CYNOPSISDIGITAL
02.01.17
Good morning. It’s Wednesday February 1, 2017 and this is your first early morning digital briefing.
TODAY’S CODEBREAKER
Data Glove (Virtual Reality): In virtual reality, a data glove (or, informally, a ‘wired glove’) is a glove that’s wired with censors, connected to a computer system, and worn by a user. The glove enables gesture recognition and navigation through a virtual environment.
TOP NEWS
Facebook has debuted a new information portal designed to let marketers compare how their ads are performing across digital, TV and print. The tool will let Facebook’s measurement partners pull info directly from Facebook, Instagram, and the Facebook Audience Network. The measurement partners can then share that info with their clients for use in cross-channel measurement and planning. “Advertisers will now be able to compare which ads TV, digital and print are driving their desired outcomes,” wrote Facebook in a new blog post.
ADVERTISING
WordPress.com now has a go-to media agency. Automattic, WordPress’s owner, has brought on the MDC Partners-owned Assembly to handle media buying and planning, modeling, data and analytics for the site. WordPress.com already had an in-house operation that handled online search, but had no incumbent agency of record. The site is planning a broader advertising approach in 2017. “We selected Assembly because of its data-first approach to performance marketing and an ability to centrally model, measure, and optimize all pieces of the media plan," said Automattic CMO Chris Taylor in a statement. "We’re eager to get new creative into market to start the year off strong.”
A CYNOPSIS MESSAGE
WEBINAR: New Methods to Use Influencers to Reach
& Engage Your Target Audience
Influencer marketing isn’t just here to stay – it’s set to explode. It’s no longer enough to just produce good content. You need to get that content discovered and championed in an increasingly crowded environment. That’s why you should join us on 2/9 at 1:30 PM to hear from DS Simon, Food Network & Cooking Channel on the latest methods to align yourself most productively with these connection creators.
Save your spot today!.
PLATFORMS, APPS + DEVICES
A new Snapchat update for iOS makes it easier for users to share online content within the app. The update lets Snapchat users create so-called “Snapcodes” for any website link. App-users just have to manually enter a URL into an entry field. It’s especially good news for content creators who want to share pages within Snapchat: Now users won’t have to exit the app to view them. That’s also a good thing for Snapchat: The less users leave the app, the more engagement Snapchat sees, and the more data it collects. With Snapchat hoping to become an ad behemoth to rival Facebook – and with an IPO on the horizon – more data is always a good thing.
OTT + SVOD
Walter Presents is coming to the U.S. The U.K streaming service, which is devoted to foreign-language drama, is slated to launch stateside in March. Walter Presents is a joint venture between Global Series Network and the U.K.’s Channel 4. It’ll cost $6.99 per month in the U.S. The service will offer 34 series at launch, and premiere two new shows each month. All the content will be subtitled.
Looks like the future of BroadbandTV is a little bit up in the air. RTL Group, which owns a 51% stake in the online-video company, said that it won’t exercise its option to acquire the remaining 49%. Instead, the European entertainment conglomerate says it will explore “all strategic alternatives for the company.” The investment bank LionTree has been brought to the table to help lead that exploration. As for BroadbandTV’s future, it boils down to a few plausible possibilities: New outside investors, a sale of the company, or an IPO.
POLICY
If you say so. Ajit Pai, President Donald Trump’s pick to head up the FCC, said in a press conference that no determination has yet been made regarding the agency’s future approach to net neutrality. The FCC voted on party lines to pass net neutrality regulations in 2015, but those party lines have now changed. And Pai has been a vocal opponent of the 2015 regulations in the past, explicitly stating his opposition to the moves. The 2015 rules forbid internet providers from slowing or blocking traffic, or from delivering faster rates to certain customers. Broadband providers have generally opposed the rules, while tech companies like Google and Netflix have generally favored them.
RESEARCH
OpenSlate Engagement Data for the Health & Fitness vertical, based on the engagement metric for the week ending January 29.
Channel (Engagement) / Monthly Views / Total Subs / SlateScore
Tibo InShape (9.3) / 50,275,650 / 2,683,226 / 700
PumpChasers (8.4) / 2,882,460 / 337,705/ 564
Felipe Franco (8.4) / 4,657,590 / 777,736 / 574
Entrena con Sergio Peinado (8.4) / 4,107,780 / 396,145 / 553
Body Mania (8.3) / 6,974,730 / 479,329 / 559
Karl Ess (8.2) / 2,491,560 / 389,296 / 544
Yoga With Adriene (8.2) / 13,038,030 / 1,977,631 / 590
Hipertrofiando (8.2) / 2,248,830 / 539,619 / 567
STRENGTH WARS (8.2) / 7,407,330 / 778,490 / 545
Raw Alignment (8.2) / 6,090,300 / 6522,247 / 543
Source: The Engagement metric is one of OpenSlate’s component scores, and is a measure of a producer’s ability to evoke meaningful interaction with their audience. It is calculated on a scale of 1-10 with higher being better. The OpenSlateEngagement score uses a subset of the data incorporated in the SlateScore to perform a set of unique calculations. It factors in views, comments, likes, and more.
The ListenFirst Television Interest (TVI) Rating (TM) is a standardized measurement of the most buzzed-about TV programs on linear TV and streaming services. A complement to ListenFirst’s other syndicated data products (such as the ListenFirst Digital Audience Rating – TV), the metrics included in the rating capture organic actions that are largely unaffected by paid media. Programs that surface on the TVI leaderboards are the most hashtagged on Facebook, Twitter, Google+, and Tumblr, as well as most searched for onWikipedia (used as a proxy for organic search volume).
Streaming Series (1/23/17 – 1/29/17)
Source: ListenFirst. The TVI Rating aggregates metrics that measure organically generated activity by fans of the TV show. The metric includes total volume of official hashtag mentions on Facebook, Twitter,Google+, and Tumblr, along with Wikipediapage views (as a proxy for organic search volume) for a show as a percentage of the total volume of the same activities for all shows.
To determine the TV ads generating the most digital response, attention analytics company iSpot.tv measures digital actions across Facebook, Twitter, YouTube and all major search engines. Here, a look at the brands that advertised during the Screen Actors Guild Awards, which were simulcast on TNT and TBS.
“The stars weren’t the only ones grabbing the attention of the audience during the 23rd Annual Screen Actors Guild Awards the ads also got viewers talking. Subaru took home the night’s top award for digital share of voice, capturing 28.1% of all the digital activity prompted by ads aired during the show, outshining Apple (for iPhone) in second place. Subaru was actually the show’s top advertiser, too, ranked by estimated spend (followed by L’Oreal Paris Cosmetics, Apple, L’Oreal Paris Skincare and State Farm, in that order). But it definitely also helped that Subaru won over viewers by running several of its charming ‘Dog Tested’ ads starring canines.” - iSpot.tv
EXECUTIVE MOVES
The third-party data aggregation platform Ad-Juster announced two new moves. Matthew Essenburg has been promoted from Director of Research and Development to Chief Technology Officer. He’ll oversee strategy, operations, and the development of Ad-Juster’s software engineering, technology, data, security, and corporate IT initiatives. And Dan Lawton has been promoted from VP of Business Development and Sales to Chief Marketing/Chief Business Development Officer. He’ll be tasked with building and establishing Ad-Juster’s brand. Both Essenburg and Lawton report to Peter Yang, the company’s COO.
TRIVIA
Who created the upcoming Netflix series Santa Clarita Diet? (Hint: His other credits include Better Off Ted and Andy Richter Controls the Universe.)
Our Last Trivia Question: Netflix’s Stranger Things’ took home a surprise win at the SAG Awards on Sunday. Before launching into an impassioned acceptance speech, cast-member David Harbour quickly thanked a number of people, among them Carmen Cuba. Cuba has worked on Hollywood movies like The Martian, but Stranger Things isn’t her first streaming series; she’s also worked on Netflix’s Sense8 and Narcos, as well as Amazon’s Red Oaks. What’s her job? Answer: Casting Director. Kudos to Susan Nessanbaum-Goldberg Whose Line Is It Anyway?-Angst Productions/CA, David Westberg-SAG-AFTRA Federal Credit Union/CA, and Tom Moore-Kalt Productions/CA.
A CYNOPSIS MESSAGE
Network with the 2017 Buyers & Planners!
You’ll have the opportunity to mingle with the industry’s top advertising talent who are being celebrated at the inaugural Cynopsis Buyers & Planners Awards on February 7 in NYC. These pros are being recognized for their incredible contributions across broadcast, cable and digital platforms. See who made the cut here.
DIGITAL SPOTLIGHT
Last year, a group of powerful companies and trade groups united to form the Coalition for Better Ads, a consortium designed to monitor the quality of online advertising with technology from the IAB’s Tech Lab. The IAB and a couple of its corporate members recently discussed the initiative at the IAB’s Leadership Meeting in Hollywood, Florida. Check it out here.
See you tomorrow,
David Teich
02.01.17
Roberta Caploe: Publisher @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group
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