CYNOPSISDIGITAL
06.07.16
Good morning. It’s Tuesday June 7, 2016, and this is your first early morning digital briefing.
TODAY’S CODEBREAKER
Sourced Traffic: Sourced traffic refers to a practice in which publishers acquire audiences from third parties, then represent those audiences as their own. Publishers generally do so in order to fulfill advertiser commitments. As the Association of National Advertisers has warned, sourced traffic represents far less fertile territory for advertisers, as it is particularly susceptible to fraudulent traffic generated by bots and other shady practices. Buying sourced traffic is a fairly common practice, and the ANA argues that it represents a major (and highly under-recognized) threat to digital advertisers.
TOP NEWS
If you’re a social platform, odds are you’ll have to compete with Facebook at some point. And sure enough, the social media giant just fired a shot across Twitch’s bow: Under a new partnership with Blizzard Entertainment (a division of Activision Blizzard), Facebook is dipping its toes into video game live-streaming. Gamers using Blizzard titles such as World of Warcraft will be able to live-stream their sessions directly to their Facebook timelines. The integration will begin later in June. This comes on the heels of Activision Blizzard’s May announcement that, starting June 10, it will bring live coverage of MLG esports to Facebook.
At times, presumptive GOP nominee Donald Trump has had, shall we say, an adversarial relationship with the media. BuzzFeed is responding in kind. CEO Jonah Peretti has written an email to employees informing them of a decision to jettison a planned ad deal with the Republican National Committee. “The Trump campaign is directly opposed to the freedoms of our employees in the United States and around the world,” he wrote, “and in some cases, such as his proposed ban on international travel for Muslims, would make it impossible for our employees to do their jobs.” Peretti also argued that Trump has “threatened to limit the free press.” This, to put it mildly, isn’t normal. Even left-leaning media companies can – and often do – accept Republican ad dollars. (Money is money.) And in this case, the company actually trashed an existing $1.3 million deal, which was signed in April.
PROGRAMMING + CONTENT ACQUISITIONS
Netflix may be struggling to break into China, but at least it’s making its mark in the world’s second-most populous country. The streaming giant has commissioned Sacred Games, a Hindi-and-English-language adaptation of the crime novel by Vikram Chandra, as its first original Indian series. Netflix will produce the show alongside the Indian production company Phantom Films. “Sacred Games reinforces our commitment to bring the authenticity of local stories to Netflix members across 190 countries worldwide,” said Erik Barmack, Netflix’s VP of International Original Series.
Deadbeat is done for. Hulu has opted not to renew its supernatural comedy for a fourth season. Still, unlike some canceled linear series, Deadbeat’s existing episodes can maintain an audience: The show’s three seasons will continue to live on Hulu.
A CYNOPSIS MESSAGE
Don’t forget to enter for the Cynopsis HR Awards
Deadline for entries: June 30, 2016
Awards event: October 2016 (NYC)
Featured category: Best Vendor Platforms & Tools
From staffing to payroll, compensation software and more, these are the most effective and efficient services for HR departments.
Learn more & start the entry process
today!.
ADVERTISING
The World Federation of Advertisers has a dire warning for the advertising industry: Ad fraud is skyrocketing, and will continue to do so without major industry-wide changes. The trade group estimates that ad fraud will exceed $50 billion globally by 2025 – and possibly as much as $150 billion “without sufficient counter measures.” The report notes that almost all programmatic buys can be exposed to ad fraud, and that even premium publishers can introduce fraud into the ad ecosystem, most notably by acquiring sourced traffic. The WFA advises brands to take several actions to protect themselves. Those include working with cyper-security partners; developing in-house expertise to support vendor selection; demanding metrics that, where possible, relate directly to business outcomes; setting contracts that penalize agencies and vendors for misallocating spends to ad fraud-related inventory; and more. You can check out the full report here.
COMPANY EXPANSIONS
The female-oriented media company Refinery29 is becoming an increasingly international brand. The company launched Refinery29 Germany (Refinery29.de), a new local-language edition for German audiences. It’s Refinery29’s second local edition, launching six months after its UK product. Spiegel Online will team with Refinery29 Germany as a syndication partner. The editorial team will be based in Berlin. Among others, the team will include Editorial Director Cloudy Zakrocki, formerly Executive Editor online at Interview Magazine Germany. The overall team will be led Kate Ward, Refinery29’s VP of International, from Refinery29’s European headquarters in London. “It’s incredibly important to understand the nuances of each market and incorporate these differences into original content for each region,” Ward told Cynopsis Digital. “As we ramp up our global presence with Refinery29 Germany, we are always looking at the type of content that resonates most with our audience and tailoring these topics fit their needs, whether that is fashion and beauty or global news, entertainment and wellness.” “Having local staff in place is absolutely key to creating an authentic presence in these markets and building a unique brand voice,” she added. “It’s critical to have a team that understands each market based on real life experience and can deliver content that speaks to our audience’s everyday lives. Our Berlin-based team embraces Refinery29’s sense of independence and creativity while applying a localized lens on global trends and issues.”
BRANDED CONTENT
CafeMedia, a digital media company geared toward women, announced the launch of CafeMedia Studios, a new digital production studio designed to create editorial and custom branded content. CafeMedia says that it is expanding its slate of original video series and daily social video content, and partnering with advertisers to create custom campaigns for its brands CafeMom, Vivala, Revelist, and MamasLatinas. The new unit will be led by Bibi Nuñez, who will serve as CafeMedia’s Executive Producer of Video & Photo. Nuñez previously served as Video & Photo Director for Vivala.
APPS + DEVICES
Tribeca Shortlist, the subscription movie-streaming service from Lionsgate and Tribeca Enterprises, is now available for the Android operating system. (The service was already available via iOS devices.) As part of the Android launch, Tribeca Enterprises will offer a Google Chromecast streaming device to users who sign up for six months of the service.
RESEARCH
SHAREABLEE SOCIAL TV RATINGS: Top U.S. Streaming Shows Overall by Engagement for the week of May 30
Program, Date, Total Actions (000), Total Content, Actions per Post (000), Fans/Followers (000)
Orange Is the New Black (Netflix) 331, 9, 37, 7702
Trailer Park Boys (Netflix) 68, 15, 5, 1829
Fuller House (Netflix) 39, 5, 8, 990
Arrested Development (Netflix) 34, 10, 3, 2316
Narcos (Netflix) 30, 12, 30, 2426
The Mindy Project (Hulu) 22, 27, 1, 773
Bloodline (Netflix) 13, 24, 1, 233
Sense8 (Netflix) 13, 1, 13, 1290
Grace and Frankie (Netflix) 10, 11, 1, 290
Daredevil (Netflix) 10, 2, 5, 3073
Source: Shareablee Inc. The total actions metric includes the total volume of post-level likes, shares, favorites, retweets and comments. Total content includes all posts, tweets and media posted by each TV property across all platforms. Actions per post metric notes the average e number of actions garnered by each property. Total fans/followers includes Facebook and Twitter and Instagram followers.
OpenSlate Engagement Data for the
Beauty & Style vertical, based on the engagement metric for the week ending 6/5.
Channel (Engagement) / Monthly Views / Total Subs / SlateScore
lady16makeup (9.0) / 44,996,490 / 14,699,615 / 767
penteadosparameninas (8.7) / 25,279,230 / 1,009,692 / 645
FleurDeForce (8.5) / 2,018,640 / 1,380,491 / 612
heyitspriscilag (8.5) / 2,203,830 / 1,667,271 / 591
sekinerisa (8.5) / 5,886,660 / 336,659 / 563
Mimi Ikonn (8.5) / 2,838,750 / 577,762 / 590
brunamalheirosmakeup (8.5) / 1,878,900 / 642,423 / 589
amandadomenico2 (8.5) / 2,213,490 / 409,586 / 571
SecretosdechicasVIP (8.4) / 4,833,900 / 1,449,655 / 642
Guy Tang (8.4) / 4,549,200 / 1,111,709 / 568
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 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 (5/30/16 – 6/05/16)
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.
Netflix streams video. Hulu streams video. Amazon streams video…and also sells consumer products. You know this of course. But it’s worth noting that Amazon’s dual business model makes it highly unique among streaming providers. And it’s also worth noting that these two areas of Amazon’s business don’t operate in separate vacuums. Actually, they significantly affect one another, and that’s by design. In a new report, the market research firm Ampere Analysis estimated that Amazon spent about $2 billion dollars on content acquisitions last year. But Ampere also estimated that Amazon can recover every $1 billion in content spending by adding just 7 or 8 million Prime subscribers. And it’s not just about the subscription revenue. Ampere also found that new Prime subscribers are likely to spend twice as much on product purchases as non-Prime customers. "Simply put,” wrote Ampere Research Director Richard Broughton, “Amazon can justify spending on content that supports adding and retaining Prime subscriptions because these customers spend over twice as much on other items." Amazon has been soundly beating earnings expectations of late, netting $513 million in income in Q1 of this year.
EXECUTIVE MOVES
Hulu has named Reagan Feeny as its VP of Network Partnerships. This is a particularly important hire given Hulu’s plans to launch a live subscription TV service next year. And it’s safe to say Feeney knows TV: Up until last October, she served as Vice President of Content and Strategy at DirecTV, where she worked for over 18 years. In her new role, which officially began yesterday, Feeney will oversee Hulu’s carriage agreements and strategic relationships with networks and operators.
Supergravity, a producer and distributor best known for content starring digital celebrities, has a new marketing chief. Margaret Laney, formerly the CMO of the teen-and-tween-oriented digital media company AwesomenessTV, will serve as President of Antigravity, a newly created marketing division. Laney will oversee marketing and audience for the company’s productions. In addition, Antigravity will provide services for third-party productions.
Assembly, an MDC Partners media agency with a heavy focus on data and automated buying, announced a new hire. Kendra Mazey will now serve as Managing Partner, Detroit, overseeing all facets of the Detroit office. (Accounts handled by Assembly’s Detroit offices include Food Lion, Autotrader, The UPS Store, Arby’s, and Kansas City’s Children’s Mercy Hospital.) Mazey will report directly to Martin Cass, CEO of both Assembly and MDC Media Partners. She joins Assembly from the advertising agency Campbell Ewald, where she worked for fifteen years, most recently as Group Director of Media Strategy.
TRIVIA
When you reach a certain number of subscribers, YouTube awards you with a trophy in the form of a large Diamond Play Button. So just how many subs do you need before you get that Play Button? You can find the answer in tomorrow’s newsletter.
Yesterday’s Trivia Question: In April, E.W. Scripps Co. acquired a humor website for $39 million. Which site was it? Answer: Cracked
A CYNOPSIS MESSAGE
CYNOPSIS WEBINARS PRESENTS:
Winning at Producing & Selling Sponsored Content
In a fast-forward world, it’s no easy task getting a marketer’s message to every television viewer. As ad-skipping increases, more and more programmers are turning to sponsored content and brand integration to break out of the clutter and draw advertising dollars. But what are the secrets to creating content that engages audiences, and also gives brands meaningful (and monetize-able) exposure?
Find out on June 15 [REGISTER NOW]
DIGITAL SPOTLIGHT
Even if you don’t know the name Paul Marcarelli, you’d recognize him: He’s the commercial actor who starred in Verizon’s legendary “can you hear me now” campaign. But in a new ad called Paul Switched, Marcarelli visits some delightful betrayal upon his old brand. That’s right: He’s with Sprint now. Check out the spot here.
See you tomorrow,
David Teich
06.07.16
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The post 06/07/16: BuzzFeed kills ad deal with RNC due to concerns with Trump; Facebook teams with Blizzard to live-stream game-play; Hulu cancels Deadbeat appeared first on Cynopsis Media.