Good morning. It’s Thursday June 30, 2016, and this is your first early morning digital briefing.
Software as a Service: Software as a Service (or SaaS) refers to a model in which a third party licenses software on a subscription basis. The software is centrally hosted. SaaS is sometimes called “on-demand software.”
Ah, the Facebook News Feed’s dreaded algorithm update. The social media giant announced a major change: Content from Facebook users’ friends and family will be more heavily prioritized over other content. As a result, content posted by publishers will be less likely to show up in users’ News Feeds. (A similar algorithm change was made in April 2015, but this one goes farther.) To put it mildly, Facebook has become a vital space for publishers. And publishers aren’t likely to be thrilled with any move that diminishes their reach and referral traffic – as this likely will. There will now be even more of an onus on publishers to make sure that users are actively sharing their content.
Twitter launched a new iOS app for businesses. Called Twitter Dashboard, the app allows users to schedule tweets, and offers analytics relating to social media impact. In addition to iOS devices, Twitter Dashboard is available for desktop.
The automated TV advertising platform AdMore announced a new partnership with the video advertising platform Videology. Under the new pact, Videology’s software users will gain access to AdMore’s TV inventory, including national broadcast, and more than 1,200 local and cable affiliates. The deal will make use of Videology’s DETV software product, which helps users to plan, optimize, and measure TV campaigns.
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…summer summer summertime…
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For more information and/or to book today, please contact VP of Sales & Marketing Mike Farina: 203.218.6480
After releasing its initial proposals in April, the Media Rating Council has finalized its new guideline relating to mobile ad viewability. The guidelines define minimum thresholds for measuring viewable impressions in mobile apps and on the mobile web. Under the guidelines, a mobile Viewable Impression requires a minimum of 50% of pixels to be in view for one consecutive second for display, and two consecutive seconds for video. The guidelines also state that a mobile ad must render fully before viewability measurement can begin. The MRC also included a new provision for reporting a metric called Sub-Second Impressions, which relate specifically to display ads in newsfeeds. While the MRC ultimately declined to create different viewability standards for such ads, the new metric recognizes that there may be certain cases when ads in newsfeed environments can be seen more rapidly. Sub-Second impressions are in continuous view for more than half a second but less than a full second. In a conversation with Cynopsis Digital, MRC Senior VP and Associate Director David Gunzerath discussed the importance of imposing viewability standards: “It removes non-viewable inventory from the equation,” he said, “and it allows people a better sense of the return on their marketing expenditures. It’s the viewable inventory that matters.” Defining impressions was only the first plank of 3MS, a joint initiative between the MRC, the 4A’s, the ANA, and the IAB. Gunzerath says he’s very glad to turn the page on viewability and move on to 3MS’s next areas of focus: establishing audience currency, creating a standard classification of ad units, defining ad performance metrics, and establishing brand attitudinal measures. “Now that we have viewability in place, we can start moving away from the success of the ad’s delivery, and more toward metrics that are concerned with the success of the ad’s messaging,” he said.
The social media analytics firm Shareablee announced that it has launched a new suite of tools. Called the Real-Time Social Leaderboards, the tools allow customers to group social media pages together, gather real-time intelligence about content such as social video, and track the performance of both one’s own company and of competitors. The Leaderboards allow users to track trending video and measure impact and velocity. The Leaderboards can also offer actionable insights and custom recommendations to help brands improve on their strategies.
OTT + SVOD
Vimeo announced that VHX, its white label SVOD platform for self-distributors, now has an updated dashboard. The new VHX Dashboard looks in-depth at analytics including traffic, sales, and subscription numbers.
The media company CJ E&M America has announced the launch of KCON.TV, a new short-form video platform and online community dedicated to Korean entertainment. KCON.TV will also live-stream events such as awards shows and concerts.
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WHERE’S MY CYNOPSIS?
We will be on vacation and not publishing Cynopsis from July 4 – July 8, 2016
– with the exception of Thursday, July 7th, when you will receive an issue.
In the interim, past editions, classifieds, special eReports, webinar & event information can always be found on our website. See you on Thursday, July 7th and have a great week!
VIRTUAL + AUGMENTED REALITY
The New Testament is about to get a lot more immersive. This Christmas, Autumn Productions and the VR production company VRWERX will release a 90-minute film about the life of Jesus. The film was EP’d by Hollywood veteran Enzo Sisti, whose credits included The Passion of the Christ. The film, titled Jesus VR – The Story of Christ, will debut on all major VR platforms, including he Samung Gear VR, PlayStation VR, HTC Vive, Oculus Rift, and Google Cardboard.
CYNOPSIS RISING STAR AWARDS
This is your last chance! Nominate yourself or the most talented young industry pros on your team for our 2016 Rising Star Awards. Finish your entries by tomorrow, July 1 at 11:59 PM ET.
DIGITAL CONTENT CREATORS
Since Monday, many YouTube creators have come to the rude realization that they weren’t quite as popular as they thought they were. The Google-owned video site fixed a bug that allowed for inactive and phony followers to be included in creators’ subscriber counts. Those subs suddenly disappeared from creators’ subscriber counts. Suffice to say, many YouTubers weren’t happy.
VC FUNDING + INVESTORS
All Def Digital, the digital media company founded by Russell Simmons, has raised some new cash. The company announced that it has closed a $10 million Series B funding round. Third Wave Digital Partners led the financing, with contributions from WPP Ventures, the venture capital firm Andreessen Horowitz, as well as four previous All Def Digital investors: Nu Horizons Investments, e.ventures, Greycroft Partners, and Advancit Capital. All Def Digital has now raised $18 million to date.
Ever find yourself obsessively watching a TV show, even though you hate something about it? You’re not alone. According to a study from Canvs, a language analytics company that measures emotions around content, expressions of “hate” by viewers are actually the strongest emotional indicator as to whether or not viewership will tick up for the next episode. The study looked at 6,000 episodes of recent TV shows, searching Twitter comments and Nielsen ratings for emotive terms such as “love,” “hate,” and “boring.” For each percentage point increase in “hate” responses an 0.7% increase in viewership for a drama or reality show’s subsequent installment followed. For comedies, “love” and “beautiful” were the strongest indicators. “Funny,” interestingly enough, wasn’t as strong.
@Lord_Quan: Oh my man draft nights be crazy.
Speaking of Canvs, the company analyzed tweets about TV programming for the 7-day period through June 27 using Twitter data from Nielsen. Trends and insights from the 4,460,847 tweets expressing a specific Emotional Reaction (ER) include:
– BET was home of awe, with 26.5% of the 37,266 “mindblown” ERs across all networks driven by the BET Awards.
– HBO was second to BET in awe, with 10.2% of “mindblown” ERs driven by the Game of Thrones season finale.
– BET also ruled in ruled in beauty, with 41.7% of the 102,149 “beautiful” ERs across all networks driven by the BET Awards.
– ESPN led with 13.3% of the 356,617 "crazy" reactions across all networks driven by the 2016 NBA Draft.
Parrot Analytics, a new startup that measures demand for TV content, has a couple of prominent names onboard. Bruce Tuchman, the former President of AMC Global and Sundance Channel Global, has joined the company’s Board. So has David Bishop, the former President of Sony Pictures Home Entertainment and MGM Home Entertainment. Both Bishop and Tuchman also intend to invest in the company, though the size of said investment won’t be disclosed. The company also says that it’s currently in the midst of a financing round. Parrot Analytics uses data sources such as social media and video-streaming consumption, and segments data by platform, geography, and TV show.
The News Corp-owned video ad tech company Unruly has announced some new hire. Jeff Minsky, previously the SVP of Digital Innovation and Integrated Media at NYC & Company, has been named as Unruly’s SVP of Agency & Client Development. Steven Sottile, previously the VP of Sales at Mode Media Corporation, will serve as Unruly’s SVP of Sales. And Seho Lee, previously the Director of Programmatic at Sizmek, will now serve as Unruly’s VP of Programmatic Sales.
Bonjour, Snapchat. Snapchat has launched in France. Emmanuel Durand, a veteran of Warner Bros., will oversee the company’s French operations, according to a local report. France will only be Snapchat’s second European market; the company already has an office in the U.K.
Fusion, which was initially launched in 2013, is the youngest media company that has a channel on Snapchat’s Discover platform. What’s the oldest? (Email email@example.com with your answer and be sure to include your name, company, city and time zone.)
Answer to Our Last Trivia Question: Which music-loving TV star posts to YouTube under the name racheldoesstuff? Answer: Rachel Bloom, co-creator and star of The CW’s Crazy Ex-Girlfriend. Kudos to David Westberg-SAG-AFTRA Federal Credit Union/CA
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Arm your Team with the Tools They Need to Succeed!
The New Ratings 101: How to Use Data to Make Your Case Webinar
This webinar will assist in bringing you up-to-date with the most recent information in the ratings space.
Date: Tuesday, July 12 | Time: 1:30 PM
Questions? Please contact Trish Pihonak: firstname.lastname@example.org
49 celebrities appeared in a Ryan Murphy-produced video honoring the 49 individuals who lost their lives in this month’s Orlando nightclub shooting. This video’s a little lengthier than most Cynopsis Digital Spotlights, but you’d be well advised to check it out. Courtesy of the Human Rights Campaign’s YouTube channel, you can watch it here.
See you tomorrow,
Roberta Caploe: Publisher @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group
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JOB OPENING: PA/Nickelodeon’s The Splat/NYC: 90s Nick Kid. Support creative team with promo & short form content production from conception to delivery. Ideate, write scripts, collect assets, admin support. Adobe Premiere skills req. Send resume to firstname.lastname@example.org (7/13)
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The post 06/30/16: New Facebook algorithm prioritizes posts from friends; MRC finalizes mobile ad viewability guidelines; Twitter launches business dashboard appeared first on Cynopsis Media.