DOCSLIB.ORG

Vol. 84 Friday, No. 169 August 30, 2019 Pages 45627–45872

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Vol. 84 Friday, No. 169 August 30, 2019 Pages 45627–45872 Vol. 84 Friday, No. 169 August 30, 2019 Pages 45627–45872 OFFICE OF THE FEDERAL REGISTER VerDate Sep 11 2014 18:12 Aug 29, 2019 Jkt 247001 PO 00000 Frm 00001 Fmt 4710 Sfmt 4710 E:\FR\FM\30AUWS.LOC 30AUWS jspears on DSK3GMQ082PROD with FR-WS II Federal Register / Vol. 84, No. 169 / Friday, August 30, 2019 The FEDERAL REGISTER (ISSN 0097–6326) is published daily, SUBSCRIPTIONS AND COPIES Monday through Friday, except official holidays, by the Office PUBLIC of the Federal Register, National Archives and Records Administration, under the Federal Register Act (44 U.S.C. Ch. 15) Subscriptions: and the regulations of the Administrative Committee of the Federal Paper or fiche 202–512–1800 Register (1 CFR Ch. I). The Superintendent of Documents, U.S. Assistance with public subscriptions 202–512–1806 Government Publishing Office, is the exclusive distributor of the official edition. Periodicals postage is paid at Washington, DC. General online information 202–512–1530; 1–888–293–6498 Single copies/back copies: The FEDERAL REGISTER provides a uniform system for making available to the public regulations and legal notices issued by Paper or fiche 202–512–1800 Federal agencies. These include Presidential proclamations and Assistance with public single copies 1–866–512–1800 Executive Orders, Federal agency documents having general (Toll-Free) applicability and legal effect, documents required to be published FEDERAL AGENCIES by act of Congress, and other Federal agency documents of public Subscriptions: interest. Assistance with Federal agency subscriptions: Documents are on file for public inspection in the Office of the Federal Register the day before they are published, unless the Email [email protected] issuing agency requests earlier filing. For a list of documents Phone 202–741–6000 currently on file for public inspection, see www.federalregister.gov. The seal of the National Archives and Records Administration The Federal Register Printing Savings Act of 2017 (Pub. L. 115- authenticates the Federal Register as the official serial publication 120) placed restrictions on distribution of official printed copies established under the Federal Register Act. Under 44 U.S.C. 1507, of the daily Federal Register to members of Congress and Federal the contents of the Federal Register shall be judicially noticed. offices. Under this Act, the Director of the Government Publishing The Federal Register is published in paper and on 24x microfiche. Office may not provide printed copies of the daily Federal Register It is also available online at no charge at www.govinfo.gov, a unless a Member or other Federal office requests a specific issue service of the U.S. Government Publishing Office. or a subscription to the print edition. For more information on how to subscribe use the following website link: https:// The online edition of the Federal Register is issued under the www.gpo.gov/frsubs. authority of the Administrative Committee of the Federal Register as the official legal equivalent of the paper and microfiche editions (44 U.S.C. 4101 and 1 CFR 5.10). It is updated by 6:00 a.m. each day the Federal Register is published and includes both text and graphics from Volume 1, 1 (March 14, 1936) forward. For more information, contact the GPO Customer Contact Center, U.S. Government Publishing Office. Phone 202-512-1800 or 866-512- 1800 (toll free). E-mail, gpocusthelp.com. The annual subscription price for the Federal Register paper edition is $860 plus postage, or $929, for a combined Federal Register, Federal Register Index and List of CFR Sections Affected (LSA) subscription; the microfiche edition of the Federal Register including the Federal Register Index and LSA is $330, plus postage. Six month subscriptions are available for one-half the annual rate. The prevailing postal rates will be applied to orders according to the delivery method requested. The price of a single copy of the daily Federal Register, including postage, is based on the number of pages: $11 for an issue containing less than 200 pages; $22 for an issue containing 200 to 400 pages; and $33 for an issue containing more than 400 pages. Single issues of the microfiche edition may be purchased for $3 per copy, including postage. Remit check or money order, made payable to the Superintendent of Documents, or charge to your GPO Deposit Account, VISA, MasterCard, American Express, or Discover. Mail to: U.S. Government Publishing Office—New Orders, P.O. Box 979050, St. Louis, MO 63197-9000; or call toll free 1-866-512-1800, DC area 202-512-1800; or go to the U.S. Government Online Bookstore site, see bookstore.gpo.gov. There are no restrictions on the republication of material appearing in the Federal Register. How To Cite This Publication: Use the volume number and the page number. Example: 84 FR 12345. Postmaster: Send address changes to the Superintendent of Documents, Federal Register, U.S. Government Publishing Office, Washington, DC 20402, along with the entire mailing label from the last issue received. VerDate Sep 11 2014 18:12 Aug 29, 2019 Jkt 247001 PO 00000 Frm 00002 Fmt 4710 Sfmt 4710 E:\FR\FM\30AUWS.LOC 30AUWS jspears on DSK3GMQ082PROD with FR-WS III Contents Federal Register Vol. 84, No. 169 Friday, August 30, 2019 Agricultural Marketing Service Defense Acquisition Regulations System RULES NOTICES Reorganization and Transfer of Regulations, 45644–45649 Agency Information Collection Activities; Proposals, Submissions, and Approvals: Agriculture Department Defense Contractors Performing Private Security See Agricultural Marketing Service Functions Outside the United States, 45738–45739 See Forest Service Defense Federal Acquisition Regulation Supplement; See National Institute of Food and Agriculture Rights in Technical Data and Computer Software, See Rural Business-Cooperative Service 45739–45740 See Rural Utilities Service Defense Department Army Department See Army Department NOTICES See Defense Acquisition Regulations System Agency Information Collection Activities; Proposals, See Engineers Corps Submissions, and Approvals, 45738 See Navy Department NOTICES Centers for Disease Control and Prevention Agency Information Collection Activities; Proposals, NOTICES Submissions, and Approvals, 45740–45741 Meetings: Environmental Impact Statements; Availability, etc.: Advisory Board on Radiation and Worker Health, Continental United States Interceptor Site, 45741–45742 National Institute for Occupational Safety and Meetings: Health, 45767–45768 Defense Advisory Committee on Investigation, Advisory Committee on Immunization Practices, 45766– Prosecution, and Defense of Sexual Assault in the 45767 Armed Forces, 45742–45743 Clinical Laboratory Improvement Advisory Committee, 45765–45766 Economic Development Administration Disease, Disability, and Injury Prevention and Control NOTICES Special Emphasis Panel, 45768 Trade Adjustment Assistance; Determinations, 45722 Coast Guard Education Department NOTICES NOTICES Agency Information Collection Activities; Proposals, Agency Information Collection Activities; Proposals, Submissions, and Approvals, 45783–45786 Submissions, and Approvals: Impact Evaluation to Inform the Teacher and School Commerce Department Leader Incentive Program, 45744–45745 See Economic Development Administration Program for International Student Assessment 2021 Main See Industry and Security Bureau Study Recruitment and Field Test, 45745–45746 See International Trade Administration See National Oceanic and Atmospheric Administration Energy Department See Federal Energy Regulatory Commission Committee for Purchase From People Who Are Blind or Severely Disabled Engineers Corps NOTICES NOTICES Procurement List; Additions and Deletions, 45734–45736 Draft Finding of No Significant Impact and Draft Memorandum of Agreement: Community Living Administration Arlington National Cemetery Southern Expansion Project NOTICES and Associated Roadway Realignment for the Final Agency Information Collection Activities; Proposals, Environmental Assessment, Arlington, VA, 45743– Submissions, and Approvals, 45768–45769 45744 Consumer Product Safety Commission Environmental Protection Agency NOTICES RULES Agency Information Collection Activities; Proposals, Incorporation by Reference of State Plans, 45655–45658 Submissions, and Approvals: National Oil and Hazardous Substances Pollution Virginia Graeme Baker Pool and Spa Safety Act, 45736– Contingency Plan; National Priorities List: 45737 Partial Deletion of the U.S. Coast Guard (USCG) Buoy Depot of the South Weymouth Naval Air Station Corporation for National and Community Service Superfund Site, 45658–45659 NOTICES PROPOSED RULES Agency Information Collection Activities; Proposals, Incorporation by Reference of State Plans, 45700–45702 Submissions, and Approvals: Receipt of a Pesticide Petition Filed: Disability Accommodation Reimbursement Request Form, Residues of Pesticide Chemicals in or on Various 45737–45738 Commodities (July 2019), 45702–45703 VerDate Sep<11>2014 19:03 Aug 29, 2019 Jkt 247001 PO 00000 Frm 00001 Fmt 4748 Sfmt 4748 E:\FR\FM\30AUCN.SGM 30AUCN jspears on DSK3GMQ082PROD with CONTENTS IV Federal Register / Vol. 84, No. 169 / Friday, August 30, 2019 / Contents NOTICES Federal Highway Administration Agency Information Collection Activities; Proposals, NOTICES Submissions, and Approvals: Final Federal Agency Action: Disinfectants/Disinfection Byproducts, Chemical, and Alabama; I–10 Mobile River Bridge and Bayway Project, Radionuclides Rules, 45762–45763 45823–45824 Emission Guidelines for Existing Commercial
Load more

Recommended publications
  • Whitepaper Revised
    Why Integrating Brand Safety In Your Video Advertising Strategy Is A Must The state of brand safety in video advertising, and how AI and computer vision can power the next-gen tech. ADS ADS ADS ADS Redefining the limits of contextual targeting with AI 1 Importance of brand safety Definition of brand safety Brand safety in the age of user generated content What creates an ‘unsafe’ environment Brand control is key State of brand safety on social video 2 platforms The rise and rise of YouTube’s brand safety crisis Facebook, Twitter and Tik Tok face similar issues 3 Why brand safety in video is elusive Keyword blacklists are killing reach and monetization Whitelisted channels lack authenticity The problematic programmatic pipes Human vetting will only go so far Advertisers choose reach over safety 4 A successful brand safety strategy Is artificial intelligence the answer? Context is important, in-video context is everything Redefining the limits of contextual targeting with AI The brand safety crisis Where it all began March 2017 marked the first major brand safety catastrophe in the video advertising world. Guardian, the British daily newspaper, blacklisted YouTube when it found its ads running alongside hate speech and extremist content. Subsequently, household brands like Toyota, Proctor & Gamble, AT&T, Verizon pulled out millions of dollars’ worth of ad spend from YouTube. For the first time, YouTube was dealing not only with reputation damage but also revenue damage. And it wouldn’t be the last time - YouTube continued to be blamed for hurtful brand exposure, despite introducing corrective measures throughout 2017, 2018 and 2019.
    [Show full text]
  • Can Self-Regulation Save Digital Platforms?
    Can Self-Regulation Save Digital Platforms? Michael A. Cusumano (MIT Sloan) Annabelle Gawer (University of Surrey) David B. Yoffie (Harvard Business School Abstract This article explores some of the critical challenges facing self-regulation and the regulatory environment for digital platforms. We examine several historical examples of firms and industries that attempted self-regulation before the Internet. All dealt with similar challenges involving multiple market actors and potentially harmful content or bias in search results: movies and video games, radio and television advertising, and computerized airline reservation systems. We follow this historical discussion with examples of digital platforms in the Internet era that have proven problematic in similar ways, with growing calls for government intervention through sectoral regulation and content controls. We end with some general guidelines for when and how specific types of platform businesses might self-regulate more effectively. Although our sample is small and exploratory, the research suggests that a combination of self-regulation and credible threats of government regulation may yield the best results. We also note that effective self-regulation need not happen exclusively at the level of the firm. When it is in their collective self-interest, as occurred before the Internet era, coalitions of firms within the same market and with similar business models may agree to abide by a jointly accepted set of rules or codes of conduct. Introduction The Argument This article argues that recent events and current environmental conditions have created an opportunity for digital platforms such as social media to engage in more self-regulation to avoid stringent government oversight.
    [Show full text]
  • Google Ads Video (Youtube) Ads Certification Notes
    Google Ads Video (YouTube) Ads Certification Notes • Probably best to read through this first: https://support.google.com/google- ads/answer/2375464?hl=en&ref_topic=3119118 • In 2015, 18- to 49-year-olds spent 74 percent more time watching YouTube than the year before. • YouTube has over a billion users - almost one-third of all people on the Internet - and every day people watch hundreds of millions of hours on YouTube and view billions of videos. • By 2025, half of U.S. viewers under 32 will not subscribe to a pay TV service. • Six of 10 people in the U.S. prefer online video platforms to live TV. • Google views YouTube as a place for creators and fans to connect. • Google has six products that reach more than one billion users. • YouTube can reach users that are otherwise hard to reach via TV. • YouTube offers: reach, targeting, impact, ability to measure results. • TV watch time is declining while online video is growing on every device. • YouTube placements can be bought through: o auction - self-serve • TrueView, Bumper ads o reservation buying - media buying basically • Google Preferred, Mastheads ads, video ads, and bumper ads o programmatic buying - uses platform • Google Preferred, TrueView ads, and bumper ads • What is Google Preferred? Brands can use Google preferred to advertise on the most popular YouTube channels across various categories. • How much money you have and how advanced you are pretty much determines HOW you will target your ads on YouTube • What is Display & Video 360? A programmatic platform offered by Google. You can use it to target video advertising.
    [Show full text]
  • Oracle Corporation
    ORACLE CORPORATION SUBMISSION TO THE AUSTRALIAN COMPETITION & CONSUMER COMMISSION’S DIGITAL ADVERTISING SERVICES INQUIRY 13 MAY 2020 Thank you very much for providing an opportunity to Oracle Corporation (Oracle) to make this submission to the Australian Competition & Consumer Commission’s (ACCC) Digital Advertising Services Inquiry (Adtech Inquiry). 1. Opening comments 1.1 We have provided evidence in this submission of the anticompetitive behaviour of Google in the supply of open display adtech services, largely considered from the perspective of advertisers. As we demonstrate, Google restricts advertisers from using non-Google adtech providers, either by directly prohibiting the use of such providers or by restricting access to data, which forecloses competition in important ways. Google also goes to great lengths to inhibit transparency in relation to the provision of adtech services by the extensive actions that it takes to impose limits on the ability of advertisers to independently assess the effectiveness of their advertising, including on Google’s owned and operated websites, and determine attribution. The consequences of Google’s actions in limiting the availability of other adtech services and limiting transparency are: (a) an ever increasing volume of advertising traffic uses Google AdX and other Google adtech products; (b) Google is able to sell low quality Google owned and operated ad inventory at a premium; and (c) Google is able to degrade publishers’ premium inventory so that it is sold at lower prices than would be obtained in a competitive market. As a consequence of Google’s actions, advertisers pay more than they should, and publishers receive less than they should, which has negative economy wide implications.
    [Show full text]
  • How Youtube Makes Your Message Stick
    How YouTube makes your message stick Alexandra Borges | Video Lead YouTube 1 | Confidential & Proprietary How to make your message stick? Avg. human attention span 12 s. in the year 2000 Avg. human attention span 8 s. in the year 2015 Avg. attention span 9 s. of a Goldfish 2 | Confidential & Proprietary Offers the... | Environment | Ad Formats | Experience 3 | Confidential & Proprietary Offers the... | Environment | Ad Formats | Experience 4 | Confidential & Proprietary 42 million people in Germany use YouTube on a monthly basis That is 77% of the German online population 5 | Confidential & Proprietary | Source: Crossmedia Visualizer Deutschland, bereitgestellt von der GFK, deutsche Onliner ab 14. Januar 2017 We capture the attention with the power of sight, sound and motion 6 | Confidential & Proprietary YouTube offers the platform for your ads to be seen and heard 93% Viewability (industry avg. 66%) 95% Audibility 7 | Confidential & Proprietary | Viewability defined according to MRC standard | Source: Google and Doubleclick advertising data, August 2016 And we know that you need both. Differences in brand awareness vs. control 3.8x 1.6x Audible Only Audible & Viewable Viewable Only Audible & Viewable 8 | Confidential & Proprietary | Source: Google TrueView Brand Lift studies Aug-Sep 2016, Global, data for users with single impression. Data shows ratio of additive differences vs. control respondents for each group of viewers. We offer stronger signals to help you find the right users 9 | Confidential & Proprietary Offers the... | Environment | Ad Formats | Experience 10 | Confidential & Proprietary Remember the goldfish? We need to adapt to the new user behaviours by making shorter ads work and by finding ways to get people to opt in on longer ads.
    [Show full text]
  • This Transcript Is Provided for the Convenience of Investors Only, for a Full Recording Please See the Q 2 2016 Earnings Call Webcast
    This transcript is provided for the convenience of investors only, for a full recording please see the Q 2 2016 Earnings Call webcast . Alphabet Q2 2016 Earnings Call Candice (Operator): G ood day, ladies and gentlemen, and welcome to the Alphabet Q2 2016 earnings conference call. At this time, all participants are on a listen­only mode. Later, we will conduct a Q&A session and instructions will follow at that time. If anyone should require operator assistance, please press star then zero on your Touch­Tone telephone. As a reminder, today's conference call is being recorded. I will now turn the conference over to Ellen West, head of Investor Relations. Please go ahead. Ellen West, VP ­ Investor Relations: T hank you. Good afternoon everyone and welcome to Alphabet's second quarter 2016 earnings conference call. With us today are Ruth Porat and Sundar Pichai. While you've been waiting for the call to start, you've been listening to Aurora, an incredible new artist from Norway who is finding a rapidly growing audience on YouTube all over the world. Now I'll quickly cover the safe harbor. Some of the statements that we make today may be considered forward­looking, including statements regarding our future investments, our long­term growth and innovation, the expected performance of our businesses, and our expected level of capital expenditures. These statements involve a number of risks and uncertainties that could cause actual results to differ materially. For more information, please refer to the risk factors discussed in our form 10­K for 2015 filed with the SEC.
    [Show full text]
  • Issue 419 | 19 December 2018 End-Of-Year Report 1
    thereport ISSUE 419 | 19 DECEMBER 2018 END-OF-YEAR REPORT 1 ISSUE 419 19.12.18 Hope and No.1 glory treaming subscriptions have trend, with three, growth excitement about the potential in brought growth back to the streaming is fuelling the China, India and Africa, there is much music industry – and in 2018 subscriptions the confidence to invest to celebrate from 2018. that has fuelled optimism and driving force. – in artists, technology and That’s not to say the year didn’t Sinvestment. The US, for example, saw copyrights alike. throw up some worries, arguments The global recorded-music industry 10% growth in the first half of 2018 for This is the key music industry trend and even the odd existential debate: lost 56% of its value between 1999 and both retail spending and wholesale of 2018. This is a growth industry once from Spotify’s growing pains, sluggish 2014, falling from annual revenues of revenues from recorded music, with more, and that is driving the decisions markets in Germany and Japan, and the $25.2bn to $14.2bn, according to the 46.4m music subscribers spending of the people within it, as well as failure to deliver (so far) of technologies IFPI. The memory of that 15-year period $2.55bn on their subscriptions – up 33% those outside with the resources to like VR and blockchain to the ever-tense should be enough to stop anyone in year-on-year and now accounting for invest in it. Optimism is back, although ‘value gap’ battles. our industry getting too carried away 55.4% of total spending.
    [Show full text]
  • Request to Investigate Google's Youtube Online Service And
    *EMBARGOED UNTIL 12:01 AM ET APRIL 9, 2018* Before the FEDERAL TRADE COMMISSION Washington, DC 20580 In the Matter of ) ) Request to Investigate Google’s YouTube ) Online Service and Advertising Practices for ) Violating the Children’s Online Privacy ) Protection Act ) By CENTER FOR DIGITAL DEMOCRACY CAMPAIGN FOR A COMMERCIAL-FREE CHILDHOOD BERKELEY MEDIA STUDIES GROUP CENTER FOR MEDIA JUSTICE COMMON SENSE CONSUMER ACTION CONSUMER FEDERATION OF AMERICA CONSUMER FEDERATION OF CALIFORNIA CONSUMERS UNION CONSUMER WATCHDOG CORPORATE ACCOUNTABILITY DEFENDING THE EARLY YEARS ELECTRONIC PRIVACY INFORMATION CENTER (EPIC) NEW DREAM OBLIGATION, INC. PARENT COALITION FOR STUDENT PRIVACY PARENTS ACROSS AMERICA PARENTS TELEVISION COUNCIL PRIVACY RIGHTS CLEARINGHOUSE PUBLIC CITIZEN THE STORY OF STUFF PROJECT TRUCE (TEACHERS RESISTING UNHEALTHY CHILDHOOD ENTERTAINMENT) USPIRG Angela J. Campbell Chris Laughlin Institute for Public Representation Georgetown University Law Center 600 New Jersey Avenue NW, Suite 312 Washington, DC 20001 (202) 662-9535 Counsel for Center for Digital Democracy and Campaign for a Commercial-Free Childhood *EMBARGOED UNTIL 12:01 AM ET APRIL 9, 2018* Summary The Center for Digital Democracy, Campaign for a Commercial-Free Childhood, Berkeley Media Studies Group, Center for Media Justice, Common Sense, Consumer Action, Consumer Federation of America, Consumer Federation of California, Consumers Union (the advocacy division of Consumer Reports), Corporate Accountability, Consumer Watchdog, Defending the Early Years, Electronic Privacy Information Center (EPIC), New Dream, Obligation, Inc., Parent Coalition for Student Privacy, Parents Across America, Parents Television Council, Privacy Rights Clearinghouse, Public Citizen, The Story of Stuff Project, TRUCE (Teachers Resisting Unhealthy Childhood Entertainment), and USPIRG ask the FTC to take enforcement action against Google for violating children’s privacy laws in operating the YouTube online video and advertising network services.
    [Show full text]
  • Postdigital Play and the Aesthetics of Recruitment
    Postdigital Play and the Aesthetics of Recruitment Darshana Jayemanne The University of Melbourne Melbourne, Australia [email protected] Bjorn Nansen, Thomas H. Apperley [email protected], [email protected] ABSTRACT This paper analyses reconfigurations of play in newly emergent material and digital configurations of game design. It extends recent work examining dimensions of hybridity in playful products by turning attention to interfaces, practices and spaces, rather than devices. We argue that the concept of hybrid play relies on predefining clear and distinct entities that then enter into hybrid situations. Drawing on concepts of the ‘interface’ and ‘postdigital’, we argue the distribution of computing devices creates difficulties for such presuppositions. Instead, we propose an ‘aesthetic of recruitment’ that is adequate to the new openness of social and technical play. Keywords Hybrid games, interfaces, postdigital, practices, spaces, digital play, phenomenology, recruitment INTRODUCTION ‘Hybrid play’ designates recent trends in product and game design that take advantage of new compositions of material and digital arrangements afforded by emerging technologies. These include micro-electronics, embedded sensors, and the ‘app revolution’, which are facilitated by a range of devices, infrastructures, protocols, and applications such as mobile devices, wireless networks, near-field communications (NFC) and tagging technologies such as RFID. Hybrid games include: location-based or spatially-oriented forms such ‘pervasive’, ‘locative’, ‘augmented’ and ‘mixed’ reality games (e.g. Montola 2011); as well as more technology or device-oriented forms such as computer-augmented board games, appcessory games and connected toys (e.g. Bergström and Björk 2014; Tyni, Kultima and Mäyrä 2013). In turn, these game developments and associated idioms have challenged methods of analysing videogames in terms of the classic arrangement of material devices (either console or PC-based) and virtual spaces.
    [Show full text]
  • GOOGLE MEDIA Education and Skills for the Professional Advertiser
    AN INDUSTRY GUIDE TO GOOGLE MEDIA Education and Skills For The Professional Advertiser MODULE 1 American Advertising Federation The Unifying Voice of Advertising OVERVIEW CONTENTS MODULE 1: GOOGLE MEDIA Overview The Marketing Funnel ..................................... 2 The Three Google ............................................ 3 Search ........................................................ 4 LEARNING OBJECTIVES Earned Owned • Have students embrace full scope of world’s largest Paid digital advertising vendor Display Network .......................................... 5 Text Ads Image Ads • Create first-hand understanding of individual Google Rich Media Ads advertising mediums Video Ads ................................................ 6 Video/YouTube ............................................ 7 • Begin to develop a global platform strategy focus for Review ........................................................... 10 digital media Media Platforms ............................................ 15 Google Media Strategies............................... 16 Why You Need to Know This Google Media Pricing .................................... 11 Case Study: JCPenney Optical ..................... 12 It is advertising–with accountability. Student Exercise ........................................... 17 How You Will Use It Google, like most digital media can amplify a traditional advertising media plan or become the entire media effort. Everything you can do in traditional broadcast, print and out-of-home advertising is possible online with
    [Show full text]
  • The Importance of Video Advertising in a Digital World
    The Importance of Video Advertising in a Digital World www.nmpidigital.com © 2017 Net Media Planet Ltd. All Rights Reserved Introduction Online video was once considered an afterthought in most advertising campaigns, however, over the past two years, we have witnessed a tremendous shift within digital marketing from desktop to mobile. Last year we saw advertisers start to take mobile seriously, in 2017 expect o see video an influx in online video content and advertising. Cisco recently stated in The Guardian, that by 2017, video will account for 69% of all consumer internet traffic. One in three Britons view at least one online video per week, which is 20 million people in the UK alone. Advertisers have increased investment in video advertising by 114% - an 85% increase from just two years ago and according to Forbes, a Cowen and Company study indicated that mobile video ad spend will reach $8.6 billion by 2018. In addition to this, 76% of marketers polled stated they would be increasing their use of YouTube and video marketing. Given this rapid growth, and video's projected climb, advertisers should be including a well thought-out video strategy in their marketing plans which defines metrics for success. Video is an integral part of the marketing mix now; it's easy to share, easy to use, has the potential to go viral, ideal for mobile marketing, and engages users immediately. In fact, seven out of ten people view brands in a more positive light after watching a video. As for mobile, marketers who have invested wisely in the medium will reap the rewards, as 41% of video play share happens via mobile.
    [Show full text]
  • Youtube Stars Generation Z Has Developed a Strong Emotional “Attachment to Their Youtube Superstars
    YouTube Stars Generation Z has developed a strong emotional “attachment to their YouTube superstars. Not because they are unusually talented. Not because they sing beautifully, or act skillfully. Not because they are extraordinarily pretty or handsome. And definitely not because a huge publicity machine tells teenagers that they should like the YouTube superstar. They have this emotional attachment because they can see people much like themselves. Often these people may be a ruder, cruder cardboard caricature of what they would like to be, but they are still a version of themselves. —Werner Geyser of Influencer Marketing Hub YouTube Stars Have Mega-Influence Because They Mirror Teens’ Interests and Aspirations One of our staff recently learned that his 13-year-old daughter had been watching a particular YouTube channel for makeup and hair tutorials. Harmless, right? He and his wife had checked out the channel, making sure there wasn’t other content they didn’t like, and it was fine. But then they started noticing selfies on the family computer (she doesn’t yet have a phone), some of which featured the duck face and some of which had been sent to friends, including boys. All of a sudden, a whole new world had been opened up. Was she becoming too concerned with how she looked? How could they talk to her about that? What would be next? How could they react calmly and rationally while still taking the opportunity to steward her heart and point her toward fulfillment in Christ? And who exactly was this girl making the YouTube videos? How was she discipling their daughter (whether that was the intention or not)? These are questions any parent of a Gen Zer is asking since Gen Z is spending more time on YouTube than on other platforms or even on Netflix.
    [Show full text]