04.20.16 Good morning. It’s Wednesday April 20, 2016, and this is your first early morning digital briefing.
Rewarded Video: Rewarded videos are modified video ads that are structured around an in-app economy. Rewarded video ads give users premium content, such as credits or coins, in exchange for watching a short video ad. A major benefit of rewarded video is that it encourages interactivity, and therefore viewer engagement. Rewarded videos are used primarily, though not exclusively, in gaming apps.
The future is digital – just ask Dentsu. The Japanese advertising and PR company, parent to agencies such as Dentsu Aegis and 360i, announced plans to launch Dentsu Digital, a new unit that will centralize Dentsu’s digital operations. Dentsu’s Integrated Digital Marketing Division will be folded into the new unit, as will the Dentsu subsidiaries Dentsu e-marketing One Inc. and Nextage Dentsu Inc.
Why do we take Facebook seriously when the company tells us its ad metrics? Because the third-party verification company Moat has been confirming the numbers since last September. But, as a new announcement makes clear, basic performance metrics aren’t enough; Facebook wants confirmation for its viewability and attention metrics as well. To that end, the company has partnered with Nielsen, comScore, and Integral Ad Science. In the next few months, the companies will begin verifying viewability and attention metrics for photo and video ads on Facebook.
Woven Digital has sewn up a new acquisition. The millennial-oriented digital media company has acquired HitFix, a site focused on entertainment reviews, news, and video. HitFix’s 17 employees will now join Woven. Terms of the deal weren’t disclosed.
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CYNOPSIS SPORTS MEDIA AWARDS
View the impressive list of finalists that will be honored
TOMORROW at the New York Athletic Club! 2016 SPORTS LUMINARIES
LEGACY AWARD — Eric Shanks, President, COO & EP – Fox Sports
VISION AWARD — Don Garber, Commissioner – MLS
NAVIGATOR AWARD — Rob McGlarry, President – MLB Network
GEM AWARD — Mike O’Brien, VP, Corp. & Prod. Planning Hyundai
************ SOLD OUT *************
When it comes to video advertising, it goes without saying that interactive features can boost engagement. By that token, publishers and advertisers have found some success with ads that allow viewers to discover more info about a brand – and perhaps buy products – by scrolling their mouse over a video. Now, the video advertising platform Innovid will be bringing that format to Facebook and Instagram, starting with a new beta program. "Many marketers are using Facebook and Instagram for content distribution,” Innovid Co-founder & CTO Tal Chalozin told Cynopsis Digital. “And now with Innovid’s video marketing platform, content can be transformed into interactive video served alongside other media distribution.” Only two months ago, Innovid also inked a deal with Snapchat to help measure ad campaigns on the app. Speaking of which…
On April 27, Innovid Co-founder & CTO Tal Chalozin will be joining Cynopsis Digital for a new webinar, What Programmers & Marketers Need to Know About Snapchat. “I look forward to sharing insights about Snapchat ads and how to best leverage the platform for overall marketing success,” says Chalozin. You can register for the webinar here: http://www.cynopsis.com/webinar/programmers-marketers-need-know-snapchat/.
The video technology provider Kaltura announced that it has partnered with Encompass Digital Media, a technology services company delivering video solutions to broadcast and digital media companies. The partnership combines Encompass’s media content acquisition, distribution, and processing services with Kaltura’s OTT service management, engagement, and monetization features. The companies will use their combined offerings to provide OTT Media companies with an end-to-end managed TV platform.
Earlier this year, Making a Murderer became a pop-culture sensation. Netflix seems to have taken the hint, and has commissioned another crime-heavy docu-series. Dubbed Captive, the series focuses on the world of hostage-taking. The series hails from Lightbox, the production company of cousins and doc producers Simon and Jonathan Chinn, in association with Hypnotic, the production company of director and producer Doug Liman.
More from Netflix: The company announced that it will add over 150 hours of programming in the HDR (high dynamic range) format by the end of 2016. (HDR video, which provides a clearer and more realistic picture, requires an HDR-enabled TV set, or the Dolby Vision.) The new content, which will include Netflix’s Marvel Comics-based shows, will only be available on the service’s 4-stream, $11.99-per-month pricing plan. Netflix, it seems, hopes that HDR – along with 4K Ultra HD content, also available only through the $11.99 plan – will drive more subs to its most expensive pricing tier. Amazon has offered HDR content through Prime Video for about a year.
PLATFORMS + DEVICES
Seeso, the NBCU comedy SVOD service that launched in January, is looking for ways to land more subs. To that end, the service has been adding new (and increasingly serious-minded) original content. Adding a new and easy path to purchase can’t hurt either: This spring, Amazon Prime subscribers will be able to add a $3.99-per-month Seeso subscription directly through Amazon Video. It’s not the first service that can be subscribed to through Prime: Beginning last year, Amazon began offering Prime subscribers OTT streaming options for Showtime, Starz, and other services.
The Oprah Winfrey Network (OWN) has launched Watch OWN, a new TV Everywhere app. The app provides authenticated viewers with a live feed of OWN, along with a selection of on-demand content.
HBO and Discovery Communications have each taken equity stakes in OTOY, a 3D graphics company. Discovery and HBO will now work with OTOY to create and distribute holographic content across TV and digital platforms, including virtual and augmented reality wearables. It was already announced last year that OTOY would work with Jon Stewart to develop short-form content for HBO’s digital services. “OTOY is unbelievable!” said Stewart in a statement. “It’s a limitless, mind-blowing creative platform. My dream is to someday understand how they did it!!!”
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 toListenFirst’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).
Streaming Series (4/11/16 – 4/17/16)
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.
The video analytics firm Tubular Labs took a look at the most watched online video publishers in March 2016. Some of their findings:
- Overall: The top 100 video brands and influencers together generated 40.3 billion total cross-platform views in March, up 7% from February 2016.
- Facebook: Facebook rankings are separated into categories: Facebook Publishers and Facebook Personalities. Food continued to reign strong in Facebook Publishers category. Buzzfeed’s Tasty Tasty remained at #1 with 2.2 billion views. Vlechten Met Daan (which features food content in addition to lifestyle and beauty tips) and Tastemade ranked at #3 and #5 respectively, with 1.1 billion and 925 million views. Unilad climbed 3 spots to claim the #4 spot with 1 billion views. (Entertainment content posted by individuals made up the Facebook Personalities rankings.)
– Instagram: The NBA stayed at #1 with 109 Million views, followed, at #2, by Black Jaguar White Tiger, an animal rights foundation with 82 million views. Instagram’s own brand channel was new to the rankings this month with 66 Million views. SportsCenter and Ariana Grande rounded out the top 5 with 61 Million and 47 Million views, respectively.
– YouTube: Justin Bieber, Ryan Toys Review, WWE, Family Fun Pack, and T-Series maintained their #1, #2, #3, #4 and #5 spots from February’s YouTube rankings.
Shareablee released its social scorecard of the Top 10 TV Networks in March 2016. Among other findings: Telemundo ranked number one on Facebook with 38.1 million actions, and ESPN topped both Twitter (9.8 million actions) and Instagram (97.4 million actions). WWE Network ranked number one on YouTube with 3.7 million actions excluding views, and TNT ranked number one on Tumblr. Fox News captured the most social amplification (shares and retweets) of any TV network with nearly 9.2 million shares and retweets on Facebook and Twitter. And HGTV saw the largest growth at 100 percent, driven by a 38 percent increase in Facebook video posts resulting in a 1,288 percent growth in Facebook video actions. For the full rankings, check out the chart below:
HyprMX, a mobile video advertiser specializing in rewarded video ads, announced a new hire. Dan Laughlin has been promoted to Senior Vice President and General Manager. Laughlin previously served as VP of Business Development, having joined the company in 2014. In his new role, Laughlin will help guide HyprMX’s product development, operations, business development, and overall strategy.
Teads, the advertising and monetization platform specializing in outstream video, has launched a new Toronto office – the company’s first office in Canada. RJ Pauloski, formerly the Sales Director for AOL Canada, will head up the new office as Vice President of Sales and Business Development. According to Teads, Pauloski will be responsible for all demand and supply activities in the Canadian marketplace.
Early this year, IBM completed its acquisition of The Weather Company, gobbling up its digital properties and all of its precious data. But one major Weather Company asset was left out of the deal, winding up in the hands of NBCUniversal, the Blackstone Group, and Bain Capital. What’s the asset in question? You can find the answer here.
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Best Kids Sports-Related Series or Special
Best Kids Tech Activation
Best Use of Music in a K6-11, Preschool or Tween Show
What are you waiting for? Enter by 5/18.
Magic Leap, an augmented reality developer that has raised roughly a kajillion dollars to date, released a new video demonstration of its capabilities. The video’s mighty cool, and you can check it out here.
See you tomorrow,
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