Archives par mot-clé : video

Pro tips for every Facebook visual ad type

Advertisers flock to Facebook and Instagram because of the unparalleled targeting, engaged audiences and bevy of visual ad products. Clients frequently ask me what the “best” type of ad is on Facebook. The truth is, they are all capable of driving incredible ROI when you know how to best utilize them.

The tips in this post include best practices, plus my own personal recommendations to maximize performance for each Facebook ad type.

Tips for all ads

Stand out. Remember that Facebook has a cool color scheme (blues, grays), so use bright colors like oranges, reds and yellows. With the majority of Facebook traffic being mobile, you’ll want to create “thumb-stopping” visuals.

80/20 rule. I like to apply the 80/20 rule to text, assuming that the image/video will generally drive about 80 percent of performance and the copy around 20 percent. To maximize the impact of A/B testing, prioritize the visual over the copy.

Keep it concise. For copy, shorter is almost always better; within 90 characters is recommended. My personal upper threshold would be 120 characters.

Single-image tips

Text overlays and logos are routine top performers in my experience. I’d also recommend placing a CTA (call to action) “button” on the image to increase perceived clickable space and better qualify clicks. While keeping within 20 percent text/logo on images is no longer required, Facebook may still limit delivery when you go over this percentage.

Ensure you test several macro iterations: lifestyle, product/dashboard shots, illustrated and more. When you determine which performs best, move on to a series of micro-iterations.

Carousel tips

Carousel ads are perfect for telling a visual “story” and can captivate a user’s attention by doing so. They’re also perfect for highlighting product variety.

No products? No problem. Use the carousel ad unit to explain your services, value props and brand differentiators.

If the order of the images and videos is not important to you, try uploading up to 10 and letting Facebook’s algorithm sort based on engagement with each card.

Dynamic ad tips

An obvious fit for retail and e-commerce, dynamic ads have become a retargeting powerhouse for many advertisers. Broad audiences are also rolling out to all advertisers, which essentially turns this into a prospecting ad type.

Aside from retail and e-com, I encourage brands in travel, auto, real estate and food delivery to use dynamic ads — as they can all create product feeds.

In my experience, the carousel ad template generally performs best for dynamic ads. Ensure you are taking advantage of upsell and cross-sell capabilities to increase margins and AOVs (average order values).

Also, take a segmented approach in ad set audiences based on recency, depth, and duration of visit while managing bids and budgets autonomously.

Video ad tips

A question I receive frequently from clients is, “Have you seen video outperform images?” The answer is yes, and while some verticals are better suited for video, it is a formidable tool for any brand.

The best tip I have is to keep video short — under 30 seconds, ideally. You should also optimize the thumbnail of your video ads and choose it with the same diligence you would a single-image ad.

While Facebook recently announced that videos will auto-play with sound, I’d still recommend the use of text overlays in videos (think TV commercials and their use of sound and text).

Build audiences based off engagement with your video ads. Choose quality-defining metrics like users who have viewed 75 percent or more of your videos and use them for sequential messaging or lookalike audiences for prospecting.

Canvas ad tips

Canvas ads allow you to take the user through a visually immersive experience contained within Facebook and Instagram. While I would not consider this the most direct response ad product on Facebook, it has its use cases.

The sky is the limit when it comes to the types of visual elements you can mix and match with Canvas. To drive action, ensure you are sprinkling multiple CTAs throughout the ad unit. Give the user multiple opportunities to continue through to your site and take action.

As with video, you can create audiences based off engagement metrics with this ad product.

Slideshow ad tips

Slideshow ads were originally intended to be used when advertising in areas with poor internet connectivity and to users with older mobile operating systems. While this is not a common ad format, it could be worthwhile to test for your brand under the right conditions.

For creative, try testing your top-performing carousel ads as a start since slideshows are a looping video of up to 10 images. You can also treat these as lightweight “storyboarding” ads to gauge user engagement before you make a heavier investment in video or canvas ads.

Now that you’re armed with some fresh perspective, get out there and test some ad products!


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Brad O’Brien joined 3Q Digital as Director of Social after spending several years on the brand side at Provide Commerce FTD companies. Brad has a strong background in Social, SEO, e-commerce, landing page and test optimizations, analytics, as well as production and promotion of digital content. Originally from New Jersey, Brad went to college in Virginia at James Madison University and received a degree in Marketing. He has called San Diego home for the last seven years, and also works out of San Diego. Brad enjoys surfing, being outdoors, music festivals, traveling, cooking, and spending time with his dog Duke.

Video Marketing Manager – Ott/iptv/youtube/netflix/facebook Live/ugc

Video Marketing Manager – OTT/IPTV/YouTube/Netflix/Facebook Live/UGC/FMC/Axure/UI/Product Shaping/Prototype Design

Location: Bonn (Germany) OR Reading (UK)

Permanent

Salary: Eur 80K – 100K per aunnum

Video Marketing Manager with 5-10 years of experience in TV/IPTV/Video industry NEEDED! My international telecoms client is looking for a OTT/IPTV/Video Marketing Manager to join their expanding team for Strategic Video Solution business planning and Product Development. Candidate with experience at Netflix/YouTube/Facebook Live or similar OTT video service providers or video equipment vendors are considered first.

Key Responsibilities:

1. Strategic planning, business planning and feature development for corporate level video solution FMC (Fixed Mobile Convergence), UGC (User Generated Content);

2. Work with carriers in the operation of the UGC Video Service;

3. FMC UGC Video is a solution that improves carriers’ network and IPTV service, aiming to help carriers to increase user.

4. To carry out market analysis of video strategy, pain point of video services and come up with strategic business approach;

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2. bachelor’s degree or above in Media, technology and computer

If you’re interested, please get in touch or apply right here!

Videobold: Professional Collection Of Templates Designed To Enhance Marketer’s Video Marketing Campaigns

(MENAFN Editorial) Video marketing is getting popular on the Internet but making it stand out really hard and takes market share. That changes today when Videobold comes and reveals how big brands are using ‘story’ in their videos to convert their audience and get the message across. VideoBold is a brand new collection of over 200 ‘Storyline videos that ‘Big Brands are relying upon, to engage with their audiences and crush competition. Those new wave videos are basically human interest messages, which are location shot and tend to feature real people, in real places, doing the real thing.

Videobold softwareincludes 19 disparate ‘filmmaking styles with multiple variations in each so that it is properly equipped to dominate across various niches and industries; from child health, accounting, dentistry to action sports suppliers, etc.

Over 200 beautiful storyline videos covering a multitude of different niche allow marketers to extend their portfolios and customizations. Have a look at four main features helping marketers create professional videos:

Easy customizations: Marketers just add a logo and a lower third for contact or another call to action and make each video, their clients most treasured marketing secret weapon like the ‘big brands own.

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Instant impact of location footage featuring real people, for that alluring Hollywood ‘docu-soap style, mega production feel. Curiosity peaks and it makes people stop in their tracks to enjoy a fascinate moment, complete with marketer’s, or marketer’s clients, message, andake away.

The VBE Videobold Editor is a cross platform (Mac, PC, Linux) desktop video editor software that can make any customization easy and fast for marketers to do. It is clean and means and focused on the job demands of video marketers. It supports multiple timeline tracks, so their video customizations will be painless and artistic.

Here is how Videobold soft helps marketers create their videos in three simple steps:

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Marketers then browse and download unlimited templates from a library of video templates, in various niches.

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Marketers edit their templates using the BOLD video editor and finally post their videos for commercial purposes or re-sell.

Using Videobold review, marketers can create a series of videos to cover seasonal and event and location variations. They also easily get 20 variations for each business as well as set their own rate as a package, or stick to the rate.

Thanks to the introduction of Videobold, ordinary businesses will have viable access to the big brand style of storyline videos without having to spend hours scripting, filming, or editing. Videobold opens up the opportunities for not only seasonal variations, video SEO teasers, and overlay series but also other services from Press Releases to POI video hire, video SEO, social management, email newsletters and everything else.

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Sessions met with Russian envoy twice last year, encounters he later did not disclose

Then-Sen. Jeff Sessions (R-Ala.) spoke twice last year with Russia’s ambassador to the United States, Justice Department officials said, encounters he did not disclose when asked about possible contacts between members of President Trump’s campaign and representatives of Moscow during Sessions’s confirmation hearing to become attorney general.

One of the meetings was a private conversation between Sessions and Russian Ambassador Sergey Kislyak that took place in September in the senator’s office, at the height of what U.S. intelligence officials say was a Russian cyber campaign to upend the U.S. presidential race.

The previously undisclosed discussions could fuel new congressional calls for the appointment of a special counsel to investigate Russia’s alleged role in the 2016 presidential election. As attorney general, Sessions oversees the Justice Department and the FBI, which have been leading investigations into Russian meddling and any links to Trump’s associates. He has so far resisted calls to recuse himself.

When Sessions spoke with Kislyak in July and September, the senator was a senior member of the influential Armed Services Committee as well as one of Trump’s top foreign policy advisers. Sessions played a prominent role supporting Trump on the stump after formally joining the campaign in February 2016.

At his Jan. 10 Judiciary Committee confirmation hearing, Sessions was asked by Sen. Al Franken (D-Minn.) what he would do if he learned of any evidence that anyone affiliated with the Trump campaign communicated with the Russian government in the course of the 2016 campaign.

“I’m not aware of any of those activities,” he responded. He added: “I have been called a surrogate at a time or two in that campaign and I did not have communications with the Russians.”

Officials said Sessions did not consider the conversations relevant to the lawmakers’ questions and did not remember in detail what he discussed with Kislyak.

“There was absolutely nothing misleading about his answer,” said Sarah Isgur Flores, Sessions’s spokeswoman.

In January, Sen. Patrick J. Leahy (D-Vt.) asked Sessions for answers to written questions. “Several of the President-elect’s nominees or senior advisers have Russian ties. Have you been in contact with anyone connected to any part of the Russian government about the 2016 election, either before or after election day?” Leahy wrote.

Sessions responded with one word: “No.”

In a statement issued Wednesday night, Session said he “never met with any Russian officials to discuss issues of the campaign. I have no idea what this allegation is about. It is false.”

Justice officials said Sessions met with Kislyak on Sept. 8 in his capacity as a member of the armed services panel rather than in his role as a Trump campaign surrogate.

“He was asked during the hearing about communications between Russia and the Trump campaign — not about meetings he took as a senator and a member of the Armed Services Committee,” Flores said.

She added that Sessions last year had more than 25 conversations with foreign ambassadors as a senior member of the Armed Services Committee, including the British, Korean, Japanese, Polish, Indian, Chinese, Canadian, Australian and German ambassadors, in addition to Kislyak.

In the case of the September meeting, one department official who came to the defense of the attorney general said, “There’s just not strong recollection of what was said.”

The Russian ambassador did not respond to requests for comment about his contacts with Sessions.

The Washington Post contacted all 26 members of the 2016 Senate Armed Services Committee to see whether any lawmakers besides Sessions met with Kislyak in 2016. Of the 20 lawmakers who responded, every senator, including Chairman John McCain (R-Ariz.), said they did not meet with the Russian ambassador last year. The other lawmakers on the panel did not respond as of Wednesday evening.

“Members of the committee have not been beating a path to Kislyak’s door,” a senior Senate Armed Services Committee staffer said, citing tensions in relations with Moscow. Besides Sessions, the staffer added, “There haven’t been a ton of members who are looking to meet with Kislyak for their committee duties.”

Last month, The Post reported that Trump national security adviser Michael Flynn had discussed U.S. sanctions with Kislyak during the month before Trump took office, contrary to public assertions by Mike Pence, the vice president-elect, and other top Trump officials. Flynn was forced to resign the following week.

When asked to comment on Sessions’s contacts with Kislyak, Franken said in a statement to The Post on Wednesday: “If it’s true that Attorney General Sessions met with the Russian ambassador in the midst of the campaign, then I am very troubled that his response to my questioning during his confirmation hearing was, at best, misleading.”

Franken added: “It is now clearer than ever that the attorney general cannot, in good faith, oversee an investigation at the Department of Justice and the FBI of the Trump-Russia connection, and he must recuse himself immediately.”

Several Democratic members of the House on Wednesday night called on Sessions to resign from his post.

“After lying under oath to Congress about his own communications with the Russians, the Attorney General must resign,” House Minority Leader Nancy Pelosi (D-Calif.) said in a statement, adding that “Sessions is not fit to serve as the top law enforcement officer of our country.”

Sen. Ron Wyden (D-Ore.), a senior member of the Senate Intelligence Committee, said on Twitter late Wednesday that “we need a special counsel to investigate Trump associates’ ties to Russia.”

Sen. Lindsey O. Graham (R-S.C.) said at a CNN town hall Wednesday night that if the substance of Sessions’s conversations with the Russian ambassador proved to be improper or suspect, he too would join the call for Sessions to go.

“If there is something there and it goes up the chain of investigation, it is clear to me that Jeff Sessions, who is my dear friend, cannot make that decision about Trump,” Graham said – although he stressed he Sessions’s contacts with the Russian ambassador could have been “innocent.”

“But if there’s something there that the FBI thinks is criminal in nature, then for sure you need a special prosecutor. If that day ever comes, I’ll be the first one to say it needs to be somebody other than Jeff.”

Current and former U.S. officials say they see Kislyak as a diplomat, not an intelligence operative. But they were not sure to what extent, if any, Kislyak was aware of or involved in the covert Russian election campaign.

Steven Hall, former head of Russia operations at the CIA, said that Russia would have been keenly interested in cultivating a relationship with Sessions because of his role on key congressional committees and as an early adviser to Trump.

Sessions’s membership on the Armed Services Committee would have made him a priority for the Russian ambassador. “The fact that he had already placed himself at least ideologically behind Trump would have been an added bonus for Kislyak,” Hall said.

Michael McFaul, a Stanford University professor who until 2014 served as U.S. ambassador to Russia, said he was not surprised that Kislyak would seek a meeting with Sessions. “The weird part is to conceal it,” he said. “That was at the height of all the discussions of what Russia was doing during the election.”

Two months before the September meeting, Sessions attended a Heritage Foundation event in July on the sidelines of the Republican National Convention that was attended by about 50 ambassadors. When the event was over, a small group of ambassadors approached Sessions as he was leaving the podium, and Kislyak was among them, the Justice Department official said.

Sessions then spoke individually to some of the ambassadors, including Kislyak, the official said. In the informal exchanges, the ambassadors expressed appreciation for his remarks and some of them invited him to events they were sponsoring, said the official, citing a former Sessions staffer who was at the event.

Democratic lawmakers, including senior members of the Senate Judiciary Committee, have demanded in recent weeks that Sessions recuse himself from the government’s inquiry into possible ties between Trump associates and Russia.

Last week, Rep. Darrell Issa (R-Calif.), a senior member of the House Judiciary Committee, became one of the few Republican representatives to state publicly the need for an independent investigation.

Sessions’s public position on Russia has evolved over time.

In an interview with RealClear World on the sidelines of the German Marshall Fund’s Brussels Forum in March 2015, Sessions said the United States and Europe “have to unify” against Russia.

More than a year later, he spoke about fostering a stronger relationship with the Kremlin. In a July 2016 interview with CNN’s “State of the Union,” Sessions praised Trump’s plan to build better relations with Russian President Vladimir Putin.

“Donald Trump is right. We need to figure out a way to end this cycle of hostility that’s putting this country at risk, costing us billions of dollars in defense, and creating hostilities,” Sessions told CNN.

Asked whether he viewed Putin as a good or bad leader, Sessions told CNN: “We have a lot of bad leaders around the world that operate in ways we would never tolerate in the United States. But the question is, can we have a more peaceful, effective relationship with Russia? Utilizing interests that are similar in a realistic way to make this world a safer place and get off this dangerous hostility with Russia? I think it’s possible.”

Julie Tate, Robert Costa and Karoun Demirjian contributed to this report.

Senate confirms Ryan Zinke as interior secretary


The Senate confirmed former congressman Ryan Zinke (R-Mont.) as interior secretary. (Melina Mara/The Washington Post)

The Senate on Wednesday confirmed Ryan Zinke’s nomination to lead the Interior Department by a 68 to 31 vote.

Zinke will head a department that manages a fifth of the land in the United States, about 500 million surface acres, a total that doesn’t include millions more acres and natural resources underground. Interior has an enormous environmental footprint, with agencies that decide how resources such as coal are managed and which animals are eligible for listing under the Endangered Species Act.

Republicans called the former Montana congressman and Navy SEAL a strong choice for Interior, as an avid hunter with Western roots who understands how federal regulations on the cultivation of coal, natural gas and minerals on public lands can hurt corporate revenue and reduce jobs.

“I believe Representative Zinke is a solid choice for this position,” said Sen. Lisa Murkowski (R-Alaska), chair of the Senate Energy and Natural Resources Committee that approved his nomination in a partisan vote more than a month ago. “While we may not agree on every issue … I believe he will work with us in a thoughtful manner that is reflective of a true partnership.”

Democrats were wary of Zinke despite his declaration that he believes humans contribute to climate change. “Man has had an influence,” he said under questioning by Sen. Bernie Sanders (I-Vt.). Zinke’s assertion that the level of human contribution is unknown, despite the near unanimous opinions of climate scientists who say it’s overwhelming, didn’t help. Liberals worried that Zinke would open more land to exploitation at the expense of wildlife and their declining habitat.

The nominee put to rest one liberal concern early in his confirmation hearing. “I am absolutely against transfer or sale of public land,” Zinke said in response to a question from Sanders. That stance puts the first-term congressman on par with President Trump, who has also said he wants to keep federal land.

Sen. Maria Cantwell (D-Wash.) expressed concern that Zinke will support calls to rescind the Obama administration’s designation of 1.3 million acres in Utah as the Bears Ears National Monument, a status long pursued by Native American tribes and conservationists. At his hearing, Ryan told committee members that traveling to Utah was one of his priorities.

“I’m not convinced that Congressman Zinke is going to show the leadership on these issues that is necessary,” Cantwell, the committee’s ranking minority member, said in her floor speech. “We need someone who’s going to stand up and say the outdoor economy is worth it.”

Zinke’s confirmation came more than a month after the committee’s approval partly because of politics, and Murkowski and Cantwell’s speeches on the Senate floor reflected the broad partisan divide. Zinke was approved by a 16-6 committee vote largely along party lines. All of the committee’s 12 Republicans voted in Zinke’s favor.

Zinke told the committee that one of his first priorities would be to fix the crumbling infrastructure at parks under the National Park Service. He said President Trump’s ambitious infrastructure spending plans should “prioritize the estimated $12.5 billion in backlog of maintenance and repair” at hundreds of national parks such as Yosemite National Park, the Mall, Memorial Bridge and the George Washington Memorial Parkway.

But the nominee gave little indication on how he would act on other issues.

Zinke spoke little about his stance on the Endangered Species Act, which a Senate committee recent held hearings on “modernizing.” Conservation groups voiced suspicion that the true aim is to gut the act.

In his opening remarks during a hearing in February, the committee’s chairman, Sen. John Barrasso (R-Wyo.), said the act “is not working today,” adding that “states, counties, wildlife managers, home builders, construction companies, farmers, ranchers and other stakeholders” have made that clear in complaints about how it impedes land management plans, housing development and cattle grazing, particularly in western states, such as Wyoming.

House Natural Resources Committee Chairman Rob Bishop (R-Utah) said he wants to repeal the act, according to an Associated Press report. “It’s been used to control the land. We’ve missed the entire purpose of the Endangered Species Act. It has been hijacked,” he said.

Republicans said the act too often falls short of its goals. Barrasso pointed out that of more than 1,600 species listed as threatened or endangered since the Act’s inception, fewer than 50 have been removed. That’s about 3 percent of the total, the chairman said.

“As a doctor, if I admit 100 patients to the hospital and only three recover enough to be discharged, I would deserve to lose my medical license,” Barrasso said.

The Daily 202: Trump’s speech to Congress highlights influence of Ivanka, Bannon

THE BIG IDEA: There’s Twitter Trump, and then there’s Teleprompter Trump. The president has proven adept at reading from a script when the moment calls for some self-discipline. It is a very low bar but one that he’s learned to clear. In his maiden speech to a joint session of Congress, Teleprompter Trump delivered. Republicans who have been backing him up on the Hill breathed a sigh of relief.

Trump concerns himself primarily with the performance aspects of politics, which is why he can rise to the occasion during events like the one last night. The open question of his presidency is who will control the substance. And last night’s speech offered some important clues.

The preparation of any State of the Union style-address always involves a lot of cooks in the kitchen, no matter who the president is. Everyone in the White House and every cabinet secretary wants shot-outs for their priorities and pet projects, which is why these speeches often grow so long and usually turn into unmemorable exercises in box-checking.

If you listened carefully as Trump spoke, you could hear the voices of a few of his top aides, but none more so than chief strategist Stephen K. Bannon, as channeled by Stephen Miller, and Ivanka Trump. 

— The first daughter’s influence was seen with Trump’s talk of family leave and education. She has her own office in the West Wing, and her husband Jared Kushner is a senior adviser who shares her agenda.

The president mentioned “women” seven times in his speech. “My administration wants to work with members in both parties to make child care accessible and affordable, to help ensure new parents have paid family leave, to invest in women’s health, and to promote clean air and clear water,” he said.

Trump also even plugged an initiative his daughter was closely involved in arranging. “With the help of Prime Minister Justin Trudeau,” he said, “we have formed a council with our neighbors in Canada to help ensure that women entrepreneurs have access to the networks, markets and capital they need to start a business and live out their financial dreams.”

Most notable was what he did not mention. He rattled off a laundry list of achievements from his first five weeks, but he omitted even an allusion to his order rolling back protections for transgender students. This was pushed through by Attorney General Jeff Sessions despite concerns by more moderate forces in the administration.

Ivanka and Jared do not want Trump to be thought of as a hard-edged social conservative warrior. Last month, they scuttled an even farther-reaching draft executive order that would have overturned Obama-era enforcements of LGBT rights in the workplace.

— The broader nationalist and populist frame that animated the speech was all Bannon.

Take Trump’s call for a $1 trillion infrastructure plan. People inside the administration have been candid in private that such a package has no chance of getting done this year. Republican leaders mostly don’t want it. Even those who support such a push acknowledge next year is their best bet. But Trump invoked Dwight Eisenhower and made the case anyway.

As Bannon told The Hollywood Reporter during the transition, « Like [Andrew] Jackson’s populism, we’re going to build an entirely new political movement. … The conservatives are going to go crazy. I’m the guy pushing a trillion-dollar infrastructure plan. With negative interest rates throughout the world, it’s the greatest opportunity to rebuild everything. Shipyards, ironworks, get them all jacked up. We’re just going to throw it up against the wall and see if it sticks. It will be as exciting as the 1930s, greater than the Reagan revolution — conservatives, plus populists, in an economic nationalist movement. »

When you consider that quote, it shouldn’t be surprising that Trump only referred to the debt once and never mentioned the huge deficit. Republicans would have been all over Barack Obama if he had made such a glaring omission.

Same with protectionism: Most Republicans remain uneasy with Trump’s views on trade, but he discussed them anyway. Trump reached all the way back to Abraham Lincoln for some intellectual cover: “He warned,” Trump said, “that the ‘abandonment of the protective policy by the American government [will] produce want and ruin among our people.’”

— The Bannon wing in the White House beat out the new national security adviser bigly.

Several outlets have reported that H.R. McMaster, who replaced Michael Flynn, said at a National Security Council meeting last Thursday that Trump should not use the term “radical Islamic terrorism.” He argued that ISIS does not represent Islam and warned that using that language alienates our Muslim allies and makes it harder to defeat them.

Trump used the phrase in his speech anyway. CNN’s Jeff Zeleny says McMaster directly urged Trump to drop the reference from the text of the speech, but the president kept it anyway despite their discussion.

Sebastian Gorka, the former national security editor for the conservative Breitbart News outlet and a close ally of Bannon, now occupies a senior job in the White House. During a Fox News hit on the night of the inauguration, he praised Trump for using the term “radical Islamic terrorism” in his speech. “When he used those three words today — radical Islamic terrorism — he put the marker down for the whole national security establishment,” Gorka said then. (Read Greg Jaffe’s Feb. 20 profile of him here.)

Reflecting the division in the White House, Gorka celebrated Trump’s decision to spurn McMaster on Twitter: 

RIDDLED WITH FALSEHOODS:

— « Trump’s maiden address to Congress was notable because it was filled with numerous inaccuracies, » WaPo Fact Checkers Glenn Kessler and Michelle Ye Hee Lee report. « An address to Congress is such an important speech that presidents generally are careful not to stretch the truth. The ’16 words’ in George W. Bush’s 2003 State of the Union address that falsely claimed Iraq’s Saddam Hussein sought uranium from Africa led to significant turmoil in the administration, including the criminal conviction of a top aide. »

— Glenn and Michelle focus on 13 of his biggest doozies. Some highlights:

  • Trump said drugs are pouring in across the border “at a now unprecedented rate.” In fact, the amount of marijuana seized at the border continues to decline. In fiscal 2016, 1.3 million pounds of marijuana were seized, down from 1.5 million the year before, and lower than the peak of nearly 4 million pounds in 2009, according to Customs and Border Patrol data. The amount of cocaine seized at the borders overall last year (5,473 pounds) was roughly half the amount seized the previous year (11,220 pounds).
  • Illegal immigration flows across the Southern border in fiscal 2015 were actually at the lowest levels since 1972, except for in 2011.
  • Trump took credit for several business decisions made before his election. He also again took credit for the lowered cost of the F-35 program. The Pentagon had announced cost reductions of roughly $600 million before Trump began meeting with Lockheed Martin’s chief executive. Sometimes Trump says he saved $600 million, other times $700 million.
  • He wildly exaggerated how many jobs the Keystone XL pipeline will create and how many people are looking for jobs but cannot find them.
  • He incorrectly claimed, as he often has, that the United States spent $6 trillion on the wars in the Middle East, and he uses it in a particularly misleading way. The wars in Iraq (in the Middle East) and Afghanistan (in South Asia) together cost about $1.6 trillion from 2001 to 2014.
  • His five-year ban on lobbying is less than advertised. Trump has originally promised to extend the ban to congressional officials, but he did not. Moreover, the five-year ban applies only to lobbying one’s former agency — not becoming a lobbyist. Trump actually weakened some of the language from similar bans under Obama and George W. Bush, and reduced the level of transparency.

THE MOST MEMORABLE MOMENT:

— From her seat next to the first daughter, Carryn Owens fought back tears. Grief visible in her face, the widow of William “Ryan” Owens, a Navy SEAL killed less than a month ago in the Trump administration’s first counterterrorism operation, wore a strained smile and applauded as Trump paid an extended tribute to her husband. “Ryan died as he lived: a warrior, and a hero, battling against terrorism and securing our nation,” Trump said, making reference to the Jan. 29 raid on an al-Qaeda stronghold in Yemen that resulted in Ryan Owens’s death.

— “Trump knew what his best applause line of the night was — and he kept it going and going,” Jenna Johnson notes. “Nearly everyone in the chamber stood and joined the president in applauding, including Democrats who had sat in defiance for most of the evening and the stone-faced military leaders and Supreme Court justices who did not engage in most of the rounds of standing ovations. Owens tightly clasped her hands and took one deep breath after another.” Here’s a blow-by-blow of how Trump created such a dramatic moment:

  • “After 30 seconds, Owens mouthed ‘thank you,’ and a few in the chamber tried to retake their seats while others cheered.
  • “After a minute, Owens struggled to smile at the crowd through the tears that kept coming. The president kept clapping, staring up at her.
  • “After 75 seconds, some looked to the president for a signal of when this might end. Trump considers standing ovations a measurement of support, similar to a poll, and he has been known to time their length. He kept clapping.
  • “After one minute and 42 seconds, the president again spoke, and Owens was able to sit down. ‘And Ryan is looking down, right now, you know that,’ Trump said, pointing at Owens. ‘And he’s very happy because I think he just broke a record.’ Many in the chamber laughed.

“America bore witness to the raw pain of her loss,” Jenna concludes. “The president had once again harnessed the power of his audience to make his point.”

— CNN’s Van Jones, a frequent Trump critic, called Trump’s tribute to Owens “one of the most extraordinary moments you have ever seen in American politics, period.” He added that it was the moment Trump “became president of the United States.” He also said it’s the kind of thing that could make Trump a two-term president. (Aaron Blake)

— The scene was even more notable because, in an interview that aired earlier in the day, Trump refused to take any personal responsibility for the mission. Instead, he blamed the generals. Speaking in a Fox News interview, Trump said the mission “was started before I got here,” and was something his generals “were looking at for a long time doing.” “This was something that was, you know, just — they wanted to do,” he said. “And they came to see me and they explained what they wanted to do, the generals, who are very respected. And they lost Ryan. » (Abby Phillip)

— “The raid, the first overseas operation approved in the Trump presidency, triggered a sustained storm of criticism,” Pentagon correspondent Missy Ryan notes. “Numerous elements of the operation went wrong, resulting in not only Owens’s death but also a score of likely civilian casualties and the destruction of a $75 million aircraft. To many national security experts, the new administration’s handling of the operation reflected a lack of proper caution and consideration. … Owens’s father, Bill Owens, refused to meet with Trump in February at Dover Air Force Base, where family members had gathered to receive Owens’s remains. The elder Owens questioned the necessity and the timing of the operation and demanded a full investigation. … Again on Tuesday night, Trump appeared to assign ownership of the raid to his defense secretary, Jim Mattis. Trump said he had spoken to Mattis, who told him the operation ‘generated large amounts of vital intelligence.’”

A ROUND-UP OF ANALYSIS:

— Dan Balz, our chief correspondent, contrasts what we heard last night with Trump’s inaugural address 40 days before: “Some of the words were the same, but the tone was utterly different. Therein lies the contradiction — and — challenge of his presidency. Trump as president must attempt a perpetual juggling act, at once capitalizing on public insecurities and stoking anti-establishment anger among those who helped carry him to the White House while sounding broader notes of optimism and playing nice with establishment Republicans, whom he needs to help enact his agenda. It is no longer a question of which is the real Donald Trump but more the question of whether he can build a successful presidency out of this split political personality. » (Read a transcript of the full speech here.)

Karen Tumulty argues that the message really hasn’t changed: “Though Trump’s rhetoric took him to a new and loftier plane, however, the goals he spelled out were the familiar and divisive ones that have left little room for compromise and conciliation … Nor did the president give his Republican allies in Congress what they had wanted to hear, which was a sense of clarity on how he plans to achieve the ambitious agenda he promised. There were few details offered and no nod to the complexity of the issues nor the fact that achieving his goals will require navigating deep fissures within his own party. The most concrete new proposal the president offered was to set up a new office in the Department of Homeland Security to serve victims of crimes committed by undocumented immigrants.”

— House Republicans interpreted Trump’s comments about health care as an endorsement of several key parts of their own plan, even though he wasn’t explicit. An aide to Paul D. Ryan emailed reporters that Trump had “embraced” the House GOP plan to replace Obamacare and demonstrated that “the White House and Congress are coalescing around a particular approach” that includes individual health-savings plans and tax credits. (Paul Kane looks at the president’s hands-off approach this morning on this and other issues.)

— The president consistently plays to whichever audience will give him the most love and loudest affirmation. “Trump has always been more of an entertainer than a politician, and he closely monitors the reactions of his crowds, throwing in a joke when they seem to be getting bored and joining their chants when they get really fired up,” writes Jenna Johnson, who followed him around the country for more than a year on the campaign trail. She watched his body language closely and relays these observations:

  • “The president spent most of his hour-long speech tightly gripping the lectern, with his body turned sharply to the left, fully focused on the Republicans who cheered nearly every sentence that he spoke.
  • « Occasionally, he would shift to the right, facing the Democrats who sat quietly for most of the evening — and who gasped when he called for a ‘Victims of Immigration Crime Engagement’ office, made thumbs-down gestures when he called for the repeal and replacement of the Affordable Care Act, and scoffed when he declared that ‘the time for trivial fights is behind us.’
  • “Sometimes the president flashed a tight smile, but for much of the evening, he wore a serious frown. And he stuck mostly on script, although twice he could not help himself from changing ‘billions’ into ‘billions and billions.’
  • To receive applause in this chamber, the president just had to pause — there was no need for a punchline or an utterance of his favorite assurance, ‘Believe me.’ During these pauses, the president’s eyes would sometimes narrow as he glanced over his right shoulder at the Democrats, as if trying to see whether anyone had broken rank to applaud his ideas.

— The New York Post’s John Podhoretz says Trump’s speech was “beautifully modulated,” “spectacularly delivered,” and marked the “real start of his presidency”: “You might think it’s grading on a curve to say such a thing about a relatively conventional State of the Union-style speech, which this speech was. But the fact that it was a relatively conventional speech was itself a sign that Trump is surrendering to the logic and traditions of the job he now has. He spoke quietly, fluently and in a dignified manner … It seemed, stunningly, an implicit acknowledgment that many of the fights he has been conducting over the past 39 days have been trivial ones, and it is time to rise to the moment. The improvisatory campaign, which he has not seemed to be able to move beyond either emotionally or practically, is over. The formal presidency has begun. Rocking the boat was the way he got elected, but the president is supposed to put his hand on the tiller and steady the ship of state. And, at least for the night of Feb. 28, that’s what this speech did.”

— “He gave a pretty good speech … But if one of its main functions was to give confused congressional Republicans some clear direction on the big agenda items that are about to be fulfilled or squandered, it was a total washout, » says New York Magazine’s’ Ed Kilgore. « The huge gaps of information in Trump’s speech are not just a matter of a refusal to give guidance to congressional Republicans who are all over the map on Obamacare and taxes and the budget, and cannot spare more than a few dissenting votes. He also failed to give Americans the details that separate bogus and magical promises from an actual, realizable agenda. Yes, it would be nice if Congress could fix health care and reform the tax code and set budget priorities without making tough choices. But that is simply not possible. And for all the rave reviews Trump received for delivering an upbeat message tonight, it was mainly upbeat because it dodged all the real questions.

— The New York Times’ Frank Bruni takes aim at Trump’s hyperbolic — and contradictory — claims of military might: “Why do I get the sense that fighter jets are [Trump’s] biceps, warships are his pectorals and what he’s doing with his proposed $54 billion increase for the Pentagon is flexing? Maybe because that’s a strongman’s way … Or maybe because so little of his military talk adds up. [In his speech, Trump vowed to increase military might] … But he also lamented what he deemed our country’s military follies of recent decades, sowing confusion in a careful listener. If we were winding down, why were we building up? If caution was the order of the day, why did it require such lavish investment? … He’s saying that we can and will go it alone, and while that attitude may be emotionally satisfying to many Americans … I suspect that it’s emotionally satisfying to Trump most of all. He’s determined to cast himself as a figure of epic proportions and has to size everything around him accordingly. And hence his desire to upsize our armed forces[:] The military is one of his many mirrors. If it’s more muscular, so is he.

The Fix’s Chris Cillizza calls it the best “big” speech Trump has delivered as president – or maybe even since he entered the race in June 2015: “Top to bottom, Trump delivered both a forceful defense of his nationalist worldview — ‘My job is not to represent the world. My job is to represent the United States of America,’ he said at one point — and a proof point that he can be, dare I say it, presidential when the moment demands it.”

— « Whether this part of the shift marks a genuine pivot from an unpredictable president, or head fakes from a political figure who’s made his name through distractions, remains to be seen, » says ABC News political director Rick Klein. « Perhaps this is a president becoming presidential, or a businessman returning to his deal-making roots, or a political shape-shifter showing a new skin that won’t last until daybreak. At bottom, however, this looks like new marketing around a familiar -– and still generally severe – agenda. If there’s optimism in America, it’s still confined to a base that’s channeled its hopes and expectations into a still-untested president.”

Former Kentucky Gov. Steve Beshear delivered the official Democratic response from a diner in Kentucky.

THE DEMOCRATIC REACTION:

— How will Trump’s agenda fare in Congress? Just watch Democrats’ hands, where the applause – or lack thereof – is one of the most telltale signs. Mike DeBonis and Kelsey Snell watched closely: « On select issues, key Democratic lawmakers offered measured applause — and, occasionally, flat-out standing ovations — to Trump’s bully-pulpit pitches. A core group of Democratic senators from red and purple states routinely applauded many of Trump’s pronouncements, particularly on economic matters. Sens. Joe Manchin III (D-W.Va.), Joe Donnelly (D-Ind.), Heidi Heitkamp (D-N.D.) and Jon Tester (D-Mont.) have obvious reasons to stay at least a little cozy with Trump, given that they all will be running for reelection next year in states he won handily. While virtually every other Democrat quickly scurried out of the House chamber after Trump finished his speech, Manchin took up residence on the aisle to greet the new president as he left — then made his way to the hordes of reporters in Statuary Hall to sing Trump’s praises…

  • « When Trump said he had ordered new pipelines to be built with American steel, Jeanne Shaheen applauded. When Trump talked about displaying Harley-Davidson motorcycles on the White House lawn, Tammy Baldwin cheered for a Wisconsin company. When Trump said he wanted to make it more difficult for companies to leave the country and take jobs and profits abroad, Debbie Stabenow stood up in recognition of the jobs her state has already lost.
  • « The only enthusiasm on the Democratic side of the aisle for the dismantling of the ACA came from Rep. Markwayne Mullin (R-Okla.), who sat next to his gym buddy Rep. Joe Kennedy (D-Mass.) and stuck out like a Make America Great Again hat at a Bernie Sanders rally every time he stood to applaud. »

WHILE YOU WERE SLEEPING:

Barack and Michelle Obama signed book deals. The Financial Times, citing unnamed sources familiar with the auction that produced the deal, reported that Penguin Random House will pay more than $65 million for global rights to the two memoirs. Other news outlets, including the Associated Press, also reported that the deals are likely in the tens of millions of dollars. In a statement, the publisher said a “significant” portion of the proceeds will be donated to charity and announced plans to donate a million books in Obama’s name to a Washington-based nonprofit. (Katie Mettler)

TRUMP READIES FOR TRAVEL BAN, TAKE TWO:

— The Trump administration is finalizing a revised travel ban that exempts current visa holders. From Matt Zapotosky: “The revision marks a significant departure from the now-frozen first executive order, which temporarily barred citizens of seven majority-Muslim countries and all refugees from entering the United States and resulted in the State Department revoking tens of thousands of visas. Justice Department lawyers hope the new order will be more likely to withstand legal challenges and will not leave any travelers detained at U.S. airports. »

  • The new order will remove an exception to the refugee prohibition for religious minorities, one person said. Critics of the order had said that that exception proved the order was meant to discriminate on the basis of religion, because it allowed only Christians into the country.
  • There will be a period between when the order is signed and when it takes effect, in hopes of avoiding the problems that occurred when the last order was implemented.

— The White House planned for Trump to sign the order today but has pushed the signing ceremony back so that it doesn’t step on coverage of last night’s speech. From CNN’s White House reporter: 

— Left unclear is how Trump’s travel ban will affect places who say they need refugees – such as the rust belt town of Erie, Pa., whose chance at a renaissance has come from afar. WSJ’s Miriam Jordan reports: “Refugees from Africa, Asia and the Middle East have filled apartment complexes, opened small businesses and frequented parks that locals have abandoned. Now, landlords, store owners and employers are worried that progress will stall if the U.S. shuts its doors to refugees, or their numbers dwindle. That is the case in Erie, a struggling northwestern Pennsylvania town of nearly 100,000 where refugees represent about 18% of the city’s population. … The arrivals have helped compensate for the exodus of Americans due to the demise of well-paying manufacturing jobs and the lure of opportunities in Sunbelt states. Now, landlords, store owners and employers are worried that progress will stall if the U.S. shuts its doors to refugees, or their numbers dwindle.’’

— President Trump offered mixed signals yesterday about his bigger plans on immigration, suggesting privately that he is open to an overhaul bill that could provide a pathway to legal status — but not citizenship — for potentially millions of people who are in the United States illegally but have not committed serious crimes. Yet Trump made no mention of such a proposal during his address to Congress. From David Nakamura, Abby Phillip and Philip Rucker: “At a private White House luncheon with television news anchors ahead of his speech, Trump signaled an openness to a compromise that would represent a softening from the crackdown on all undocumented immigrants that he promised during his campaign and that his more hard-line supporters have long advocated. ‘The time is right for an immigration bill as long as there is compromise on both sides,’ Trump told the anchors. His comments, reported by several of the journalists present, were confirmed by an attendee of the luncheon. … At the meeting with television anchors, Trump suggested he is willing to address legal status for those who are in the country illegally but have not committed crimes. But he would not necessarily support a pathway to citizenship, except perhaps for ‘Dreamers,’ a group of nearly 2 million who were brought into the country illegally as children, according to a report by CNN’s Wolf Blitzer and Jake Tapper, who attended the luncheon.”

GET SMART FAST:​​

  1. A Liberian nurse and Ebola survivor who was named Time Magazine’s “Person of the Year” for her work fighting the insidious virus has died after she suffered complications from childbirth – and was subsequently refused medical treatment. Many locals remain highly skeptical of the deadly virus, and once notified that she was an Ebola survivor, medical staff “refused to touch her” or even give an injection that could have saved her life. (Max Bearak)
  2. Two people were injured in southwestern France after a sniper mistakenly fired his weapon during a speech by President François Hollande. Thankfully, neither victim was seriously injured. The shooter was part of an elite police protection platoon. (James McAuley)
  3. As the U.S. Air Force faces a potentially protracted air war against the Islamic State, officials are considering adopting a fleet of “light attack” propeller planes – a throwback aircraft that is both reminiscent of bygone operations and a current staple of South America and the Middle East. Officials say the light planes could supplement existing aircraft — including drones – in regions where enemies are incapable of shooting down U.S. planes. (Dan Lamothe)
  4. The AFL-CIO confirmed Monday that it will dismiss “several dozens” of the roughly 400 staff and furlough others working at its headquarters in Washington. In December, the separate Service Employees International Union warned employees that it “must plan for a 30 percent reduction” in its budget. In addition to eroding membership, the labor federation faces government and court challenges to its ability to collect dues and new “right-to-work” laws in states that make organizing difficult. (Steven Mufson)
  5. A 26-year-old German man arrested on suspicions of plotting an Islamist-inspired attack has a pretty bizarre past: Until 2013, the suspected Islamic extremist may have been a neo-Nazi. While searching his home, authorities reportedly found chemicals and explosive-making devices — as well as remnants of a YouTube channel in which he warns viewers against « the threat posed by Muslims.” (Adam Taylor)
  6. The FBI is finally investigating the shootings of two Indian men in Kansas last week as a hate crime – potentially letting prosecutors tack on federal charges in the attack that killed one man and left two others injured. (Mark Berman)
  7. Meanwhile, hundreds of mourning relatives gathered in India for the funeral rites of the slain Kansas engineer – joined by politicians and government officials for an event that was both somber and profoundly political. In one moment of raw grief, the victim’s mother could be heard begging her other son not to return to his home in the United States. “I cannot bear to lose another son,” she wailed. (Ashish Pandey and Paul Schemm)
  8. Residents in Flint, Mich., will begin paying full price for their water today – footing the bill for a formerly lead-addled water system even as many continue to rely on bottled water for nearly every purpose. Three years after the disaster, many residents say they are still wary about what’s coming out of their faucets – but state government officials, they say, they trust even less. (Brady Dennis)
  9. Uber CEO Travis Kalanick sent yet another apology last night to his staff after he was caught on camera arguing over ride fares with a driver. The footage quickly went viral, becoming the latest in a series of of PR nightmares for the company. In a statement, Kalanick acknowledged he needs to “grow up” and told employees he intends to get “leadership help.” (ABC News)
  10. A defiant North Korea has deployed a top official to Malaysia, attempting to secure the remains of Kim Jong Un’s half brother, after he was slain in a chemical weapons poisoning earlier this month. Malaysian police said they plan to press murder charges against the two women accused of carrying out the attack – with some local reports suggesting they will seek the death penalty. (Anna Fifield)
  11. A Singapore teen accidently jumped to his death at a mall this weekend while attempting to perform a daring stunt for social media. The 17-year-old scaled the shopping center’s stories-high railing before turning to his friend and saying, “Help me take a Snapchat video and I’ll jump.” Those would be his final words. (New York Post
  12. Stock for the parent company of Kay and Jared jewelry stores took a nosedive, dropping nearly 13 percent after a bombshell report that more than 200 current or former employees had made claims of sexual harassment and discrimination at the company. (Drew Harwell)
  13. A new study found that colorectal cancer rates are rising sharply among young and middle-aged Americans but continuing to decrease among adults ages 55 and older – a startling trend that has prompted questions about whether screenings should start earlier for young people. Researchers are unsure what has caused the baffling shift, but have suggested increasingly sedentary lifestyles and unhealthy diets as a potential explanation. (Laurie McGinley)
  14. A Maryland mother has been sentenced to 50 years in prison after the brutal 2015 murder of her five-year-old son, whom she force-fed cough syrup and set on fire before staging a car wreck in hopes of masking her horrific deed. But even as details of the boy’s life and death were painstakingly recounted to members of the jury, they said they are haunted most by the one thing they don’t know: why in the world she did it. (Dan Morse)
  15. Baltimore police apprehended a 23-year-old man suspected of brutally killing someone’s pet turtle during a burglary last month. After stripping a home of its electronics, jewelry, and other valuables, authorities said, the thieving duo turned their attention to the home’s aquarium – needlessly yanking out poor “Donatella” and stabbing her with a knife-sharpener before fleeing the scene. (Justin Wm. Moyer)

THERE’S A BEAR IN THE WOODS:

— The former British spy who authored a controversial dossier on behalf of Trump’s political opponents alleging ties between Trump and Moscow had reached an agreement with the FBI a few weeks before the election for the bureau to pay him for his work. Tom Hamburger and Rosalind S. Helderman scoop: “The agreement to compensate former MI6 agent Christopher Steele came as U.S. intelligence agencies reached a consensus that the Russians had interfered in the presidential election by orchestrating hacks of Democratic Party email accounts.” While Trump derided the dossier as « fake news » – and the agreement eventually fell apart —  the FBI’s arrangement with Steele shows that bureau investigators considered him credible on Trump’s alleged Russia ties.

How it happened: At the time of the October agreement, FBI officials were probing Moscow’s activities — including possible communications with Trump’s team — and were « aware of the information » Steele had been gathering for the Democratic research firm. The firm was due to stop paying Steele in the final weeks before Election Day, but Steele said he felt like his work « was not done. » Steele had previously been hired by the FBI and was known for both high work quality and the breadth of knowledge developed over nearly two decades working on Russian-related issues. Ultimately the FBI never paid Steele – and communications between the agency and the former spy were interrupted as the now-famous dossier became the subject of international headlines. Still, the revelations are likely to strain an already-tense relationship between the intelligence community and the White House. Steele is now in hiding.

Key quote: Steele at one point last year suggested that a Putin-orchestrated plan to help Trump may have been in the works for years. “Russian regime has been cultivating, supporting and assisting TRUMP for at least 5 years,” he wrote last June.

— National intelligence director nominee Daniel Coats vowed during his confirmation hearing to work with lawmakers as they continue to probe allegations of Russian interference in the 2016 election. Karoun Demirjian reports: “It’s our responsibility to provide you access” to sources and raw intelligence, Coats told Mark Warner, the Senate Intelligence Committee’s ranking Democrat. “The recently-retired Indiana Republican senator noted that Russia has ‘a long history’ of propaganda and trying to influence elections and that recent events suggest Kremlin officials ‘have stepped up their game.’

While Coats vowed to follow the law when it comes to interrogation tactics used in the questioning of suspected terrorists, he also said he thinks it is “worth discussing” a scenario in which an attack is imminent and there is no time for the intelligence community to follow the process. Such a hypothetical situation motivated his vote against ending the CIA’s use of “enhanced” interrogation techniques in 2015, he told lawmakers. Trump has said he will defer questions on interrogation tactics such as waterboarding to Defense Secretary Jim Mattis, who opposes the practice.

Post columnist Dana Milbank notes: “Trump uttered some 5,000 words and spoke for 60 minutes, but not one of those words was ‘Russia,’ and not one of those minutes was devoted to the so-far successful effort by our geopolitical adversary to undermine American democracy. »

A CAUTIOUS WORLD EYES TRUMP WARILY:

— “‘It’s got bad karma’: Vancouver officials shun Trump-branded hotel grand opening,” by Amy Brittain and Jonathan O’Connell: “Kerry Jang, a council member in this picturesque Canadian city, recalls being in the crowd nearly four years ago to welcome [Trump] as he announced plans for a striking new skyscraper that would bring a luxurious hotel and condo development to the heart of downtown.” But when Trump’s sons appeared Tuesday for a lavish grand opening, Jang stayed far away. “The tensions … reflect the unavoidable connection between the Trump presidency and the family’s global real estate and branding empire[:] Trump-branded properties around the world are nevertheless becoming symbols of the U.S. president — and, in some cases, staging areas for locals to express their feelings about his views on immigration, trade and other matters.In Vancouver, where more than 40 percent of residents are immigrants – Trump is getting the cold shoulder. While protesters gathered outside the building Tuesday, others – including the mayor — ramped up calls to remove Trump’s name from the building. “Quite frankly, he’d be a hero in this town if he just changed the name,” Jang said.

— “The vacuum in U.S. policy on Syria is being keenly felt at the latest round of peace talks aimed at negotiating a political solution to the Syrian war — talks that seem destined to wind down this week without meaningful progress,” Liz Sly reports. “These talks, known as Geneva IV … are taking place against the backdrop of a new regional balance of power in which Russia has the leading role in Syria. For the first time, the United States is not taking the initiative in pushing for a negotiated settlement. The rout of rebels from their stronghold in eastern Aleppo in December was a defeat for U.S. policy as well as for the Syrian opposition, and it effectively left a vacuum of U.S. decision-making on Syria that has yet to be filled by the new Trump administration.  Although Russia has since sought to position itself as a mediating power … there are growing questions over how much pressure it is prepared to put on [President Assad] to make concessions. »

The world remains desperate for America to lead, not turn inward: “We all desperately need the U.S. to engage in this and drive this forward with the Russians. The process is skewed in one direction. There is no other counterweight,” said one Western diplomat. “There is a vacuum here, and I am not sure the Russians have enough incentive to move forward to fill the vacuum.”

— Nikki Haley, for her part, accused Russia and China of “outrageous and indefensible’ action yesterday after they vetoed a U.N. Security Council resolution that would have imposed new sanctions on Syria for using chemical weapons against its own citizens. Karen DeYoung reports: “In a sharply worded speech after the vote, U.S. Ambassador Nikki Haley said the message the council was sending to the world was that ‘if you are allies with Russia and China, they will cover the backs of their friends who use chemical weapons to kill their own people.’ Her comments marked a rare administration criticism of Russia, which [Trump] has said could be a partner in counterterrorism operations in Syria. » Russian envoy Vladimir Safronkov called Haley’s statement “outrageous” and said that “God shall judge” attempts by the West to discredit the legitimate Syrian government.

— China’s most senior diplomat is in Washington for a two-day trip, aimed at finding a basis for what Obama previously called the “most important bilateral relationship of the 21st century.” Still, it won’t be an easy task. Simon Denyer reports: “Economic and business ties had long been the ballast that kept the relationship stable, but they have now become a source of conflict. Climate change had provided a narrative of cooperation rather than competition, but it has been taken off the table. Meanwhile tensions over the North Korea’s nuclear program, the disputed waters of the South China Sea and the status of Taiwan loom larger than ever. ’China is keen to find something to replace climate change as the notional glue to hold the relationship together,’ said [former CIA China analyst] Christopher Johnson. ‘But what really keeps the relationship from tipping into an adversarial one is the economic relationship. If that gets scratchy, the whole stability of the relationship becomes impacted.’”

— A Trump administration proposal to slash funding for the State Department and foreign aid is very unlikely to be approved by Congress, lawmakers from both parties say. Anne Gearan reports: “The State Department and USAID’s current annual budget is $50.1 billion, slightly more than 1 percent of the total federal budget. A cut of 30 percent or more would force major cuts in diplomatic and development programs around the world, and (most senators on both sides) said it misunderstands the role that diplomacy and aid play in keeping Americans safe.”

  • “It’s dead on arrival,” Sen. Lindsey Graham (R-S.C.) said on NBC. “It’s not gonna happen. It would be a disaster. If you take soft power off the table then you’re never going to win the war. What’s most disturbing about the cut in the State Department’s budget is it shows a lack of understanding of what it takes to win the war.”
  • “Democrats and Republicans are both going to run away” from the proposal, said top Senate Democrat Chuck Schumer. “His proposals are falling apart everywhere.”

MORE ON THE TRUMP TAKEOVER AT HOME:

— Trump questioned who was “really behind” a spate of recent anti-Semitic threats and incidents during a meeting with attorneys general on Tuesday. Mark Berman reports: Trump’s remarks came as attendees discussed a spike in recent threats against Jewish facilities and vandalism at a Jewish cemetery. « When Pennsylvania Attorney General Josh Shapiro (D) asked him about the recent threats against Jewish facilities, the president responded by condemning the statements but then ‘suggested the ‘reverse’ may be true,’ Shapiro said … Shapiro’s account of the meeting with Trump was first reported by Billy Penn. According to the Billy Penn report, a reporter asked if Shapiro interpreted Trump’s statements to mean that the president thinks his supporters are being framed, but Shapiro responded by saying he is unsure what Trump was implying. »

— Trump again vowed last night to make childcare cheaper, but a fresh analysis from the nonpartisan Tax Policy Center finds his current proposal will do “little to help” working families who need the most relief.  In fact, CNN’s Heather Long reports, the proposal reads more like a “gift to the rich”: « The tax experts at TPC say 70% of the benefits will go to families that make $100,000 or more. Another 25% will go to people earning $200,000 or more. There are also concerns about how Trump will pay for this child care policy. The Tax Policy Center estimates just the tax deductions and credits will cost $115 billion over the next decade. The Tax Foundation estimates it would cost $500 billion … The price tag may cause Congress to reject the proposal.”

— New York Times, “Why the Trump Agenda Is Moving Slowly: The Republicans’ Wonk Gap,” by Neil Irwin: “When Republicans won in November, it looked as if 2017 would reflect a major legislative shift to the right. But two months into the 115th Congress …  progress on fulfilling Republicans’ major domestic policy goals is looking further away, not closer. This is partly just the usual slow grinding of legislative gears … But there’s another element in the sluggish or nonexistent progress on major elements of the Republican agenda[:] The roster of congressional Republicans includes lots of passionate ideological voices. It is lighter on the kind of wonkish, compromise-oriented technocrats who move bills. [In fact,] the last time congressional Republicans have done the major lifting of making domestic policy was Mr. Bush’s first term, a productive time that included an expansion of Medicare to cover prescription drugs, the No Child Left Behind education law, [and] the Sarbanes-Oxley Act … But that’s now a decade and a half ago. Only 51 of the 238 current House Republicans were in Congress then — meaning a significant majority of Republican House members have never been in Congress at a time when their party was making major domestic policy.”

SOCIAL MEDIA SPEED READ:

Twitter said three million tweets were posted about the speech, breaking the record of 2.6 million set under Obama:

Trump’s recognition of Ryan Owens’s widow was, by far, the most memorable moment of the night and generated the most chatter online.

He gave her a hug in the hall after the speech:

Sean Spicer’s perspective:

Conservatives thought the heartbreaking scene during the speech was moving:

Many on the left called the situation awkward and uncomfortable:

This Iraq war veteran and Arizona Democratic lawmaker called on Trump to begin a probe into the Yemen raid that resulted in Ryan’s death:

The bigger picture:

C-Span’s Howard Mortman posted this photo of Trump on his way to the Capitol:

Another shot:

Trump greeted staff when he got back to the White House:

From the NYT columnist:

From a Democratic CNN contributor and USA Today columnist:

A lot of reporters from mainstream media outlets gave the speech pretty high marks:

In this same vein, many people reacting to the speech online joked about how low expectations were for Trump.

A former Obama senior adviser:

A Mother Jones reporter:

Some perspective on #MAGA:

The former communications director for the RNC predicted that POTUS will get a bounce:

Maureen Scalia was recognized:

Some Twitterati proposed edits to Trump’s speech:

Best of friends:

A coincidence?

« Morning Joe, » a former congressman from Florida, sat next to Elijah Cummings:

Several lawmakers shared photos of immigrants or visitors to the United States who came with them to the joint session:

Rep. Chellie Pingree (D-Maine) brought Banah al-Hanfy, an Iraqi affected by Trump’s original travel ban, as her guest:

As well as those helped by Obamacare:

Sen. Chris Murphy (D-Conn.) thought Trump was trying to have it both ways on Obamacare:

Dan Kildee (D-Mich.) brought Dr. Mona Hannah-Attisha, who helped expose Flint’s water crisis:

 

Many Democratic female lawmakers wore white to the joint session:

A memorable Democratic response, if only for its brevity:

A close Trump ally questioned who is really behind the spate of anti-Semitic threats earlier in the day:

Good perspective from a Republican lobbyist:

GOOD READS FROM ELSEWHERE:

— The New Yorker, “Leaving Aleppo,” by Pauls Toutonghi: “Of all the family stories about my grandfather Philip Toutonghi’s time in North Hollywood, one pains me the most. In 1951, after months and months of polite but dogged pursuit, he managed to get a meeting with the [Lebanon-born actor] Danny Thomas … [who starred in musicals alongside Doris Day while my grandfather swept floors at Universal Studios]. Still, my grandfather was a recent immigrant, full of ambition. He was a poet, and he’d written a few lyric stanzas in English, which he dreamed of turning into a song. It was, he would always claim—even decades later—a poem worth ‘a million dollars,’ and ‘unlike anything anyone had ever heard.’ Excited and confident … he brought his son, my father, along, and they waited [in his studio] patiently for an hour. Then twothree. He and my father left through the side door and went home. He was working that night; he had to change out of his suit and into his coveralls.

 “What happens when the world that creates you is gone? In the face of war, some flee, and some remain. The culture is transformed, of course, but each transformation is individual … Suffering cannot be generalized.”

— Slate, “What Is Your Name? Where Are We? Who Is President? Oh God.” By Jeremy Samuel Faust: “As an emergency doctor, one thing I cannot take for granted is whether or not a patient is fully oriented. To assess this, I ask four basic questions: What is your name? Where are we? What is the date? Who is the president of the United States? When they get one of the answers wrong, it is good practice to reorient them. Each time now, I stop, take a big breath, look them squarely in the eyes, and then I reveal to them the full, undeniable truth of the situation: The president of these United States is Donald J. Trump. I pause. I do not break eye contact. For the most part, it isn’t pretty. One elderly woman let out a startling moan, the kind of sound I would have expected if someone had told her that her cat had died. [Another accused me of tricking him] … Regardless of political affiliation, my patients’ reactions have shown that they find the truth to be far stranger—and more surprising—than fiction.”

— The Wall Street Journal, “How Alzheimer’s Defined a Family,” by Clare Ansberry: “Several DeMoe family members inherited a mutated gene that means they will suffer early onset Alzheimer’s. As the only one of six siblings without it, Karla DeMoe Hornstein has essentially become the guardian of an extended family in which each member has a 50% chance of inheriting the gene.”

— The New Yorker, “A perfect storm at Uber,” by Anna Wiener: “The company faces a female engineer’s charges of discrimination and harassment. She’s as well-situated to go public as anyone could ever hope to be … [But the problems illustrated in the case] are not just Uber’s. They are cultural, systemic, and not ‘very, very strange’ at all; in fact, for many of us, they could not have sounded more familiar.”

HOT ON THE LEFT:

“Graffiti On HBCU Campus Reveals Tension, Refers To School As ‘Trump’s Plantation,’” from HuffPost: “A number of people weren’t too happy when HBCU leaders met with [Trump] at the White House on Monday to discuss the state of their institutions. This includes students at Howard University, who say the meeting has created tension on campus.  At least one person expressed their disdain through graffiti, with one message describing university President Wayne A.I. Frederick as the ‘overseer’ of ‘the Trump plantation’: Jaimee Swift, Howard doctoral student and editor-at-large of Howard’s student-run newspaper … was not impressed with Trump’s attempts to work with HBCUs. ‘Trump is the very antithesis of what Howard University represents,’ Swift said. ‘His racist, discriminatory, sexist and xenophobic remarks and sentiments are against the very ideals of black liberation …’”

 

HOT ON THE RIGHT:

« Pelosi to Democrats: Treat Trump voters like a friend whose boyfriend is a jerk, » from CNN“[Nancy Pelosi] is telling her rank-and-file members that she is confident a good portion of [Trump’s] voters will eventually turn on him — and Democrats just have to wait it out. She’s using a colorful analogy to make her point — comparing Trump to a friend’s boyfriend who is a ‘jerk.’ ‘The way I told my members: It’s like telling your friend the guy she’s dating is a jerk. You can’t tell her that. She has to find out for herself. You can give her clues and then eventually one thing will lead to another, she’ll come to her conclusion. But if you tell her right up front, you’ll lose a friend. So we’re not interested in losing any friends. Let them find out,’ Pelosi recounted [to reporters]. »

 

DAYBOOK:

At the White House: Trump will have a House and Senate leadership lunch this afternoon. He will then lead a legislative affairs strategy session. In the evening, he will have dinner with Secretary of State Rex Tillerson.

Meanwhile, Pence will participate in a series of interviews regarding Trump’s first address to the Joint Session of Congress.In the evening, he will participate in a legislative affairs session at the Vice President’s residence. 

On Capitol Hill: The Senate will convene at 10:00 and proceed to executive session to resume consideration of interior secretary nominee Ryan Zinke. 

 

NEWS YOU CAN USE IF YOU LIVE IN D.C.:

— March kicks off with our wackiest forecast yet — warm temps, some rain and the possibility of a tornado. Per today’s Capital Weather Gang forecast: « We could see a passing morning shower, mainly north of town. And then it’s off to the races as we rise through the 60s into the 70s, topping out in the 70s to near 80 for afternoon highs, despite partly to mostly cloudy skies. A mild breeze blows in from the southwest at around 10-20 mph, with gusts near 30 mph. After 1 p.m. or so and into the evening is when we’re likely to see some showers and thunderstorms, with damaging winds and large hail possible, along with the chance of an isolated tornado. » 

VIDEOS OF THE DAY:

Watch the six-minute dash cam video, published yesterday afternoon by Bloomberg, of Uber’s CEO getting in a heated argument with one of his drivers. The argument starts at 3:45:

Josh Earnest joined Stephen Colbert’s post-speech live show:

Watch the Spanish-language Democratic response to Trump (we added English subtitles and published an English-language transcript of our translation):

Here’s a five-second clip in which CNN cut away to a nonplussed Nancy Pelosi as Republicans loudly cheered:

Watch Jimmy Kimmel’s Trump free Tuesday:

Watch Trump call Obama about the Oscars:

Upwardly Mobile – OpenX

Jason Fairchild

Few things in mobile have been hyped quite as much as programmatic, but when you ask OpenX co-founder and chief revenue officer Jason Fairchild for his views on the subject, it’s clear that he feels the hype is justified.

“Let’s start with the basics,” he says. “Advertising dollars follow audiences, and consumers are flocking to mobile. Today, most publishers report that the vast majority of their content is consumed on mobile devices. This has resulted in dollars shifting to mobile, and mobile programmatic in particular. Over 50 per cent of all spend in mobile is programmatic, which is significant considering mobile is expected to be the biggest contributor to global growth in ad spend over the next three years.

“For historical context, if you look at the evolution of paid search or display, the foundational requirement for sustainable growth is building a marketplace that trades based on standard protocols, formats and infrastructure. This also applies to mobile programmatic, and the good news is that most of the infrastructure and standards are finally in place. Compared to desktop, the gap between data and targeting is closing, and buyer confidence in mobile is high.”

Not that the market is without challenges. There are key issues around ad formats and data, says Fairchild, but both are beginning to be addressed. “A good infrastructure is in place for banners and interstitials, but there’s also a growing scepticism as to whether they deliver the best user experience long term,” he says. “There is a school of thought that says the right ad format for mobile has not been invented yet.”

Video innovation
The answer to the format issue, Fairchild believes, lies with video. “To get TV ad dollars flowing to mobile there needs to be innovation, and video is the key to unlocking it,” he says. “The biggest question to answer is whether it is realistic to put a 15- or 30-second video ad before a short-form piece of content? Increasingly, the answer is no. So people are experimenting with 6- and 10-second ads, to see what works best.

“Again, the programmatic infrastructure is there; we just need to innovate around ad formats that deliver an excellent experience for the consumer and an effective one for the advertiser.”

Fairchild is also enthused by native, though he believes it currently suffers from a lack of understanding around what it actually is.

“There’s not a common view of what defines native,” he says. “Asking 10 different people will get you 10 different answers. One of the fastest growing definitions for programmatic native is the chopping of an ad into components – title, description, image – that are then delivered from the buy side programmatically and reassembled within a publisher’s environment in a seamless way, in-stream or not.

“As the industry coalesces around a common definition, the only way to achieve scale will be encouraging the buy side to better understand how it differs from pushing a traditional banner ad through programmatic pipes. Beyond more education, native needs evangelising, and being able to do it outside Facebook is the big challenge for marketers and publishers alike.”

People-based marketing
Ah, the F-word. So much mobile spend goes to Facebook and Google that people sometimes wonder if there’s any point in advertisers looking elsewhere. In this respect, Fairchild believes the market is evolving, as data providers step up to the plate and start to replicate the ad formats (see above) and the people-based marketing capabilities of Facebook and Google outside of those channels.

“There are two issues here,” says Fairchild. “First, can you deliver a Facebook-like in-stream ad outside of Facebook? From an ad format point of view, the answer is yes. Second, can you duplicate the type of targeting Facebook offers outside of Facebook? Historically, the answer has been no, but this year we will see alternatives that combine people-based data, aggregated through third parties, with Facebook-like advertising delivered outside of the platform. It will enable advertisers to opt in to multiple third-party data layers, combine it with their own first-party data, and then target against that combination. That’s a significant change. The big data providers have made a lot of progress in the last 12 months.”

Another area where programmatic is moving forward, Fairchild believes, is in the area of predictability and certainty of spend. “An inherent weakness of programmatic in the early days was that buyers had difficulty predicting their spend because they were bidding on every impression,” he says. “If marketers put $100,000 next to a buy, they need to know they can deliver against that buy. To solve this problem, we recently launched a product called Real-time Guaranteed, which helps buyers tie up audience-based targeting deals with publishers on a guaranteed basis through programmatic pipes. It addresses the predictability issue, and will help unlock ad dollars.”

Underpinned by innovation
So where next for mobile programmatic? Fairchild can only envisage things moving in one direction.

“We’re going to see continued growth and innovation,” he says. “Innovation around targeting and the ability to mimic people-based marketing are inevitable. We’ll also see a lot of work around intent marketing, and an evolution of ad formats, from short-form video to derivatives of native that are more effective, and a raft of things that haven’t been invented yet. Importantly, true programmatic advertising at scale will be at the heart of this growth. The infrastructure is in place and as the data-targeting layer becomes increasingly sophisticated, and more innovative ad formats come online, more budgets will move to mobile.”

So as a technology provider working principally on the publishers’ behalf, where, I wonder, will OpenX’s focus be in all this?

“Our reason to exist is to help publishers make more money from advertising, so we are focused on all of it to one degree or another,” says Fairchild. “We’ll continue to get the infrastructure in place, including Real-time Guaranteed for predictability. We’ll work with data providers to leverage third- and first- party data to mirror people-based marketing outside of Facebook; we’ll work with buyers to develop and test new ad formats and, finally, with publishers to get those tested and working at scale. All underpinned by innovation, because that’s what’s going to drive our business, and our clients’ businesses, forward.”