency] clients, which itself is coming from creative agencies, which created the ad months ago.”

One gaming publisher, which fully adopted HTML5 last fall, estimated a 20 percent drop-off in demand at the beginning of the year due to “one major DSP that did not have its act together.”

Agencies are not immune from blame, either. A publishing sales exec said that when the topic of HTML5 is brought up with clients, most act as if they’re not worried because the campaign will end before the Google and IAB deadlines. “If the campaign ends on July 1 and it’s successful, but the client isn’t ready to capitalize on the back end, there’s nothing we can do,” said this exec. “I can show you the report that we captured 90 percent of the audience you’re looking for, and the audience is available for the following month, but we can’t do anything because you won’t be ready with HTML5 creative.”

Publishing sources agree the shift toward HTML5 has been gradual as more agencies and vendors make the adoption. But with Google’s July deadline fast approaching, it will be publishers that get squeezed.

Publishers are already selling HTML5 video inventory at cheaper rates. One publisher said it’s charging 20 to 25 percent less CPMs for HTML5 video inventory just to be able to hit a minimum 90 percent fill rate.

“We’ve had days where more than 60 to 70 percent of our video inventory is HTML5, so we have the capabilities to fill it currently,” said the sales exec at the news publisher. “But I don’t know if that’s just for a couple of days per week, or if a week’s worth of inventory is even possible.”

Publishers say the platforms need to play a bigger role in getting agencies and vendors to adopt HTML5.

“The platforms are the pipes that connect both ends,” said the publishing sales operations exec. “If we’re all responding to them, they should do more since they’ve got the connections across the board.”

Others argued that it’s going to take more collaboration between publishers and vendors. “We’ve made the shift,” said a sales exec at the gaming publisher. “The technology companies need to get their act together.”

Content creator SENATUS speaks up on STB “freebooting” its video

Video Marketing,

Following STB coming under fire from local blogger Benjamin Lee (Mr. Miyagi) for sharing content without proper attribution, creators of the vending machine spot SENATUS have sent a statement to Marketing.

Kien Lee, managing director of SENATUS said, as a digital magazine focused on covering luxury and lifestyle offerings, which also supports various stakeholders in the retail economy in Singapore, its “goals are very much the same as the Singapore Tourism Board’s.” This would be to continue the “viability and attractiveness of Singapore as a destination.”

As such, if a formal request had been made, the team “would have been happy” to provide the original high-res video for STB’s Facebook page  – to post with proper credits.

“Having said that, I note that they had previously directly shared other viral videos on Singapore, instead of ripping videos and posting them as their own,” he said. He added that the video of the luxury car “vending machine” has spawned hundreds of news articles and TV coverage all over the world, generating publicity for Singapore, “and STB is one of only a handful of organisations that had re-uploaded the video.”

Lee also told Marketing that Facebook has since removed the “unauthorised and unflattering low-res version” of the video STB had put up.

“Going forward, I hope the team at STB and TBWA will appreciate the hard work content creators put into their work products. Once in a blue moon, we get lucky and the content goes viral,” he said. Lee said for SENATUS, while clicks and views aren’t monetised by its Facebook Page Owners,  investment are made towards “raising the visibility of the own digital properties”.

Repeating Benjamin “Mr. Miyagi” Lee’s comments he said, STB should have just posted and directly shared the link to the original video, especially once word had gone out. He added:

It is not something we the content owner needed to insist on, it would have been the right thing to do.

Tips for content creators to protect their work

Prantik Mazumdar, managing partner at Happy Marketer, said  it is paramount that companies respect the intellectual property and creative assets produced by others – “especially so, if one is an award winning, national tourism board, because it needs to lead from the front and set a good precedence.”

To protect one’s IP, many publishers can choose to have watermarks on their images and video footage so that even when others re-share or re-tweet it, the publisher gets due visibility and credit.

He noted however, that this does not solve the problem of the original publisher getting the requisite direct views, traffic and social engagement on their respective platform. Hence it is critical that third parties not only give the publisher a mention but share a direct link as opposed to re-uploading a edited version. He added:

Companies need to keep the mantra simple when sharing someone else’s creative work: Give due credit by re-sharing the original content as well as ensure that there is a flow through of referral traffic.

“I am glad though that STB and TBWA took responsibility and owned up their mistake immediately in public. Humility will stand in good stead and set a strong example for everyone to follow,” he said.

According to KRDS’ director Preetham Venkky, he called the incident as “Freebooting” –  which is the act of downloading someone else’s copyright-protected material, and uploading it on another channel or platform away from the original.

He added that the move to download and reupload SENATUS’ video content was actually against Facebook guidelines, aside from the violation of copyright laws in general.He said:

Currently, there are no official download functions for videos unlike for pictures hence it was likely the video was downloaded through other means not endorsed by Facebook.

“This form of attribution will not allow SENATUS to get the organic engagement needed for it to grow as a platform. Just crediting the video on its original posting will give the viewer too many obstacles in the experience journey to engage with SENATUS,” he added. For example, a viewer is less likely to click on a link to the original video if they have already seen it.

He added that for content creators and publishers looking to protect their content, they should look at using Facebook’s Rights Manager, which would allow them to protect their content. The tool allows them to identify new matches against protected content and flag the video.

 

Facebook’s square movie trailers are absurd, idiotic marketing strategy

Video Marketing,

I saw my first square trailer March 23, 2017, for a movie I can’t quite remember — it was likely a big blockbuster. I was seriously confused at first, unsure of whether or not the video was just a distorted version of the trailer, its aspect ratio adjusted to a square. Almost instantly after, I started to notice strange moments when it seemed as though the frame was cutting off too much of the view of the action and characters. As those moments continued, my mouth slowly dropped. The trailer had been cropped to a square.

A week later, I saw another square trailer for “Spider-Man: Homecoming” and was blown away by the embarrassing excuse of a marketing tactic. The trailer takes the most blatantly visual, action-filled and large-scaled type of film — the superhero blockbuster — and literally cuts off visual information that was necessary in framing the shot the way the filmmakers intended.

These square trailers seem to be a slight mixture of ratio distortion and simply cut-off visuals, but no version of this mixture would work anyway. The only trailers that could be shown square are those shot on regular 16mm film that have a 1.33:1 aspect ratio — yet films are rarely shot on that format anymore — or those shot on IMAX 70mm that have a 1.43:1 aspect ratio, although the full image of IMAX 70mm has yet to be translated for use in trailers.

The standard aspect ratio that everyone sees in movie theaters or on personal computers is 2.39:1. By pure and simple mathematics, you can likely deduce the problem here: this trailer is taking 2.39:1 visuals and chopping it down to 1:1. That is a ton of visual information missing.

I might be more disappointed, however, in the assumptions of the marketing teams and Facebook themselves than by the actual content. The implementation of this kind of trailer suggests that cutting off visual information doesn’t matter. It suggests that, instead of watching a trailer that actually shows every bit of content possible, people would rather watch one that fills up the entire square of Facebook’s video player, even though that actually offers less. This is Facebook’s problem, and it should be Facebook adjusting how videos are played on its platform, not the films.

Besides, no one was complaining about the way trailers were being shown on Facebook anyway. No one called for this change. There was a button that people could hit to play the trailer in full-screen view, just as it would on YouTube or any other video platform. No one cared about this.

But it’s absolutely hilarious because now, when one presses the full-screen button on a square trailer, there are just black bars on the sides instead of on the top and bottom.

Problem solved, everybody. We did it.

Those awful black bars prove that this is simply a move centered around Facebook’s front-end design and the desire to capitalize on the dimensions of its in-feed video player. And that’s too little of a reason to make such a drastic change. Most people want to feel as if they’re in the theater when watching trailers, so many want to watch on full-screen mode. Yet the side crops are so visually jarring because they impart a nagging sense of missing information. It’s purely idiotic. And it speaks to a larger problem in the film industry.

That problem is digitalization. Although it has immense necessary benefits — cheaper costs of production and projection for almost-as-good quality — providing greater accessibility to filmmakers with fewer resources, the digital revolution does still lead to blind idiocy such as this. On a larger level, it makes the general public essentially unaware of the great things that regular moviegoing and the format of film can offer.

The wide version offers more than the square version does. It’s a simple fact, and square trailers can be universally and objectively denounced by everyone who values this logic. Think about if a square trailer played in a movie theater. The crowd would erupt in boos.

But, in that same theater during a regular screening, visuals actually do often get cut off as well — it’s just not really common knowledge. Standard movie-theater screens are approximately 40 feet by 17 feet. Ultra Panavision 70mm is intended for approximately 75-feet-by-27-feet screens. IMAX digital screens can reach up to approximately 60 feet by 45 feet. And IMAX 70mm screens can reach up to approximately 100 feet by 70 feet.

Comparison of IMAX 70mm and standard digital/35mm presentations of Christopher Nolan's Interstellar.

All of these screen sizes are relative to the formats’ aspect ratios and the levels of quality provided by these formats — standard digital is 2K to 4K resolution, 70mm varies but can be equivalent to about 8K resolution, IMAX with laser is dual 4K projection and IMAX 70mm technically can reach the equivalent of 18K but is likely seen in 12K.

And when these films shot on these formats are converted and projected digitally in regular theaters on smaller screen sizes, the act of cutting off visual information is effectively the same as the square trailers. There is literally visual content that was created and is now missing. Granted, not every theater can have an IMAX screen, and film is already an extremely rare form of projection. So the chopping down of visuals in theaters when compared to that of square trailers deviates in regard to intent; it’s not really the theaters’ intent to cut off this information as it is marketing companies’ and Facebook’s in regard to those trailers.

But the point and its principles are the same. Whenever one can maximize the amount of visual information they receive, they should strive to do so. Why would anyone want less?

Contact Kyle Kizu at [email protected]. Tweet him at @kyle_kizu.

Innovid report establishes industry standards for video marketing

Video Marketing, , , ,

Innovid, a video marketing platform for advertisers, has conducted a yearlong study to set benchmarks for marketers in order to analyse the performance of their video ads.

The 2017 Global Video Benchmarks study analysed thousands of video campaigns with billions of impressions across more than 200 global brands to assess how consumers respond to different video ad types across devices and provide insights to marketers on how to best connect with these consumers.

“With the recent increase in cross-channel, cross-device advanced video, advertisers are demanding higher standards in regards to performance, engagement and quality placements for their video advertising content,” said Zvika Netter, CEO and co-founder of Innovid. “Our comprehensive video benchmarking study serves to establish industry standards for video marketing performance. Our mission is to help brands maximise their video investments through access to media-agnostic, open measurement, and innovative, advanced video advertising solutions.”

The study found that advanced video advertising – which includes interactive elements such as overlays, clickable content, and more – drives more value and yields higher benchmarks than pre-roll video ads.

Furthermore, Innovid found that custom interactive video campaigns see a 561 per cent lift in user activity compared to stand pre-roll campaigns, also delivering an average of 41 additional seconds in time earned on top of initial time spent watching ad.

Moreover, mobile click-thru interactive video achieves the best click-thru rate, compared to any other format, with a 57 per cent lift over desktop. Meanwhile, custom interactive video on connected TV generates the highest completion rates compared to other devices or formats, producing a 73 per cent lift over mobile and 23 per cent over desktop.

“Media buyers have long pushed for accuracy and transparency in digital ad measurement, but recent issues over video ad metrics and brand safety have given new urgency to their concerns,” said Paul Verna, principal video analyst at eMarketer. “As video ad spending continues to grow across connected devices, and across content platforms that offer limited visibility into key performance metrics, third-party measurement and objectivity are more important than ever.”

How to Sell a Property through Video Marketing

Video Marketing, , , ,

When it comes to selling a property these days, video marketing is the way to go. From the price that it is up for sale and how much demand there is in the area, to how effectively the property is marketed. Like most businesses, the property industry is highly competitive, so companies are constantly looking for new, innovative ways of increasing sales and gaining more customers.

One thing that has really impacted the way that property is marketed is improvements to technology such as smartphones to enable more access to content creation methods that were not previously as available. For example, a five-minute video giving a virtual tour of a property would probably have cost a lot of money to create back in the day. This would be through either purchasing high-quality video recording equipment or hiring the professionals to come and do the filming and editing at great expense.

video

Now, you can record a 360 video using the latest iPhone or similar model, with a decent quality camera. Even if you need to record the clips a couple of times to get them right, the ease of use will make this a genuine option for most property selling companies. When you visit various property websites, you will see the range in how far each company has progressed with technology. You will see some that display a couple of low-quality photos, and you will see ones that have fantastic 360 videos that certainly bring the property to life, or even aerial videos created with the use of a drone.

It is estimated that by 2019, 80% of internet content will be video, so you can see how popular this channel is. If you are trying to sell your own property privately, you can take a 360 video on your smartphone and use social media to share your video. Once you have recorded the content that you need, log into YouTube to upload your video. You can even make some basic edits using the YouTube editing options. It really is that easy.

If you work within the realty sector, then you will already be well aware of the rising popularity of this marketing trend and the potential benefits including increased numbers of sales and faster sales going through. One of the top ways that you can market property is obviously using website content, whether it is images or videos, and the better the content quality, the more effective the website is to generate leads.

It is not just property that this applies to, high-quality content creation is a vital factor in any industry. Another important factor is providing useful content that people will search for. A great example of this is the Top Tests site that provides driving theory tests for learner drivers to practice with. Understanding what the target audience wants or needs is a critical element of a good marketing strategy.

In regards to property, sellers know that buyers want to see as much detail about potential properties as possible and a virtual tour is about as thorough as it gets.

The Power of the Internet Video Marketing – JOSIC

Video Marketing, , , ,

Why Use Internet Videos for Marketing:

It must be quite obvious that the traditional methods of advertising are no longer the popular choice for organizations. Companies have found that using internet video sites for promoting and marketing their product is more cost effective and trendy. The use of internet video sites to promote your product will make your company the envy of its competitors. As you will not only gain competitive advantage, but you will also increase your market presence by over one hundred million percent.

Internet video sites such as YouTube, Videojug, and many others have worldwide concern, because of their ability to upload videos and broadcast it to the World Wide Web. This type of access to the web will expose your company and your product to over one billion users on the internet, and create that important niche that your company will need to grow. The vast improvements in technology have given companies the opportunity and the choice to now market their goods and services using designated internet video sites. These options have also reduced the cost of marketing as the hosting on these sites is usually free. Daily Motion, Vimeo, YouTube, BlipTV, Vzaar, College Humor, How Cast and Videojug are some of the most popular video hosting sites on the internet today!

When you use these video sites to market your product, it is pitched to potential customers in a more exciting manner. The viewers are drawn to the video presentation as if they are not aware that they are watching an advertisement. Not only do the videos create interests but they also inform and educate potential customers about your product. You should be obvious by now that, using text and graphic advertisements are no longer the most attractive methods of marketing your product, since most viewers have or spend very little time to read.

This of course is expected since there is so much information that is being proliferated on the internet today; Most people just glance over the title pages, and then click to the next site. Therefore if your texts and graphics are not attractive enough to catch the attention of potential customers, that is, the ones who are willing to spend more than thirty seconds to read, then its good bye to any potential sales that may have happened.

Advantages of internet video sites marketing:

The video site marketing is a wonder drug for small businesses, as the cost to host is very minimal or free. These sites also allow viewers to watch your videos without the need to download the material so minimizing any risk of importing viruses to your computer. The best thing about using internet videos to market your product is that, you can make your own videos, and, you do not need to be a trained photographer to do so. You can easily make your own videos and up load them on any one of the popular sites such as Facebook or YouTube.

The advancement in technology has made it very easy for people to create and upload their videos. However if you are not confident that you can create a video on your own, and you wish to learn how to do so, then you can buy this cheap Video e-course which will guide you on how to create your own masterpiece. With the cheap packages and bundles that are being offered, soon you will find yourself broadcasting your own creation on the web and feeling very proud of yourself for doing so!

Another great advantage of internet videos site is the fact that it enables you to target your traffic. Since only the individuals who are interested in your product will be viewing the videos that you post. There is also the use of keywords to enable the videos to be returned on searches. The benefit here is that individuals now seek your videos, instead of you seeking to find people to view your videos.

Here is another benefit from posting to these sites; You can earn money just to post your videos! In this situation you will definitely come out the winner since you will be paid for your video and you will still be benefitting from the exposure that your product or service will be getting from the site.

Tips for internet video marketing sites:

Video marketing is an evolving technology with a lot of potential; It would be beneficial for you to be aware of some of the critical areas that would give you that competitive advantage and greater market presence. If you are going to achieve maximum benefits from the use of these sites, the following tips should help you:

Try to post your videos in such a way as to enable it to appear each time the web page is open. Also try to make the video so entertaining, that the viewers are unaware that they are viewing an advertisement. At the same time it should be so interesting, that they would want to share it with others. Do your research to find the most effective site on which to showcase your videos, consider the cost, the ability to upload any format and the amount of video streaming that is done on the site on a daily basis.

You can also promote your product by advertising on other persons videos. If there is a video on say YouTube and it has a certain number of hits, and all indications are that it will become a viral video soon, then you can contact the owner of that video and negotiate with them to have your advertisement posted on that Page!

Keep video presentations posted short, to the point and entertaining. The video sites should allow the addition of coupons, text, pictures, graphs, and most importantly it should provide a clickable link to your website. Make sure to summarize your video presentation by pointing out all the main features and benefits of the product that is being promoted.

If you have not been using internet video sites to market your products then the time has come for you to utilize some of your marketing budget in this area. The really successful companies have long recognized the value of video marketing and have been maximizing on the use of this activity to create very strong market presence for their organizations.

Source by Sharif Aly

Even some Republicans balk at Trump’s plan for steep budget cuts

Video Marketing, , , ,

President Trump’s proposal to cut federal spending by more than $3.6 trillion over the next decade, much of it for programs that help the poor, faces harsh criticism in Congress, where even many Republicans say the White House has gone too far.

But fiscally conservative lawmakers, particularly in the House, found a lot to praise in Trump’s plan, which would balance the budget within 10 years — setting up a potential clash between House and Senate Republicans as they wrangle over spending in the coming weeks.

Lawmakers raised concerns Monday about a White House proposal expected Tuesday that would trim more than $1 trillion over 10 years from anti-poverty programs, including Medicaid, food assistance and health insurance for low-income children.

“It’s a problem — it’s a big problem,” Rep. Harold Rogers (R-Ky.), the chairman of a House Appropriations subcommittee, said of a proposed $610 billion reduction in Medicaid spending. “I’ve got one of the poorest districts in the country, with lots of Medicaid recipients as well as other programs. . . . The cuts are draconian.”

Although it is not uncommon for members of a president’s own party to criticize some elements of a White House budget blueprint, Trump’s first attempt fell flat with congressional budget experts and conservatives alike. Among the criticism was that Trump had betrayed some of his populist campaign promises, notably to protect Medicaid spending.

President Trump with Rep. Mark Meadows (R-N.C.), the chairman of the House Freedom Caucus, and House Speaker Paul D. Ryan (R-Wis.) appear after the House passed legislation aimed at repealing and replacing the Affordable Care Act. (Mark Wilson/Getty Images)

Rep. Tom Cole (R-Okla.), a senior member of the budget and appropriations committees, said that the White House budget is a “useful debating document” but that it is full of proposals that simply cannot pass in Congress. Cole predicted that many of the deep spending cuts, such as those to Meals on Wheels and the National Institutes of Health, would anger Republicans and Democrats alike.

Any attempt to write the 13 annual spending bills to match Trump’s request would be a recipe for failure, Cole said. Even those spending measures that could get enough GOP support to pass the House would be doomed in the Senate, where Republicans hold a slim 52-48 majority and must turn to Democrats to come up with 60 votes necessary to pass most legislation.

“We have to avoid the temptation of giving the president everything he wants, because if we gave him everything he wanted into writing we couldn’t enact it,” Cole said.

Even among the majority of GOP members who hailed Trump’s desire to pare back spending, many worried about the size of some of the proposed cuts.

Rep. Mark Meadows (N.C.), chairman of the hard-line House Freedom Caucus, said he was encouraged by early reports of new curbs on food stamps, family welfare and other spending, but said he draws the line on cuts to Meals on Wheels — a charity that White House budget director Mick Mulvaney suggested was ineffective earlier this year.

“I’ve delivered meals to a lot of people that perhaps it’s their only hot meal of the day,” Meadows said. “And so I’m sure there’s going to be some give and take, but to throw out the entire budget just because you disagree with some of the principles would be inappropriate.”

Other conservatives more staunchly defended aspects of the proposal.

Rep. Scott DesJarlais (Tenn.), a Freedom Caucus member, rejected the argument that Trump’s budget represented a betrayal of his populist campaign rhetoric.

“If we don’t do something to protect the program for the people who really need it, then they’re not going to have access to that, so I think we can’t continue to ignore these big-ticket items,” he said. “If we’re ever going to get our budget to balance and pay down our debt, we’re going to have to make these tough choices and have these tough votes.”

And although Meadows said Meals on Wheels cuts might be “a bridge too far,” he said grants to that organization represent a minuscule portion of federal spending — and he praised much of the rest of the Trump budget.

“It probably is the most conservative budget that we’ve had under Republican or Democrat administrations in decades,” he said.

Mulvaney told reporters Monday that the spending plan, titled “A New Foundation for American Greatness,” aims to protect taxpayer money by cutting spending on programs that discourage people from working or are otherwise ineffective in growing the economy.

Mulvaney pointed specifically to the Supplemental Nutrition Assistance Program (SNAP), the modern version of food stamps. The White House plans to propose forcing states to pay a portion of the benefits in the program which reached more than 44 million beneficiaries in 2016.

“If you are on food stamps and you are able-bodied, we need you to go to work,” Mulvaney said. “If you are on disability insurance and you are not supposed to be, you are not truly disabled, we need you to go back to work.”

Mulvaney, who served in the House from 2011 until earlier this year, is a co-founder of the Freedom Caucus. Many of the provisions in Trump’s first budget reflect long-standing priorities of the Republican Party’s far right in cutting back federal spending to get the nation’s long-term fiscal picture under control — largely by cutting entitlement programs that mainly benefit the poor.

In fact, Trump’s budget stays true to at least some of his populist campaign promises by avoiding major reforms to Medicare and Social Security. That and other aspects of the proposal clash with conservative thinking, including a boost to defense spending that is not universally supported among hard-line conservatives.

Yet the blueprint also marks a significant attempt to ratchet back spending programs that have traditionally been supported by both Republicans and Democrats, notably the Children’s Health Insurance Program (CHIP).

The White House is expected to propose ending a 2015 increase in federal contributions to the state-run health plan for very low-income children. Under Trump’s proposal, federal payments under the nearly 20-year-old program would be limited for families with incomes of no higher than 250 percent of the federal poverty level.

The White House contends that the proposal would ensure that the program helps only the neediest children, but many Republicans questioned that approach.

“There will be some concerns if we go too deep in some of these areas,” said Rep. Mark Walker (N.C.), chairman of the Republican Study Committee, which has proposed budgets in recent years that have called for major cuts to mandatory spending programs.

Julia Lawless, a spokeswoman for Senate Finance Committee Chairman Orrin G. Hatch (R-Utah), reaffirmed GOP support for the program in the Senate.

“There is a bipartisan desire within the Finance Committee to ensure funding for CHIP is continued and services for vulnerable children is maintained,” Lawless said in a email. “Chairman Hatch will continue to work with members and the administration to find a viable path forward.”

The White House budget also opens Republicans to fresh attacks from Democrats who say the GOP is pushing an agenda that would leave millions of people worse off than they were under President Barack Obama. In a preview of attacks to come, Senate Minority Leader Charles E. Schumer (D-N.Y.) said Monday that the deep-cutting budget blueprint is further evidence that Trump’s core campaign promise to protect working people was a lie.

“We have seen promise after promise just broken, as if they didn’t even matter,” Schumer said in a speech on the Senate floor. “Candidate Trump campaigned as a populist, said he wanted to help the working people, but since he has taken office he has governed like a hard-right conservative — pushing policies that help the uber wealthy at the expense of the middle class.”

Damian Paletta contributed to this report.

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