CYNOPSISDIGITAL
05.25.16
Good morning. It’s Wednesday May 25, 2016, and this is your first early morning digital briefing.
TODAY’S CODEBREAKER
Agency trading desk: In digital advertising, a trading desk is a centralized management platform used by ad agencies that specialize in programmatic media and audience buying. Trading desks are generally layered on top of demand-side platforms (DSPs), or other audience-buying technology. In addition to planning and buying media, trading desks usually measure results and report audience insights to clients.
TOP NEWS
It’s official: Twitter’s character limit will soon be a little less restrictive. Confirming last week’s report from Bloomberg, Twitter announced that it will exclude images, videos, polls, and other media from the platform’s long-standing 140 character tweet limit. Twitter usernames will also be excluded from tweet limits – a big help for users trying to respond to someone with a lengthy handle, or to multiple people. In addition, Twitter users will be able to begin a tweet with someone else’s username without automatically hiding the tweet from most users. (No more need to begin such tweets with periods.) The changes, which will no doubt prove extremely meaningful to marketers, will roll out in the coming months.
DIGITAL + PROGRAMMATIC ADVERTISING
Google announced several changes to AdWords, its online service for advertisers. Among other things, advertisers will have increased flexibility as to when ads serve up, and as to how they bid. Advertisers will be able to connect a keyword to a particular device (such as a mobile phone). They’ll also be able to set individual bid adjustments for different devices. You can learn more here.
The digital video advertising company YuMe announced a new partnership with the private exchange software provider StickyADS.tv. Under the partnership, YuMe’s demand-side platform will be integrated with StickyADS.tv’s supply-side platform. The companies say that the integration will give agencies and advertisers global access to premium video inventory, both online and on mobile.
The data and analytics company Acxiom has partnered with the digital agency HYFN. The companies partnered on an exclusive beta test for a new API (application programming interface). The companies say the API enables the creation of Managed Custom Audiences for Facebook, based on additional matching parameters (such as postal address). The additional matching parameters, the companies say, allow for more accurate match rates and more effective Facebook ads targeting. The beta test ran for an undisclosed entertainment company for one month, during which time the advertiser in question reached a significantly larger audience, according to Acxiom and HYFN.
A CYNOPSIS MESSAGE
OPS CONFERENCE
Tuesday, June 7 / NYC
OPS is the best place to connect with other digital media strategists and make the next steps in turning your digital media business into a profitable and efficient enterprise. You’ll hear from longtime industry stalwarts, learn from the sharpest minds in digital advertising, and meet the tech providers shaping the future of digital media marketing and monetization.
Go to
www.opsconference.com to learn more.
DEALS + COMPANY ACQUISITIONS
GoPro has some new wings: Red Bull has taken an equity stake in the action camera-maker. As part of the partnership, GoPro cameras will be exclusively used over the next few years to capture footage at over 1,800 Red Bull events. And the companies will share content rights for the footage, which will be distributed over both companies’ digital outlets. The percentage of Red Bull’s stake is unknown.
PROGRAMMING + CONTENT ACQUISITIONS
As Netflix’s global footprint has expanded, so too has its local-language content output. Netflix Japan has commissioned a new (as-yet untitled) drama series produced by Japanese comedian and TV host Sanma Akashiya. Based on the life of comedian and painter Jimmy Onishi, the series will be shot on 4K Ultra HD video. A subtitled version will be distributed globally. This marks the second time that Netflix Japan has greenlighted a Japanese-language original; the drama series Hibana: Spark, about two struggling comedians, debuts June 3.
VC FUNDING + INVESTORS
Snapchat is raking in the dough – and not just from advertisers. According to TechCrunch, the company is in the midst of a new funding round of about $200 million. The round values the company at about $20 billion.
EARNINGS + REVENUE
Spotify saw its revenue soar to $2.17 billion in 2015, according to its latest earnings report. That’s a staggering 81% increase over 2014. Yet the company is still is not profiting; in fact, its net losses grew to 6.7%, or about $192 million. The company attributes the losses to its increased investments.
KIDS !IMAGINATION AWARDS
The clock is ticking for the 2016 Kids !magination awards. With less than 24 hours left to enter, what are you waiting for? Be recognized for your outstanding achievements in content creation & the campaigns that promote it. Complete your entry here (it only takes 10 minutes) before 11:59PM tonight: http://www.cynopsis.com/?p=58458
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 (5/16/16 – 5/22/16)
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
Vice Media has named Ciel Hunter as its new Head of Content. In the new role, she’ll oversee operations across digital and mobile platforms. Hunter is preceded by Alex Miller, who will now serve as Creative Director of Viceland EMEA, working from the company’s London office. Hunter has been with Vice Media for 11 years; she has most recently served as the Executive Creative Director for Vice Media, leading the company’s owned-and-operated music channels and overseeing talent relations.
TRIVIA
Larry Page, formerly the CEO of Google, is now the CEO of Google parent Alphabet Inc., which launched in October. So who’s the CEO of Google? You can find the answer in tomorrow’s newsletter.
Yesterday’s Trivia Question: What was Amazon Video’s first original drama series? Answer: Bosch.
A CYNOPSIS MESSAGE
ENTRIES ARE OPEN FOR THE INAUGURAL
CYNOPSIS HR AWARDS
Deadline: June 30 Late Deadline: July 7
Showcasing standout professionals and campaigns throughout the Entertainment, Digital and Sports media industries. The unsung heroes who find and develop the brightest talent, create and foster upbeat and productive work environments, and motivate employees to achieve peak performance are key to the success of any company.
If you have what it takes, check out the categories and
enter today!
DIGITAL SPOTLIGHT
So this is what happens when people hack their own company. Earlier this month, Netflix designers and engineers were brought together in the company’s cafeteria to tool around with their own platform. Among the innovations they came up with: A virtual video store called the Netflix Zone, which can be explored using a virtual reality headset. Take a look here.
See you tomorrow,
David Teich
05.25.16
Roberta Caploe: Publisher @robertacaploe
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The post 05/25/16: Twitter to loosen restrictions on character limit; Google makes changes to AdWords; Vice Media hires new Head of Content appeared first on Cynopsis Media.