02/24/15: Amex, J.C. Penney, Lady Gaga win Oscar’s social conversation; Yangaroo and Mediaocean form partnership


Good morning. It’s Tuesday February 24, 2015, and this is your first early morning digital briefing.


With the YouTube Kids app out this week, Mattel will develop a new slate of programming for the platform from its preschool content division, HIT Entertainment. HIT will release 52 three-minute original Thomas & Friends digital videos to premiere every week for the next year on its YT channel and on YouTube Kids. HIT Entertainment is known for Mike the Knight, Fireman Sam, Bob the Builder, Barney and more.
The kids content keeps on coming: Amazon Studios ordered second seasons of children’s programs Creative Galaxy, Annedroids, Gortimer Gibbon’s Life on Normal Street and Tumble Leaf. Creative Galaxy is from Blue’s Clues creator Angela C. Santomero and Blue Enterprises; Emmy-nominated JJ Johnson (Dino Dan) and Sinking Ship Entertainment created Annedroids; Gortimer is executive produced by Oscar winner Luke Matheny; and SNL and Community animator Drew Hodges is behind Tumble Leaf. Most recently, Amazon greenlit kids’ series Just Add Magic and The Stinky & Dirty Show for its next season of pilots.


Thursday, April 23, 2015 | Astor Center, NYC | REGISTER NOW

We’re no longer in a “digital” world. We’re beyond it, in a confusing moment of media history where content lives everywhere and is generated by everyone… where the line between viewers and producers has blurred away. Where exciting revenue models can gain and lose traction in a moment, sometimes leaving more questions than answers in their wake.

Join us on April 23rd to get the information you need to meet and exceed your business goals.



Exclusive: Media management and distribution company Yangaroo and Mediaocean are partnering to provide Mediaocean Optica users with a platform to simplify ad traffic management and delivery. “It’s a fragmented industry on the supply side for our customers,” Yangaroo President and CEO Gary Moss told Cynopsis. “Through deals like this one, we are packaging up [customized] solutions as opposed to duplicating solutions, which is what people are dealing with right now.”


Stat Social exclusively tracked Twitter Audience Ratings from the 87th Annual Academy Awards on Feb. 22 for Cynopsis. Key findings:

Top Advertiser Buzz:
Samsung: 150,000 tweet mentions – 7% increase on Oscar day
Coca-Cola: 50,000 tweet mentions – 15% decrease on Oscar day
Hyundai: 4,781 tweet mentions – 28% decrease on Oscar day
American Express: 6,506 tweet mentions – 64% increase on Oscar day
J.C. Penney: 2,004 tweet mentions – 78% increase on Oscar day
Age: 47% millennials (between the ages 18-34)
Gender: 64% women
Location: 11% live in California
Income: 67% earn less than $50K
Audience Favorites:
Interests: Clothing, Celebrity Gossip, Pop Music, Fashion, Humor, Classic Rock, Country Music, Alternative Rock, Sci-fi & fantasy and TV
Brands:  New York Times, Twitter, Huffington Post, One Direction, MTV, BuzzFeed, Instagram, E!, YouTube and Hollywood Reporter
Celebrities: Emma Watson, Ellen Degeneres, Barack Obama, Leonardo DiCaprio, Jimmy Fallon, Justin Timberlake, Neil Patrick Harris, Anna Kendrick, Miley Cyrus and Ariana Grande
TV Shows: Game of Thrones, Breaking Bad, Pretty Little Liars, Ellen Degeneres Show, Glee, Modern Family, Late Night with Jimmy Fallon, How I Met Your Mother, Doctor Who and American Horror Story
Source: StatSocial is the leader in Twitter analytics, to segment and target audiences like never before. Through our patented data mining and matching technology, we have identified over 50 million Twitter users and their attributes as defined by 30,000 variables.
So what does it mean?
“The Oscars are often referred to as the Super Bowl for women because advertising spots start at $2 million,” Stat Social’s Audrey Hungerman told Cynopsis. “Samsung and American Express saw an increase in mentions on Sunday, with Twitter users loving Amex’s use of Mindy Kaling and Aretha Franklin. Dove launched the #SpeakBeautiful campaign with more than 40,000 mentions of the brand on Oscar day. The audience was mainly female (64 percent) and socially savvy; Twitter, Instagram and YouTube were among their favorite brands.” The top five advertisers were determined by Kantar Media. Check out the infographic at

Twitter also recorded the top moments at the Oscars on Sunday, as host Neil Patrick Harris and A-list celebs took the stage. The biggest moments during the broadcast that generated peak use on Twitter, measured in Tweets per minute (TPM), include:

– Lady Gaga (@LadyGaga) performs, is joined by Julie Andrews
Alejandro Iñárritu wins Best Picture for Birdman
Patricia Arquette (@PattyArquette) gives acceptance speech for winning Best Supporting Actress

The most tweeted about nominees and performers were:
1. Lady Gaga
2. Patricia Arquette
3. John Legend (@JohnLegend)

Facebook accounted for 58 million interactions (posts, likes, shares) from 21 million unique people. Top ten moments posted on FB are:
1. Lady Gaga’s The Sound of Music medley and Julie Andrews’ appearance onstage for the 50th anniversary of the musical, which topped 214K People Per Minute (PPM) globally and 154K PPM in the U.S.
2. The Imitation Game wins Best Adapted Screenplay.
3. Birdman wins Best Original Screenplay.
4. Eddie Redmayne wins Best Actor.
5. Birdman wins Best Picture.
6. Alejandro González Iñárritu wins Best Director for Birdman.
7. Patricia Arquette wins Best Supporting Actress.
8. John Legend and Common’s song “Glory” wins Best Original Song.
9. Julianne Moore wins Best Actress.
10. Adam Levine and Maroon 5 perform “Lost Stars” from Begin Again.

NIELSEN TWITTER TV TOP TEN for the week of February 16, 2015
Program, Date, Unique Audience (000), Tweets (000)
The Oscars (ABC)
, 2/22, 13,019, 5,923
Stevie Wonder: Songs in the Key of Life  An All-Star Grammy Salute (CBS), 2/16,
3,611, 189
The Walking Dead (AMC), 2/22,
3,279, 242
The Bachelor (ABC), 2/16,
3,178, 111
Grey’s Anatomy (ABC), 2/19,
2,875, 98
139th Westminster Kennel Club Dog Show (USA), 2/17,
2,837, 44
Empire (FOX), 2/18,
2,591, 615
Scandal (ABC), 2/19,
2,576, 322
139th Westminster Kennel Club Dog Show (CNBC), 2/16,
2,497, 27
Pretty Little Liars (ABC Family), 2/17,
1,925, 181
Source: Nielsen. Nielsen Social captures relevant Tweets from three hours before through three hours after broadcast, local time. Unique Audience measures the audience of relevant Tweets ascribed to a program from when the Tweets are sent until the end of the broadcast day at 5am. The data includes new/live primetime and late fringe programming only and excludes sports events. For multicast events, networks are listed alphabetically and metrics reflect the highest Unique Audience across all airing networks.

OpenSlate Engagement Data for Beauty/Style channels, based on the engagement metric for the week ending 2/22.
Channel/(Engagement)/Monthly Views/Total Subs/SlateScore
grav3yardgirl (9.2) /
34,833,390 / 4,594,719 / 789
lady16makeup (8.9) /
44,219,190 / 9,230,487 / 796
pixi2woo (8.6) /
6,594,330 / 2,829,679 / 767
ClioMakeUp (8.5) /
1,754,610 / 747,505 / 663
xxmakeupiscoolxx (8.5) /
1,103,400 / 330,062 / 613
Secretosdechicas (8.4) /
8,069,190 / 1,558,000 / 680
MakeUpByCamila (8.4) /
3,325,920 / 1,901,519 / 693
zoella280390 (8.4) /
23,570,670  / 7,393,353 / 758
pbbunny97 (8.4) /
1,128,990 / 227,338 / 623
BritPopPrincess (8.4) /
1,291,020 / 519,473 / 656
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 OpenSlate Engagement 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.


Amazon hired Michael Benson as Head of Brand Marketing and Creative Development for Amazon Digital Video. Benson was previously Executive Vice President of Marketing at Disney-ABC Television Group and prior to that was Chief Creative Officer at Time Warner Global Media Group.


Webinar: Social Media & Sports: Engagement and Tune In Strategies
TODAY, February 24, 2015  1:30PM to 3:00PM

Featured Panelists:
Nick Freeman,
VP of Sales Integration for Fox Sports Digital
Cody Cheshier, Director of Audience Development for Nitro Circus
Jeramie McPeek, VP of Digital for the NBA’s Phoenix Suns
Daren Trousdell, Founder and CEO for OneUp Sports

Register your team today!.


Apple created another commercial work of art, this time with the help of Academy Award winning director Martin Scorsese. The spot features students using iPad Air 2 devices to shoot and edit original movies, and is set to a speech Scorsese gave at an NYU commencement ceremony. Additionally, the commercial features the link to view the students’ films along with details on the tech they used to produce their films. Check it out at www.cynopsis.com/#video.

See you tomorrow,
Jessica Reese  @JMarieReese

Roberta Caploe: Editorial Director @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group

Cynopsis Ad Sales: Mike Farina | VP, Sales | 203-218-6480
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JOB OPENING: PROJECT MGR/WideOrbit/NYC: Lead planning/execution of large, complex implementation projects. Media ind exp & exp working for or w/cable network channel is highly pref’d. Organized and show sharp attention to detail a must. Full info/apply HERE (2/26)

JOB OPENING: IMPLEMENTATION SPECIALIST/WideOrbit/NY: Educate customers on configurations &/or customization options; conduct web based training sessions to support new customers. 2+ yrs exp cbl ntwrk in sales/pricing/plan’g, or inv mngmnt dept. Apply HERE (2/26)

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JOB OPENING: DIGITAL CONTENT MGR/NBCU/NYC: Manage editorial ops for Syfy digital. Ideate/create content & help build strategy. 3+ yrs digital content mgmt exp. Highly organized pop culture fan. APPLY HERE (2/25)

JOB OPENING: MGR RSCH/IMG/NY: Drive global sports & fashion mkt rsch analysis & reporting. Min 4 yrs media rsrch exp. Strong analytical & quant skills req’d. Exp w/rsch sys (ie Nielsen, Simmons & Scarborough). Resume: researchwme@gmail.com (2/25)

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