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By Rachyl Jones

Start a publication? In this economy? These media moguls say there is enough need for something new and unique.

Semafor, an online publication covering a range of topics from climate change to technology, launched today (Oct. 18). Created by former New York Times columnist and Buzzfeed editor Ben Smith and Bloomberg Media ex-CEO Justin Smith (who are not related), Semafor seeks to combat news bias and misinformation by sectioning out different viewpoints in its articles.

Of all times to start a publication, the present news economy isn’t favorable. Inflation is at its highest 12-month point in decades. Publications are “ferociously” competing for eyeballs and advertising dollars, said Craig Huber, media analyst at Huber Research Partners, a media research firm. Smith and Smith are in some sense leaving the cushion of legacy media for the Wild West of a startup—not to say the New York Times and Bloomberg haven’t had their own struggles in the market, but they are still more secure than a startup. The question of Semafor’s success relies upon if audiences will buy into its alternate news sharing model enough to appeal to advertisers in a tumultuous market.

“Semafor’s mission is to address the very real consumer frustrations of today, including trust in news, bias and polarization,” said a Semafor spokesperson. “Brands and clients are also looking for opportunities to solve these issues.”

The demand for clear, unbiased information exists, because media outlets haven’t been supplying it, even the New York Times, said Luis Cabral, economics professor at New York University. At the same time, there’s a creeping shakeout in digital media, where a fraction of players will drop out, as they have from the newspaper industry over the last two decades, he said.  From an economics standpoint, “It’s not the right moment [to start a business]. It’s an extremely risky proposition,” he said.

The startup will finance itself with ads and sponsorships, and it will offer subscriptions in the future, said Rachel Oppenheim, chief revenue officer. Semafor says it has eight corporate partners. The site currently displays ads from four companies, including Mastercard and Verizon.

There’s still money out there in advertising, and digital advertising is holding up better than other segments, said Brian Wieser, a business executive at GroupM, a media investment group. Digital advertising grew by 30 percent last year alone. When a startup first launches, advertising partners can often come from preexisting relationships, he said. And startups don’t actually need too many advertisers to start successfully.

Semafor isn’t going to be a huge company its first year, and it isn’t actually relevant how the broader industry is doing, he said. Starting a business in a downturn could actually benefit Semafor, because its competitors have likely “taken the foot off the gas,” he said. “It’s corporate habit.”

Feature Image Credit: Semafor’s homepage Semafor

By Rachyl Jones

Sourced from OBSERVER

 

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Wondering whether your YouTube shorts, remixes, or videos are working for you? Having trouble finding the YouTube analytics you need?

In this article, you’ll learn how to analyse all types of YouTube content.

YouTube Studio Analytics: What’s New for 2022?

In May 2022, YouTube announced a series of new analytics features and a complete redesign of the platform’s channel-level analytics. These new Youtube metrics features began rolling out in the first half of 2022. As of September 2022, all channels should have access to them in YouTube Studio.

According to YouTube’s Creator Insider channel, the changes largely came about because of the growing popularity of Shorts with YouTube viewers. With the redesigned YouTube Studio analytics, creators can more easily differentiate shorts from other channel content and glean more useful insights.

Although YouTube Studio has released several new features and redesigned existing options, the platform hasn’t removed any analytics. That means you can still find all of the data you’re accustomed to reviewing in YouTube Studio, as long as you know where to look for it in your YouTube account.

#1: Channel-Level Content Analytics

You can find the biggest update to YouTube Studio analytics at the channel level. In the past, when you opened YouTube Studio and selected Analytics from the left-hand menu, you would have seen Reach and Engagement tabs to the right of the Overview tab.

The Reach and Engagement tabs no longer appear in YouTube Studio’s channel-level analytics. In their place, the Content tab is your destination for all reach and engagement metrics related to the content you’ve published.

YouTube Studio automatically customizes the Content tab for your channel analytics based on the type of content you publish. If you stick to long-form content, for example, you’ll only see the Videos chip at the top of the tab. But if you publish shorts, livestreams, or community posts, relevant chips will appear in your account. Let’s take a look at the available metrics.

All-Content Metrics

Select the All chip on the Content tab to see an overview of all your channel’s content and compare results from different types of content. To find out which type of content is getting the most traction, take a look at the Views panel.

Here, you can see a tally of all the views your channel has generated, broken down by content type. Between the bar graph and the percentage breakdown, you can easily pinpoint the most popular type of content for your channel.

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Sourced from SocialMedia Examiner

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The ad sector is set to score a much-needed goal this winter with the Qatar World Cup driving up advertising spend.

According to new data from the Advertising Association (AA), ad spend for the final quarter is set to climb by 4.5 per cent from last year’s record high, to a total of £9.5bn. This would also set a new record level of investment during the festive period.

Although the advertising trade body said linear TV advertising spend is expected to remain flat during the quarter at £1.7bn, it reckons the biggest winners will be video-on-demand services, like Amazon Video or ITV Hub, which are set to rise ahead of the wider market, with expected growth of 4.2 per cent.

Liz Duff, head of commercial and operations at London-based media planning firm Total Media, said it was no surprise that spending was on the up as brands enter “unfamiliar territory” of a Christmas World Cup.

“Some major brands tend to spend less in Q4, but there are new opportunities to advertise, so they are running campaigns to ensure brand awareness and continue brand loyalty as we enter a recession and economic uncertainty in 2023,” she told City A.M.

Analysts at UBS said that ITV in particular has an “upside risk” from the football tournament, citing broadcasters’ deteriorating ad market share but ripe opportunity for eyeballs with international matches.

Overall the report, which collects revenue data directly from media owners, has forecasted that the value of the UK’s advertising market will grow by 9.2 per cent in 2022, to a total of £34.9bn.

World Advertising Research Center (WARC), which co-wrote the report with AA, explained that this near 10 per cent climb would be “impressive” given the “deteriorating economic backdrop” that has dominated much of the narrative in 2022.

Feature Image Credit: Christopher Pike/Getty Images for Supreme Committee 2022

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Sourced from CITY A.M.

By Evan Nesterak

In his new book, How to Stay Smart in a Smart World, Gerd Gigerenzer takes a clear-eyed look at how we’re using technology to make decisions—its capabilities and limits.

“Should we simply lean back and relax while software makes our personal decisions?” he asks. “Definitely not.”

Gigerenzer, a psychologist who directs the Harding Center for Risk Literacy at the Max Planck Institute for Human Development in Berlin, has spent his five-decade career studying decision-making. In How to Stay Smart, he takes aim at two opposing camps who share the same assumption—that algorithms know better than humans. There’s the tech-savior camp, who claim we are on an inevitable path toward algorithmic superiority and that’s a good thing; only technology can save us from our feeble-minded selves. And then there are those in the doomsday camp, who claim it’s only a matter of time before an artificial superintelligence wipes us out.

The task Gigerenzer sets out for himself is to articulate why their shared assumption is flawed—there are times when algorithms will perform better than humans and times when they won’t. And these differences matter for how we think about and behave in our relationship with technology.

Gigerenzer shows that a deeper understanding of what algorithms do and how they’re being deployed can save us from the whiplash between reverence and resignation. The outcome of this understanding, Gigerenzer hopes, is the realization that we have a choice. That we need not blindly trust or fear the algorithms but can “stay smart” even as technology advances.

Gigerenzer shows that a deeper understanding of what algorithms do and how they’re being deployed can save us from the whiplash between reverence and resignation.

“Staying smart does not mean obliviously trusting technology, nor does it mean anxiously mistrusting it,” he writes. “Instead, it is about understanding what AI can do and what remains the fancy of marketing hype and techno-religious faiths. It is also about one’s personal strength to control a device rather than being remote-controlled by it.”

How to Stay Smart covers a lot of terrain. From dating algorithms that promise love to mass surveillance that promises protection to the limits of algorithms in an unstable world, as well as the psychology of social media. Throughout, Gigerenzer connects these topics to discussions about human freedom and dignity and reminds us what’s at stake if we give up our personal control. The book, he writes, is “a passionate call to keep the hard-fought legacies of personal liberty and democracy alive.”

This summer I had a chance to speak with Gigerenzer about his new book over video call. He joined from his summer cottage in Germany, I from my office in Prague. In our conversation, we focused on the consequences of the internet’s original sin, mass surveillance, social credit scores, and why what we’re experiencing is less like 1984 than something B. F. Skinner might have dreamed up. We also touch on why understanding what algorithms can and cannot do might help us find the courage to stay smart and stay in control.

Our conversation has been edited for clarity and length.

Click HERE to read remainder of the article.

By Evan Nesterak

Evan Nesterak is the co-founder and editor-in-chief of the Behavioral Scientist.

Sourced from BEHAVIORAL Scientist

 

 

By Ali Azhar

Data mining tools can collect and analyse data in much the same way a human can, but much faster. Learn what data mining is, how it works and how to use it effectively.

Data mining is an important big data management strategy that is gaining steam, especially as organizations realize how many patterns and problems data mining operations can detect across their data sets. In this guide, learn what data mining is, how it operates and why it might be the next data management strategy you need to incorporate into your business.

Jump to:

What is data mining?

Data mining is used to identify patterns, correlations and anomalies in large data sets for data analysis. This helps turn raw data into actionable information to make informed business decisions, predict outcomes and develop business strategies.

Although the term “data mining” wasn’t coined until the 1990s, data mining techniques were used long before that. As the quality and complexity of data increased, software applications were used for data mining. The potential of data mining continues to increase with technological advancements in computing power and the enormous potential of big data.

Benefits of data mining

Data mining helps organizations analyse a large amount of data, deriving useful insights that allow an organization to become more efficient or profitable. With increases in data complexity and the volumes of data that are available to an organization, data mining provides a semi-automated way to process large data sets.

SEE: Data governance checklist for your organization (TechRepublic Premium)

An organization can make informed decisions and improve its strategic planning by uncovering data patterns, data anomalies and data correlations. Business executives can also use data mining to reduce legal, financial, cybersecurity and other types of risks to the organization.

How data mining operates

Data mining works by exploring and analysing large volumes of data to derive meaningful trends, relationships and patterns. Data mining software solutions are versatile tools that can be used for different objectives and functions like fraud detection, customer sentiment analysis and credit risk management.

Although data mining can be used in various ways, the process includes a few common steps. The first step is to gather and load the data. This step is followed by preparing the data through methods such as data cleansing or data transformation.

Once the data is prepared, it is ready to be mined. Computer applications with data mining algorithms are most frequently used to perform data mining. From there, data mining results are often translated into visual or statistical representations for further analysis.

Different types of data mining

There are several types of data mining techniques that businesses can apply to their big data. The right data mining technique to use depends on several factors, including the type of data and the objective of the data mining project. Here are some of the most common types of data mining:

Affinity grouping

Data elements that share the same characteristics are grouped. For example, customers that have the same buyer intent, interests or goals can be grouped. This type of data mining is also known as clustering.

Regression

Predicting data values based on a set of variables. This type of data mining is often used to find relationships between data sets.

Neural networks

Computing systems that are inspired by biological neural networks, such as the human brain. The algorithms in neural networks are useful for recognizing complex patterns in data.

Association rule

Association rules are established to determine the relationship between data elements. This includes determining co-occurrences and patterns in data.

Data mining examples

Telecommunications and media

Several industries use data mining, including the telecom and media industries, where it is often used to analyse consumer data. These companies use data mining to map customer behaviour and run highly targeted marketing campaigns.

Insurance

Similarly, data mining is commonly used in the insurance industry, where it helps companies solve complex problems related to compliance, customer attrition and risk management. Health insurance companies use data mining to map the patient’s medical history, examination results and treatment patterns. This helps them develop and execute an efficient health resource management strategy.

Manufacturing

Data mining is also used in the manufacturing industry to align supply chains with sales forecasts and for early detection of future problems. Through data mining, manufacturers are able to anticipate maintenance and predict the depreciation of production assets.

Banking

Finally, the banking industry uses data mining algorithms to detect fraud and other anomalies in their data. Data mining helps banks and other financial institutions achieve optimum ROI on marketing investments, meet compliance requirements and have a better view of market risks.

Top 3 GRC Solutions

1Domo

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Build a modern business, driven by data. Connect to any data source to bring your data together into one unified view, then make analytics available to drive insight-based actions—all while maintaining security and control. Domo serves enterprise customers in all industries looking to manage their entire organization from a single platform.

Learn more about Domo

2RSA

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RSA Archer removes silos from the risk management process so that all efforts are streamlined and the information is accurate, consolidated, and comprehensive. The platform’s configurability enables users to quickly make changes with no coding or database development required. Archer was named a Leader in Gartner’s 2020 Magic Quadrant for IT risk management and IT vendor risk management tools. Additionally, Forrester named it a Contender in its Q1 2020 GRC Wave.

Learn more about RSA

3LogicManager

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LogicManager’s GRC solution has specific use cases across financial services, education, government, healthcare, retail, and technology industries, among others. Like other competitive GRC solutions, it speeds the process of aggregating and mining data, building reports, and managing files. LogicManager is lauded for its user experience and technical training and was named a Challenger in Gartner’s 2020 Magic Quadrant for IT risk management. Forrester named it a Leader in its Q1 2020 GRC Wave.

Learn more about LogicManager

Feature Image Credit: ZinetroN/Adobe Stock

By Ali Azhar

Ali is a professional writer with diverse experience in content writing, technical writing, social media posts, SEO/SEM website optimization, and other types of projects. Ali has a background in engineering, allowing him to use his analytical skills and attention to detail for his writing projects.

Sourced from TechRepublic

By Dirk Petzold

Available for use in Adobe InDesign, this easy-to-use resume/cv template provides a professional look.

Applying made easy—with this professional resume/curriculum vitae template you will have a good chance to get the job of your dreams. Created by freelance graphic designer, illustrator, and Adobe Stock contributor @Roverto Castillo, this Adobe InDesign is based on the standard size of A4. It consists of a cover letter and a resume page. Every section is fully editable. You can also add as many pages as you want. Customizing the pages is quite easy—with just a few clicks, you can add your own content to the predesigned layout. Based on a modern and simple design, this resume/cv template is the perfect solution to showcase your personality and skills in style. The layout consists of various, well-ordered subject areas.

Please note that this customizable resume/cv template requires Adobe InDesign. You can get the latest version from the Adobe Creative Cloud website—just take a look here. For those who want to learn more about this professional Adobe InDesign template, feel free to click on the following link. Using this template, you will definitely stand out from the crowd of competitors.

Download a professional resume and curriculum vitae template for Adobe InDesign
You can download this professional resume/curriculum vitae template for Adobe InDesign here. By the way, with an Adobe Stock trial subscription, you can download this high-quality InDesign file for free.

 

Do not hesitate to find more trending graphic design templates on WE AND THE COLOR. The category includes plenty of useful graphic stock material for different needs such as logos, patterns, countless vector files, or PSD mockups. For creative inspiration, we recommend having a look at our extensive Graphic Design category.

By Dirk Petzold

Sourced from WATC

Sourced from Forbes

When a company partners with an agency, leaders working on marketing typically have ideas about what they think their business needs. If the business sells directly to customers or clients, for example, its leaders know a strong inbound strategy is key. Often, a company will opt to handle certain inbound marketing tactics in-house, leaning on agency partners to help integrate both their efforts into a more comprehensive strategy.

After a client contracts with an agency to help define and shape the strategy for nurturing prospects’ journey through the funnel, it sometimes becomes clearer how invaluable their agency partners’ expertise in the inbound process really is, and the client starts wondering about other ways they could leverage the partnership. Here, 16 members of Forbes Agency Council share specific parts of the inbound marketing process that their clients frequently need more help with than they realized at first, and why this is the case.

1. Content Strategy

Companies often focus on turning out content and don’t do enough to make sure it is the right content for the right audience. Any inbound campaign will generate leads, but how you convert the leads to a purchase is key. This requires programmatic structure, strategy and content, identifying buyer personas and key performance indicators to nurture leads with content through the pipeline to purchase. – Maria Orozova, MODintelechy

2. A Social Media Presence For Marketing

The pressures of owning and operating a business are immense. Operational and service challenges aside, building a presence on social media for marketing is even more challenging. Those who approach social media as a side marketing effort to maintain relevance find little returns. Companies must invest the time, money and energy into a balanced marketing effort—including social media—to succeed. – Cagan Sean Yuksel, Dream Space

3. Audience Research

Usually, the understanding of the audience is based on anecdotes from leaders. Rarely is it rigorously researched and backed by reliable data. Everything flows from understanding target audiences. Spend time and money conducting both quantitative and qualitative research. It will make all of your inbound marketing more effective. – Gyi Tsakalakis, AttorneySync & EPL Digital

4. A Clear Messaging Framework

Too often, organizations jump into tactics before they have a clear understanding of their strategy. A great communications program is built on a foundation of a clearly defined objective, a targeted audience and a strong message that aligns your audience with your objective. Taking time to answer the basic questions and hone the messaging framework at the outset makes the tactics easier to execute. – Nathan Miller, Miller Ink, Inc.

5. Content Creation

Content creation is often one of the most difficult things for companies to execute. We often think, “How hard can it be to write such and such?” The reality is that good content is difficult to execute consistently and frequently. Writer’s block is a real problem for those who don’t do it regularly, and sometimes for those who do it professionally. Save yourself some frustration and outsource your content. – Jason Wilson, Strategy, LLC

6. Effective Copywriting

Many companies drastically underestimate their copywriting needs for organic search, product detail pages, marketplaces and other marketing channels. Companies love the low-cost traffic that SEO brings, but often think it’s a one-and-done project, or think it can be pulsed on and off. It’s a workstream, and many brands only have one copywriter on staff to address all copy needs across their business. – Antonella Pisani, Eyeful Media

7. The Call To Action

There’s a lot to be said around the importance of the offer/call to action when creating inbound marketing content. After a prospect has read your blog post or article, an effective CTA will move them further down the funnel (whether that’s to a sign-up form or an e-book download). Your CTA should be benefit-driven, action-oriented and tested regularly to optimize conversions. – Erik Koenig, SeQuel Response

8. Blog Production

Blogs remain a direct, effective tool for inbound traffic. But we often underestimate the strategy, TLC and even outsourcing they require to generate the desired return on investment. Before launching your blog, write down actionable goals, a distinct purpose and a deployment plan. Cover your bases on a topic bank, publishing frequency, audience, tone and delivery, writing and editing roles, SEO, and analytics. – Samantha Reynolds, ECHO Storytelling Agency

9. Thought Leadership

Thought leadership is the one area where companies seeking inbound marketing results need the most help. Mainly, this is due to their concern of giving away a competitive edge. Their concern is misplaced—being a great resource is its own competitive advantage. Your potential customers need help, and thought leadership is the best way to provide it. – Roger Hurni, Off Madison Ave

10. A Newsworthy Angle For PR

Coming up with your own newsworthy angle isn’t easy. Before they get in contact with me, so many entrepreneurs have tried to do their own PR and have failed because they haven’t identified a strong media hook about themselves. Everyone has their own unique story, and PR is all about bringing this story out of each individual and making sure it’s conveyed in a newsworthy manner. – Adrian Falk, Believe Advertising & PR

11. Personalized Landing Pages For Influencer Marketing

Influencer marketing is an incredibly effective way to drive inbound traffic to a brand’s website. A key part of the strategy is ensuring the destination you’re driving followers to is fully optimized for the desired action. Personalization of a landing page and clear calls to action may seem like table stakes, but companies often need a greater level of counsel to achieve success in this area. – Cooper Munroe, The Motherhood Inc.

12. Unique Brand Creatives

A brand always needs to invest in creativity, as the rest of any inbound marketing layers are purely process-oriented. Anything that is process-specific can be iterated quickly, except creativity. If your content lacks creative charm and fails to connect with customers, the rest of the inbound marketing process cannot rescue your brand from an apparent failure. – Candice Georgiadis, Digital Day

13. Search Engine Optimization

SEO is an incredibly integral part of discovery for many brands. It is not a set-it-and-forget-it project, as search engines are constantly retooling and revising the algorithms that determine search engine results. SEO requires knowledgeable and dedicated technicians who regularly adjust and integrate the latest best practices for optimal SEO success. – Jonathan Schwartz, Bullseye Strategy

14. Analysis Of Funnel Stages Where Leads Drop

The most common thing in inbound is that leads drop at a specific funnel stage where companies need more help than they realize. Finding out the actual reasons for leads dropping is not very easy, as it takes a lot of time to understand the user behavior. Even after doing everything correctly and by the book, when the leads drop, businesses realize that they actually need help with it. – Ajay Prasad, GMR Web Team

15. Conversion Rate Optimization

One area that applies to almost every inbound effort that is usually overlooked is conversion rate optimization. How many site visitors are converting into leads? How many blog readers are subscribing? Beyond this, CRO helps uncover the friction points through most inbound processes. CRO helps brands focus on what will move the needle. – Bernard May, National Positions

16. A Cohesive Web Profile Across Platforms

Creating a cohesive Web profile across various platforms is essential for a presence deemed trustworthy by search engines such as Google or Bing. A revamped SEO strategy should account for social media profiles and Web content, including service pages and blogs. In addition to presenting a unified brand experience to consumers, your organization will also be ranked better on SERPs. – Evan Nison, NisonCo

Sourced from Forbes

By Romain Dillet

Meet Omneky, a startup that leverages OpenAI’s DALLE-2 and GPT-3 models to generate visuals and text that can be used in ads for social platforms.

The company wants to make online ads both cheaper and more effective thanks to recent innovations in artificial intelligence and computer vision. Omneky is participating in Startup Battlefield at TechCrunch Disrupt 2022.

While many fields have been automated in one way or another, creating ads is still mostly a manual process. It takes a lot of back and forth between a creative team and the person in charge of running online ad campaigns.

Even when you manage to reach a final design, the new ads might not perform as well as expected. You often have to go back to the drawing board to iterate and create more ads.

Omneky aims to simplify all those steps. It starts with a nice software-as-a-service platform that centralizes all things related to your online advertising strategy.

After connecting Omneky with your accounts on Facebook, Google, LinkedIn and Snapchat, the platform pulls performance data from your past advertising campaigns. From this analytics dashboard, you can see how much you’re spending, how many clicks you’re getting, the average cost per click and more.

But it gets more interesting once you start diving a bit deeper. Omneky lists your top-performing and worst-performing images and text used in your ads. Customers can click on individual ads to see more details.

Omneky automatically adds tags to each ad using computer vision and text analysis. The result is a dashboard with useful insights, such as the dominant color you should use, the optimal number of people in the ad and some keywords that work well in the tagline.

This data will be used to generate new ads. Customers write a prompt and generate new visuals using DALLE-2. Omneky also helps you with those prompts as it also uses GPT-3 to generate prompts based on top-performing keywords from past campaigns.

Customers then get dozens of different AI-generated images that can be used in online ads. Similarly, Omneky can generate ad copy for the text portion of your ads.

If you have a strong brand identity, Omneky can take this into account. On the platform, customers can upload digital assets and historical ads so that the platform acts as the central repository.

“Customers can upload the brand guidelines, the font, the logo. All of this is integrated into our AI to generate content that is on brand,” Omneky founder and CEO Hikari Senju told me in a call before TechCrunch Disrupt.

Image Credits: Omneky

Of course, some images and text don’t work well for one reason or another. That’s why Omneky doesn’t run any ad campaign without the customer’s approval. Team members can add comments, provide feedback and request approval from the platform directly.

As soon as customers approve a new ad, it is automatically uploaded and displayed on social platforms — Facebook, Google, LinkedIn and Snapchat.

After that, you are back to square one. You can track the performance of your new ads from the analytics dashboard, iterate and improve your ad performance.

The company charges a subscription fee that varies depending on the number of integrations with social platforms that you want to use. Omneky’s long-term vision expands beyond advertising.

There’s a lot of data involved with online ads, that’s why it’s easy to automate some of the steps needed to run an online ad campaign. But the startup thinks it could apply the same methodology to other products, such as AI-generated landing pages.

If you extrapolate even more, it’s clear that AI-generated content will cause a revolution in the martech and adtech industries — and Omneky plans to participate in that revolution.

Feature Image Credit: Omneky

By Romain Dillet

Sourced from TechCrunch

By Nick Barthram

The antidote to a lack of audience attention isn’t being quicker, it’s being interesting. Despite being bombarded with ads, clickbait, and 15-second viral videos, when creating a brand story, quicker isn’t better, better is better. The truth is, humanity isn’t changing as fast as the algorithms would have us believe. We still crave nuance, a good story, and a meaningful experience. And that’s what your brand needs to deliver if it wants any chance of making a difference.

It’s no secret that people are struggling with reduced attention spans as they are bombarded by a cacophony of information. Everything else is becoming quicker and ‘snackable’ to fit into people’s fragmented lives: TikTok’s short-form meteoric rise is mirrored in some mainstream TV programming running in 15-minute episodes and a cultural shift from ‘experiences’ to ‘moments’. Even my local supermarket is in on it, selling ‘speedy sausages’ so you can spend less time cooking and more time scrolling.

For those of us involved in the brand-building business, this is turning into consistent recommendations from media agencies to only use 6 seconds or 15 seconds because “that’s all the audience has time for.” By this logic, it seems their antidote to the lack of attention is to be quick: Iknowyou’rereallybusybutlookatmyproductthanks.

But how can you be interesting in 6 seconds?

The thing is, human beings haven’t fundamentally changed in the last 50 years – I doubt we’ve changed much in thousands – and our attention is still captured by stories, by heroes and villains, by high stakes, by novel ideas, and by exciting discoveries. And for those of us who are not able to tell a story in a haiku or rival Hemingway’s famous six-word story, “For Sale: Baby shoes, never worn.“, that means being interesting means taking time.

What works for modern brand-building is taking the time to be interesting.

– Nick Barthram, Founder and Strategy Partner @ Firehaus

I was recently involved in a protracted argument with a media agency about including any ad longer than 15 seconds in a brand-building YouTube ads campaign. We eventually compromised with an A/B test. And guess what? The 60-second ad massively outperformed the 15-second one. So much so that if we had only used the 60-second ad, we would have tripled the time viewers spent with the brand after the YouTube skip button appeared. Click-through rates – while less important – were also better for the longer ads.

We were told, “Maybe it’s just a coincidence.” So, we tried it again on another campaign – not our creative this time – and lo and behold the longer format outperformed the shorter one. The chart below shows just how much more attention the longer formats were able to hold – if we had only shown the first 15 seconds of each, they would have still outperformed the carefully constructed shorter ads:

The recent ‘How it started vs. How it’s going’ trend on Marketing Twitter features people comparing famous old ads with their modern counterparts. It ignited a debate, and the defenders of the new cry that us dinosaurs championing the classics (I’m still in my thirties) have a failed understanding of modern media. Maybe some of the examples are a little too cherry-picked, but they’re missing the point – what works for modern media platforms is short content so that they can fit more ads in and make more dollars. What works for modern brand-building is taking the time to be interesting.

The irony is that most campaigns that win effectiveness awards (you know, the ones that worked) are all based around longer content. Recently, Cadburys and VCCP won the prestigious IPA Effectiveness Grand Prix with a campaign kickstarted by a brilliantly evocative and emotional story, delivered in 60 seconds.

Now that is how you do it right. The campaign was responsible for a 22% increase in sales equating to £261m over the three years it ran. It worked. Yes, there were 15-second cut-downs, there were activation ads with strong product messaging, and it wasn’t all down to one 60-second spot. But the point is, all of that was built out from the story. They didn’t start with a time limit and see what they could squeeze in.

As Howard Gossage said: “Nobody reads advertising. People read what interests them, and sometimes it’s an ad.” It was true back then and it’s true now. Give your brand time to be interesting, put resources behind being interesting, and people will reward you with their attention.

So, the next time you think about building your brand, give your brand more than 15 seconds to tell a story.

Feature Cover Image: Stanislav

By Nick Barthram

Nick Barthram is the Founder and Strategy Partner at Firehaus. Nick ensures everything is focused on business growth – rooted in evidence and insight. Having held marketing strategy and research roles in a number of agencies, he’s helped countless businesses find their purpose and embed it in their communications and behavior. He has driven growth for large brands such as Continental, Danone, and ITV, and helped scale others like ASOS, Zwift, and Cycliq.

Sourced from Bm

By Webb Wright

Whether it’s Meta, a MetaMask or the metaverse, here’s an explanation for many of the most commonly-used web3 terms.

Airdrop. In the crypto world, an airdrop is a free distribution of tokens or coins from a company directly into its users’ or members’ wallets.

Altcoins, or alts, are cryptocurrencies that are relatively new to the market and have relatively low valuations. A conjoining of the words ‘alternative’ and ‘coin,’ the term ‘altcoin’ initially was used to refer to any cryptocurrency that wasn’t Bitcoin.

Augmented reality (AR). A technology that combines elements of virtual reality (VR) with physical reality. In its current form, AR can be facilitated by devices worn over the eyes – such as glasses or goggles – or by a smartphone or computer screen. Pokémon Go is one common example of AR, because it blends virtual information with one’s physical environment.

Avatar. An avatar is a digital rendering of a human being or other entity in VR, a video game, the internet or another virtual space.

Bitcoin is at the time of writing the most valuable cryptocurrency in the world. It was also the world’s very first cryptocurrency, postulated by ‘Satoshi Nakamoto’ (which is typically presumed to be a pseudonym) in a now-famous white paper called ‘A Peer-to-Peer Electronic Cash System’ in 2008.

Blockchain. A ‘blockchain’ is a distributed digital ledger that’s used to record transactions. It’s an immutable database, which means that information can’t be tampered with or altered once it’s been recorded. If there’s an error in an entry, then a new, revised entry must be made, and both entries will subsequently be visible on the ledger.

The name comes from the fact that a blockchain stores data in ‘blocks,’ individual units that are linked, or ‘chained,’ together. New data is filed into blocks – and blocks are subsequently chained together – in chronological order, so a blockchain becomes longer and longer as more information is added to it. Each new piece of information is also assigned a timestamp, which makes it easy for users to find out exactly when it was linked to the database. The transparency and immutability of the blockchain makes it a very reliable and trustworthy business resource both for individuals and companies.

Block. A block, the constituent element of a blockchain, is an individual unit in which data is stored.

A bridge, in a web3 context, is a protocol which links blockchain systems together, allowing users from one system to send assets and information to another.

To burn an NFT is effectively to send it into oblivion, the closest thing to destroying it completely. Nothing that’s been coded on the blockchain can be deleted, so anyone who wants to delete (burn) an NFT has to send it to a smart contract that nobody can access.

Centralized system. This is a system that is controlled and organized according to a rigid hierarchical structure. In such a system, power and decision-making authority is concentrated in the hands of a relatively small number of individuals at the top of the hierarchy. Corporations, for example, are centralized systems.

A consensus mechanism is a system that validates transactions and encodes new information on a blockchain. The most common consensus mechanisms are Proof-of-Work (PoW) and Proof-of-Stake (PoS).

Cryptography. A word derived from the Greek ‘kryptos’ meaning ‘hidden’ – this is the process of using mathematics to encode and protect sensitive information from malicious actors.

A crypto winter is a period of steep decline within the cryptocurrency market, resulting in the loss of huge sums of money for some investors.

DAO. A Decentralized Autonomous Organization, colloquially referred to as a ‘DAO,’ is an organization that is controlled by its members and not subject to the authority of any single individual or entity. Unlike a traditional corporation or government, they are completely free of hierarchical, top-down structures. Its codes of conduct are recorded on a blockchain to ensure transparency and decentralization. Participation in a DAO is usually accessed through the acquisition of a digital token.

Dapp. A decentralized application, colloquially called a dapp, is an application constructed on the blockchain. Dapps function autonomously, according to the stipulations in smart contracts. Like any other application on your phone, dapps come with a user interface and are designed to provide some kind of practical utility.

A decentralized system is one that’s controlled in equal measure by each of its constituent parts. Blockchains – the technological framework for web3 – are decentralized, meaning that no single individual, corporation or other entity is able to exert a disproportionate degree of control over how they are constructed and run.

DeFi. Decentralized finance, or DeFi, refers to a financial system built upon the blockchain, and therefore fully distributed and not subject to any centralized authority, such as a bank, government agency or financial management firm.

Digital twin. This is a virtual rendering of a physical object. But a digital twin is more than a mere three-dimensional simulacrum – they’re designed, ideally, to be as dynamic and environment-dependent as the objects they’re imitating. For example, let’s say a team of engineers is making structural improvements to a bridge. They could design a simulation of that bridge, a simple 3D model, which would allow them to make basic measurements and study the overall structure. But that simulation wouldn’t be able to tell them much about how the wind, the traffic or any other number of more subtle environmental factors have been impacting the integrity of the bridge. To study those processes, they might distribute sensors over the bridge in order to create a digital twin. This would allow the team to create a much more informative model.

Ethereum is a decentralized blockchain network built by Vitalik Buterin in 2015. The open-source network is home to its native cryptocurrency, also called Ethereum but more commonly known simply as Ether or ETH (there’s some debate about whether it’s pronounced ‘eth’ or ‘eeth’). The Ethereum platform also gave rise to smart contracts – a subject we’ll dive into another week. As of March, ETH is the second most-valuable cryptocurrency in the world, after Bitcoin.

Extended reality. Also commonly referred to as ‘XR,’ extended reality is a category of multiple technologies – including VR, AR and mixed reality (MR) – which, in various ways, blend virtual worlds with physical reality.

Fiat money. Not to be confused with the car brand, fiat money is a term used to refer to any kind of currency that has been declared legal tender by a government body. (The declaration itself is often called a fiat.) Fiat money isn’t backed by any intrinsically valuable commodity, such as precious metals like gold and silver. Instead, the value of fiat money is determined by the fluctuations of supply and demand. Paper money, like the US dollar, is fiat money.

Fiat money is subject to an economic force called ‘variable supply,’ which means the governing body that issued the fiat can control its value by tweaking a variety of levers, such as the adjustment of interest rates. Cryptocurrency, which is not subject to the authority of any centralized authority, is often positioned as the opposite of fiat money.

Floor price” refers to the lowest price for which a product or service can sell at an auction. This is a common phrase to encounter on NFT auction platforms, such as OpenSea.

Fungibility. A term used in economics to refer to a commodity that is precisely equal in value and therefore exchangeable with other identical versions of that same commodity. A $1 bill, for example, is fungible, because it can be exchanged for any other $1 bill – they have the same value and therefore, for all intents and purposes, are identical.

Gas. In the context of web3, gas refers to a fee that’s required in order to execute a smart contract or transaction on Ethereum blockchain. Gas, which is often denominated in a very tiny fraction of an ETH called a WEI, is paid to node operators, AKA miners.

GM,” a common greeting on social media among web3 enthusiasts, means “good morning.”

Gwei. The smallest denomination of the cryptocurrency ETH is called Gwei. 1 ETH is worth 1bn Gwei.

HODL is a common acronym used in the crypto space, which stands for ‘hold on for dear life.’ It’s typically invoked at times when the crypto market is undergoing some dramatic fluctuations and investors are feeling nervous, as in: “Don’t sell just yet, the markets will recover and your investments will bounce back if you just HODL.”

Interoperability, in web3-speak, refers to the ability of multiple blockchains to cooperate and exchange information with one another, enabling virtual assets (such as non-fungible tokens [NFTs]), avatars and other pieces of code to move seamlessly from one platform to another.

IRL. Shorthand for ‘in real life,’ IRL is an acronym commonly used in the web3 space to describe a person, place, thing or event in physical – as opposed to virtual – reality.

Layer 1 (L1) blockchains are the foundations of multi-level blockchain frameworks. They can facilitate transactions without support from other blockchain networks. All layer 1 blockchains – including Bitcoin and Ethereum – offer their own native cryptocurrency as a means of accessing their networks.

Layer 2 (L2) blockchains are built on top of layer 1 blockchains, often enhancing the latter’s performance and expanding its accessibility. Polygon, for example, is a popular layer 2 blockchain that allows users to enjoy the benefits of using the Ethereum network without having to go through that network’s relatively slow transaction speed and costly fees.

Liquidity is a term used in economics to describe the degree to which an asset can be converted into either cash or some other asset.

A main network, or mainnet, is a finalized version of a blockchain that is fully developed and available for public use.

Meatspace refers to the physical world, ie the tangible counterpart to the virtual world of the metaverse. It may not be the most elegant of terms, but it’s been catching on among tech circles.

Meta. Facebook Inc changed its name to Meta (officially Meta Platforms Inc) as part of the company’s pivot toward the metaverse. There are many who mistakenly believe that the metaverse is a technology owned by Meta.

MetaMask is a software built for the Ethereum blockchain that functions as a crypto wallet.

Metaverse. ‘The metaverse’ is not synonymous with ‘web3.’ The former is the virtual landscape that’s accessible via VR technology, whereas the latter is a term that’s commonly used to describe the next evolutionary stage of the internet. ‘Web3’ is inclusive of blockchain, cryptocurrency, the metaverse and other emergent technologies.

Minting is a term used to describe the process of registering a digital asset on the blockchain, thereby turning it into a purchasable NFT. Once an NFT has been minted, given the nature of the blockchain it cannot be altered. Minting NFTs on the blockchain requires a vast amount of energy, which has led many to criticize the blockchain and its proponents.

Mixed reality, or MR, is a technology that, like AR, blends virtual and physical components. Unlike AR, however, MR allows the user to interact with virtual elements in more or less the same way that they would in the real world. Looking through an MR headset at your real, actual dining room table, for example, you might see a virtual potted plant sitting on top of it, which you can then pick up and put down, just as you could with a physical, tangible houseplant.

NFT. A non-fungible token, or NFT, is a collection of data stored on a blockchain that is non-interchangeable – in other words, it can’t be replicated into multiple copies of equal value in the same way that, say, US quarters can be replicated and exchanged with one another. (See definition for ‘fungible’ above.)

NGMI is a popular slang acronym in the NFT space, meaning ‘not gonna make it,’ and used to refer to a campaign or specific token that is unlikely to attain a high value. Its opposite, WGMI – ‘we’re gonna make it’ – is also commonly used.

Off-chain transactions do not take place on a blockchain network, but they can subsequently be incorporated into a blockchain. The parties to off-chain transactions must consent to use an intermediary third-party to validate the transaction. (Note: “Off-chain” can also refer to data that exists separately from the blockchain.)

On-chain transactions are executed, verified and recorded on a blockchain network. Once completed, the record of these transactions is viewable for all members of the associated blockchain network. (Note: “On-chain” can also refer to data that exists on the blockchain.)

P2P. Peer-to-peer, or P2P, is a term used to describe a network of individual computers exchanging information with one another without the oversight of a central server. Management of a P2P network is distributed among its constituent computers.

PAOP. A Proof of Attendance Protocol, or POAP, is a virtual token that serves as evidence – also commonly called a ‘badge’ – that an individual attended, either virtually or IRL, a particular event.

Private key, in crypto-speak, is an alphanumeric code that must be entered by a user in order to access one’s wallet or authorize an exchange of blockchain-based assets or currency.

Proof of Stake, or PoS, is a system for validating transactions and establishing new blocks in the blockchain. It’s a consensus-based mechanism, with each validator’s role in the process being directly proportional to the size of their stake in the cryptocurrency that’s involved in the transaction.

Proof of Work, or PoW, is another system for establishing consensus and building new blocks in the blockchain. A PoW mechanism requires each participant in a cryptographic process to submit proof that they have expended a certain amount of contributory computational effort.

Public key is an alphanumeric code that’s connected with a particular wallet. Analogous to a bank account number, a public key is a code that other users would input to send assets directly into your wallet.

Redpilled is a slang term used to describe a situation in which someone’s worldview – or their perspective on a specific issue – has undergone a sudden and dramatic shift. The phrase refers to the famous red pill from The Matrix film franchise, which basically symbolizes the decision to swallow a hard and uncomfortable truth about oneself or about the nature of reality.

Smart contracts are blockchain-based computer programs that are designed to automatically go into effect as soon as the parties privy to the contract have fulfilled their respective obligations. Once they’ve been coded and their terms have been agreed upon, they become fully automated, which negates the need for any facilitating third party. Because they’re built upon the blockchain, transactions made via smart contracts can be closely monitored – but can’t be tampered with after the fact – by the parties involved.

A test network, or testnet, is a blockchain where developers can test the functionality of new protocols, before activating them on a mainnet.

Tokenomics, a blending of the words ‘token’ and economics, is an umbrella term that refers to all of the various qualities of a virtual currency that can cause its market value to fluctuate.

TradFi is tongue-in-cheek shorthand that some in the crypto community use to refer to ‘traditional finance’ – basically the pre-DeFi paradigm of centralized financial authority, in which governments, banks and other institutions control and regulate currency.

Virtual reality (VR) is a technology that creates three-dimensional, immersive digital environments, wherein visitors can interact with other people (or rather, their avatars) and other elements of the environment. VR technology, though still in its infancy, has been advancing rapidly. Meta’s Oculus Quest headset is an example of a piece of hardware that can transport the wearer to VR worlds.

Wallet. A crypto wallet is an application that stores and protects the keys to blockchain-based assets and accounts. (See definitions for ‘private key’ and ‘public key’ above.)

By Webb Wright

Sourced from The Drum