CYNOPSISDIGITAL
05.11.16
Good morning. It’s Wednesday May 11, 2016, and this is your first early morning digital briefing.
TODAY’S CODEBREAKER
Ad Mediation: Ad mediation technology sends advertising requests to multiple ad networks in order to help publishers find the best available network to fill their ad slots. Publishers first rank ad networks in order of preference; the mediation platform then tries the top-ranked network.
TOP NEWS
YouTube has a new competitor. Amazon has launched Amazon Video Direct, a new platform allowing any creator to upload videos. At launch, AVD partners include Conde Nast Entertainment, HowStuffWorks, Mashable, and numerous others.
Facebook is extending its Dynamic Ads product to Instagram. Formerly called Dynamic Product Ads, Dynamic Ads feature products that users have expressed interest in in the past. (If Facebook has ever shown you an ad for a product that you’d previously viewed elsewhere or placed in an e-shopping cart, then you’ve seen Facebook’s Dynamic Ads product in action.) According to Facebook, advertisers will be able to retarget Facebook users on Instagram, and to deliver personalized content to users across both platforms. Facebook will also be rolling out a Dynamic Ad unit specifically devoted to the travel sector.
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NEWFRONT UPDATES
Studio71 held its NewFront event at NYU’s Skirball Center for the Performing Arts yesterday. (Studios one-through-seventy couldn’t make it.) Studio71, an MCN and multi-platform media company, used to be Collective Digital Studio; last year, the German media giant ProSiebenSat.1 Group acquired the company and merged it with another ProSiebenSat.1 property, the MCN Studio71. (ProSiebenSat.1 at first announced that the newly formed company would be called Collective Studio71, but the first word was ultimately dropped.)
So what’s next for the company, whose partners include digital stars like YouTube comedian Lilly Singh and YouTube channel Epic Meal Time? The biggest news out of the NewFront was the impending launch of Seven Bucks Digital Studios, an upcoming YouTube channel created in partnership with Seven Bucks Productions, the production company founded by Dwayne “The Rock” Johnson and Dany Garcia. The channel will feature Johnson’s own videos, as well as other video projects from Seven Bucks Productions. The channel will also feature monthly collaborations with digital-native talent, as well as an action-heavy scripted web series.
Other new projects include the Matthew Espinosa-starring Text Committee, about a secret team devoted to saving people from social media disasters; Family Fun Day, a behind-the-scenes look at the family behind the popular Family Fun Pack YouTube channel; Coolest Thing I’ve Ever Made, a weekly series – hosted by YouTuber Matthew Santoro – about backyard inventors, creators, and makers; and Good Mythical Crew (which actually premiered in April), a series showcasing the crew behind the online talk show Good Mythical Morning.
But Studio71 wasn’t just focused on the future. The company, whose business strategy relies in large part on pairing brands with its influencers, spent a good deal of its presentation highlighting past case studies. (Examples included Coca-Cola Canada’s sponsorship of Lilly Singh’s A Trip to Unicorn Island tour stop in Toronto, and Vine star Logan Paul’s promotion of the Dunkin’ Donuts app and gift card.) Studio71 also announced that two brands, Hormel Black Label Bacon and Smashbox Cosmetics, are re-upping their deals with the company.
A significant portion of the presentation was devoted to panel-style discussions with execs from Studio71’s brand partners. The message was clear: These types of branded partnerships can indeed be good investments – just take it from the companies that have already undertaken them.
So why all the case studies and testimonials? Reza Izad, Studio71’s CEO, told Cynopsis Digital that digital media companies pitching branded partnerships have to do yeoman’s work to make execs fully appreciate the value of such investments. “I think a lot of people intellectually get what is going on [in the digital marketplace],” he said. “But I still think that for fifty-year-old execs making buying decisions, you need to provide them some cultural context. It’s not that they’re not smart, and it’s not that they’re not putting investment in the space. But they don’t see their news and information and engage on the phone the way a 25- or 30-year-old would. So if we can really show it to them in black-and-white, it helps us.”
StyleHaul was the latest company to show off its newest virtual reality efforts at its NewFront presentation. The company announced that it will be adapting the Lauren Miller-penned young adult sci-fi novel Free to Fall into a 360-degree video series. The company also announced that, this July, it will launch a docu-series about Pia Mia, a singer who serves as creative director of Madonna’s fashion line for Macy’s.
AD TECH
AerServ, a mobile-first video ad mediation platform, has partnered with the third-party measurement firm Moat. According to AerServ, the company will be working with Moat “to measure attention, humanity, and viewability across digital advertising programs, and to make campaigns even more effective across its platform.” AerServ also announced that its mobile monetization solution has now been fully integrated with Moat Analytics.
VIRTUAL + AUGMENTED REALITY
If you think the film festival circuit is a stuffy, old-fashioned scene, then you haven’t been paying attention. Cannes announced that it is launching a full 2016 virtual reality lineup. It’s only the latest prestigious fest to dive into virtual reality: The Sundance Film Festival and the Tribeca film Festival took the VR plunge earlier this year. Cannes’ selection of 35 VR films will be presented on May 15 and May 16.
ADVERTISING
Three out-of-home ad-buying specialists – Latcom, Mediakeys, and WPP’s Kinetic Worldwide – have joined together to form the Smart Alliance, a new initiative designed to make it easier to implement global OOH marketing campaigns. The group said that, through the venture, clients will be able to buy media across 250 markets from a single location.
As it happens, Kinetic Worldwide’s U.S. CEO, David Krupp, will be joining Cynopsis for an Out-of-Home Marketing Webinar on May 24. The webinar will also feature panelists from Starz, Billups, and Boingo Wireless. You’ll learn how to craft cross-platform marketing campaigns that combine OOH and digital to boost tune-in and social amplification. Details are here: http://www.cynopsis.com/webinar/whats-home-marketing-leverage/
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).
Streaming Series (5/2/16 – 5/8/16)
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.
EXECUTIVE MOVES
The Hollywood Reporter-Billboard Media Group has named Michael Palmer as its new General Manager of Video. Palmer will oversee video content production and engagement for the Billboard and Hollywood Reporter brands. He previously served as SVP of Defy Media and Clevver and, briefly, as a consulting Head of Video for Time Inc.’s Hello Giggles.
TRIVIA
In the early 90s, IBM and Bell South developed a product that some now refer to as the first smartphone. What was the product called? You can find the answer in tomorrow’s newsletter.
Yesterday’s Trivia Question: A few years back, a company offered to buy Snapchat for $3 billion – an offer that was ultimately rejected. Which company was it? Answer: Facebook (of course).
A CYNOPSIS MESSAGE
WHAT’S OUT-OF-HOME MARKETING &
HOW SHOULD YOU LEVERAGE IT?
Join Cynopsis on Tuesday, May 24 for an Out-of-Home Marketing webinar to learn how to craft cross-platform marketing campaigns that combine OOH and digital to drive awareness, tune-in, and social amplification.
Featured speakers include Dawn Callahan, CMO for Boingo Wireless; Alison Hoffman, EVP of Marketing for Starz Entertainment; David Krupp, CEO of Kinetic North America; and Rick Robinson, COO for Billups.
DIGITAL SPOTLIGHT
From dropping bombs to getting aerial shots on film shoots, people have found some novel uses for drones. One company has gone the philanthropic route, turning drones into the world’s most futuristic blood-delivery tool. Courtesy of Wired, check it out here.
See you tomorrow,
David Teich
05.11.16
Roberta Caploe: Publisher @robertacaploe
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The post 05/11/16: Amazon launches video upload platform; Facebook brings Dynamic Ads to Instagram; Studio71 to launch YouTube channel from Dwayne Johnson appeared first on Cynopsis Media.