P&G, Google, Lego & more unveil plan to suffocate ‘harmful’ content- Tempemail – Blog – 10 minute

Some of the world’s biggest brands – including Mars, P&G, Adidas, Lego and Unilever – have outlined a plan they hope will ultimately suffocate harmful content online by ensuring those spreading it have “no access” to advertiser dollars.
Along with Google, Facebook, several ad agency networks and trade bodies, around 40 household names have been involved in designing the blueprint.
Launched at Davos on Wednesday (22 July) the announcement marks the first big initiative from the Global Alliance for Responsible Media (GARM): the cross-industry working group founded by the World Federation of Advertisers (WFA) in 2019.
The ultimate aim of the three-pronged strategy is to prevent advertisers’ media investments from fuelling the spread of content that promotes terrorism, violence or other behaviours that inflict damage on society.
The suffocate this type of content, the group’s first mission is to “raise the bar” in terms of identifying and eliminating videos and rhetoric uploaded by bad actors on the likes of YouTube and Facebook.
The three key tenets of the plan include:

reaching a consensus on what harmful content is;
developing tools that let brands and media agencies take better control of where their media spend is going to avoid putting it in the wrong place;
and establishing a set of shared measurement standards so marketers can fairly assess their ability to block, demonetise, and take down harmful posts and videos

“The consistency created by aligning the industry definitions, tools, and measurement is another step in our journey to create a better, brighter, safer and more trustful digital ecosystem for brands and society,” said Luis Di Como, executive vice-president of global media at Unilever.
Marc Pritchard, chief brand officer at P&G, agreed.
“It’s time to create a responsible media supply chain that is built for the year 2030—one that operates in a way that is safe, efficient, transparent, accountable, and properly moderated for everyone involved, especially for the consumers we serve,” he said.
“With all the great minds in our industry coming together in partnership with GARM, we can and should avoid the pitfalls of the past and chart a course for a responsible future.”
Ending a ‘reactive game of whack-a-mole’?
The multi-faceted bid to tackle the ills of the internet from advertisers and platforms follows on from a year in which the former came under immense pressure to think carefully about their ad placements, and the dollars they hand over to big tech.
Though platforms like Facebook and YouTube have in the past 12 months alone introduced their own measures to combat the spread of illegal or harmful content within their walls, the issue is a nuanced and emotive one. Not least because of the sheer amount of content that gets uploaded online each day.
Between July and September 2019, an estimated 620 million pieces of harmful content were removed by YouTube, Facebook and Instagram.
Because of the platforms’ investments in teams and tools, the majority of this content was removed before consumers actually saw them. However, approximately 9.2 million pieces of harmful content still reached consumers during that 3-month period, equating to roughly one piece of harmful content viewed per second.
It’s about much more than number crunching, though – there are moral issues at play too and even when content isn’t directly monetised via ads, questions linger about whether brands should be putting their money on platforms that give extremists breathing space.
Though it appeared the brand safety crisis had reached its peak in the aftermath of YouTube’s ‘brands funding terror’ moment in 2017, a fresh set of implications underlining this ethical quandy presented themselves in 2019 after a New Zealand terror attack – in which 52 people were murdered – was broadcast on Facebook Live.
Though the original clip wasn’t monitised, the first-person 17-minute long footage, was cut up and aired by local and global press. Excerpts from the video also found their way on to YouTube and Twitter. In the UK, tabloids were criticised for publishing the clip and, in some instances, running ads adjacent to it on their web pages.
Though Facebook updated policy around Live video after the event, Rob Rakowitz, Initiative Lead for GARM believes this new collaborative approach will pave the way for a less spontaneous way of working.
“Previous approaches to harmful content have been in part a reactive game of whack-a-mole,” he explained.
“We are convinced this uncommon collaboration is what is needed to change the game.
“Since our launch in June, we’ve made significant progress to raise the bar in terms of identifying and eliminating content uploaded by bad actors, for the benefit of brands, people and society at large,” he said.
What’s actually going to change?
The Garm argues a collaborative approach to protecting the four billon consumers that use the web, is much needed.
With the initiative bringing together companies who represent about $97bn in global ad spending through 39 advertisers, six agency holding companies, seven media platforms and seven industry associations, it certainly has some clout.
The coalition’s main aims are to accelerate progress by means of a three-point strategy.
The first focus will be has developing and adopting common definitions to ensure that the industry is categorizing harmful content in the same way.
The 11 key definitions covering areas such as explicit content, drugs, spam and terrorism will enable platforms, agencies and advertisers to a shared understanding of what is harmful content and how to protect vulnerable audiences, including children.
Establishing these standards is the” first step” needed to stop harmful content from being monetised through advertising, said the WFA.
The next stage is more technical and will involve the creation of tools that better link advertiser controls and media agency tools with the platform’s own processes for categorising content.
This is all to improve transparency and accuracy in media buying and gear it towards building “safer consumer experiences”.
Step three will be about independent oversight and establishing shared measurement standards so the industry, and the duopoly, can assess their own ability to block, demonetise and remove harmful content. These capabilities will be independently verified to drive improvement for all parties.
“Digital media has fundamentally reshaped the way we connect with the world, and yet harmful and hateful online content has the power to tear us apart,” said GARM member and lead chief marketing officer for Mars Jane Wakely.
“By driving collective action across the industry, and developing safeguards to ensure advertising budgets aren’t fuelling harmful content, we’re striving to create safer online communities to protect consumers.”

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Joe Biden wants to make Facebook liable for users’ content by revoking Section 230 – Blog – 10 minute

In brief: While most critics of social media giants agree that we need better regulation to increase accountability, Joe Biden thinks an easier route would be to repeal Section 230 of the Communications Decency Act that gives those companies the excuse of enabling free speech and giving users a voice.
Joe Biden isn’t a fan of Facebook, and likely not a fan of fake campaign sites that troll and garner more attention than his actual campaign.
The Democratic front-runner told the New York Times during an 80-minute interview that to him, the Facebook CEO is “a real problem. […] He knows better.”
Biden alluded to the fact that Facebook, like other social giants and owners of big digital platforms don’t want to take full editorial responsibilities and enforce a strict filter on what can be posted on them. In the case of Facebook, Zuckerberg says he wants it to be a tool that gives the little guys a powerful voice, and as such he will prioritize free speech over policing content.

This means that Facebook can find excuses that all stem from Section 230 of the Communications Decency Act, which offers special protections for internet companies. However, Biden thinks Facebook is not just an internet company and that Section 230 should be revoked to make it easy to hold such companies responsible for “propagating falsehoods they know to be false.”
Biden also advocates for setting similar privacy standards to those imposed by the EU. But his eyes are set on the 20-year-old Communications Decency Act, and Republicans have expressed similar criticisms and proposed several changes to the law.
Meanwhile, other political figures are proposing even more extreme measures against executives of companies that currently pay a relatively small price for their privacy violations and their inaction on misinformation campaigns. One notable example is the “Mind Your Own Business” act proposed by Senator Ron Wyden, which could punish those like Facebook CEO Mark Zuckerberg directly.
In any case, Biden is the only presidential candidate that has asked for Section 230 to be repealed. Last year, President Donald Trump said he had a “constructive meeting” with Mark Zuckerberg about internet regulation and preventing the dissemination of harmful content, but only discussed those issues in more general lines.

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WeChat trials paywall for verified accounts to allow users to monetise content- Tempemail – Blog – 10 minute

Chinese social platform WeChat is planning to put up paywalls for officially verified accounts on its platform to allow users to monetise their content.
Users with verified accounts can charge readers either for selected original content or all posts from 1 yuan to 208 yuan (15 cents to US$30). No revenue will go to WeChat during the trial period, according to The South China Morning Post.
For a start, the Tencent-owned platform said the paywall feature would be limited to a number of bloggers who have published at least three original pieces of content without violations of community rules for three months.
According to Statista, Internet companies in China spent about 21.7% of their online advertising budget on the WeChat official account advertising in the first half of 2019.
WeChat is the most popular app in China with over 1 billion monthly active users in 2018. Its unique e-commerce design has become ideal for brands to boost sales.
The latest report by Brand Finance found that WeChat is the world’s fastest-growing brand, after clocking up 1540% 5-year brand value growth (75% CAGR).

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Netflix projected to spend north of $17 billion on original content in 2020 – Blog – 10 minute

The big picture: Netflix has developed a reputation for spending an exorbitant amount of money each year to keep its original content machine running at full tilt. In 2020, the streaming video giant has no plans to deviate from that strategy.
According to a new estimate from BMO Capital Markets, Netflix will funnel $17.3 billion into original content production in 2020. That’s a full $2 billion more than the $15.3 billion it spent in 2019, a year that turned out some great entertainment including The Irishman, The Witcher and Russian Doll as well as new seasons of Black Mirror and Stranger Things, just to name a few.
Spending is only expected to ramp up as the years tick by. BMO estimates that by 2028, Netflix will be dumping around $26 billion annually into its original content generator.

Netflix was mum on the subject when probed by TheWrap for comment but don’t expect the company’s lips to remain sealed too much longer as its fourth quarter 2019 earnings report will be released after the markets close on January 21. We’ll likely get some fresh commentary on the subject during the call with investors.
The New Year won’t deliver any obvious favors for Netflix, either, as a swath of newcomers have recently entered the mix including Apple TV+ and Disney+. NBC is also expected to launch its Peacock streaming service in the near future, and don’t forget about HBO Max.
Film set by Studio 72. Actors by Massimo Todaro.

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TikTok and Iflix collaborate to promote OTT and short-form content- Tempemail – Blog – 10 minute

TikTok and over-the-top (OTT) platform Iflix has partnered to bring short-form viral videos from TikTok users around the world to all Iflix users.
On top of being able to access the OTT platform’s original movies and series, Iflix users can now TikTok’s short-form content across a variety of categories including travel, comedy, pets, sports, and lifestyle.
TikTok, meanwhile, intends to increase awareness and exposure of its app’s offerings through their top video compilations featured on Iflix as a start, with a variety of different programs lined up for the rest of the year.
“With short-form content rising in demand, today’s partnership with Iflix couldn’t have come at a more opportune time as we look forward to serving millions of users with content that they desire and enjoy,” said Cheah Sheau Mei, user and content operations manager for Malaysia at TikTok.
“This increasing trend is a precursor for consumer consumption habits all over the world, and more and more companies are beginning to leverage this as part of their content strategy.”
“There’s no denying the popularity TikTok has on the user-generated content space, for both creators and consumers, especially amongst the coveted millennial and Gen Z demo,” added Mark Francis, Iflix’s chief content officer.
“With the addition of their curated short-form video collections in our Snacks library, Iflix affirms its commitment to delivering even more on-trend formats for the benefit of our users.”
TikTok’s owner Bytedance previously denied reports that it has considered selling part or all of TikTok.

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Indian Railways to provide Content on Demand Service (CoD) on Trains and Stations- Tempemail – Blog – 10 minute

Content on Demand (CoD) will soon be available in all Premium/Express/Mail trains and Suburban trains of Indian Railways. With an aim to generate more non fare revenue, Railway Board had entrusted RailTel, a miniratna PSU under Ministry of Railways, with providing the Content on Demand service to passengers in trains. On its part, RailTel has selected M/s Margo Network, a subsidiary of Zee Entertainment as the Digital Entertainment Service Provider (DESP) for providing Content on Demand (CoD) Service on trains and railway stations. The project will be implemented in two years and the provision of content such as movies, shows, educational programs etc. will be made available both in paid and unpaid formats for a contract period of 10 years which includes first two years of implementation.
In this project, RailTel will provide various pre-loaded multilingual content (Movies, Music Videos, General Entertainment, Lifestyle etc) in moving trains through media servers installed in trains. CoD platform will also provide e-commerce/m-commerce services in various domains e.g. travel bookings (cab, bus, train) and provide various innovative solutions in digital marketing domain. With CoD, passengers will be able to enjoy uninterrupted free/ Subscription based entertainment service and high Quality buffer free streaming across personal devices during their train journey. The content will be periodically refreshed.
Talking about the project, Puneet Chawla, CMD/RailTel, said that the full roll out will be completed by 2022. The Content on Demand service will not only improve overall passenger experience but at the same time will increase the non-fare revenue through multiple monetization models. The scope covers all 17 Zones of Indian Railways.The earning from the project will be majorly through three streams e.g. Advertisement based monetization, Subscription based monetization and E-Commerce/Partnership Services.
A total of approximately 8731 trains which includes 3003 trains (Premium/Mail/Express- to and fro) pan India and 2864 pairs of Suburban Trains (total 5728 trains) have been kept in the scope of the service rollout. Also CoD will be available at all Wi-Fi enabled Railway Stations which has crossed 5563 Railway stations as on date.

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Under Armour turns to podcasts and long-form content in bid to ‘re-center’ global brand- Tempemail – Blog – 10 minute

After years of pushing its products and tech, Under Armour is re-investing in its central brand with a new global platform and its first foray into podcasting.
Its latest campaign, ‘The Only Way is Through’, aims to realign the sports label as one that truly understands athletes’ drive to push limits – to break “through” pain and mental barriers.
It features a wide array of star athletes, including basketball MVP Stephen Curry, swimming legend Michael Phelps and volleyball world champion Zhu Ting, who star in a fast-cut hero film that places them all in their natural, blood-pumping environments.
It was created in-house under chief marketing officer Alessandro de Pestel and vice-president of global brand creative, Brian Boring.
Boring said it was important for this campaign to be built internally, given it is not just a seasonal initiative. The in-house agency, which he dubbed a “muscle” that is growing again after leaning on various agencies for the past decade, was tasked with “re-centering” the brand around an emotional focal point.
This led to the creation of an entirely new global platform.
“In the last few years we’ve thrown a lot of different campaigns out there and we’re thrown a lot of different messaging out into the marketplace,” said Boring. “A lot of it was product focused and a lot of it was category focused, and we didn’t really have one centralized theme that all of our athletes and out brand could rally around.
“That’s something we’d done really well in the past and we wanted to get back to that. We wanted to make sure we had one central idea that all of our storytelling could ladder off of and just get back to what makes us really strong.”

This regrouping comes at a salient time for the business. Former chief operating officer Patrik Frisk was named chief executive on 1 January after incumbent Kevin Plank stepped back into the role of chairman and brand chief.
The announcement of the C-suite reshuffle came on Under Armour’s Q3 2019 results, which – despite beating guidance – caused stocks to dip. The earnings led Yahoo to dub the company ‘a brand in crisis’, while a number of commentators took the 4% drop in North America revenues as a sign the brand was struggling to compete with the likes of Nike and Adidas.
So now, the company is taking its commitment to high performance athletes and placing it front and center of its campaigns, rather than letting its technical innovations and fashion trends take the spotlight. Other brands, he believes, “are not as dedicated” to this kind of consumer.
This strategy will be supported by a “360-degree approach to marketing”, said Frisk.
“We’ll go and market ourselves across every channel that we need to market ourselves across to make sure that we’re increasing consideration with the consumer,” he told investors in November.
“It will be a holistic approach to both upper-funnel marketing and also sports moments marketing, where you’ll see Under Armour show up where our athletes show up.”

Under Armour has put significant investment behind ‘The Only Way is Through’, flying teams around the globe to capture its roster of athletes in their natural environments and cashing out on a wide-ranging media plan.
Alongside out-of-home and OTT streaming buys, the brand is trialing new formats in order to get consumers engaging deeper with its athletes and – consequently – the brand. It’s launching its first podcast with iHeartRadio, which will act as a platform for elite athletes to tell stories of their training success.
The series, which will launch as an eight-parter, will be hosted by the lauded intererviewer Call Fussman. Boring hopes the format will offer up a “captive audience” and allow the brand to experiment with long-form storytelling for the first time.
Similarly, Under Armour has brokered a deal with The Players’ Tribune, where the brand’s stars will write about their experiences in sport. It’s also ramping up its investment in experiential in order to give consumers better access to its athletes, trainers, grassroots and collegiate partners.
“And we’re doing some unique, longer format storytelling through YouTube,” said Boring.
“So, we have many different formats and lots of different content. It’s going to sustain throughout the year – it’s big, it’s powerful and we’re really excited about it.”

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Bethesda’s latest patch for Doom 1 and 2 adds 60 FPS support, community-made content packs, and more – Blog – 10 minute

In context: Just about every gamer has heard of the Doom franchise. Whether they came to the party late and started with more recent titles, or began their demon-slaying adventures with the original games, players have been consistently entertained by the series for years now. It’s not hard to see why, either — Doom games are fast-paced, action-packed, and above all, brutal.
Of course, some of the credit for the series’ longevity has to go to the community that surrounds it. Players have created custom levels for its earliest entries (Doom 1 & 2), added new features, and even rebuilt the games entirely in the case of some specific mods.
Now, according to PC Gamer, Bethesda is using some of that community content to improve the aging classics for modern times. The company is accomplishing this by rolling out add-on support for the original Doom and its sequel.
Similar to some of Bethesda’s community-created content features in other games (such as the controversial Creation Club), add-ons will be curated and approved by the company before becoming officially available. Like the Creation Club, this content will be accessible in-game when you boot up Doom 1 or 2’s respective enhanced editions through the Bethesda launcher.

These add-ons will mostly be level packs and overhaul mods — some new, some old — but Bethesda has also independently added a few other modern features to the games. Some examples include support for 60 FPS gameplay (it’s unclear if you’re able to go higher or not), quicksave/quickload functionality, and even improved controls.
For a full list of the features arriving with the latest patch for Doom 1 & 2, check out Bethesda’s official changelog right here. If you don’t yet have the games, both titles will only run you $5 each on Bethesda.net.

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Free DrumCast: Discover how content marketing platforms can boost productivity- Tempemail – Blog – 10 minute

It’s easy for marketers to get overwhelmed by data and miss out on a key piece of information about their target audience. Therefore having an effective content management platform in place could be the difference between either a successful or flat campaign.
In our latest Drumcast, Tempemail working in partnership with Celum, advised marketers on how they can implement and use a content management platform to increase sales and effectively manage global brands in the omni-channel world, and subsequently get a crucial edge over their rivals. The webinar is available on-demand, fill in the form below to listen.
The webinar is moderated by Chris Sutcliffe, the editor of Tempemail Network, who is joined by Celum’s VP of sales, Peter Mielke; chief marketing officer, Eugen Knippel; and head of sales and marketing, Mike Crosby. Together they discuss how content management platforms can benefit agencies, brands and creators, underpinning their work with an efficient system that will help them to forge deeper relationships with their audience and add an extra layer of sharpness to their workflow.
“Engaging content is a real game changer for your customer experience but successful projects require clear objectives, careful planning and a degree of flexibility,” explains Crosby. “Fewer than a third of all projects are finished on time and budget and deadlines are missed frequently, which makes having a content management platform in place absolutely key for marketers to get on top of everything and truly thrive in the digital world.”
He adds: “Having one in place can be truly transformational, and this is something we’re hoping more and more businesses in the marketing industry will start to realise and pick up on.”
In a world where content is often expensive, inefficient and siloed, Crosby and his colleagues argue why a content management platform can help marketers get a clearer picture on what data is and isn’t working. Each explains why a content management platform is imperative when it comes to managing complex product content and global brands as well as resonates with creatives selling to an omni-channel marketplace. They also share case studies from clients who have worked with Celum and seen an improvement in their business.
“An effective content management platform empowers marketing content and amplifies team work,” adds Mielke. “It will help you become better organised and centered as a business driven by branded content. It also encourages better organisation with GDPR-compliant file synching, secure sharing and creative collaborative made possible by Celum systems that are powered by the cloud. Ultimately, we want to show marketers how a content management system can make their lives easier.”
The Celum team also share top tips for accelerating workflows, improving team efficiency, not getting overwhelmed by data, using a system to bring together sales and marketing, and creating experiences that actually sell.
This Drumcast took place on 11 Dec but is available on-demand here.

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Branded content body on Teen Vogue Facebook gaffe: ‘Don’t be untruthful, not worth the risk’- Tempemail – Blog – 10 minute

Teen Vogue has endured heavy criticism for publishing a fluffy Q&A with five female Facebook executives who ‘explained’ how the social network ‘protects elections’. What looked to be an undisclosed advertorial landed after the social network came under fire for its negative impacts on the democratic process ahead of the 2020 election.
Facebook continues to face questions around its acceptance of political ads given other networks turn them away, its well documented struggles to police misinformation and the fallout out of the Cambridge Analytica scandal which saw its data weaponised to influence voters.
However, on Wednesday 8 January Teen Vogue ran ‘How Facebook Is Helping Ensure the Integrity of the 2020 Election’.
The piece originally ran without a byline or an advertorial label. It said: “As the 2020 campaign gains speed, Facebook is taking measures to protect against foreign interference and stop the spread of misinformation… Facebook is at the forefront of encouraging civic discourse.”
Five top Facebook execs went on to list the many steps it is taken to ‘ensure the integrity of the election’. After being called out by readers and jounrlaists on social networks, Teen Vogue amended the piece with an advertorial label. However, Facebook then denied paying for it. The story has since been deleted after a now deleted tweet from a Teen Vogue Twitter account admitting it was unsure what the feature was supposed to be.
The title blamed “labelling confusion” but it appears to have originated from Facebook’s sponsorship of the three-day Teen Vogue Summit last November. The article was at some stage a part of that package and was uploaded to the CMS, reports The Wall Street Journal citing someone close to the incident.
The incident has raised wider questions about disclosure around branded content. What’s New In Publishing reported that publisher branded content revenue grew by 40% into the first half of 2019, the negative side of this growth is that the media could be used to gloss over corporate shortcomings.
However, there are rules in place to ensure publishers do not disguise paid-for pieces as editorial. Andrew Canter, global chief executive of the Branded Content Marketing Association told Tempemail that brands need to be “extremely clear, honest and transparent about labelling” on advertorial content or risk a backlash.
This mishap garnered global press coverage. The New York Times dubbed it ‘the mystery of Teen Vogue’s disappearing Facebook article’. The Washington Post asked ‘Article or Ad?’.
Canter’s organisation helps create the ‘rules and regulations’ of the space, a code of conduct that members sign up to when they join. One of the most relevant rules is that “Members [whether marketers, publishers or owners of other media] should ensure that marketing communications are designed and presented in such a way that it is clear that they are marketing communications.”
Similar codes of conduct are in place globally to ensure a separation of church and state in the media.
On how to avoid gaffes like the Teen Vogue one, he said: “We always advise brands to be extremely clear, honest and transparent about labelling – if you are not clear you will get found out and it will damage your brand. This is not ‘rocket science’ and often reflects negatively on those who are trying to behave in the right way and within the rules.
“You need to ask yourself whether being untruthful is beneficial to your brand particularly as we move into a new decade with ‘purpose’ at the heart of an increasing number of marketing campaigns. It is a simple message – don’t do it, it is not worth the risk.”
Jason Kint, chief executive officer of Digital Content Next told The Wall Street Journal that sponsored content labelling is important to maintain trust with audiences. This recent backfire further hits home the pitfalls of getting branded content wrong.

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