CYNOPSISDIGITAL
07.12.16
Good morning. It’s Tuesday July 12, 2016, and this is your first early morning digital briefing.
TODAY’S CODEBREAKER
Cross-Device Targeting: Cross-device targeting refers to serving the same consumer targeted ads across more than one device. Effective cross-device targeting enables advertisers to reach audiences repetitively, regardless of which devices they’re using.
TOP NEWS
This is a big deal any way you slice it: Last night, Fox launched a live-stream of its primetime programming, available via Fox.com and the Fox Now app. Fox announced that it will continue live-streaming primetime entertainment seven nights a week. The live-stream, which is restricted to pay-TV customers, will be available in all 210 North American TV markets. And advertisers should take note: Fox’s affiliates will be able to dynamically insert local market ads, as well as display station branding, into the live-stream. Fox is now in uncharted territory, becoming the first broadcast TV network to offer an online simulcast of its primetime programming; it’s an ambitious experiment, and it’ll be fascinating to see how it plays out.
Is Megaupload making a comeback? The infamous file sharing and cloud storage site, known as a haven for pirated content, was shut down by authorities following a 2012 police raid. Founder Kim Dotcom (no, that’s not the name he was born with) has been in legal jeopardy ever since. He’s currently fighting extradition to the U.S. – but in the meantime, he’s keeping himself occupied. Dotcom announced on Twitter that Megaupload will relaunch next January. Dotcom says he plans to completely rebuild the site, offering file encryption and one hundred GB of free storage. He also says the site will offer a free premium account to the 100 million users from the site’s original database. “Obviously,” Dotcom wrote, “Megaupload 2.0 will not host servers in the United States or use domains under US control.” Obviously.
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VIRTUAL + AUGMENTED REALITY
And to think, Nintendo resisted developing mobile gaming apps for years. Since the July 6 release of the augmented reality game Pokemon Go, the company’s value has risen by about nine billion dollars (!!!), to $28 billion total. The app has already been downloaded on more than 5% of active Android devices in the U.S. That number places Pokemon Go ahead of Tinder, and the app threatens to pass Twitter as early as today. (Indeed, it already has more daily active users than the bird.) Not surprisingly, the game has also been dominating when it comes to digital content engagement. The marketing technology company Amobee Brand Intelligence took a deeper dive into the jaw-dropping numbers. Among Amobee’s findings:
-Since Pokemon Go was officially released in the United States, Australia, and New Zealand, digital content engagement around Augmented Reality has increased by 742%, comparing July 6-11, 2016 to June 30-July 5, 2016.
– The Wimbledon men’s final, one of the world’s most prestigious sporting events, took place on Sunday, July 10. All due congrats to winner Andy Murray, but he might’ve gotten more digital engagement if he were a Pokemon. There was only 48% as much digital content engagement around Wimbledon on July 10 as there was around Pokemon on July 10. Andy Murray himself did manage to beat Pikachu by 27%, so at least there’s that.
– Digital content engagement around Nintendo has increased by 80%, comparing July 6-11, 2016 to June 30-July 5, 2016. Wowza.
Methodology: Digital content engagement is a measure of what people are seeing, reading, interacting and engaging with on over 600,000 sites on mobile, video, web and social.
In the long run, analysts expect the AR industry to be larger than the VR industry. Gaming apps like Pokemon Go demonstrate the medium’s potential. But as it happens, TV networks are also using augmented reality in some insanely cool ways. In the July 21 Cynopsis webinar How to Monetize Virtual and Augmented Reality, Jeremy Jones of The Weather Channel will discuss how to integrate AR into TV broadcasts – and how doing so can generate ROI. And a bonus: one webinar registrant will win a free Samsung Gear VR virtual reality headset. Register here.
PROGRAMMATIC ADVERTISING
The cross-device demand-side platform Adelphic has partnered with Dailymotion Exchange (DMX), the private video exchange of the online video platform Dailymotion. Under the new partnership, Adelphic advertisers will have global access to DMX’s mobile in-stream inventory. “As our audience on mobile has now reached 50% of our global audience, it is strategic for us to build strong partnerships with demand-side platforms, that think mobile-first and that can help us facilitate the connection between advertisers and our mobile viewers,” said Dailymotion CRO Damien Pigasse in a release.
LIVE VIDEO
The Republican National Convention is coming up next week, followed by the Democratic National Convention the week after. And unlike the candidates they’ll be nominating this year, those conventions tend to be quite popular. That’s why Twitter and CBS News are teaming up to live-stream convention coverage. Specifically, Twitter users will be able to watch live convention coverage from CBSN, CBS News’s broadband-delivered video news service. Twitter has been diving into live video more and more heavily of late. The company recently gained the live-streaming rights to Thursday Night Football NFL games, and is also reportedly in active talks to live-stream game coverage from other major sports leagues.
CYNOPSIS DIGITAL MODEL D AWARDS
Whether you’re a video game developer, content producer, or advertiser, there are over 40 categories to choose from for the Cynopsis Digital Model D Awards. Choose a category that best suits your work and submit all entries by Thursday, August 4.
DIGITAL CONTENT CREATORS
When digital influencers promote brands and products, they have to make it clear that they’re, well, promoting brands and products; so says the Federal Trade Commission. As part of a settlement with the regulatory agency, Warner Bros. has promised that, in the future, it will make clearer disclosures when it partners with digital creators. The settlement related to a 2014 promotional effort, in which Warner Bros. paid PewDiePie and other digital stars to post positive gameplay videos tied to a Lord of the Rings-based video game. According to the FTC, the sponsored nature of the videos should have been more transparent. “Consumers have the right to know if reviewers are providing their own opinions or paid sales pitches,” said Jessica Rich, Director of the FTC’s Bureau of Consumer Protection, in a statement.
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).
All Series (7/04/16 – 7/10/16)
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.
OpenSlate Engagement Data for the News & Politics vertical, based on the engagement metric for the week ending 7/10.
Channel (Engagement) / Monthly Views / Total Subs / SlateScore
TheYoungTurks (9.5) / 67,154,310 / 3,003,311 / 762
DramaAlert (9.2) / 32,738,250 / 1,438,679 / 669
TheAlexJonesChannel (8.9) / 37,534,860 / 1,472,857 / 696
justkiddingnews (8.6) / 35,758,380 / 1,545,331 / 712
soiituiidolo (8.5) / 3,270 / 5,899 / 355
drboycewatkins (8.5) / 2,178,570 / 135,711 / 475
FigureoTV SFM (8.5) / 117,480 / 5,207 / 360
AJ+ (8.5) / 2,188,470 / 211,304 / 518
DAHBOO77 (8.5) / 2,487,720 / 221,047 / 530
purvigiggle (8.5) / 19,020 / 12,771 / 407
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.
To determine the TV ads generating the most digital response, iSpot.tv measures digital actions across Facebook, Twitter, YouTube and all major search engines. Below, a look at the brands that backed the Wimbledon broadcasts in the U.S.
“Serena Williams Is the Greatest”
After she scored her 22nd women’s tennis Grand Slam title at Wimbledon, The Atlantic declared that Serena Williams has definitively “swatted away anyalready dubiousclaims that she might not be the greatest.” (As for men’s singles champ Andy Murray of Britain? He’s pretty good too!) Having the American Williams triumphing on Wimbledon’s courts was a boon for ESPN and ESPN2, as well as the marketers backing the U.S. broadcasts of the London-based competition. The top 5 brands earning that distinction were Farmers Insurance, Visit Britain (England’s tourist authority), Wimbledon itself (promoting its schedule and wimbledonweekend.com), Mercedes-Benz and IBM, ranked by estimated spend.
The deck was shuffled a bit, though, when iSpot.tv looked at the brands with the most digital response to their ads that aired during Wimbledon. Though big spender Farmers was also No. 1 in digital engagement and Visit Britain grabbed fifth place, Mercedes-Benz, IBM and Wimbledon dropped out of the top 5. Their replacements: Voya Financial and Gatorade as well as DirecTV, which had two funny celebrity-powered spots, starring Jon Bon Jovi and Will Forte, in rotation during Wimbledon. Check out the breakdown below.
EXECUTIVE MOVES
Go90, the mobile video platform launched by Verizon in October 2015, has a key new exec. Ivana Kirkbride will develop original series and channels as Go90’s Chief Content Officer. Kirkbride most recently served as VP and Head of Content for the video startup Vessel; she previously held several positions at YouTube between 2011 and 2015, helping to develop the platform’s original content and investment strategy. The Go90 hire was originally reported by Re/code.
The digital consulting firm Omnigon has made a new hire. Andrew Silver has been named as Chief Operating Officer, a newly created role at the company. Silver previously worked at the digital agency Huge between 2011 and June 2016, most recently as VP of Client Services. As COO, Silver will be tasked with developing and streamlining process efficiencies, and supporting organizational growth in North America and overseas.
Centro, a provider of digital advertising and media management software, has promoted Joe Pospisil to VP of Client Development for the East region. Pospisil will oversee sales teams in New York, Philadelphia, and Boston. He has been with Centro for seven years, most recently serving as VP of National Agency Development.
Domino, a content and commerce company focused on home decor, has hired Nathan Coyle as its new CEO. Coyle joins Domino from Refinery29, where he served as EVP and General Manager.
TRIVIA
Ian Hecox and Anthony Padilla comprise what web-based comedy duo? (Email trivia@cynopsis.com with your answer and be sure to include your name, company, city and time zone.)
Answer to Our Last Trivia Question: Netflix’s House of Cards is an adaptation of a 1990 BBC miniseries of the same name. Who wrote the novel that the original series was based on? Answer: Michael Dobbs. Kudos Andy Pittman- TAMU/TX and David Westberg- SAG-AFTRA Federal Credit Union/CA
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DIGITAL SPOTLIGHT
Ever wonder how virtual reality affects your brain? Courtesy of the YouTube channel The Interesting Universe, learn more here.
See you on tomorrow,
David Teich
07.12.16
Roberta Caploe: Publisher @robertacaploe
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JOB OPENING: SALESPERSON, DIGITAL & BRANDED CONTENT/Authentic Entertainment/Burbank: Must have 3+ yrs experience in Digital, Linear Cable, Broadcast/Syndicated Television and/or Advertising Sales. Motivated Deal Closers only. Send resume/references to: tvdealcloser@gmail.com (7/23)
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JOB OPENING: PUBLICIST & JR PUBLICIST/NAT GEO/NY: Develop creative global publicity plans & media strategies for priority shows; pitch/book/cover interviews; write/edit press materials; execute events. TV publicity & ent industry exp required http://bit.ly/28JzFlq (7/15)
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JOB OPENING: SENIOR SOFTWARE DATA ENGINEER/Twitter/San Francisco: Build systems with purpose that are well tested, flexible, and maintainable. Full info/apply HERE (7/15)
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JOB OPENING: MKTG MGR/EPIX/NYC: Support dept in the execution of upcoming consumer/affiliate marketing initiatives and campaigns. 5yrs of relevant media exp & knwldg of entertainment mktg or agency proj mngmnt. Full info/apply HERE (7/14)
JOB OPENING: SENIOR STORAGE SYSTEMS ENGINEER/Starz/Englewood CO: Responsible for engineering, design, daily administration, documentation, and compliance of all enterprise storage solution in the infrastructure. Full info/apply HERE (7/14)
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JOB OPENING: NETWORK ARCHITECT/ACTIVE NETWORK/Dallas: Primary responsibility will be to work as a member of a team bringing connectivity to remote offices and staff. Full info/apply HERE (7/14)
JOB OPENING: SALES PLANNER/Crown Media Family Networks/LA: Support the Advertising Sales department by working with Account Execs to service clients on a daily basis. BS req and min 1 yr exp. Apply HERE (7/14)
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JOB OPENING: DIRECTOR, SALES/Yangaroo/Remote: Oversee rev growth from Brdcst & DR Agencies, Prod Houses & Content Producers. Must be able to employ a consultative approach to sales in order to understand client workflows 10+ yrs relevant sales role & exp media, advrtsing or Saas. Full info/apply HERE (7/13)
JOB OPENING: DIR MKTG/CNBC PRIME/East Coast: Develop and Execute consumer marketing campaigns for individual primetime shows. Full info/apply HERE (7/13)
JOB OPENING: VP DEVELOPMENT EXEC/NYC or DC: Calif. based TV content production company wants east coast presence (NY or DC) to develop and sell. Monthly trip to Calif. required but most of the work is back east. 5 years VP experience required. Email resume to: execjobdevelopment@gmail.com (7/13)
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 thesplathiring@gmail.com (7/13)
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SITUATION WANTED: CREATIVE DIRECTOR, ON-AIR PROMOS: Emmy award-winner with 15+ years experience in network, cable and agency with writing, producing, editing exp. Newcontentconsultant@yahoo.com (7/22)
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