Αποτελέσματα: Η ενεργεία λειτούργησε θετικά και με τεράστια ανταπόκριση. Το Πανεπιστήμιο UCLan Cyprus μέσα από μια ξεκάθαρη διαδικασία με διαφάνεια παρείχε τις υποτροφίες στους δικαιούχους, δίνοντας τους την ευκαιρία διατήρησης των υποτροφιών  καθ΄ όλη την διάρκεια των σπουδών τους. Συγκεκριμένα το Πανεπιστήμιο UCLan Cyprus, για τις ακαδημαϊκές χρονιές 2016-2017 & 2017-2018, πρόσφερε περισσότερες από 10 υποτροφίες ενώ οι συμμετοχές έφτασαν τις 2,000.  Τα αποτελέσματα σε σχέση με τους Marketing στόχους επιτεύχθηκαν σε πολύ μεγάλο ποσοστό καθώς οι εγγραφές μας μέσω του συγκεκριμένου marketing activity είχαν αύξηση σύμφωνα με τους στόχους του πανεπιστημίου.

1. 7 συμβουλές για να φαίνονται οι χώροι σου μεγαλύτεροι
2. Τα 10 σημεία που πρέπει να δείτε πριν επιλέξετε Πανεπιστήμιο
3. Μυστικά για γερό ανοσοποιητικό

1. Στο λαβύρινθο της επιλογής επαγγελμάτων χρειάζεται πάντοτε μια Αριάδνη
2.  5+1 γνωστοί Κύπριοι μάς δείχνουν το μουστάκι τους

1. Καρύδα, το θαύμα της φύσης
2. Τι τρώνε οι Κύπριοι; Καλές και κακές διατροφικές συνήθειες που έχουμε στην Κύπρο

1. 4+1 πράγματα που δεν γνωρίζετε για τη Lidl Κύπρου  

Για περισσότερες πληροφορίες επικοινωνήστε με τον Παναγιώτη Λοιζίδη: [email protected] Τηλέφωνο: 22580681

H προβολή των χορηγών γίνεται με πολλούς τρόπους ώστε να συνδέεται πολλαπλά και ο χρήστης με το μήνυμα. Εμφάνιση μηνυμάτων, hashtags, social media, notifications, τηλεόραση, ραδιόφωνο και display advertising στο διαδίκτυο περιλαμβάνει το πιο ολοκληρωμένο πακέτο προβολής σας.

ΑΝΑΛΥΤΙΚΑ

Ο χορηγός εμφανίζεται στη φωτογραφία του άρθρου του κάθε αγώνα (Desktop και App) και στα Push Notifications (mobile app) και Web Push (mobile και desktop) αυξάνοντας ακόμα περισσότερο την επισκεψιμότητα του άρθρου (minimum 1 push notification ανά αγώνα για τουλάχιστον 15 αγώνες).

Δείτε πιο κάτω παραδείγματα από την υλοποίηση στους αγώνες του ΑΠΟΕΛ, της ΑΕΚ και του ΑΠΟΛΛΩΝΑ

Στην κεντρική σελίδα (Home Page) του sportime.com.cy εμφανίζεται το Live event του αγώνα με την αναφορά των χορηγών.

Παράλληλα και καθόλη την διάρκεια των ευρωπαικών αγώνων το Live πρωθείται στο Slider του Sigmalive στη θέση των αθλητικών ειδήσεων.

Οι πιο πάνω ενέργειες και με στόχο την όσο μεγαλύτερη προσέλκυση κοινού συνοδεύονται από Web Push στους browsers των χρηστών και push notification στο application του Sigmalive. Στο κείμενο αναφέρονται και οι χορηγοί.

To Sportime προσφέρει στα Live των αγώνων την interactive υπηρεσία όπου ο χρήστης μπορεί να σχολιάσει, να ρωτήσει τον δημοσιογράφο και να απαντήσει στους άλλους χρήστες που χρησιμοποιούν την πλατφόρμα. Τα σχόλια πριν δημοσιευθούν εγκρίνονται από τον δημοσιογράφο.

Σε κάθε αγώνα γίνονται minimum 2 Facebook live στο Facebook Page του Sportime, (κατά την αναχώρηση της ομάδας, ή την τελευταία συνέντευξη τύπου, την τελευταία προπόνηση, στην είσοδο των ομάδων στον αγωνιστικό χώρο, στην συνέντευξη τύπου μετά τον αγώνα) όπου γίνεται γραπτή αναφορά στους Χορηγούς. Tα Facebook Live του Sportime γίνονται share και στο Facebook Page του Sigmalive

Η κάλυψη συνοδεύεται από μια σειρά από προωθητικές ενέργειες με στόχο την ενημέρωση του κοινού για τα όσα μπορεί να βιώσει μπαίνοντας στο sportime.com.cy

Για περισσότερες πληροφορίες επικοινωνήστε με τον Παναγιώτη Λοιζίδη: [email protected] Τηλέφωνο: 22580681

Τηλεοπτική προβολή στο ΣΙΓΜΑ

Τηλεοπτικά trailers διάρκειας 25 δευτερολέπτων στη τηλεόραση ΣΙΓΜΑ (Προβολή των Χορηγών στο trailer του Sportime.com.cy με λεκτική και οπτική αναφορά στο τέλος του τηλεοπτικού σποτ με δύο (2) σποτ ανά αγώνα για min 20 αγώνες).

Ραδιοφωνική προβολή στο Ράδιο ΠΡΩΤΟ

Ραδιοφωνικά trailers διάρκειας 25 δευτερολέπτων στο Ράδιο ΠΡΩΤΟ (Προβολή των Χορηγών στο trailer του Sportime.com.cy τα οποία θα μεταδίδονται κατά την διάρκεια του κάθε αγώνα (ΑΡΧΗ – ΔΙΑΛΕΙΜΜΑ – ΤΕΛΟΣ)

Display Ads για τους χορηγούς

Leaderboard 970×180 & 245×90 pixels στη θέση Article A, σε όλη την αρθρογραφία του Sportime.com.cy, on rotation με άλλους δυο διαφημιζόμενους για την χρονική περίοδο δύο (2) μηνών.

Leaderboard 728×90 px στην θέση Α της κατηγορίας «Champions League & Europa League» του Sportime.com.cy, on rotation με άλλους δυο διαφημιζόμενους για την χρονική περίοδο δύο (2) μηνών.

Background Skins 120×600 px στο Sportime.com.cy για την χρονική περίοδο έξι (6) ημερών (Σε κάθε χορηγό ξεχωριστά).

Για περισσότερες πληροφορίες επικοινωνήστε με τον Παναγιώτη Λοιζίδη: [email protected] Τηλέφωνο: 22580681

Many companies, no matter how big or small, choose to advertise on YouTube. This doesn’t come as a surprise since YouTube was and still is one of the biggest social media platforms.

In 2017, however, we all witnessed many big companies facing issues with their advertisements being presented over content which put simply isn’t just controversial, but is unwanted and disliked by the majority of the public. Of course, we are talking about ads of reputable brands being presented over videos supporting white nationalists and hate preachers.

In 2019, another major scandal broke out when YouTube seemed to be presenting ads of major companies such as Sky, the UK’s largest advertiser, over videos concerning child safety with inappropriate content, including videos of pedophilia.

Little did the companies know that not so much further in the future would something similar happen. In this article, we will see what caused another YouTube Brand Safety Crisis and how the affected companies reacted this time.

What happened?

During mid to end of January 2020 reputable brands such as Samsung, L’Oréal, Warner Bros and Danone started noticing that their advertisements on YouTube were being played over videos promoting climate change denial. Of course, no one would think that this is a good idea for the brand names’ since the climate change movement is at its peak. So how did these companies react?

The Reaction

In 2017 all companies affected by the crisis including L’Oréal and Verizon didn’t wait and immediately pulled out of their contracts suspending all of their YouTube buys.

In 2019 similar acts were taken by companies such as Sky and even the UK government with Sky revealing that they hadn’t resumed spending on YouTube ads, coming forward with statements such as “We only put money where we understand how it’s being spent,” made by the broadcaster’s chief executive Stephen van Rooyen.

In 2020, however, and after having to go through such unfortunate experiences, their reaction was different. L’Oréal made an official statement announcing that it was working with YouTube in order to remove said ads from being presented over the climate misinformation videos. In the same statement, they also mentioned that this time they wouldn’t stop buying ads and playing those over videos with other content.

Opinions 

Nishma Robb, the UK marketing director for Google Ads made a statement in 2019 admitting that Google might never be able to guarantee “100% safety” for brands on YouTube. The statement reads as follows:

“I don’t think that’s the reality of the platform,” referring to the videos concerning pedophilia and ads playing on them. The director continued with “The reality is the internet has dark pockets and our job is to continue to work hard to ensure we have the machines and processes to remove harmful content”. Robb claims that 98% of extremist or violent videos posted on YouTube are being caught before the people get the chance to view them, though admitted the AI safeguards they have set up won’t remove all potentially harmful content.

How is YouTube (and Google) handling these issues?

Big and famous brands such as McDonald’s, Nestlé and AT&T, pulled their ads from YouTube in 2019, after finding the said ads running next to videos with inappropriate comments, with some brands demanding that the Platform pay the brand safety tab. YouTube agreed to this up until December of 2019.

Since then, YouTube has been adopting more AI technology in order to tackle such issues, however, as aforementioned only 98% of offensive material will be caught on time.

Previously, the issues could be easily tackled by removing all offensive and disturbing content from the platform. The decision was easy to take since pedophilia is something that no one would like to see promoted online. This time, however, things aren’t that simple. An opinion is that climate change and climate crisis is a broad subject. The public doesn’t have one opinion in which it stands by, therefore the discussion about keeping online videos discussing climate change denial hasn’t concluded yet.  Since there is no public consensus about this, YouTube (and Google) are not sure as to how to proceed.

Conclusion

Should YouTube and Google remove the videos denying climate change? How should the companies affected by these crises proceed? Do you think that YouTube and Google have been taking enough action in order to ensure their advertisers’ brand safety?

Bibliography and Further Reading:

Joseph, S. (2020). The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach – Digiday. [online] Digiday. Available at: https://digiday.com/marketing/latest-youtube-brand-safety-crisis-shows-advertisers-taking-nuanced-approach/ [Accessed 5 Feb. 2020].

Johnson, L. and Dua, T. (2019). YouTube is facing another brand-safety crisis, and agencies see it as an opportunity to get the video platform to pay the brand safety tab. [online] Business Insider. Available at: https://www.businessinsider.com/youtube-is-facing-another-brand-safety-crisis-and-agencies-see-it-as-an-opportunity-to-get-the-video-platform-to-pay-the-brand-safety-tab-2019-2 [Accessed 5 Feb. 2020].

Teich, D. (2017). How YouTube handled its brand-safety crisis – Digiday. [online] Digiday. Available at: https://digiday.com/marketing/youtube-handled-brand-safety-crisis/ [Accessed 5 Feb. 2020].

Watson, I. (2019). Google says YouTube might never be 100% brand-safe. [online] The Drum. Available at: https://www.thedrum.com/news/2019/03/05/google-says-youtube-might-never-be-100-brand-safe [Accessed 5 Feb. 2020].

Faull, J. (2019). AT&T resumes advertising on YouTube after brand safety crisis. [online] The Drum. Available at: https://www.thedrum.com/news/2019/01/20/att-resumes-advertising-youtube-after-brand-safety-crisis [Accessed 5 Feb. 2020].

During the final week of October 2019, Google started rolling out its new algorithm called BERT. BERT is the biggest algorithm change google has done since 2015 (RankBrain), affecting 1 in 10 query searches.

What is BERT?

Bert stands for Bidirectional Encoder Representations from Transformers. It is not just a simple algorithm change. It is based on a neutral network-based technique for natural language processing (NLP). This means that BERT will try to base our search results on the whole context of our search, and no longer on just trying to find keywords in random articles, which is what RankBrain used to do.

An Example by Google

In an effort to better understand what BERT will be doing, Google has provided us with an example:

In a search for “2019 brazil traveler to USA need a visa,” the word “to” and its relationship to the other words in query are important for understanding the meaning. Previously, Google wouldn’t take into consideration the connection and would return results about U.S. citizens traveling to Brazil, while to us, it is clear that the search is about Brazilians traveling to the USA. Google further explains that “With BERT, Search is able to grasp this nuance and know that the very common word “to” actually matters a lot here, and we can provide a much more relevant result for this query,”.

What does this mean for us and our Google searches?

It is clearly a very big step forward. It means that Google can better understand natural language. This doesn’t change the way we do our searches. We do them as we used to, meaning that we proceed by writing the content we’re looking for and Google will try to better understand the meaning of the whole search and start matching it with more relevant results.

The importance of the update

According to Google, this update is “representing the biggest leap forward in the past five years, and one of the biggest leaps forward in the history of Search.”

As we have stated above, this change affects 1 in every 10 query searches, which is equal to 10%, quite a big percentage.

Is it available for all languages?

During the month of November 2019, BERT was only available for plain English searches, however, on December 10, 2019, it was announced that BERT was going to be available for a large number of additional languages. On December 10, 2019, “Google SearchLiaison” announced on its twitter account that BERT was publically available for many languages including Greek.

Conclusion

BERT is definitely one of the biggest steps forward we have seen in a while. Many companies are trying to implement BERT as well, such as Microsoft, however, nothing official has been announced. Official reports are yet to be released about BERT’s affection to the SEO world, so we’re definitely looking forward to those!

What is your opinion on BERT? Do you think that this advancement will be useful?

Bibliography and Further Reading:

Schwartz, B. (2019). Welcome BERT: Google’s latest search algorithm to better understand natural language – Search Engine Land. [online] Search Engine Land. Available at: https://searchengineland.com/welcome-bert-google-artificial-intelligence-for-understanding-search-queries-323976 [Accessed 12 Dec. 2019].

Nayak, P. (2019). Understanding searches better than ever before. [online] Google. Available at: https://www.blog.google/products/search/search-language-understanding-bert/ [Accessed 12 Dec. 2019].

Nguyen, G. (2019). FAQ: All about the BERT algorithm in Google search – Search Engine Land. [online] Search Engine Land. Available at: https://searchengineland.com/faq-all-about-the-bert-algorithm-in-google-search-324193 [Accessed 12 Dec. 2019].

Schwartz, B. (2019). Why you may not have noticed the Google BERT update – Search Engine Land. [online] Search Engine Land. Available at: https://searchengineland.com/why-you-may-not-have-noticed-the-google-bert-update-324103 [Accessed 12 Dec. 2019].

Anderson, D. (2019). A deep dive into BERT: How BERT launched a rocket into natural language understanding – Search Engine Land. [online] Search Engine Land. Available at: https://searchengineland.com/a-deep-dive-into-bert-how-bert-launched-a-rocket-into-natural-language-understanding-324522 [Accessed 12 Dec. 2019].

Csutoras, B. (2019). BERT Explained: What You Need to Know About Google’s New Algorithm – Search Engine Journal. [online] Search Engine Journal. Available at: https://www.searchenginejournal.com/bert-explained-what-you-need-to-know-about-googles-new-algorithm/337247/#close [Accessed 12 Dec. 2019].

Grundmann, J. (2019). Google BERT Update: Background and analysis. [online] Searchmetrics SEO & Content Marketing Blog. Available at: https://blog.searchmetrics.com/us/google-bert-update/ [Accessed 12 Dec. 2019].

On November 3, 2019, Twitter’s CEO Jack Dorsey made an announcement confirming twitter’s stance on the heatedly debated issue of policies in regards to advertisements (ads) with political content.  The stance is quite clear and it follows that of other social media platforms such as LinkedIn, TikTok and Pinterest: the ban of all ads with political content.

The official statement made by Dorsey on twitter:

However, not everyone is eager to accept these acts from social media platforms as goodwill towards making the world a more democratic and safe place for voters and the public in general.

Opinions

Nigel Gwilliam, head of digital at U.K. agency trade body of “the Institute of Practitioners in Advertising”, has come forward with the following statement:

“I don’t believe these businesses have banned political ads for the greater good of society as their primary motivation. You can imagine Dorsey, having watched the knots other tech leaders were tied up in, in front of the U.S. senators recently, not wanting to be in that position.”

It seems that Gwilliam, as well as millions of others, have watched the viral video of Alexandria Ocasio-Cortez, an American politician and activist who serves as the U.S. Representative for New York’s 14th congressional district, questioning Mark Zuckerberg about Facebook’s new policies about political ads and have come to the conclusion that no one else would like to be in Zuckerberg’s position anytime soon, thus why Twitter is now banning all ads with political content.

In the aforementioned video, Ocasio-Cortez heatedly questions Zuckerberg’s new Facebook policies about political ads, which can be summed up to this:  Facebook is not going to keep checking the content of political advertising. He then concludes with a statement of “I think that lying is bad” but then explains that the public should be able to see who lies to them.

What does banning political ads cost the platforms?

According to an article posted on Digiday (Joseph, 2019), this gesture costs little to twitter while at the same time creates a better name for the platform as a whole. Twitter barely made any money from political advertisers (there were only 21 during Dorsey’s decision) according to its transparency report, while surprisingly none of them had bought ads during the EU parliamentary elections.

The Atlantic (Friedersdorf, 2019) then reports how refusing to ban or at least regulate Facebook’s political ads can lead to changing votes which on its turn can change the outcome of the lives of millions. Let us not forget the new dangers of [political] advertising such as “machine learning-based optimization of messaging and micro-targeting, unchecked misleading information, and deep fakes”.

In conclusion, if Facebook decided to one day eliminate political ads on its platform, the stakes and costs would be a lot higher since political advertising, in general, is stronger on Facebook’s platform. Facebook is considered a very strong tool globally when it comes to political advertisers. The profits lost would be a lot higher than those of other platforms such as Twitter and LinkedIn.

What is your opinion on this issue? Do you think that Facebook should ban political ads as Twitter, LinkedIn, Pinterest and TikTok have done? Could a regulation on these ads be enough? Why do you think that the other platforms have banned political ads?

Bibliography and Further Reading:

Weintraub, E. (2019). Don’t abolish political ads on social media. Stop microtargeting.. [online] The Washington Post. Available at: https://www.washingtonpost.com/opinions/2019/11/01/dont-abolish-political-ads-social-media-stop-microtargeting/ [Accessed 18 Nov. 2019].

Digiday. (2019). Political ads take center stage in battle between social networks – Digiday. [online] Available at: https://digiday.com/marketing/political-ads-take-center-stage-battle-social-networks/?utm_medium=email&utm_campaign=digidaydis&utm_source=uk&DM2=&utm_content=191104 [Accessed 18 Nov. 2019].

Halpern, S., O’Rourke, M., Kauffman, J., Gessen, M., Glasser, S., Talbot, M., Gessen, M., Marantz, A., O’Rourke, M. and Kauffman, J. (2019). The Problem of Political Advertising on Social Media. [online] The New Yorker. Available at: https://www.newyorker.com/tech/annals-of-technology/the-problem-of-political-advertising-on-social-media# [Accessed 18 Nov. 2019].

Friedersdorf, C. (2019). Doubt Anyone Who’s Confident That Facebook Should Ban Political Ads. [online] The Atlantic. Available at: https://www.theatlantic.com/ideas/archive/2019/11/twitter-facebook-political-ads/601174/ [Accessed 18 Nov. 2019].

Feiner, L. (2019). Both Facebook and Twitter are getting it wrong when it comes to political ads. [online] CNBC. Available at: https://www.cnbc.com/2019/11/03/facebook-and-twitter-get-it-wrong-when-it-comes-to-political-ads.html [Accessed 18 Nov. 2019].

Danezis, C. (2019). Deepfakes – Η νέα απειλή στις αίθουσες σύνταξης – Sigma Live Network. [online] Sigma Live Network. Available at: https://sigmalivenetwork.com/2019/10/12/deepfakes-%ce%b7-%ce%bd%ce%ad%ce%b1-%ce%b1%cf%80%ce%b5%ce%b9%ce%bb%ce%ae-%cf%83%cf%84%ce%b9%cf%83-%ce%b1%ce%b9%ce%b8%ce%bf%cf%85%cf%83%ce%b5%cf%83-%cf%83%cf%85%ce%bd%cf%84%ce%b1%ce%be%ce%b7%cf%83/ [Accessed 18 Nov. 2019].

Wood, C. (2019). Alexandria Ocasio-Cortez and Elizabeth Warren got behind the Facebook employees slamming Mark Zuckerberg for allowing lies in political ads. [online] Business Insider. Available at: https://www.businessinsider.com/aoc-and-warren-back-facebook-employees-over-political-ads-criticism-2019-10 [Accessed 7 Nov. 2019].

Charalampous, S. (2019). The Taboola and Outbrain merger: A new player in the advertising game – Sigma Live Network. [online] Sigma Live Network. Available at: https://sigmalivenetwork.com/2019/10/30/the-taboola-and-outbrain-a-new-player-in-the-advertising-game/ [Accessed 7 Nov. 2019].