CYNOPSISDIGITAL
06.09.16
Good morning. It’s Thursday June 9, 2016, and this is your first early morning digital briefing.
TODAY’S CODEBREAKER
Attribution: In marketing, Attribution refers to the process of identifying a set of user actions (also known as “events” or “touchpoints”) that contribute to a desired outcome, and then giving each of those actions a specific value. The goal is for marketers to enhance their understanding of which combinations of events, in which particular order, can effectively influence consumers to engage in a desired behavior. With the rise of digital platforms and the growing availability of sophisticated data-gathering tools, attribution models have grown increasingly prevalent – and increasingly important.
TOP NEWS
Unlike its ephemeral content, Snapchat isn’t going away. On the contrary: According to a forecast from eMarketer, Snapchat is on pace to grow its number of active U.S. users by 27% this year, hitting 58.6 million total users. That would put it above both Twitter and Pinterest for the first time. And eMarketer also projects that, through the year 2020, Snapchat will add 26.9 million users – more than twice what Twitter and Pinterest are expected to add in the same time period. But as rosy as Snapchat’s future looks, Facebook Messenger is projected to do even better. According to eMarketer, FM will have 105.2 million U.S. users by the end of 2016 – which is millions more than what Snapchat is projected to have by 2020.
Apple announced some new rules for the iOS App Store, and streamers like Netflix and Hulu may stand to benefit. The fees that Apple charges developers for offering subscription sign-ups within their apps will be reduced. At first, companies will still have to give Apple 30 percent of monthly charges once a user signs up within an app – but that fee will be cut to 15% after 12 months. (Companies that sell their apps, as opposed to offering free downloads and then selling subscriptions, will still have to give Apple 30% of revenue.) In addition, Apple is preparing to offer subscriptions as a billing option to a greater variety of apps, as opposed to just media apps and those in a handful of other categories, as is the case now. Apple SVP Phil Schiller discussed the updates with The Verge. It’s unclear precisely when they’ll go into effect.
PROGRAMMATIC ADVERTISING
Bell Media and the video advertising platform Videology recently announced a new partnership. After a three-month assessment period, the companies will begin a multi-phase integration in which Bell Media will make use of Videology’s programmatic TV technology. Phase one of the integration is set to launch in Q3 of this year. In addition, Videology has announced a new deal with another major Canadian media company, Rogers Media. Videology will integrate Rogers Media’s linear TV inventory into its data-enabled TV (DETV) platform, allowing Rogers access to advanced data targeting and programmatic technology. According to Videology, the partnership will enable clients to build real-time linear TV advertising plans through Videology’s platform. Rogers Media, a subsidiary of the mass media company Rogers Communications, owns numerous TV channels and radio stations.
Videology isn’t the only company partnering with Rogers Media. AOL announced plans to partner with the company to launch a new programmatic private marketplace for television. According to AOL, the initiative will allow advertisers in Canada to access linear television audiences through data and automation. AOL also says that custom data segments will also be available for programmatic purchase next year.
A CYNOPSIS MESSAGE
Think You Can’t Reach Your Clients Now that Upfronts are Done?
You Can, with Cynopsis!
Continue to make an impact on agency buyers + planners as they put together their recommendations by advertising in Cynopsis.
“I absolutely love [Cynopsis] and don’t know how I ever lived without it.” -Nick, SVP Group Director for Chevrolet US Carat
Ad space is limited: contact Mike Farina at 203.218.6480 to reserve your spot now.
DEALS + PARTNERSHIPS
Time Inc. announced a new partnership with the cloud-based video-creation platform Wochit. Under the partnership, Time Inc. video producers can now incorporate Wochit’s technology into their daily workflow, which Time Inc. says will help to facilitate the rapid generation and distribution of video stories. Wochit’s platform supports all forms of video production, with an emphasis on real-time short-form content. The deal is in keeping with the recent efforts of Time Inc., whose brands have been heavily expanding their video output.
Stringr, a video marketplace that connects videographers with organizations looking for video content, announced a new collaboration with The Associated Press. The partnership will offer AP Video Hub, The AP’s video news platform, access to video content from Stringr’s network. The AP’s internal editorial teams will have access as well. According to Stringr, its network consists of over 18,000 videographers in every media market throughout the U.S. “Stringr gives our customers extraordinary reach in terms of geography,” Stringr Co-Founder and CEO Lindsay Stewart told Cynopsis Digital. “Our customers can drop a pin on a map and get footage from nearly any locale in the US…Stringr gives our customers access to more than 19-thousand videographers who can and do submit video within an hour, if not minutes of their initial request. And finally, Stringr offers this access at price points that allow our customers to get more video for their money.”
AD TECH
Segment, a company that collects data from sites, apps, and other platforms, and then uses it to power various analytics and e-commerce tools, has announced its new Native Mobile Spec. Part of the company’s latest SDK (software development kit) for iOS and Android, the new package automatically collects data from six in-app lifecycle events: “Application Installed,” “Application Opened,” “Application Started,” “Screen Viewed,” “Order Completed” and “Application Updated.” According to the company, the Native Mobile Spec is already connected to roughly 3,000 apps. Segment’s data is used to power tools such as dynamic ads, attribution, and Custom Audiences through Facebook, as well as mobile marketing, analytics, and attribution through various other tools.
MEASUREMENT
Is Netflix’s Fuller House more popular than AMC’s The Walking Dead? As initially reported by indiewire, data from the measurement company Symphony Advanced Media shows that the Full House sequel averaged 14.4 million viewers aged 18-29 in the 35 days after its release – equivalent to a 10.4 Nielsen rating. (AMC’s hit zombie-fest averaged a 9.6.) Another Netflix show, the docu-series Making a Murderer, garnered a 9.7 in its first 35 days, according to Symphony. There are some important caveats here: First of all, unlike network shows, Netflix debuts all episodes of TV season at once, giving a show’s initial overall numbers a major leg up. And Netflix itself has publicly ridiculed Symphony’s data in the past, calling it “remarkably inaccurate,” and arguing that Netflix doesn’t specifically factor the 18-49 demo into its programming decisions. But here’s the reality: Symphony is making a serious effort to concretely measure Netflix viewership, and Netflix, like other streaming services, doesn’t release any viewership metrics. Symphony’s data is all we have to go on at the moment.
As close to the vest as Netflix keeps its (house of) cards, it still releases some viewership tidbits ever now and again. Now, Netflix has unveiled what it calls The Binge Scale. Analyzing viewership data gathered from over 100 titles across the service’s 190 territories, the service found that users’ median viewing time is two hours and ten minutes per sitting. The median time for completing the first season of a series stands at five days. Dividing titles into two categories – “savored” and “devoured” – Netflix found that seasons of shows like Sense8, The Walking Dead, and Orange Is the New Black were completed, on average, in two hour-plus sittings. (That’s the “devoured” camp.) “Savored” shows, which were viewed in under two hours per session, included House of Cards, Bloodline, and Peaky Blinders.
VIRTUAL REALITY
Earlier this year, live VR specialists NextVR reached a five-year programming deal with Fox Sports. Now the partnership is moving to Oakmont Country Club. For the second straight year, NextVR will broadcast the U.S. Open golf tournament in virtual reality. The tourney runs from June 16-June 19. You’ll need a Samsung Gear VR headset to watch it in virtual reality.
VC FUNDING + INVESTORS
Variety reports that the Internet video startup Frequency has raked in $11 million in a new funding round led by Liberty Global. The company, which aggregates multiple free online video services into channels occupying a single application, has its sights set on pay TV operators. As Variety points out, many operators have been reluctant to voluntarily introduce the likes of YouTube to their set-top boxes; the fear is that they’ll just wind up encouraging cord-cutting. But by and large, operators have been growing more comfortable with the practice; hence Frequency’s $11 million haul.
RESEARCH
@lubster55: “Cavs are in sooo much trouble. Warriors having such a historic season it’s just craycray.”
Canvs.tv, the language analytics company that measures emotions around content, analyzed tweets about TV programming for the 7-day period through June 6 using Twitter data from Nielsen. Trends and insights from the 3,012,602 tweets expressing a specific Emotional Reaction (ER) include:
- TNT owned astonishment, with 21.3% of the 190,190 “crazy” ERs across all networks, mostly due to NBA Basketball.
– Thanks to the 2016 Miss USA pageant, Fox led in beauty, grabbing 23.5% of the 60,132 “beautiful” ERs across all networks.
– History Channel served up plenty of fear, leading with 6.4% of 18,178 "afraid" ERs across networks (outside of sports programming), thanks mostly to the
Roots miniseries reboot.
– ABC’s The Bachelorette drove the most dislike among non-sports programming, prompting 1.4% of the 187,778 “hate” ERs across all networks. Interestingly enough, Canvs generally finds that “hate” sentiment is rarely an indicator of low viewership. Quite the opposite, actually.
According to PwC’s annual Global Entertainment and Media Outlook 2016-2020 report, U.S. Internet advertising revenue will surpass that of broadcast advertising next year. Looking a little farther into the future, PwC finds that U.S. TV ad revenue will reach $81.7 billion in 2020, up from $69.9 billion. Internet ad revenue, on the other hand, is projected to reach $$93.5 billion by 2020, up from $59.6 billion last year. The biggest gains are expected to come from mobile advertising, which made up 34.7 percent of last year’s overall Internet advertising revenue, or $20.7 billion. By 2020, mobile ad revenue is projected to rise to 49.4% of Internet ad revenue.
OUT-OF-HOME MARKETING
PwC’s Global Entertainment and Media report also took a look at the out-of-home space. Among the findings:
– In 2018 the U.S. is expected to become the first OOH (out-of-home) market to exceed $10 billion in value, and will reach about $10.9 billion by 2020.
– In total, 87.5% of the revenue growth in the U.S. OOH market over the forecast period will come from digital, with traditional formats growing at only a 0.9% CAGR (compound annual growth rate)
– A major shakeup is looming for the digital out-of-home (DOOH) market as programmatic selling of ads makes its way to the world of OOH.
– Location-based mobile Internet advertising is booming and advertisers are increasingly interested in cross-platform campaigns that can leverage the big-screen impact of OOH.
Speaking of out-of-home marketing: On average, consumers spend 70% of their waking hours outside the home. And on a weekly basis, out-of-home advertising reaches 96% of U.S. consumers. Successful out-of-home TV and brand marketers are making use of tools such as mobile-based geographical targeting and extensive data sets. Cynopsis Digital recently gathered experts to discuss how to craft successful out-of-home campaigns. The Cynopsis Webinar, The New Out-of-Home Marketing: How to Drive Tune-In and Brand Awareness, can be ordered on-demand here: http://bit.ly/1TDXACC
TRIVIA
In January, Netflix commissioned an original series based on which famously pliable action figure? You can find the answer in tomorrow’s newsletter.
Yesterday’s Trivia Question: Back in March, Vice Media took a controlling stake in what U.K. production company? Answer: Pulse Films
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
In an insightful conversation with The Drum, Shazam CRO Greg Glenday shared his thoughts on why programmatic buying has become increasingly important for marketers. You can check out what he had to say here.
See you tomorrow,
David Teich
06.09.16
Roberta Caploe: Publisher @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group
Cynopsis Ad Sales: Mike Farina | VP, Sales | 203-218-6480
Cynopsis Job Listings Sales: Trish Pihonak | Director of Operations | 203-899-8459
Cynopsis Media: a division of Access Intelligence, LLC * 10 Norden Place * Norwalk, CT * 06855 * USA
CYNOPSISJOBS – For More jobs, visit Cynopsis.com
JOB OPENING: VP, INTEGRATED MARKETING & SALES/PAC-12/SFO: Engages w/advertisers & their associated agencies to sell advertising in a multimedia capacity: TV, Digital & Conference Championship Sponsorships. For full posting/apply HERE (6/16)
JOB OPENING: GAMEPLAY PROGRAMMER/ARENA/Bellevue WA: Collaborate in autonomous, cross discipline feature teams to successfully meet team goals. Full info/apply HERE (6/16)
JOB OPENING: SOFTWARE ENGINEER/PopCap Games/Seattle WA: Seek to ensure strong quality coding practices, supporting the team with the development of tools and analysis of their code. Full info/apply HERE (6/16)
JOB OPENING: SENIOR ENGINE PROGRAMMING/Insomniac Games/Burbank CA: Design and develop new engine technology for current and future games based on prioritized list of what other departments require. Full info/apply HERE (6/16)
JOB OPENING: SR UI DESIGNER/SAMSUNG/NYC: Problem-solver with excellent visualization, collaboration, and communication skills. Full info/apply HERE (6/15)
JOB OPENING: SR CLOUD OPERATIONS ENGINEER/DELL/Herndon VA: Play a key role in maintaining FedRAMP, FISMA and DoD ATOs for DCG and customer ATO environments. Full info/apply HERE (6/15)
JOB OPENING: SR SOFTWARE DEVELOPMENT/DELL/Plano TX: Oversee and manage large and complex client accounts & project delivery teams. Full info/apply HERE (6/15)
JOB OPENING: SR SOFTWARE ENGINEER/Zenith R & D/Santa Clara CA: Help design and deliver a comprehensive suite of libraries and tools enabling developers to build native-quality web apps.
Full info/apply HERE (6/15)
JOB OPENING: DIRECTOR, BRANDED ENTERTAINMENT/Zenith Optimedia Group/NYC: Newcast, seeks exp’d dir. to develop and execute non-traditional, cross-platform solutions for key accounts that create incremental revenue opportunities and deepen relationships with our clients. Full info/apply HERE (6/12)
JOB OPENING: SR DIRECTOR FP&A/Discovery/LA: Strong leader to work closely w/network leadership of Discovery Channel, Science and Animal Planet to guide nets towards achieving all financial targets/metrics. Provide budgetary oversight of all ntwk controllable budgets. 10-12 yrs exp, familiarity w/SAP & BPC preferred. Full info/apply HERE (6/12)
JOB OPENING:
HEAD OF PRODUCTION/MEGALOMEDIA/AUSTIN TX: Lead over large slate of series at proco/reality. Mng budgets/teams/schedules, coordinate w/all staff. Strong network relationships a must. jobs@megalomedia.com (6/11)
JOB OPENING: DEVELOPMENT EDITOR/MEGALOMEDIA/AUSTIN TX OR NY: Lead editor w/proven track record for growing dev slate. Sizzle Character POC versatility across multiple genres a must. Resume and reels to: jobs@megalomedia.com (6/11)
JOB OPENING: UNIT PUBLICIST/National Geographic Channel EXPLORER/NYC: Resp for driving communication & publicity efforts the franchise & associated talent. Min 10 yrs exp in TV publicity & public/media relations w/solid social media exp. Knwldg of current events a +. To apply send resumes to ngcpr@natgeotv.com (6/11)
JOB OPENING: PUBLICITY ASST/HISTORY/NY: Provide admin support to VP, Publicity; support dept w/awards submissions, booking talent, press appearances, etc. Seeking smart, self-starter w/interest in the PR field. Apply: HERE (6/11)
JOB OPENING: ANALYST/NCC/NY: Strong kwldg of TV prgrmmng. Nielsen data exp. Above avg Excel skills (Pivots, VLookUps). Role will involve data procurement, analysis, modeling, & positioning key insights. Resume to researchjobs@nccmedia.com (6/11)
JOB OPENING: SR RESEARCH ANALYST/FOX/NYC: Candidate to support quantitative/qualitative rsch for the syndicator’s off-ntwrk & orig prgrmng & competition. In-depth knwldg of TV/Media landscape & impact on TV viewing. Exp w/MS tools. BA deg. Full info/apply HERE (6/11)
JOB OPENING: SR PUBLICIST/NICKELODEON/BURBANK: Mng communications for Nickelodeon animation properties. Create/implement publicity campaigns for projects. 5+ yrs exp TV communications, PR, and/or media relations. Strong writing skills a must. Full info/apply HERE (6/10)
JOB OPENING: LICENSING MGR/The Fred Rogers Company/Pittsburgh: Collaborate daily w/ prod business dvlpmnt, finance, mktg & external licensing agents to ensure our strong brand presence. 5+yrs related exp. Exc knwlg of brand & property positioning. Resume HERE (6/10)
CASTING CALL: Companies can showcase their casting notices/casting calls here. For information on rates and specs for posting a casting notice, please email Trish at Trish@cynopsis.com
EXPERT SERVICES ADS: These ads are for companies or people who offer an expertise in the field of media by way of production, voice over artistry, writing, set development, etc. For information on rates and specs for posting an Expertise Service ad email Trish at Trish@cynopsis.com
INTERNSHIPS – These positions are for credit only – nobody gets paid here. These ads are always posted for free, and students work for school credit only. For more information on the specs for posting an Internship ad, email Trish at trish@cynopsis.com.
PAID SUMMER INTERNSHIP: On Air Dept/iN DEMAND/NYC: seeking interns to help in in-house edit facility logging, viewing reels, tape dup. Apply: resume@indemand.com (6/10)
SITUATION WANTED ADS, POSTED BY THOSE LOOKING TO BE HIRED… There is no charge for placing your Situation Wanted ad… for more information contact Trish Pihonak at trish@cynopsis.com
SITUATION WANTED: 23-year finance rainmaker looking to transition to digital media sales & biz dev with a global media and entertainment brand with multi-channel platforms and opportunities. 7 figure closer, deep relationships, capable operator. Need a foot in the door. Contact: williamwraffaele@yahoo.com
SITUATION WANTED: 8yrs. ENT exp. w/research, guild, talent, cultivating relationships. Seeks NY work as contracts admin/rights analyst, paralegal, legal/executive assistant/coordinator p:347-740-6971e: tlm2136@columbia.eduLinkedIn (6/15)
E-mail Trish@cynopsis.com or call Trish Pihonak at 203-899-8459 for rates and specs for Job Openings.
To subscribe to any Cynopsis edition(s) click here.
%%PLUGIN_Unsubscribe: 2193667-unsub-generic%%
Copyright Cynopsis 2016
All outgoing e-mails are scanned and sent out virus free. Copyright Cynopsis 2016
The post 06/09/16: Apple App store changes revenue-sharing terms; Snapchat may pass Twitter and Pinterest in users this year; NextVR to broadcast U.S. Open appeared first on Cynopsis Media.