CYNOPSISDIGITAL
01.13.17
Good morning. It’s Friday January 13, 2017 and this is your first early morning digital briefing.
TODAY’S CODEBREAKER
Run of Network: Run of network is a form of online marketing in which an ad campaign is applied to a wide collection of websites without giving the advertiser the ability to choose specific sites. Under a run of network arrangement, an ad network will sell space for online ads to appear on several different websites, blogs, and/or other channels.
TOP NEWS
How can a music service better compete with Spotify? Apple’s proposed solution, according to a new Wall Street Journal report: Add a dash of Netflix. The Journal reports that Apple is planning to bring original scripted series and movies to the $10-per-month Apple Music service. The tech giant has already reportedly spoken with Hollywood producers about acquiring content. Apple Music has previously taken small steps in this direction, last year acquiring a half-hour series based on the The Late Late Show with James Corden’s Carpool Karaoke segments. Of course, that acquisition was music-related, kind of. But according to the Journal, Apple Music is now seeking shows along the lines of HBO’s Westworld and Netflix’s Stranger Things. So if you’re a production company, why partner with Apple instead of Netflix? Apple’s pitch is, reportedly, a powerful one: The company will share data about how many people are watching the content. Other streamers tend to keep that info close to the vest, which has never made content creators particularly happy. Ultimately, Apple’s goal isn’t to spend zillions of dollars on content like Netflix and Amazon, the Journal reports; rather, Apple is trying to add just enough content to set its music service apart from Spotify, which currently has 40 million subs to Apple Music’s 20 million.
PARTNERSHIPS + COMPANY ACQUISITIONS
Studio71, the digital media company and MCN owned by German broadcaster ProSiebenSat.1, has brought two new partners into the fold. Italian media company Mediaset has taken an initial 5.5% stake in Studio71, while French TV network TF1 Group has taken a 6.1% stake. Combined, the two companies have invested $56 million, or 53 million euros, into Studio71. (According to a statement, ProSiebenSat.1 now owns about 70%.) Studio71 will now se up local operations in Italy and France. Under the terms of the new agreements, the company will also acquire a minority investment in Finder Studios, an MCN controlled by TF1 Group. And Mediaset’s Publitalia80 will now become Studio71’s exclusive sales agent for advertising in Italy. The new deals value Studio71 at about $425 million.
A CYNOPSIS MESSAGE
CYNOPSIS RATINGS MASTER CLASS – 1/25 // REGISTER
(sponsored by Nielsen)
Cross-platform Ratings: Bridging the Digital Divide (Sessions 1 & 2)
Total audience measurement tools are here, including measurement of viewing across linear, VOD, DVR, mobile, connected TV devices & tablets. Plus, Marketers aren’t just looking for age/gender – they’re aiming for specific targets & want you to find and measure them.
During these sessions, you’ll learn:
-How this new data set work for you
-How digital content ratings differ from total content ratings
-Methods for using data science to reach a specific audience
OTT + SVOD
Amazon Channels, Amazon’s video subscription ad-on program for partners like HBO and Showtime, is now home to the Anime Strike streaming service. Stocked with over 1,000 anime movies and TV episodes, there’s something that makes Anime Strike unique: It’s the first Amazon-owned brand ever to debut on the Channels offering. Variety reports that Amazon plans to launch additional branded SVOD channels in the coming months. Anime Strike is available to U.S. Prime members for $4.99 monthly (after a one-week free trial period). Amazon Channels now has about 100 services total.
WATCHEROO
Be sure to visit Watcheroo, Cynopsis Digital’s tune-in guide for new and upcoming digital media programming. Check it out here: http://www.cynopsis.com/watcheroo/
AUDIO
Streaming music company Pandora announced plans to lay off 7 percent of its workers in Q1 of this year. Still, the company says that it expects to exceed its previous Q4 2016 revenue forecast, with advertising being the biggest revenue driver.
RESEARCH
According to new research from video ad tech company Unruly, online engagement with Super Bowl ads fell a whopping 17% between 2015 and 2016. Unruly’s study shows that social media shares of Super Bowl ads fell from 9.03 million in 2015 to 7.84 million last year. According to Unruly, the biggest reason for the drop is that the 2016 ads failed to “evoke intense emotional responses in viewers.” For instance, only 10% of viewers thought the ads were funny, according to the study. Some other findings:
– Teaser ads made up nearly 30% of the total ads launched this Super Bowl, but only delivered 10% of overall views;
– The most successful ads were aired before the game, with 7 out of 10 of the most
shared Super Bowl ads (excluding movie trailers) airing before Super Bowl Sunday;
– TV was the most common viewing device for viewing Super Bowl ads, followed by PC, while older Millennials and Gen X viewers were most likely to have seen the ad on a mobile device;
– Emotional responses differed by demo – 22% of the general population felt more negative about Mountain Dew after watching its controversial Super Bowl spot “#Puppymonkeybaby,” the 7th most shared ad from the game. In contrast, 58% of Millennial males felt more positive about the brand after watching the ad;
– Budweiser’s “#NotBackingDown” ad fell from the #1 spot in 2015 to #55 in 2016.
Affectiva’s facial coding tracking shows its aggressive tone did not go down well with some viewers, who showed expressions of dislike throughout the video;
– The opportunity to amplify social sharing with a memorable soundtrack was wasted by many brands. Fewer than half of all ads used music, however, 70% of Super Bowl shares came from videos with prominent soundtracks.
EXECUTIVE MOVES
Amazon-owned live-streaming platform Twitch just landed a new exec. Matt McCloskey will serve as Twitch’s VP of Commerce. He’ll be tasked with growing economic activity across Twitch’s platform, supporting the site’s streamers. Twitch is the most popular game-streaming site in the world, and appropriately enough, McCloskey is a gaming veteran. He previously served as Chief Operating Officer for Microsoft’s 343 Industries, a studio that works on the Halo game franchise. Before that, he worked on business development and operations for Microsoft Xbox’s third-party publishing business.
Amazon has lured a top exec away from Target, Recode reports. Specifically, the e-commerce giant has reportedly hired Jamil Ghani, Target’s SVP of Strategy and Innovation, to run the Amazon Prime membership business in international markets. According to Recode’s sources, Ghani will likely work out of Amazon’s Seattle headquarters, reporting to Greg Greeley, VP of Amazon Prime. As Recode notes, one of Ghani’s chief tasks at Target was figuring out how to find new growth opportunities in a sales environment dominated by Amazon. In other words, Amazon just stripped a major competitor of the exec who was in charge innovating ways to defeat Amazon. Ouch.
WhoSay, a celebrity and influencer content marketing company, has named Paul Kontonis as its new Chief Marketing Officer. Kontonis joins WhoSay from Digiday Media, where he served as Chief Marketing and Communications Officer across the company’s brands.
TRIVIA
The Duffer Brothers are best known for creating Netflix series Stranger Things. They also wrote and directed a movie, which was released by Warner Bros. in 2015. What was it called? (Email trivia@cynopsis.com with your answer and be sure to include your name, company, city and state.)
Our Last Trivia Question: Which company acquired LinkedIn last year? Answer: Microsoft. They paid over $26 billion. Kudos to Andy Pittman-TAMU/TX, Aymon DeMauro-Discovery Communications/NY, Jerry A. Kapner-Kapner Group/NJ, Scott Jenkins-Gracenote/NY, Kathryn Kieser-Haworth Marketing and Media/MN, Brad Stern-POM Technologies/NY, Christopher Hall-Comcast Spotlight/FL, Mathew Tombers-Intermat, Inc./NY, Lorrie Shilling/CA, Alejandro Sacasa-Albavision/FL, Michele Spring Fajeau-Zebra Partners/CA, Judith Arden-Entertainment Marketing Consultant/NY, Aaron Paquette-Maru/Matchbox/TX, and Matt Deprey-Discovery Communications/MD
A CYNOPSIS MESSAGE
CYNOPSIS TOP WOMEN IN DIGITAL
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DIGITAL SPOTLIGHT
“Unlimited data” plans are a thing again, at least with some carriers…But there are some restrictions, and things can get a little complicated. From the Wall Street Journal, check out an informative overview of the state of play – here.
See you Tuesday,
David Teich
01.13.17
Roberta Caploe: Publisher @robertacaploe
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SITUATION WANTED: SUPERVISING PRODUCER & DIRECTOR with 15 yrs exp in build/process, talk, hosted, and docu-soap exp as well as branded and sponsored content for television as well as digital specific content. Available now. Located in Los Angeles, CA. Willing to travel. Phn. 310-465-7715 / tjshanks@yahoo.com (1/21)
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VIDEO CONTENT CREATOR: 10+ yrs exp. multimedia professional specializing in high production value entertainment-related visual projects ranging from custom branded content and commercials to music videos and broadcast series. – kwame@capitolagentmedia.com (1/19)
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The post 01/13/17: Report: Apple eyes original scripted content for Apple Music appeared first on Cynopsis Media.