MARKETING
FCC Republican excitedly endorses Trump’s crackdown on social media
Republican Brendan Carr of the Federal Communications Commission is cheering on President Trump’s attack on Big Tech this week. The commissioner also accused social media platforms of bias against the president and of trying to swing the 2020 presidential election.
Carr has supported Trump’s action in a series of tweets, in an official statement posted on the FCC website, and in interviews including one with Lou Dobbs on the Fox Business channel.
“This is really welcome news,” Carr told Dobbs. “Since the 2016 election, the far left has hopped from hoax to hoax to hoax to explain how it lost to President Trump at the ballot box. One thing they’ve done is look to social media platforms and they’ve put pressure on them for the crime, in their view, of staying neutral in the 2016 election and they’re committed to not letting those platforms stay neutral in the run-up to 2020. So this step by President Trump shines a light on some of that activity and tees up some steps that can be taken.”
@BrendanCarrFCC weighs in on today’s executive order: pic.twitter.com/nR2A1y0AeR
— The White House (@WhiteHouse) May 28, 2020
“Twitter made the decision to take on the president of the United States in a partisan, political debate and it did so in a really disingenuous way,” Carr added, saying that Trump was right to warn of voter fraud in mail-in ballots. In a tweet today, Carr accused Twitter of “punishing speakers based on whether it approves or disapproves of their politics.” He’s been making similar arguments for months.
“If they go after the president, who are they going after next?” Carr said in a separate interview about Twitter, also on Fox.
Chairman Ajit Pai takes measured tone
Carr’s enthusiasm for Trump’s executive order is significant because the FCC would be tasked with implementing part of it. Trump’s order calls on the FCC to “expeditiously propose regulations to clarify” Section 230 of the Communications Decency Act in order to limit social media platforms’ legal protections for hosting third-party content when the platforms take down content they consider objectionable.
The FCC’s power to do this is limited, as we explained in an in-depth article on Trump’s order today. And Carr may be alone among the five FCC commissioners in actually wanting to carry out Trump’s wishes. FCC Chairman Ajit Pai didn’t carry out Trump’s call in 2017 to revoke broadcast licenses from stations whose news coverage Trump disliked. Pai did question Twitter’s moderation decisions in a tweet today, but he is generally against imposing new regulations.
“This debate is an important one,” Pai said yesterday. “The Federal Communications Commission will carefully review any petition for rulemaking filed by the Department of Commerce.”
Republican Commissioner Michael O’Rielly wrote on Twitter that Trump “has [the] right to seek review of [the] statute’s application. As a conservative, I’m troubled voices are stifled by liberal tech leaders. At [the] same time, I’m extremely dedicated to First Amendment which governs much here.”
FCC Democrat Jessica Rosenworcel blasted Trump, saying, “an Executive Order that would turn the Federal Communications Commission into the President’s speech police is not the answer. It’s time for those in Washington to speak up for the First Amendment. History won’t be kind to silence.”
Even if the Pai-led FCC doesn’t do much in response to Trump’s order, Carr’s full-throated support for Trump could help him win the job of FCC chairman in 2021 if the president wins re-election. Pai wouldn’t have to step down, but FCC chairs traditionally end their terms after a presidential election even if the same party stays in power. If Trump wins a second term and Pai leaves the FCC, Trump could appoint Carr to be the chairman. Unlike nominations for people who aren’t yet on the commission, which require Senate approval, the president can promote a commissioner to chair unilaterally.
Carr says Facebook is trying to “tilt an election”
The White House Twitter account posted the video of Carr’s interview with Dobbs, and Carr retweeted that. In the interview, Carr criticized Facebook’s oversight board, saying, “If you were to hand-pick a group to tilt an election against the incumbent president, I don’t think it would look much different than the oversight board that Facebook has put together.” Carr previously called the Facebook board “your new speech police” in one of his many tweets about what he considers censorship on social media websites.
Dobbs was in full agreement with Carr. “It’s ridiculous some of the comments that have resulted from the Twitter folks trying to explain their idiotic attempts to limit the free speech of the president of the United States. It cannot be condoned rationally, can it?” Dobbs said. Dobbs also said that Trump “served notice, more than sufficient notice, that he was not going to be trifled with by Big Tech, pencil-neck geeks in the form of one [Twitter CEO] Jack Dorsey, who has tried to become his nemesis in Silicon Valley.”
Carr conflated free speech on Twitter with the First Amendment, despite the fact that the First Amendment only prevents government-imposed restrictions on free speech (not restrictions from private companies). “Every speaker in this country has a First Amendment right to free speech,” Carr said in the statement he issued on the FCC website. In the Fox interview with Dobbs, Carr continued:
Here’s what’s really important about the president’s executive order: Everybody has free speech, First Amendment rights. What’s different about these platforms is that Congress in the 1990s afforded them a very special and unique legal liability and protection that all other political actors don’t enjoy. That maybe made sense when you had the Prodigy messaging board that was in Congress’s mind. But flash-forward 20 years, these are now the largest, most powerful corporations when it comes to speech. So I think it’s entirely appropriate for the president to say, is it time to take another look at Section 230 and whether that makes sense, given where we are today.
Carr also accused social media websites of misleading the public about how they apply content moderation. “If you’re any other type of business and you represent to Congress and the public that you’re a neutral platform, and you engage in some of the conduct that we’re seeing, you’d be held liable for an unfair business practice at that point,” he said. Carr, who was the FCC’s general counsel before becoming a commissioner in 2017, said that he wants “a neutral application of terms of service to all Americans.”
While Carr supports Trump’s attempted crackdown on social-media websites, he has consistently fought against consumer-protection rules for broadband providers that the FCC regulates. When Carr voted to kill net neutrality rules, which prohibit ISPs from blocking, throttling, and paid prioritization, he said, “I am proud to help end this two-year experiment with heavy-handed regulation—this massive regulatory overreach.” That vote ended the policy of regulating ISPs as common carriers and eliminated other consumer protections such as rules against hidden fees and a process for consumers to file complaints about unjust or unreasonable prices and practices.
MARKETING
YouTube Ad Specs, Sizes, and Examples [2024 Update]
Introduction
With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.
Types of YouTube Ads
Video Ads
- Description: These play before, during, or after a YouTube video on computers or mobile devices.
- Types:
- In-stream ads: Can be skippable or non-skippable.
- Bumper ads: Non-skippable, short ads that play before, during, or after a video.
Display Ads
- Description: These appear in different spots on YouTube and usually use text or static images.
- Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).
Companion Banners
- Description: Appears to the right of the YouTube player on desktop.
- Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.
In-feed Ads
- Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.
Outstream Ads
- Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.
Masthead Ads
- Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.
YouTube Ad Specs by Type
Skippable In-stream Video Ads
- Placement: Before, during, or after a YouTube video.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Action: 15-20 seconds
Non-skippable In-stream Video Ads
- Description: Must be watched completely before the main video.
- Length: 15 seconds (or 20 seconds in certain markets).
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
Bumper Ads
- Length: Maximum 6 seconds.
- File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
- Resolution:
- Horizontal: 640 x 360px
- Vertical: 480 x 360px
In-feed Ads
- Description: Show alongside YouTube content, like search results or the Home feed.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Headline/Description:
- Headline: Up to 2 lines, 40 characters per line
- Description: Up to 2 lines, 35 characters per line
Display Ads
- Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
- Image Size: 300×60 pixels.
- File Type: GIF, JPG, PNG.
- File Size: Max 150KB.
- Max Animation Length: 30 seconds.
Outstream Ads
- Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
- Logo Specs:
- Square: 1:1 (200 x 200px).
- File Type: JPG, GIF, PNG.
- Max Size: 200KB.
Masthead Ads
- Description: High-visibility ads at the top of the YouTube homepage.
- Resolution: 1920 x 1080 or higher.
- File Type: JPG or PNG (without transparency).
Conclusion
YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!
MARKETING
Why We Are Always ‘Clicking to Buy’, According to Psychologists
Amazon pillows.
MARKETING
A deeper dive into data, personalization and Copilots
Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.
To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.
Dig deeper: Salesforce piles on the Einstein Copilots
Salesforce’s evolving architecture
It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?
“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”
Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”
That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.
“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.
Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”
Let’s learn more about Einstein Copilot
“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.
For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”
Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”
It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”
What’s new about Einstein Personalization
Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?
“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”
Finally, trust
One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.
“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”
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