CYNOPSISDIGITAL
03.15.17 Good morning. It’s Wednesday March 15, 2017 and this is your first early morning digital briefing.
Community Manager: A community manager is a social media professional who helps build, grow, and manage a company or brand’s online communities. Community managers generally use analytics tools to monitor social media outlets, online forums, and blogs to discover what people are saying about their company or brand. Community managers also generally engage with customers and fans, and use social media and live events to help drive increased brand loyalty.
Yet another media company is about to test the Snaphat-as-original-content-platform waters. Like NBCU, A+E Networks, and others before it, Vice Media has entered into a deal to produce exclusive short-form content for the ephemeral messaging app. The first such show will be Hungry Hearts with Action Bronson, a new dating series hosted by the titular rapper/chef (yes, that’s a thing). An eight-episode series, it’ll debut later this year in English-speaking countries.
Facebook has made a significant update to its developers’ policy. In a new post, the company’s policy team announced that Facebook and Instagram will expressly ban developers from “[using] data obtained from [Facebook] to provide tools that are used for surveillance.” The post goes out of its way to state that Facebook is simply “[making its] policy explicit.” Translation: It’s not like we were encouraging app developers to spy on people before now. “Over the past several months we have taken enforcement action against developers who created and marketed tools meant for surveillance, in violation of our existing policies,” the company wrote. “We want to be sure everyone understands the underlying policy and how to comply.”
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The advanced rate for our Cynopsis World eSports Summit ends on March 22. With no sign of slowing down, enthusiasm & engagement for competitive gaming is on the rise and smart marketers around the world are paying close attention. With over 30 expert speakers, we’ll cover the current climate, what it takes to launch an eSports event, the future of this ever-changing industry + much more.
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Sponsors & Partners: Go To Team, PromaxGAMES, Polygon, Bruin Sports Capital, theScore, eSports Ad Bureau, rEvolution, rEvXP.
Want to master data, inventory, measurement, and everything else programmatic? Today at 1:30pm ET, AOL, The Weather Company, and MDC’s Assembly will be on-hand to help you do it. You still have a little time left to register for the new Cynopsis webinar, Programmatic Data & Measurement: New Solutions for TV and Digital. Do it here.
According to new projections from research firm eMarketer, Google’s share of the search ad market is expected to grow over the next few years. That’s right – grow. The tech giant already held 75.8% percent of the market by the end of 2016, taking in $24.6 billion in revenue from search ads alone. EMarketer projects that, by 2019, those numbers will be 80.2% and $36.62 billion. And while the spoils go to Google, the losses go to, well, everyone else. EMarketer projects that companies such as Microsoft, Yelp, and Verizon’s AOL will all lose market share in the search ad space, pulling in 6.6 percent, 5.8 percent, and 1.1 percent respectively. EMarketer analyst Monica Peart cited the ever-growing use of mobile search as the main reason that Google’s search advertising performance is likely to improve.
EMarketer was a lot less bullish when it came to Twitter. According to the research firm, Twitter’s share of the mobile ad market will decline in 2017 – the first time that’s ever happened. EMarketer projects that Twitter’s share of the mobile ad space will drop from 2.6% last year to 2.0% in 2017, accounting for a dip in revenue from $1.21 to $1.15 billion. The news comes at a time when the mobile ad space as a whole is booming – though to be fair, much of the growth is going to just two companies. According to EMarketer, Google and Facebook will control 57% of the mobile ad space by the end of this year, up from 54% in 2016.
Unlockd, a mobile platform that rewards consumers when they view targeted ads, content or offers, has launched a new product. Called Unlockd Stream, the service lets streaming media providers offer customers discounted or free access to premium content in exchange for viewing relevant ads or offers. The MTV Trax music service is the first brand to sign up for the new product.
For all its success last year, Facebook took heat for inaccurately reporting some of its ad metrics. The company has since gone out of its way to reassure advertisers, including a pledge to undergo a Media Rating Council measurement audit. But Facebook has also taken some subtler actions. The latest example: The company has changed the names of several of its metrics and definitions, with the aim of increasing consistency and clarity. For example, App Story Engagement will now be called Desktop App Story Engagement; App Engagement will be called Desktop App Engagement; Account will update to Account Name; Cost Per All Actions will become Cost per Any Action; and Starts will change to Campaign Starts. The list – available on Facebook’s Help Center page – also includes new product definitions to make the changes easier to understand.
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Fox has launched a new version of Fox Now, the streaming video app that’s populated with content from FX, National Geographic Channel, and the Fox broadcast network. The app features a redesigned interface, and will add Fox Sports content in the coming months. The updated app is only available for the 4th gen Apple TV.
As long as Facebook is going to continue cloning its video features, Snapchat figures it might as well beef up its chat offerings. The company confirmed to TechCrunch that it has made it easier for friends to chat on the app. Users no longer have to dig up chat threads in order start chatting with friends; now they can simply select their favorite friends, create Bitmoji Widgets for them using their personalized avatars, and click on them from their home screens. Snapchat started testing beta testing the feature just this week; it rolls out to all users today via an app update for both iOS and Android.
Xumo, an OTT platform that lets users stream content from digital networks to smart TVs and mobile devices, has inked a new partnership with the National Lacrosse League. The deal will bring live and on-demand NLL games and highlights to Xumo’s service. The games will stream via NLLTV, a recently launched SVOD service. The deal extends highlights and games to non-NLLTV subscribers, though those viewers will have to wait until after the content has run on the digital network. Xumo Is integrated with smart TVs from Panasonic, Magnavox, and a number of other companies. The company is owned by a joint venture of Panasonic and Time Inc.’s Viant.
RESEARCH
What does your social media service of choice say about you? The online measurement company Quantcast tried to answer that question, using search history and other offline data. Not surprisingly, Quantcast found that streaming customers skew younger (about 18-44) and male. But when it came to income level and users’ other interests, there were some differences. For example, HBO Now subs tend to make between $50,000-$100,000 dollars a year, and hold interests such as computers, movies and entertainment. WWE Network subs tend to make less than $50,000; their interests include extreme sports and video games. Netflix and Hulu users have no particular income skew. Oddly enough, subs to both services tend to find themselves interested in home furnishings. Netflix subscribers also gravitate toward sports, finance and hotels, while Hulu subs appreciate consumer electronics and travel. You can learn more here.
To determine the TV ads generating the most digital response, attention analytics company iSpot.tv measures digital actions across Facebook, Twitter, YouTube and all major search engines. Here, a look at the brands that advertised during Nickelodeon’s 2017 Kids’ Choice Awards.
“While it was a close race, DC Entertainment took home the prize for digital share of voice, earning 20.6% of all online activity prompted by ads during the awards show. The latest spot for DC’s new superhero film Wonder Woman was as super as expected when it premiered during the event, giving audiences a full two minutes and 30 seconds of footage from the movie, which is set to open in June. Skechers finished just behind DC, with 19.8% of DSOV. Paramount Pictures, Walmart and Disney Pixar rounded out the top five, but were miles behind Wonder Woman’s Invisible Plane.” – iSpot.tv
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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 ListenFirstDigital 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, Twitter, Google+, and Tumblr, as well as most searched for on Wikipedia (used as a proxy for organic search volume).
Streaming Series (3/6/17 – 3/12/17)
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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,Twitter, 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.
Some other news from Xumo: The company has announced a new hire. Chris Hall will serve as Xumo’s SVP of Product, overseeing product strategy in partnership with TV brands. Hall joins Xumo from Red Bull Media House, where he served as Lead Product Manager for Connected Devices. He previously spent over five years working for the NFL, including as Senior Product Manager for the video platform NFL Now.
CBS’s All Access streaming service features an original spin-off of The Good Wife. What’s it called? (Email [email protected] with your answer and be sure to include your name, company, city and state.)
From December 2008 to January 2009, actors Alessandro Juliani and Grace Park appeared in a series of webisodes called The Face of the Enemy. The series took place in the universe of which linear series? Answer: Battlestar Galactica. And if you still don’t understand why Lieutenant Gaeta felt the need to spearhead a coup, you’ll need to go back and watch that web series. Kudos to David Westberg-SAG-AFTRA Federal Credit Union/CA, Andy Pittman-TAMU/TX, Susan Nessanbaum-Goldberg-M and S Entertainment/NY, Louis Lewow-Lewow Media Group/GA, and Mathew Tombers-Intermat, Inc./NY
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Adobe is out to bring a complete advertising experience to virtual reality. Director of Product Marketing Campbell Foster explained the company’s efforts to The Drum. You can check out the video here.
See you tomorrow,
David Teich
03.15.17
Roberta Caploe: Publisher @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group
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JOB OPENING: DEVELOPMENT MANAGER/Oriental DreamWorks/LA or NYC: Finding, evaluating and developing ideas for feature animation projects. Min 2 yrs executive level exp in creative development. Strong knwlg of global entertainment mktg. Mandarin Proficient a +. Full info/apply HERE (3/22)
JOB OPENING: DIR, SPORTS & SPECIALS/NBCU/NYC: Responsible for prospecting, targeting, and presenting all Sports & Olympics sales efforts. Min 8yrs of media sales, sponsorship, league/team sales or mktg focusing on client direct relationships. Full info/apply HERE (3/21)
JOB OPENING: ASSOC PRODUCER/OUTSIDE TV/Westport CT: Write/produce Short form videos & full length TV Programs that support brand. BS Deg. Exp in ths field & post production. Great opportunity for a self-starter to join our team and help grow our digital and TV footprint. Res/cover HERE (3/21)
JOB OPENING: SR ANALYST, AD SALES RSRCH/NBCU/NYC: Description: NBCU/NYC: Produce insightful reports for national ad sales & mrktng. Analyze trends, position NBC Entertainment in the marketplace & measure effectiveness of client campaigns. Ful info/apply HERE (3/21)
JOB OPENING: EXECUTIVE ASSISTANT, PROGRAMMING/NYC: Support 3 sr progrmng exec. Generate presentations and spreadsheets for meetings. Coord travel, meetings, exp reports. 5-7 yrs of work exp & BA degree req’d. Flexible hours. Full info/apply HERE (3/18)
JOB OPENING: SR MGR ON AIR PROMO PLANNING/Lifetime/NYC: Dvlp/implement on-air media plan’g strategies that support network. Min 5 yrs exp exp planning and executing on-air promotional logs for brdcst or cable. Ability to mng a team of individual’s resp for scheduling mult networks. Full info/apply HERE (3/17)
JOB OPENING: SENIOR WRITER/PRODUCER/EDITOR/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 (3/17)
JOB OPENING: DIRECTOR, MEDIA SALES/BRITE MEDIA/NYC: Senior sales role to lead and cultivate programs with brands and agencies. Client and agency relationships – OOH, shopper, multicultural, promotional, sampling experience desired – 7+ years exp. Resume HERE (3/16)
JOB OPENING: DIRECTOR OF PUBLICITY/TV LAND/LA: Responsible for dvlpng, overseeing, & implementing communications strategies for scripted series P&D. 8+ yrs exp TV comm (preferably scripted) or media relations. Superb writing & excellent verbal & interpersonal skills a must. Full info/apply HERE (3/16)
JOB OPENING: SR ANALYST, STRATEGIC INSIGHTS/The Weather Channel/Atlanta: Provide analysis and data-driven insights to inform strategy for television and OTT media properties. Occasional travel to ad markets. 2 yrs TV/video research exp. Full info/Apply HERE (3/16)
JOB OPENING: MGR, BRAND MKTG/PROMOTIONS/SYFY/NYC: Ideate & execute on ground consumer promotions, stunts, events & partnerships for Syfy’s original series & brand initiatives. 3-5 year’s experience. Full info/apply HERE (3/16)
JOB OPENING: ENGAGEMENT EDITOR/Consumer Reports/Yonkers NY: Resp for editorial & site copy content that engages & responds to members. Work w/content dvlpmnt team to prod a strategy for dvlpg/integrating interactive content. BA deg w/3+ yrs writer @ fast-paced, news-oriented enviro. Full info/apply HERE (3/16)
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