CYNOPSISDIGITAL
12.06.16
Good morning. It’s Tuesday December 6, 2016 and this is your first early morning digital briefing.
TODAY’S CODEBREAKER
Digital goods: In e-commerce, digitalgoods is a general phrase referring to any goods that are stored, delivered, and used in an electronic format. Digital goods are shipped electronically to consumers, either through email or through internet download. Examples include e-books and media files.
ADVERTISING
Three major agencies – Interpublic‘s Magna, Publicis Groupe’s Zenith, and WPP’s GroupM – are out with their widely-anticipated forecasts for 2017. Magna projects that global ad growth will sit at 3.6% next year, down from 2016’s projected pace of 5.7%. (That means $510.7 billion in 2017 revenue, as opposed to $493 billion this year.) Magna also says that digital ad sales will be the number-one media category next year, with a market share of $202 billion, or 40%. By comparison, Magna projects that linear TV ads will command 36% market share, or $186 billion. GroupM, meanwhile, projects ad spending growth of 4.4% for 2017, increasing to $547.3 billion. (For full-year 2016, GroupM projects 4.3% growth.) GroupM predicts that digital ad expenditure will rise from 31% to 33% market share next year. But GroupM doesn’t think digital will overtake linear TV just yet. The agency finds that TV’s share of ad expenditure will tick down only one percent, from 42% in 2016 to 41% in 2017. Zenith, meanwhile, finds that global ad spending will grow 4.4% in 2017, reaching a total of $566 billion. Zenith projects that TV advertising will reign supreme this year, accounting for 36% of total spend. Next year, though, Zenith projects that online advertising will overtake TV for the first time. One other notable tidbit: Zenith projects that social media platforms will account for 20% of all internet advertising by 2019, up four percent from 2016. That would place social media advertising just 1% below newspaper advertising.
Speaking of which, it looks like social platforms may soon be the outlets of choice for advertisers making use of “native” ad formats. Advertiser Perceptions, Inc.’s new survey of advertisers and agency execs carries some major warning signs for traditional content publishers. The survey asked respondents to estimate their budgeting for native advertising; respondents said that about 43% of those budgets go to conventional publishers. That’s still more than any other platform, but it’s a huge drop – about 25% – from last year. Social networks now account for 39% of native ad budgets, the respondents said. But that’s about 14% higher than in 2015. Programmatic native platforms sat at 19%, the same as last year.
One major factor that’s driving all this digital ad growth: Consumers’ rapid shift to mobile platforms. And if your work in any way touches programmatic digital advertising, you need to know how to navigate the mobile space. On Wednesday, December 13, be sure to tune in for the Cynopsis webinar Mastering Mobile Programmatic: What You Need to Know Now. The Weather Company, Mindshare, Centro and Assembly will offer insights and info. Register here.
A CYNOPSIS MESSAGE
Women in Digital – This one is for you!
We live in such an exciting time – women are rising in the ranks and excelling in the fields of digital content, marketing, advertising, social media, & online. With these trailblazers in mind, we are pleased to announce the call for entries of our third annual TOP WOMEN IN DIGITAL AWARDS, celebrating the unique, the uncommon & the bold.
The deadline to enter is Tuesday, January 10 so get ahead of the holiday season by starting your entry today!
VC FUNDING + INVESTORS
Boat Rocker Media, RRE Ventures and others have has invested in The Outline, a newly launched digital venture. According to a release, it will focus on “power, culture, and the future.” The Outline is the first brand from Independent Media, a recently founded digital media company from tech journalist Joshua Topolsky. The platform was designed in partnership with the creative agency Code and Theory. At launch, advertising partners include Under Armour, Sportswear, Cadillac, and method.
VIRTUAL + AUGMENTED REALITY
Starting this week, Facebook-owned VR company Oculus will begin shipping its new Touch controllers to customers who pre-ordered. And beginning today, the company will start selling Touch controllers through its website, as well as through certain retailers. The controllers cost $200.
PROGRAMMING + CONTENT ACQUISITIONS
Every now and again, rumors surface that Netflix might sell itself to a larger media company. At yesterday’s UBS Global Media and Communications conference, Chief Content Officer Ted Sarandos moved to put the kibosh on any such speculation. “We sell customer satisfaction in a way that I think big companies are unable to because they have so many competing interests,” he said. Sarandos noted Netflix currently has 30 original scripted series in various stages of release or development, and that the number will go way up in 2017. Moreover, Netflix is planning to bet big on unscripted shows next year; Sarandos says the SVOD giant will release about 20 such series in 2017, including the Sylvester Stallone-produced competition series Ultimate Beastmaster. Sarandos confirmed that, all told, Netflix’s 2017 content budget will hit about $6 billion, up from roughly $5 billion in 2016.
RESEARCH
SHAREABLEE SOCIAL TV RATINGS: Top U.S. Streaming Shows Overall by Engagement for the week of November 28-December 4, 2016
Program, Date, Total Actions (000), Total Content, Actions per Post (000), Fans/Followers (000)
1. Chelsea (Netflix) 299, 55, 5, 361
2. Sense8 (Netflix) 213, 9, 24, 1492
3. Fuller House (Netflix) 66, 5, 13, 1074
4. Trailer Park Boys (Netflix) 45, 18, 2, 1950
5. Daredevil (Netflix) 38, 4, 10, 3556
6. Marvel’s Luke Cage (Netflix) 36, 7, 5, 713
7. The Man in the High Castle (Amazon) 24, 23, 1, 285
8. BoJack Horseman (Netflix) 20, 1, 21, 842
9. Mozart in the Jungle (Amazon) 18, 20, 1, 205
10. Longmire (Netflix) 10, 1, 10, 536
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 Sports vertical, based on the engagement metric for the week ending December 4.
Channel (Engagement) / Monthly Views / Total Subs / SlateScore
WWE (9.3) / 344,777,139 / 13,470,507 / 768
Desimpedidos (9.3) / 28,064,305 / 3,219,309 / 709
NFL (8.9) / 83,011,615 / 1,581,032 / 696
Dude Perfect (8.9) / 89,072,492 / 14,479,417 / 692
UFC – Ultimate Fighting Championship (8.6) / 45,077,232 / 3,521,368 / 714
Colorado Avalanche (8.5) / 21,480 / 5,250 / 380
j4ktv (8.5) / 16,389 / 6,038 / 377
SPORTSNETCANADA (8.5) / 10,792,842 / 58,907 / 526
+LuchaTV (8.5) / 5,188,265 / 111,747 / 491
courtcred (8.5) / 15,079 / 6,286 / 376
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 capture 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 (11/28/16 – 12/4/16)
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
Intersection, an urban innovation company best known for launching the free public Wi-Fi network LinkNYC, has made a new hire. Marta Martinez will serve as Intersection’s first Chief Revenue Officer. She’ll be responsible for the company’s existing and new media revenue streams, overseeing sales strategy, go-to-market planning, management, and execution. She joins Intersection from AOL, where she served as SVP of AOL Advertising.
TRIVIA
Which service owns the streaming rights to Seinfeld? (Email trivia@cynopsis.com with your answer and be sure to include your name, company, city and state.)
Our Last Trivia Question: Millie Bobby Brown, who plays Eleven on Netflix’s Stranger Things, co-starred in a 2014 BBC America series, which was canceled after a single eight-episode season. What was the show called? Answer: Intruders. Kudos to Andy Pittman-TAMU/TX, Nick Braccia-Campfire/NYC, David Westberg-SAG-AFTRA Federal Credit Union/CA, and Lorrie Shilling/CA
A CYNOPSIS MESSAGE
Mastering Mobile Programmatic
Mobile programmatic video spends will likely surpass desktop by next year. eMarketer projects that it will reach $15.45 billion in the U.S. by the end of this year. That’s 69% of all programmatic digital display ad spending. Are you up to speed on this technology? If the answer is no, then register today to hear from Assembly, Centro, Mindshare and The Weather Company during the latest Cynopsis Digital webinar on December 13.
DIGITAL SPOTLIGHT
It’s safe to say that most or all of this newsletter’s readers take clean water for granted. That’s not possible for many, many people around the globe. The Safe Water Project, a clean water initiative spearheaded by Clorox, aims to help on that front. Courtesy of AOL’s The Huffington Post, and the HuffPo owned VR production company RYOT, check out a new Clorox-sponsored 360-degree video highlighting the Safe Water Project’s efforts in Peru. Video here.
See you on tomorrow,
David Teich
12.06.16
Roberta Caploe: Publisher @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group
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JOB OPENING: DIR DIGITAL MARKETING/SOCIAL TV/NY: Oversee networks digital content strategy and messaging across all platforms. Focus on social. 6-8 yrs experience in consumer marketing/social/creative. Full info/apply HERE (12/14)
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SALES ASSISTANT/GSN/NY: Deal maintenance, traffic, mtg. prep., and admin duties; Excellent math skills; Knowledge of gen media terms; Strong knowledge of Microsoft programs incl. Excel, PP, MS Word and Outlook is req.; College deg req; Send Res and CL to tvcareers@gsn.com (12/14)
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SALES PLANNER/GSN/NY: Media plans, decks, acct mngment & mktg collateral for ad proposals; asst. in prog., events, new bus prospecting, tracking & reporting client’s activity. 2+ yrs exp. sales asst. or media plan’r/buyer. exp. in TV & Dig Plan’g; Knwlg of MS programs. BA deg req; Send Res/CL: tvcareers@gsn.com (12/14)
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JR MOTION GRAPHICS DESIGNER/EDITOR/Serino Coyne LLC/NYC: A division of Omnicom Group Inc is seeking candidate w/strong work ethic & the ability to multi-task & excel in a deadline driven environment. Min 4 yrs exp graphics design & animation. BA deg related field. Full info/apply HERE (12/14)
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SENIOR WRITER/PRODUCER/IFC/NYC: Lead creative for IFC Originals launches and brand campaigns. Idea-generating/writing/producing/directing mastermind with a comedy background and "Always On, Slightly Off" sensibility. 6-8 years experience. Submit resume and reel link HERE (12/14)
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MARKETING MGR/Consumer Reports/Yonkers NY: Join as key part of the team that dvlps & launches a new member exp program. 5+ yrs’ exp in marketing with digital focus. Demonstrated track record of success developing and executing marketing programs that drive brand engagement. Full info/apply HERE (12/13)
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PRODUCER/ EDITOR (FREELANCE)/SPIKE BRAND CREATIVE/NYC: Help dvlp/produce innovative, relevant & brand-defining creative promos, content and campaigns for Spike scripted series. 3-5 yrs exp in TV or Digital producing/editing exp for TV/content/advertising specifically. Resume HERE (12/13)
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DIR, ACCOUNT MGMT ADVANCED AD PRODUCTS/FOX/NY: Client-facing role resp for proposal dev, campaign execution & mgmt of all digital campaigns. Min 5-7 yrs exp operating at Dir level in an agency account mgmt like role with exp managing staff incl account services & prod. http://bit.ly/2gT0ngK (12/10)
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DIRECTOR, CONSUMER MARKETING/CMT/Nashville: Serve as primary project mgr for all advertising efforts, consumer promotion, & aud engagement. BS degree mktg related field req’d. Min 7 yrs mktg with at least 3-4 yrs in consumer mktg in a corp. environment. Full info/apply HERE (12/10)
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BUSINESS & ECONOMICS ANALYST/SAG-AFTRA/LA: Perform media co/industry trend & financial analysis to support industry negotiations, strategic objectives. 2-3 yrs studio or ad agency exp a plus. BA/BS in Bus or Econ & superior writing skills req’d. Full info/apply HERE (12/10)
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PHOTO SERVICES CONSULTANT/EPIX/NYC: Dvlp/mng the Photo Services process & static asset library for EPIX Original Productions, w/a thorough understanding of internal business partners’ needs & objectives. BA deg & 5+ yrs TV exp in creative project/photo management. Full info/apply HERE (12/10)
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VP RESEARCH/BBCWA/NYC: Informs key business decisions across BBC’s portfolio of businesses. Leads custom qualitative/quantitative/3rd party research with a focus on identifying audiences, understanding who they are, what they need & the BBC’s role in their lives. 10-15 yrs exp. Full info HERE (12/9)
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FACILITY OPERATIONS DIR/Viacom/LA: Sprvs maintenance staff & vendors that provide srvcs & support to the employee population at mult locations. Extensive knwldg of building systems, BMS systems, local building codes & ADA req’s. 10 yrs exp managing staff, 5 yrs in Facilities mngmnt. Apply HERE (12/9)
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PROGRAMMING & SCHEDULING SPECIALIST/CSI SPORTS/NY: 3-5 yrs TV Network exp. Create/manage logs and allocate inventory. Implement/schedule ad campaigns, promos plus work with Ad Agencies and RSNs nationwide. Traffic software exp. & excel skills req. Res/cvr to Rose HERE (12/9)
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DIRECTOR SALES OPERATIONS/NBCU/NYC: Will help lead the Sales Operations team for the NBC Owned Television Stations, reporting to the VP, Sales Operations. Full info/apply HERE (12/8)
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DIGITAL & ADDRESSABLE ADVERTISING OPERATIONS ANALYST/AT&T/NYC: Responsible for primary user support of the DealMaker Digital sales system as it relates to the Digital & Addressable platforms. 2+ yrs digital exp. Full info/apply HERE (12/7)
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DIR OF PROD, BRAND CREATIVE/SUNDANCE TV/NY: Prod mgmt of allmktg assets for on/off-air video, design & print for TV, digital, social, content mktg, int’l, PR & affiliates. 5-6 yrs exp in TV & print a must & min 3 yrs at mgr level or above. Exc written/comm skills. Full info/apply HERE (12/7)
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DIGITAL AE/NBCU/Chicago: AE for Telemundo digital properties. Generate, build, and grow accounts and develop digital media opps for key clients. 4 yr deg & min 2yrs of digital media sales exp req’d. Full info/apply HERE (12/7)
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AD SALES RESEARCH MGR, CROSS PLATFORM/beIN Sport USA/Miami or NYC: Create/update category & brand positioning presentations that position beIN SPORTS positively within the Ad Sales marketplace. 4+ years of exp in Ad Sales or Program Rsrch or equiv combination of edu & exp. Resume HERE (12/7)
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SR MGR INTEGRATED SALES MARKETING/beIN Sports/NYC: Manage 1-2 coords; direct daily workflow, write annual reviews, recommend dev training & identify opps to improve internal work processes. 5+ yrs of relevant exp in mktg, advertising, or a creative mktg agency w/2+ yrs of supervising exp. Res HERE (12/7)
JOB OPENING: DEVELOPMENT COORDINATOR/Lucky 8 TV/NYC:Create orig ideas/formats to pitch internally to the team for further dvlpmnt.Assist w/ grid mngmnt & tracking pitch status & internal movement of projects as well as support, as directed daily mngmnt of dvlpmnt projects. Resume HERE (12/7)
SITUATION WANTED: Global Ad Sales Director/Manager: 18+ years of experience, management and line sales, multinational executions, cable and digital. Excellent communication and presentation skills. Bilingual: English and Spanish. New York, NY preferred. Willing to relocate. Contact: OMGL777@hotmail.com (12/7)
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