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Archivo del Autor: Belen De Leon

Facebook tests monthly subscriptions for some Groups – CNET

The prices range from $4.99 to $29.99 in exchange for exclusive content.
Source: CNET

Moonlit Photographs of Detroit's Resilience

These mom-and-pop stores have persisted even as the Motor City has declined.
Source: Wired

YouTube woos brands with its new Creative Suite of ad tools

YouTube hopes a new set of creative tools will help it win back advertisers who may have grown disenchanted with the video network due to its ongoing content scandals. The company announced this morning a suite of tools that will allow brands and agencies to test ads, target specific audiences with customized versions of the same ad, and tell stories over a series of ads.

One new tool, Video Experiments, offers AdWords advertisers a way to test video ads on YouTube’s site, as an alternative to using focus groups to determine the impact of creative on metrics brands care about like awareness or purchase intent.

The service, which launches in beta later this month, will allow marketers to shift funds usually put towards those focus groups and their “simulated ad environments,” to real ad environments.

The ads will run in cleanly segmented experiments on YouTube at no extra cost beyond the media investment, the company says, and turn around results in as little as three days’ time.

The idea here is to allow brands to test their video ad campaigns before committing the funds to roll them out more broadly – something that could help them to tweak the creative material, or even pull back on an ad rollout that could have ended up being a total misfire that draws consumer backlash.

That’s a critical factor to consider in today’s social media landscape, where one bad ad can spread virally beyond just those who directly watched it, leading to negative consumer sentiment and even brand boycotts.

Another new tool, Director Mix, was already announced last year, and is now being tested by brands like Kellogg’s in an alpha phase, ahead of its general availability.

This tool lets advertisers create many versions of their same ad using swappable elements. They can customize the text, while using the existing images, sound and videos across a variety of ads. These ads can be far more personalized to YouTube viewers, as a result.

For example, in a test with Campbell’s Soup, bumper ads appeared for those watching “Orange is the New Black” clips that said “does your cooking make prison food seem good? We’ve got a soup for that.” But the same ad customized for Beyoncé’s “Single Ladies” instead included the line “Dinner for One?”

McDonald’s had also used Director Mix in the past to create 77 pieces of content from one ad.

Related to this, a tool for Video Ad Sequencing, also in alpha, lets brands spread their story over a series of ads. The idea here is that YouTube viewers could actually follow along with a narrative of sorts, or just see a longer story told over several ads.

Ubisoft tested this to promote “Assassin’s Creed Origins,” which showed several different elements of the game’s trailer over different ads. 20th Century Fox is also now using this tool, along with experimentation.

YouTube didn’t offer an update as to when Director Mix or sequencing were exiting alpha or launching more broadly, however.

In terms of better understanding how ads are working with different groups of viewers, YouTube says it’s adding audience segmentation to retention reports. Later this year, it will also allow advertisers to annotate different parts of their video – for example, the part where the brand’s logo displays or a shot of the product – so they can then see what percentage of the audience saw those key moments.

Combined, this set of tools aim to give video advertisers a reason to continue spending on YouTube at a time when brands may have become hesitant to invest due to YouTube’s inability to properly police the billions of hours of content on its site.

While that’s clearly a hard problem to solve at YouTube’s scale, the fallout has been seriously damaging. Brands have found their ads displaying against extremist content, white nationalist channels, and other obscenities. And some even suspended advertising on YouTube entirely, at times.

Meanwhile, YouTube is facing increasing threats from Facebook, which has rolled out a video hub called Watch. Facebook is directly investing in video from news publishers, and has just launched a creative gameshow platform to capitalize on the interactive video craze. Facebook-owned Instagram, too, is preparing to roll out longer-form video in a new hub on its network, as soon as today.

Despite Facebook’s threat, YouTube is still a massive network for advertisers to consider with its 1.9 billion monthly users, and a shift in how people – particularly younger users – watch video content. A generation of viewers is growing up without linear TV, and is instead during to video networks and streaming services for entertainment.

Though some of YouTube’s tools have already been in testing, YouTube is today positioning the combination of resources as its “Creative Suite” with this more formal introduction.


Source: TechCrunch

Watch live: Instagram reportedly launching longer video, Discover-like hub – CNET

The Facebook-owned photo service is expected to make the announcements at an event in San Francisco.
Source: CNET

Atari VCS campaign almost at $3 million, adds 'Tribute Edition' option – CNET

How do you sell more of a limited edition? Remove the numbering.
Source: CNET

AMC channels MoviePass, adds $20 monthly movie ticket plan – CNET

The movie chain’s new Stubs A-List is a lot more expensive than MoviePass but has some premium perks for AMC moviegoers.
Source: CNET

Chan Zuckerberg Initiative hires to donate tech, not just money

A cell atlas. AI that reads science papers. Personalized learning software. Mark Zuckerberg and Priscilla Chan’s $45 billion philanthropy organization wants to build technology that can do good at scale rather than just trying to drown problems in cash. Now 2.5 years after its launch, CZI has finally filled out its tech leadership team.

Today CZI announced the hire of Jonathan Goldman as its head of Data. He was formerly the Director of Data Science and Analytics at Intuit after selling it his startup Level Up Analytics. Before that he picked up a PhD in Physics at Stanford, and he’s on the Khan Academy board. Phil Smoot has been named CZI’s head of engineering. He was the VP of eng for Microsoft OneDrive and SharePoint, and previously worked on Hotmail and Outlook.

CZI’s tech leadership team with its founders (from left): Sandra Liu Huang, Phil Smoot, Jonathan Goldman, Priscilla Chan, Mark Zuckerberg

Together with CZI’s head of product Sandra Liu Huang who’d been acting as its interim head of technology, they’ll be tackling massive technology products that could improve medicine, research, and education. Critics have asked whether the Zuckerberg family philanthropy has brought its money to issues that might be more complex than just needing funding. But tech is what Zuckerberg does, and Chan’s experience as a doctor and teacher could focus their impact where its most critical.

When asked about the challenges Goldman and Smoot would tackle, a CZI spokesperson told me “Figuring out how to create a strong technical culture within philanthropy, which hasn’t really been done before. Also keeping ourselves rigorous in how we approach the work even though there aren’t conventional market indicators.”

For example, its data coordination platform for the Human Cell Atlas could help doctors map out our biology in a new level of detail that could help fight disease. The Meta tool uses AI to analyze and prioritize research papers so scientists don’t miss out on important new findings. CZI is also supporting the Summit Learning Platform, a tool for teachers to personalize their instruction for students with different learning styles, from those that excel from solo reading to those who prefer group projects.

“We’re putting engineers, data scientists and product managers side by side with bench scientists, educators and policy advocates. Translating these different languages can be challenging at times, but we all know the breakthroughs that come out of these efforts will be well worth it” a spokesperson concluded.


Source: TechCrunch

Loupedeck+ brings improved hardware controls to Lightroom — and Luminar

The new Loupedeck+ builds on the original with mechanical keys, new customization options, and support for Skylum Luminar, taking the hardware control console beyond Lightroom for the first time.

The post Loupedeck+ brings improved hardware controls to Lightroom — and Luminar appeared first on Digital Trends.


Source: Digital trends

TP-Link’s new Deco M9 Plus Mesh router is also a smart home hub

TP-Link’s newest mesh router provides fast internet connections to more than 100 devices throughout your home, and can serve as a smart home hub for all of your connected devices. Meet the Deco M9 Plus Mesh Wi-Fi System

The post TP-Link’s new Deco M9 Plus Mesh router is also a smart home hub appeared first on Digital Trends.


Source: Digital trends

Sennheiser CX Sport Review: Can’t Shake ’Em

Senny’s latest buds lack bass but stay put during the most strenuous workouts.
Source: Wired

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