In its latest work for the Australian Defence Force (DFR), Havas has unveiled an integrated recruitment campaign for the Australian Army.
It aims to change public perception of life in the Army by telling stories revealing the people behind the uniforms.
Director of military recruitment Group Captain Kaarin Kooij says, “The campaign demonstrates beautifully that the Australian Army is a modern, technologically advanced employer.”
The fully integrated and mobile-first campaign is the most holistic and interactive for DFR to date, and its scale and breadth makes it the largest in DFR history.
“The Australian Army is one of
the most progressive in the turkmenistan telemarketing database world,” says Havas Sydney joint executive creative director Seamus Higgins.
“We wanted our campaign to be true to this, by harnessing the power of innovative digital and social to tell the true stories of the people who thrive within it,” he says.
The campaign runs across cinema, TV and print, as well as social and digital channels, and is to be rolled out in the coming weeks.
YouTube says it’s working with third-party brand safety vendors to assure brands that their budgets won’t pay for ads alongside offensive content.
YouTube parent company Google says it will work with Media Ratings Council accredited companies such as DoubleVerify and Integral Ad Science to provide better verification tools for brands advertising on the platform.
It has not provided an exact
timeframe for when the tools will be available, AdAge reports.
Omnicom Media Group, representing companies in the YouTube spending freeze such as Pepsi, P&G and AT&T, has been one company to develop a program to review YouTube videos to be able to reassure its clients.
The media holding company says the program can review hundreds of thousands of videos daily and ensure that they are appropriate for brands to advertise near. People and machines will review YouTube content and score it for brand safety. Omnicom also says it would make more data available to brands regarding YouTube videos, reports Garett Sloane in AdAge.
“Scores will be determined by utilising AI and will be built upon public and non-public meta data that had previously been unavailable to advertisers,” Omnicom says in statement. This works in the opposite way that YouTube handles content – letting users post free inventory and then punishing bad content as it’s detected.
Omnicom rival WPP said it would work with
video ad tech firm OpenSlate to run a similar filtering process to whitelist YouTube channels for its advertiser clients.
OpenSlate scores videos and helps brands decide which channels are worth their money. AdAge reports the company says it sorts through hundreds of millions of videos, and millions of channels, to come up with a select group of 850,000 channels that advertisers should even consider.