CYNOPSISDIGITAL
03.08.16
Good morning. It’s Tuesday March 8, 2016, and this is your first early morning digital briefing.
TOP NEWS
A setback for Facebook? File that under “rare.” The social media giant has aborted its plan to build a demand-side platform into Atlas, the company’s measurement platform and ad server. Facebook started testing the platform last year. “We were able to deliver ads to real people with unprecedented accuracy, but came up against many bad ads and fraud (like bots),” the company explained in a blog post. Only two ad formats – native and video – delivered any significant value, according to the post. Still, the company is moving forward on expanding Atlas. One of Atlas’s new initiatives, video ad serving across desktop and mobile, launched yesterday.
It would appear that Periscope and Facebook are winning the live-streaming war. Nobody knows that better than Meerkat, the first platform to enter that arena. The company is abandoning its original raison d’etre, transitioning away from individual live-streaming. “The distribution advantages of Twitter/Periscope and Facebook Live drew more early users to them away from us and we were not able to grow as quickly alongside as we had planned,” explained Meerkat founder Ben Rubin in a post. The company’s new product will focus on live interaction and conversation.
NEW PROGRAMMING + DEALS
If there’s any subset of TV viewers that craves data, it’s sports fans. So it’s no surprise that Comcast just acquired OneTwoSee, a Philadelphia-based startup trafficking in real-time sports data, using graphics to display player stats and game momentum. Comcast says that, over the past year, it has been working with OneTwoSee on the reengineering of X1, Comcast’s sports app. With OneTwoSee’s help, Comcast says, the X1 app will continue to become more interactive. OneTwoSee will retain its offices; all 16 of its employees will join Comcast.
The native video advertising platform Teads has partnered with the global financial services firm UBS. Teads will run a cross-channel brand campaign across U.S., European and Asian markets, using its “inRead” outstream format. The format, Teads says, is “100% viewable”; ads, which are placed within two paragraphs of text, only play when a user scrolls down to the appropriate section.
A CYNOPSIS MESSAGE
NewFronts Coverage
Digital advertising used to be just a small part of the Upfront season. Now, there are multiple digital publishers & nets all vying for a piece of the digital ad rev pie. Get your message heard with the help of Cynopsis through:
-Daily highlights in Cynopsis Digital
-Pre & Post-NewFronts Reports (5/3 & 5/16)
-“Backstage at the Upfronts” Reports
-“Upfront With” Reports: deep dives into 1 publisher/network’s positioning
-Dedicated webpage w/news, press releases & photos
For advertising info, contact Mike Farina.
CONTENT PROGRAMMING
Ripper Street has gotten the axe (or was it a knife?). The series, set in Jack-the-Ripper era London, came to Amazon Prime’s U.K. subscribers in 2014, after the show’s initial cancellation by the BBC. Amazon has announced that the show’s next season, set to bow later this year, will be its last.
ADVERTISING
What to do about ad blockers? One solution: block the people using them. The New York Times has begun dipping its toes into those waters. The Gray Lady is targeting what it calls a “relatively small” number of readers, withholding content unless users voluntarily whitelist the Times or become subscribers. “We are opposed to ad blocking, which does not serve the long term interest of consumers,” a Times spokesperson told Digiday. “The creation of quality news content is expensive and digital advertising is one way that The New York Times and other high quality news providers fund news gathering operations.”
There’s picking a fight, and then there’s picking a fight. The video-focused ad tech company TubeMogul is rolling out an ad campaign, geared toward ad execs, charging that Google is operating within a “walled garden,” offering brands no choice but to buy ads using Google’s technology, and under Google’s rules. The campaign, slated to last for two full months, will include outdoor signage in New York and San Francisco, as well as targeted web video ads and print ads in trade mags. Google hasn’t publicly commented on the campaign.
PLATFORMS + TECH
Off to a rocky start? The audience measurement company comScore delayed the filing of its annual report, citing the need to review unspecified “accounting matters.” The company also delayed a presentation to investors, scheduled for March 16. comScore’s shares didn’t respond well to the developments, dropping 30% in yesterday’s early trading. Time will tell whether this constitutes anything more than a momentary hiccup, but there’s no question that the developments come at an inopportune moment: With its recent acquisition of Rentrak, comScore is trying to position itself as a juggernaut in the measurement game, and as Nielsen’s primary competition.
Show your support for this year’s Cynopsis Social Good Awards finalists at the NYC breakfast celebration on April 7. Time Warner Cable, CBS EcoMedia, Sesame Workshop, National Basketball Association, Blue Chalk Media, Deutsch, Disney, FOX Sports, Litton Entertainment, NBCUniversal, Zenith Optimedia, Pinkwater & Putman and more will be in the room – you should be too! Register today.
RESEARCH
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 are the purest form of showing interest digitally, since they’re organic actions that are largely unaffected by paid media. Programs that surface on the TVI leaderboards are the most hashtagged on Facebook, Google+, and Tumblr, as well as most searched for on Wikipedia (used as a proxy for organic search volume).
All Series (2/29/16 – 3/6/16)
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, Google+, and Tumblr, along with Wikipedia page 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.
OpenSlate Engagement Data for the Beauty & Style Vertical, based on the engagement metric for the week ending 3/6.
Channel (Engagement) / Monthly Views / Total Subs / SlateScore
lady16makeup (8.6) / 44,664,750 / 13,601,170 / 761
biancaa8159 (8.5) / 8,599,770 / 2,193,148 / 702
penteadosparameninas (8.5) / 27,151,080 / 777,300 / 633
FleurDeForce (8.5) / 2,606,010 / 1,353,813 / 612
szusz1313 (8.5) / 2,055,390 / 141,551 / 584
prettypoisonblog (8.5) / 1,659,450 / 480,853 / 581
87romper (8.5) / 1,609,680 / 351,183 / 577
sekinerisa (8.5) / 5,146,410 / 276m740 / 558
Karenbelezanude (8.5) / 2,725,020 / 335,111 / 559
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 OpenSlate Engagement 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.
With all the insane drama that’s roiling the Republican contest, it can be easy to forget that there are in fact two presidential primaries taking place right now. And on the Democratic side, there happened to be a debate on CNN Sunday night. The analytics company Amobee pulled some notable Twitter data surrounding the event. Among their findings:
– During the three hours around the debate – meaning 8pm – 11pm, March 6 Eastern Time – there were 375,768 Tweets around Bernie Sanders, with Twitter sentiment around him being 14% Positive, 65% Neutral, and 21% Negative. Much of the negative sentiment revolved about the Sanders comment that White people can’t know what it’s like to grow up poor in the Ghetto; which appeared to offend both whites who grew up poor and African Americans who didn’t. There were 12,960 Tweets that mentioned the word Ghetto in the 3 hour time period.
– In contrast, there were only 252,297 Tweets around Hillary Clinton between 8pm and 11pm ET on March 6, but Twitter sentiment around her was 22% Positive, 60% Neutral, and 18% Negative. While there was less volume of interest around Clinton, she had a significantly higher percentage of Positive sentiment on the night; unlike Sanders, she encountered no notable incidents that incited offense or strong negative sentiment in a sizable percentage of viewers.
If you live in a household with Internet access, there’s a 52% chance that you’re equipped to stream content, according to the latest Connected Home Entertainment report from the market research firm NPD. According to NPD, game consoles are the most common streaming-capable devices, followed by streaming players such as Apple TV and Roku. Smart TVs come in at third place on the list, and connected Blu-ray players are fourth.
EXECUTIVE MOVES
Deluxe Entertainment Services Group Inc. has a new exec. The digital media services company has named Brett Belinsky as President of Deluxe Delivery Operations. Belinsky will oversee the company’s delivery division, including its global digital supply chain, home entertainment services, linear and OTT Distribution Services, Deluxe OnDemand and MediaStore Operations. He previously served as Managing Director of Encompass Digital Media.
Something tells us that his new position will elicit significantly less controversy. Chris Poole, founder of the popular (and some might say infamous) Internet community 4Chan, has joined Google in an unspecified capacity. “I can’t wait to contribute my own experience from a dozen years of building online communities, and to begin the next chapter of my career at such an incredible company,” Poole wrote in a blog post. Judging by that post – and by Poole’s background – it’s a good bet that he’ll be helping to beef up Google’s social media communities.
A CYNOPSIS MESSAGE
TOP WOMEN IN DIGITAL AWARDS EVENT
Thursday, March 24 // 8:15-10:30a.m. // New York City
Join us as we celebrate honorees from the following companies and more!
AT&T, Comcast Cable, Crown Media Family Networks, Deutsch, DigitasLBi, Dunkin’ Brands, Fox Sports, Hasbro, Horizon Media, Hulu, Maker Studios, Mindshare, MTV, NBCUniversal, Octagon, PBS Kids, Scripps Networks Interactive, Showtime Networks, Starcom MediaVest, TiVO, Xaxis.
Book your company’s table today: http://www.cynopsis.com/event/2016-twd-event/.
DIGITAL SPOTLIGHT
So why should you pay $$$ for YouTube Red when you can get YouTube proper for free? Original content, original content, original content. Coming soon: Foursome, a high school-set comedy from AwesomenessTV, starring Jenn McAllister and Logan Paul. You can check out the trailer here.
See you tomorrow,
David Teich
03.08.16
Roberta Caploe: Associate Publisher @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group
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JOB OPENING: MGR CONTENT & PARTNERSHIPS NEWCAST/ZenithOptimedia/NYC: Seeks exp’d, bi-lingual (Spanish & Engl.) mgr to dvlp & execute multicultural cross-platform content solutions for key accounts. 3-5 yrs integrated mktg/branded content exp. Apply HERE (3/10)
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JOB OPENING: DIGITAL MEDIA SPECIALIST/CSI Sports/NYC: Work with our digital team to develop, manage and maintain digital assets for newly launched website and digital products. 5 yr exp req’d. Passion for sports. Strong writing skills. CMS skills required. cvr/res to Rose: jobs@csisports.tv (3/9)
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The post 03/08/16: Meerkat abandons individual live-streaming; NYTimes blocks select ad-blocker users; Comcast acquires sports info startup OneTwoSee appeared first on Cynopsis Media.