Archives par mot-clé : video

Digital video: The challenge of the opening seconds

As the sheer volume of mobile video content skyrockets, hooking viewers in the first few seconds is more critical than ever, putting the pressure on marketers to focus on clarity of message and conciseness while still understanding their ideal target audience.

Savvy marketers recognize that mobile viewing habits are different than on other devices and are adjusting their efforts to optimize for smartphone users. Marketing Dive recently analyzed why short videos of 10-seconds-or-less in length are an important way to engage young mobile consumers, who typically seek short bursts of entertainment in between other activities. 

But not every message can be boiled down to that brief amount of time. Brands wanting to optimize longer videos for mobile users need to think more about building a strong hook in the first few seconds, something that requires a different development approach than, say, TV advertisements. 

« For creative directors coming from the world of TV commercials, mobile requires a reorientation of thinking, » Sheryl Daija, Chief Strategy Officer at the Mobile Marketing Association, told Marketing Dive. « With TV commercials, the logo or call to action delivers on the promise of a 30-second commercial. Of course, it’s debatable if people watched the full 30-seconds.

« With digital, [marketers] need to deliver on the promise within the first few seconds, » she said. « Then, once they’ve captured the audience’s attention they can truly leverage the uniqueness of mobile and further encourage interaction.”

Filling the screen

Video is now the main focus of Facebook’s strategy, and the digital advertising giant has suggested its core platform will be fully mobile- and video-oriented by 2021. Google’s YouTube, another key player for any video marketer, recently surpassed 1 billion hours of video views daily — many of those presumably on mobile — putting the video portal on a clear track to beat out television. 

These developments are impressive, massive in scale, and more marketers want skin in the mobile video game. However, marketers familiar with producing video for TV or even desktop run the risk of restricting mobile engagement if they don’t account for the ways the channel is different.

Facebook, Snapchat and other video-driven mobile platforms have been trying to impress on marketers the critical importance of the opening portion of a video, for example, hoping to help brands drive better results.

At the Interactive Advertising Bureau’s Annual Leadership Meeting in January, Snapchat’s chief strategy officer Imran Khan discussed how the creation and consumption of content are fundamentally changing. On Snapchat, the average user is on the app more than 18 times per day, creating and viewing video messages throughout that period; the average attention span is 8 seconds, according to some studies.

For brands, this means running up against both a wealth of competitive content and easily distracted eyeballs, making it imperative to focus on work that captures an audience right away.

« Mobile is becoming the dominant means of consuming video content — it is often considered the first screen, » MMA’s Daija said. « Therefore, there is a huge opportunity for brands to create more meaningful and engaging brand experiences by leveraging both the uniqueness that mobile has to offer and the video-ready consumer.

« While it might be the smaller screen, these elements combine to make it the most powerful medium for sight, sound and storytelling, » she said.

On a call discussing Facebook’s recent Q4 results, COO Sheryl Sandberg highlighted how Hershey drove an 11-point lift in brand awareness and a 20-point lift in ad recall by focusing on the first few seconds of its video ads.

« People consume video differently on mobile, so the best marketers are optimizing their creative, » Sandberg said. « [Hershey] optimized their video ads to grab attention in the first few seconds and used captions for people who were viewing without sound. »

Tuning in targeting

While all effective marketing is predicated on understanding a brand’s target audience, this rule becomes even more important with mobile video that viewers can easily scroll past.  

« The key challenge for video marketers is knowing their market and target audience extremely well, » Joe Hyland, Chief Marketing Officer of ON24, said. « You need to make your content immediately relevant to your audience and show them right off the bat how what you are presenting will benefit them — otherwise we can almost always guarantee they will not keep watching. »

To capture attention in the first few seconds of a video, Daija said creative execution is critical. Additionally, marketers must ensure that brand, logo and call-to-action are featured proactively and early on, and in a way that is welcome to the viewer.

The trick is hooking viewers through creative strategy while also making sure the message aligns with business objectives. Adding a solid layer of innovation on top will encourage viewers to further interact with the brand.

Producing 360-degree videos is one way marketers are driving innovation. For example, Honda recently integrated spatial, dynamic audio into a 360-degree Facebook spot for its CR-V model. The ad features three separate « sets » with different audio backgrounds that responsively shift as users pan around the scenery, adding to immersion.

Another strategy for locking in viewers quickly is to simply be transparent, Hyland said. Making the first five to 10 seconds of the video a teaser that clearly explains what the longer video will cover can convince viewers to stick around for the full content — that is, assuming the full content is interesting enough. 

Autoplay strategies

One challenge in online video marketing with both organic and paid ads is that viewers encounter video under a variety of circumstances, including autoplay video that may or may not have the sound on depending on the platform where the content is encountered. It may be tempting to assume that autoplay will do the job of pulling in viewers, but optimization is still necessary.

For platforms where autoplay is a known feature, the content shouldn’t have too much of what Hyland called « background noise, » and should instead focus on visuals including subtitles with a clear call-to-action. 

For Daija, the cardinal rule is to understand the medium and context and to mold strategy around both. 

“Videos that autoplay will likely need to be contextually more relevant within a stream, which may result in a higher likelihood of more time spent, » she said. « If audio [is] on, it’s more intrusive for the user, so the creative should cut to the chase even faster, else it could turn people away. »

Autoplay videos with sound are less effective and can actually backfire on the brand experience, Daija added. 

Overall, Hyland said ON24 focuses on organic video for testing and then uses the content that gets the most traffic and longest views for its video ads. ON24 website viewers have to click on videos to watch them instead of having the videos autoplay because the website behavior provides data on what the audience is electing to view.

« We usually find our best performing organic videos that see the most traffic and where viewers stay the longest, and put all our ads behind those, » Hyland said. « It can be really expensive to pay for the ads, so we prefer testing with organic video. »

Why Patagonia Is Using 360-Video To Defend Bears Ears National Monument

Back in December, President Obama designated two new national monuments, protecting Bears Ears Buttes in southeastern Utah, and Nevada’s Golden Butte, northeast of Las Vegas, covering a total of 1.35 million acres of federal land.

The move in Utah was a contentious one, as Utah Republicans—who also worked to protect much of the land surrounding Bears Ears, just not all of it—cried foul over « [politicizing] a long-simmering conflict. »

Last month, Utah Governor Gary Herbert signed a resolution challenging the new designation, calling on President Trump to rescind the national monument status from Bears Ears. That move sparked the largest outdoor-recreation companies in the U.S. to pull their official trade show out of Salt Lake City, the trade show’s home for the last 20 years, in protest.

At the time Patagonia launched a campaign to have supporters flood Governor Herbert’s office with calls. Now the brand is launching a series of 10 360-degree films to raise awareness of the cultural and recreational significance of Bears Ears, through immersive stories from Native American tribal leaders and outdoor athletes. It also includes a call-to-action to Interior Secretary Ryan Zinke, asking him to stand up for public lands and defend the Bears Ears National Monument.

Originally, the films were produced as a celebratory gesture to the new national monument designation. Patagonia has been involved with lobbying for the protection of Bears Ears since 2013, supporting the Bears Ears Inter-Tribal Coalition, and grassroots organizations like Friends of Cedar Mesa and Utah Diné Bikéyah. Back in 2015, the brand produced a film on how climber and conservation activist Josh Ewing turned a passion for climbing into a passion for protecting Bears Ears.

But in light of Governor Herbert’s actions, the brand decided to use these new films in the fight. « We just knew we had to switch gears for it to defend this place, and public lands across the country, » says Patagonia’s vice-president of marketing Cory Bayers. « We had done some work with Google 360 technology a couple of years ago, but here we thought it could really bring this story and place to life in an exciting new way. It’s as close as w can get people there without actually being there, to get them to understand what kind of place this is, what we’re trying to protect for all Americans. »

The brand rarely invests in mainstream paid advertising, but this issue has moved it to buy digital ads on with The New York Times, and sponsor PBS NewsHour, which is the first time the company has created a broadcast TV commercial. For Bayers, it just reflects the sense of urgency around defending public lands.

« The goal is super simple, to share it with as many people as we can to help them to understand what’s at stake, » he says. « This is a flashpoint for us. You don’t have many second or third chances with issues like this. Usually, it’s very grassroots, sharing content over social media, events, just to get the word out. But here, the clock is ticking, the urgency is there. We’re still doing all our usual things, but we need to get as many people aware of this as we can. We don’t want to look back a few months down the road and ask what more could we have done? »

Bayers is optimistic about the response. The company has seen a surge in interest and participation in its activism around various environmental causes since the election. In November, when Patagonia pledged to donate all its Black Friday sales to grassroots environmental groups, they expected to hit $2 million. It was $10 million. Bayers says he thinks the election has lit a fire under many people to get more involved.

« We could see in our stores, on social media, and elsewhere, that people were waking up and those who may not have acted in the past have been driven to action, » he says. « It’s ratcheted everything up, a lot of people are starting to realize that if you want to protect or change something it’s up to all of us. We’re hoping to tap into the same passion with this Bears Ears campaign. »

The new campaign is exactly the kind of work Bayers talked about last fall when he told me that the brand would be looking to double down on its activist roots, and that’s still the goal. « We have a community around our stores and brand—the people who participate in sports on these public lands—that we have a responsibility to, » says Bayers. « We have a responsibility to shout about it and be involved. »

Marketing Strategies Today: Video blogging tips | Caribbean News …

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By Mitch Carson

Want to watch profits rolling into your business? Then go for online video blogging! It is deemed to be the future in Internet marketing.

Yes, blogging stormed into the world of Internet the long time ago; the same with sharing sites such as YouTube. But then not too many people find themselves techie enough to make their business videos and eventually upload them to popular hosting sites such as YouTube or comScore video metrics.

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Mitch Carson has been a pitchman on Home Shopping Network, CBS Radio host, and is the CEO of Impact Products Marketing in Los Angeles, CA. Reach him at mitch@mitchcarson.com or http://www.mitchcarson.com

But if you will take a look at the figures, you will be surprised at how much people are ready to view videos in just one day! With comScore Video Metrics alone, they have found out that there are about 161 million viewers who would watch about 157 video streams per viewer on a per-day basis.

What is more, YouTube has reported a roundabout of two billion ads being watched in just one day. From these numbers alone, you would know where your business can go if you will finally learn about online video blogging.

Find below some online video blogging tips on how you can start making your blogs to keep money coming in:

Create new and exciting topics in your videos

Keep in mind that it is not only the videos that are viral. Viewers can sense the emotions in the videos, so you better make it a point that when you do online video blogging, the topic is exciting and truly novel.

Otherwise, they might just lose interest at first glance of the blog. You’re wasting traffic; you lose your business leads. You lose the opportunity to gain viewers and increase your traffic; you lose your profits! It is that simple.

Make short and concise videos

Make it a point that the videos you will make are only about 15-30 seconds. Otherwise, you might bore the viewers and only drive them away. It has been confirmed that a 15- to about 30-second video ad can maintain the attention span of an audience.

Beyond that, they will surely click away from your video. If you get their attention, you can say you’ve been successful implementing viral video marketing on your video ads.

Ensure quality of both video and content

Last but not least, make sure that you take quality seriously when you do online video blogging. It is not only all about marketing. It goes beyond ensuring that there is quality at all times.

Quality is the number one indicator of a video’s success. Video marketing created in poor quality will not warrant any viewers.

Video blogging is one of the today’s most ideal strategies to sharing information on the web. This method is to train, educate or and engage viewers. Others have taken this method to advance brands, products, and political views, their supporters, or to share anything that would give viewers a decent laugh. Dissimilar to composed content, a video blog makes it simple to interface with watchers since it gives you a one-on-one feel that brings you « closer » to the viewer.

While video blogging may appear to be only a shoot-and-post method, it is more than that. There are sure rules that you have to follow after to be effective. It takes careful planning, fundamental hardware and instruments, ability and a lot of creativity.
Here are some tips you will discover as helpful:

Think about a unique concept

Try not to extend yourself, or invent brand new ideas. Think of an idea that will cause the interest and enthusiasm of viewers. Ask yourself, « Is my point significant? » « Will individuals consider my content and message valuable? » « Will it provide the interruption I needed? » Be inventive and extraordinary. You can build up your particular idea or get motivation from the work of other individuals and give it your particular slant and spin on the topic.

Select a memorable title and a proper summary

With the large number of recordings officially posted on the web, it is very hard to get the attention of viewers and encourage them to watch your video. One approach
is through the effective use of a catchy title. Think about a unique line, or a word that sticks out. Likewise, give a straightforward assessment so that your group of viewers will have an idea what they can expect from your video. Keep it short; however, it ought to give enough subtle elements to cause interest. One thing you ought to never forget is to be direct. Never give a false title or false expectation to your group of viewers.

Avoid plagiarism and respect copyrights

One thing to remember is never copy the work of others and claim it as your own. This would constitute copyright infringement. If you find an unusual topic and need to use another source or reference, then be sure to give credit to its source. Copyright infringement can get you into a legal situation that can be costly.

While video blogging will require additional assets, it is certainly justified regardless of the exertion as a feature of your web promoting attempts to have the video on a website page with the utilization of spilling video. Here are a few things you have to consider. Most importantly video blogging requires bigger site circle space. Next, you will likewise need to utilize a speedier server. In conclusion, this innovation is bolstered by a unique accumulation of projects.

Video blogging is a perfect stage for engagement for both individual and businesses. From a business perspective, it offers various advantages. Consider this as a platform to show the entire line of your items or services to potential clients.

Video blogging has certainly turned into an exceptionally compelling method for conveying and offering thoughts or items. It is an awesome method to interface with viewers. Along these lines, in the event that you are keen on extending potential outcomes in the virtual world through video web journals, then pull out all the stops. Explore online networking to express your thoughts and passions and to earn feedback from others.

Hawaii plans to sue to block new Trump travel ban

The state of Hawaii will ask a federal judge to block President Trump’s revised executive order barring the issuance of new visas to citizens of six Muslim-majority countries, according to a court filing.

The action — which lawyers for the state hope to file Wednesday in Hawaii — would mark the first formal legal challenge to the order, which the president signed Monday. Hawaii also sued over Trump’s first travel ban, and lawyers for the state told a judge in a court filing that they want to resume that litigation to ask for a temporary restraining order on the new directive.

Democrats and civil liberties groups had asserted soon after Trump signed a revised executive order that more litigation was all but certain because — in their view — the measure was still a thinly veiled Muslim ban. But the new order was substantially different from the first, and there were no immediate new legal challenges.

Washington Attorney General Bob Ferguson, who had successfully sued to freeze the first ban, said Monday that he needed more time to study the new one before deciding what to do next.

What Trump changed in the new travel ban View Graphic What Trump changed in the new travel ban

“We’re reviewing it carefully, and still have concerns with the new order,” Ferguson said.

The new order reduces the list of affected countries from seven to six — removing Iraq while keeping Iran, Somalia, Sudan, Libya, Yemen and Syria. It explicitly exempts legal permanent residents and current visa holders, blocking only the issuance of new visas for citizens of the affected countries for 90 days. It also spells out a lengthy list of people who may be eligible for exceptions, including those previously admitted to the United States for “a continuous period of work, study, or other long-term activity”; those with “significant business or professional obligations”; and those seeking to visit or live with family.

The new order keeps intact a 120-day suspension of the refu­gee program, and it declares the United States will not accept more than 50,000 refugees in a year, down from the 110,000 cap set by the Obama administration.

The new order is scheduled to take effect March 16, which would be March 15 in Hawaii. Justice Department lawyers have indicated that the administration intends to enforce the measure on that date, as they consider the court-ordered freeze on the previous ban no longer applicable.

Hawaii, in a motion joined by Justice Department lawyers, asked to present arguments on its legal challenge to the new order on the morning of March 15 and to file briefs before that.

The Justice Department has asserted that there is “no imminent harm” from the imposition of the new ban, as visa applicants typically have to wait months. To win a temporary restraining order, Hawaii would have to prove there was an immediate need for it.

In the long run, the state probably would try to prove that the executive order violates the establishment clause of the First Amendment in that it intentionally discriminates against Muslims.

On the campaign trail, Trump called for a “total and complete shutdown of Muslims entering the United States.” After the election, former New York mayor Rudolph Giuliani said: “So when [Trump] first announced it, he said, ‘Muslim ban.’ He called me up. He said, ‘Put a commission together. Show me the right way to do it legally.’ ” Those statements could be used as evidence against the administration.

The White House and U. S. officials have insisted that the executive order is necessary for national security reasons, and it is meant to target countries with terrorism problems — not a particular religious group.

WikiLeaks says it has obtained trove of CIA hacking tools

The anti-secrecy organization WikiLeaks said Tuesday that it has obtained a vast portion of the CIA’s computer hacking arsenal, and began posting the files online in a breach that may expose some of the U.S. intelligence community’s most closely guarded cyber weapons.

WikiLeaks touted its trove as exceeding in scale and significance the massive collection of National Security Agency documents exposed by former U.S. intelligence contractor Edward Snowden.

A statement from WikiLeaks indicated that it planned to post nearly 9,000 files describing code developed in secret by the CIA to steal data from targets overseas and turn ordinary devices including cellphones, computers and even television sets into surveillance tools.

The authenticity of the trove could not immediately be determined. A CIA spokesman would say only that “we do not comment on the authenticity or content of purported intelligence documents.” But current and former U.S. officials said that details contained in the documents suggest that they are legitimate.

Such a breach of U.S. intelligence capabilities, and the potential fallout it might cause among U.S. allies, could pose a significant challenge to President Trump, who in the past has praised WikiLeaks and disparaged the CIA.

WikiLeaks indicated that it obtained the files from a current or former CIA contractor, saying that “the archive appears to have been circulated among former U.S. government hackers and contractors in an unauthorized manner, one of whom has provided WikiLeaks with portions of the archive.”

“At first glance,” the data release “is probably legitimate or contains a lot of legitimate stuff, which means somebody managed to extract a lot of data from a classified CIA system and is willing to let the world know that,” said Nicholas Weaver, a computer security researcher at the University of California at Berkeley.

Faking a large quantity of data is difficult, but not impossible, he noted. Weaver said he knows of one case of WikiLeaks deliberately neglecting to include a document in a data release and one case of WikiLeaks deliberately mislabeling stolen data, “but no cases yet of deliberately fraudulent information.”

U.S. officials also allege WikiLeaks has ties to Russian intelligence agencies. The website posted thousands of emails stolen from Democratic Party computer networks during the 2016 presidential campaign, files that U.S. intelligence agencies concluded were obtained and turned over to WikiLeaks as part of a cyber campaign orchestrated by the Kremlin.

U.S. intelligence officials appeared to have been caught off guard by Tuesday’s disclosure. Senior White House and Pentagon officials had not been aware of the breach.

One U.S. official said investigators were only beginning to look at the files being posted online and declined to say whether the CIA had anticipated the leak or warned other agencies.

“We’ll see what it is whenever they release the codes,” said the official, who spoke on the condition of anonymity, citing the sensitivity of the matter.

WikiLeaks said the trove comprised tools — including malware, viruses, trojans and weaponized “zero day” exploits — developed by a CIA entity known as the Engineering Development Group, part of a sprawling cyber directorate created in recent years as the agency shifted resources and attention to online espionage.

The digital files are designed to exploit vulnerabilities in consumer devices including Apple’s iPhone, Google’s Android software and Samsung television sets, according to WikiLeaks, which labeled the trove “Year Zero.”

In its news release, WikiLeaks said the files enable the agency to bypass popular encryption-enabled applications — including WhatsApp, Signal and Telegram — used by millions of people to safeguard their communications.

But experts said that rather than defeating the encryption of those applications, the CIA’s methods rely on exploiting vulnerabilities in the devices on which they are installed, a method referred to as “hacking the endpoint.”

WikiLeaks said the files were created between 2013 and 2016, and that it would only publish a portion of the archive — redacting some sensitive samples of code — “until a consensus emerges on the technical and political nature of the CIA’s program.”

The data release alarmed cybersecurity experts.

“This is explosive,” said Jake Williams, founder of Rendition Infosec, a cybersecurity firm. The material highlights specific anti-virus products that can be defeated, going further than a release of NSA hacking tools last year, he said. The CIA hackers, according to WikiLeaks, even “discussed what the NSA’s . . . hackers did wrong and how the CIA’s malware makers could avoid similar exposure.”

Hackers who worked at the NSA’s Tailored Access Operations unit said the CIA’s library of tools looked comparable. The implants, which are back doors, or software that enables a hacker to get into a computer, are “very, very complex” and “at least on par with the NSA,” said one former TAO hacker who spoke on the condition that his name not be used.

Beyond hacking weapons, the files also purportedly reveal information about the organization of the CIA’s cyber directorate, with an organization chart and files that indicate that the agency uses the U.S. consulate in Frankfurt, Germany, as a hub of digital operations in Europe, the Middle East and Africa.

Though primarily thought of as an agency that recruits spies, the CIA has taken on a larger role in electronic espionage over the past decade. In a measure of that shifting focus, the agency created a special office, the Directorate of Digital Innovation, as part of a broad reorganization in 2015, effectively putting cyber work on equal footing decades-old divisions devoted to human spying and analysis.

The CIA’s focus is more narrow and targeted than that of the NSA, which is responsible for sweeping up electronic communications on a large scale around the globe. CIA efforts mainly focus on “close in” operations in which the agency at times relies on individuals to implant code on computer systems not connected to the Internet.

The CIA and NSA have historically been rivals in cyberspace, although, by some accounts, they increasingly have put aside institutional rivalries to join forces in gathering intelligence on adversaries, and they cooperated under the Obama administration in an operation code named Olympic Games aimed at disrupting Iran’s nuclear capability.

The WikiLeaks release revealed that they have sophisticated “stealth” capabilities that enable hackers not only to infiltrate systems, but evade detection, and abilities to “escalate privileges” or move inside a system as if they owned it.

“The only thing that separates NSA from commodity malware in the first place is their ability to remain hidden,” the former TAO hacker said. “So when you talk about the stealth components, it’s huge that you’re seeing a tangible example here of them using and researching stealth.”

The breach, if proven legitimate, adds to WikiLeaks’s expanding library of sensitive U.S. government documents, after previous releases of sensitive U.S. diplomatic cables and military records.

The leak is also likely to create political ripples for the Trump administration. Trump declared “I love WikiLeaks” last October during a campaign rally when he read from a trove of stolen emails about his Democratic opponent, Hillary Clinton.

Trump also initially sided with WikiLeaks, which disputed that its Clinton email archive had been stolen by hackers associated with Russian intelligence services. Trump dismissed the CIA’s conclusion that Russia was behind the hack, but has since said he now thinks Moscow may have been responsible.

Read more from National Security:

How hard is it to get an intelligence wiretap? Pretty hard.

NSA contractor charged with stealing top secret data

‘Eyewash’: How the CIA deceives its own workforce about operations

The three GOP factions that could doom Republicans’ Obamacare replacement bill

As they roll out their Obamacare replacement plan, Republicans are quickly finding out what Democrats learned eight years ago: Even if you win control of Congress and the White House, there are still plenty of obstacles to passing laws that, in principle, your whole party agrees with.

Several factions within the Republican Party don’t like some key details about this new health-care plan. In fact, there’s enough opposition that these Republicans could derail the bill as it stands. It’s something President Trump appeared to acknowledge when he offered up in a tweet Tuesday morning the opportunity for “review and negotiation.”

Trump appears to have done his math. Assuming no Democrats in either chamber support the bill, Republicans can’t lose more than two GOP senators or 21 Republicans in the House. That doesn’t leave a lot of wiggle room.

Which means the factions opposed to Obamacare suddenly have a whole lot of leverage. Here’s a look at the three main ones:

1) Western/Midwestern GOP senators: Don’t touch Medicaid in our states


Sen. Rob Portman (R-Ohio). (Spencer Platt/Getty Images)

What they’re saying: “We will not support a plan that does not include stability for Medicaid expansion populations or flexibility for states.”

Who’s saying it: Sens. Rob Portman (Ohio), Shelley Moore Capito (W.Va.), Cory Gardner (Colo.) and Lisa Murkowski (Alaska) wrote this in a letter to Senate Majority Leader Mitch McConnell (R-Ky.), reported WaPo’s congressional team.

This faction could soon grow, says Molly Reynolds, a congressional analyst with the Brookings Institution. GOP senators in Nevada and Arizona, two states that adopted the Medicaid expansion, are up for reelection in 2018 and may be under pressure back home to protect millions of people from losing their Medicaid coverage — or the state having to bankroll those people. A significant number of Republican governors also want to keep the Medicaid expansion in place.

Their argument, explained: One of Obamacare’s primary tools to ensure that low-income Americans received coverage was to expand Medicaid to people above the poverty line, an expansion the federal government mostly paid for. (Over the years, Obamacare would wean states off federal funding.) Thirty-one states agreed to the plan.

These senators are saying that if you whittle down how much the federal government funds an expanded Medicaid program (as this plan does), you will leave states on the hook financially to cover all those people. Or those people will simply watch their coverage lapse.

That’s a lot of money. In fact, a January report by the nonpartisan Urban Institute found that Medicaid is the largest component of state spending in fiscal 2016 — almost a third of the budget.

2) Conservative/libertarian senators: Don’t subsidize people’s health care

Who’s saying it: Sen. Rand Paul (Ky.) — yes, the guy who led that quixotic crusade with a copy machine to try to find the “secret” Obamacare bill the other day — is one of the most vocal.

But there are also plenty of House Freedom Caucus members, that ultraconservative group of lawmakers who generally oppose increasing federal spending, joining him.

These lawmakers are buoyed by several influential conservative groups on the right that plan to oppose any bill they deem is not a “full repeal » — i.e. no tax credits.


Sen. Rand Paul (R-Ky.) criticizes the House Republican health-care reform plan as “Obamacare light” during a television interview on Capitol Hill on March 7. (J. Scott Applewhite/Associated Press)

What they mean: The government shouldn’t be funding people’s health care for two reasons: 1) That’s what Obamacare did. 2) It could end up costing the government more money in the long run, and that’s a non-starter for many of these budget hawks, especially given that Trump’s wish list on infrastructure and a U.S.-Mexico border wall could get real expensive, real quick.

“The fundamental question is, when we see the full plan, will it reduce health-care costs and will it do so over time?” said Rep. Mark Meadows (N.C.), chairman of the House Freedom Caucus. “And when will we see the repeal of Obamacare insurance mandates if this is enacted?”

3) The moderate Planned Parenthood supporters


Sen. Susan Collins (R-Maine). (J. Scott Applewhite/Associated Press)

What they’re saying: Well, nothing yet. But this bill does cut off most federal funding for the nonprofit women’s health-care clinic, which performs abortions and has been in the crosshairs of conservatives for years.

It’s possible, Reynolds says, that moderate GOP senators oppose the bill over this.

Sen. Susan Collins (Maine) said in January that she was “not happy” about the prospect of tying Planned Parenthood and Obamacare together, but she stopped short of saying that would prevent her from supporting the GOP bill. In 2015, she teamed up with Murkowski to try to keep defunding language out of an earlier Obamacare repeal bill.

Collins told reporters in January that she thinks a “significant number” of House Republicans, such as Rep. Charlie Dent (Pa.), might join her.

The bottom line: We count six GOP senators with concerns about this bill and an unclear number of House Republicans — somewhere in the range of a dozen. In the Senate, six is four too many. And that probably means that the bill, as it was rolled out Tuesday, will have to change if Republicans want to get it to Trump’s desk anytime soon.

Vidyard Announces the Addition of LinkedIn CMO Shannon Stubo to its Board of Directors

Kitchener, Canada: Vidyard, the video platform for business, announces Shannon Stubo, has joined Vidyard’s board of directors. Shannon, LinkedIn’s CMO and SVP of corporate communications, will help guide Vidyard’s rapid growth as the company drives the digital transformation of organizations, including marketing and sales teams, communicating through the use of online video.

Over the last twenty years, Shannon has worked at five of the world’s leading technology companies: Intuit, Yahoo!, eBay, OpenTable, and LinkedIn where she helped to build new markets and develop category leadership on a global scale. Her expertise will be especially valuable as Vidyard expands operations around the world and builds out its global partner ecosystem to support its growing enterprise customer-base. Global leaders, including Microsoft, McKesson, Lenovo, Cision, Citibank, MongoDB and Sharp, today choose Vidyard as their leading video platform to support sales, marketing, customer service, and internal communications strategies.

“Shannon and I share such similar visions and values, so I know her guidance will be especially valuable to our marketing, communications, sales and product teams as we continue to build the best customer experience possible,” says Michael Litt, CEO at Vidyard. “She’ll be key in helping us effectively scale our global team, lead the market with cutting-edge products, and ultimately help our customers succeed through the strategic use of online video.”

“Marketing and communications strategies are converging, making the art of storytelling for companies more important than ever, and video is at the center of that transformation,” said Shannon. “But this is only one of the reasons why I wanted to get involved with Vidyard. Not only are they at the forefront of this shift, but Michael stood out to me as someone who puts a premium on culture and values, which we also do at LinkedIn.”

Today, Shannon leads the global marketing and corporate communications teams at LinkedIn, the world’s largest professional network on the Internet. She joined LinkedIn in 2010 as its first VP of corporate communications. In 2015, she was promoted to CMO and SVP of corporate communications, reporting directly into LinkedIn CEO Jeff Weiner.

Prior to LinkedIn, Shannon held a leadership role at OpenTable, the provider of online restaurant reservations where she oversaw the company’s global communications strategies. At eBay, Shannon was VP, corporate communications, where she oversaw eBay’s global communications strategy, provided executive counsel, and advised the executive team, country managers and other department heads on communications strategies, messaging, and issues management. She also worked closely with the CFO and investor relations team on key financial announcements and events.

As a top global communications executive, Shannon has been recognized on PRWeek’s Power List, The Holmes Report’s Influence 100 and Business Insider’s THE PR 50: The Best Communications Pros In Technology for her roles in communications and marketing.

The company also recently launched ViewedIt Enterprise, a business-class edition of ViewedIt, the free video-recording tool that makes it easy for organizations to embrace the power of video for personalized communications.