CYNOPSISDIGITAL
05.18.16 Good morning. It’s Wednesday May 18, 2016, and this is your first early morning digital briefing.
Repurposed content: Repurposing refers to the reformatting of existing content in order to extend the content’s use. For instance, if a thirty second ad runs on linear TV, and is then shortened to ten seconds and reformatted in order to run on Snapchat, that ad has been repurposed.
TOP NEWS
The NBA is upping its digital footprint. In partnership with the multiplatform video network BroadbandTV, the league is launching NBA Playmakers, a basketball-oriented online video network geared toward millennials. Under the new program, digital creators – chosen by an informal editorial committee from a pool of applicants – will create content to be distributed across the NBA’s digital platforms, including its YouTube channel. NBA Playmakers creators will have access to select NBA games and other footage, as well as special access to NBA merchandise and production facilities. For the NBA’s first Playmakers content – set to debut during the 2016 Finals – YouTube creators will create versions of this year’s Every Second Counts playoffs campaign.
Time Inc. is launching Instant, a video-only publication focused on the lives of digital celebrities. The content will have a “significant presence” on the EW and People websites, according to Time Inc. Instead of running traditional advertising, Instant will exclusively run native and branded content. Kirstin Benson, who hails from the celebrity social media service WhoSay, will oversee Instant’s production team as Editorial Director.
A CYNOPSIS MESSAGE
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Yesterday at its Datafront event, Viacom announced that it will launch a new ad-targeting product in partnership American Express. According to the company, the product will allow advertisers to more accurately target consumers across Viacom’s networks. Called Vantage Intent, the new tool uses AmEx’s purchase data to help advertisers predict when consumers might be in the market for a specific product.
The native advertising company Vibrant Media is now offering its clients access to In-View, its out-stream ad format. (Out-stream ads are ads that appear outside of the main video content, instead running between paragraphs of text, or on the side of a page, etc.) Vibrant calls In-View “the industry’s first intentionally-initiated out-of-stream ad format.” In other words, it launches only after being actively initiated by the user. According to Vibrant, the In-View format can present not just video ad creative, but also rich media and static images, on both desktop and mobile devices.
The digital marketing company Connexity announced the launch of AudienceView, its new audience segmentation and analytics platform. Using online behavior data from Hitwise and survey-based audience attributes collected by Simmons Research, AudienceView is designed to create a map of where people go online, who they are, and what they like. Connexity says that the new platform enables clients to define and then find audiences based on search intent, frequency of action, or life stage.
Amazon announced a new update for its Fire TV streaming devices. The update includes improved voice integration for the Alexa voice assistant, allowing users to launch streaming apps (as well as playback of Amazon Video streams) with voice commands. In addition, the update will allow Fire TVs to play 4K Ultra HD video content from YouTube.
BitTorrent is going live with its live-streaming product. The P2P company’s new app, which has been in the works for some time, will be available for Mac OS computers, as well as the next gen Apple TV, starting this week. To start, the app will carry free live streams of 13 niche channels, including FightBox, Newsmax TV, and TWiT. The company first tested the technology in March, for an election special covering the New Hampshire presidential primary.
Count the folks at YouTube among the Americans interested in live soccer. Google’s video platform has reached a deal with Spain’s national pro soccer league, Liga Nacional de Futbol Profesional (or LFP). Later this summer, the league will broadcast a number of free games on YouTube. Other LFP content on YouTube will include behind-the-scenes footage and highlight packages, according to The Drum. The LFP deal comes shortly after YouTube reached a content deal with the NFL. YouTube joins a growing list of digital giants – Twitter, Yahoo, Snapchat, Facebook, et al. – that are pursuing live-streamed sports and competition content.
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).
Streaming Series (5/9/16 – 5/15/16)
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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, 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.
One of the first major hurdles for companies working in the virtual reality space: Making consumers aware of the technology. According to new research from Parks Associates, only 7% of general consumers are aware of the new virtual reality headsets that have been entering the market over the past several months. Still, VR’s reach is increasing. PA finds that 2.3 million U.S. households with broadband currently own a VR headset. And about 5% of consumers with broadband intend to purchase one this year. “There are very few things that grow exponentially like the smartphone,” Barbara Kraus, PA’s Director of Research, told Marketing Daily. “Part of the issue with VR is that it’s got very low awareness.” She added that, as new VR headsets arrive on the market this year, awareness is likely to tick up. Adoption, she said, will ramp up fastest for gamers and tech-enthusiasts.
Vine, the Twitter-owned app for short video content, seems to be shedding influencers. The influencer marketing company Markerly took a look at 9,725 Vine users with more than 15,000 followers, and found that more than 52 percent of them had exited Vine since January 1. Instead, they’ve migrated to YouTube and Snapchat. As digital creator Esa Fung put it to Digiday: “Facebook and YouTube have much larger scale than Vine, so you can reach more people and make the most money there.”
Monetization of digital content was a hot topic on opening day of INTX in Boston. “Facebook is without question the biggest [digital] video platform out there, and they don’t have monetization, which makes a company like us tentative,” said Kay Madati, BET Networks’ EVP and Chief Digital Officer, said on a panel. “Maybe we’ll use it as marketing platform and not an editorial platform.”
How does Vikki Neil, SVP/GM, Online Brands, Scripps Networks Interactive, rate Facebook Live? “I’ve seen some really interesting responses from our audience,” she said at INTX. She cited a recent dispatch from Travel Channel host Josh Gates from base camp at Mt. Everest as “a great use of Facebook Live to showcase our talent and brands to show people how to experience something going on in the world.” “There’s real promise there,” she added.
EXECUTIVE MOVES
Debra Lee, BET’s Chairman and CEO, has been appointed to Twitter’s Board. Lee, who has served as BET’s CEO for more than ten years, will be Twitter’s first African American Board member.
The digital ad services vendor Exponential Interactive (formerly Tribal Fusion) has named Danielle Cravatt as its new US Head of Sales. Cravatt will be tasked with building and growing US revenue across the company’s five major regional markets: Southwest, Northwest, Southeast, Northeast and Central. Cravatt has been with the company since 2008; she previously served as Vice President of Sales for the Southwest.
Astronauts Wanted, the digital-first production company founded by former MTV Networks CEO Judy McGrath in partnership with Sony Music Entertainment, announced a couple of new hires. Kim Rosen, formerly the VP of Feature Film & Digital Development at Alex Kurtzman and Roberto Orci’s Secret Hideout Productions, will join AW as VP of Development. Rosen will oversee development of original films and series. Meanwhile, Christine Murphy, most recently the SVP of Studio71’s Creative Lab, will serve as SVP of Branded Entertainment. She’ll oversee brand partnership strategy.
Blueshift, a company providing marketing automation technology for B2C companies, has hired Brian Monahan as an advisor. Monahan, who also serves as Co-founder & Chief Evangelist at NewCo Festivals, previously spent three years as VP of Marketing for Walmart.com.
A CYNOPSIS MESSAGE
Winning at Producing & Selling Sponsored Content In a fast-forward world, it’s no easy task getting a marketer’s message to every television viewer. As ad-skipping increases, more and more programmers are turning to sponsored content and brand integration to break out of the clutter and draw advertising dollars. But what are the secrets to creating content that engages audiences, and also gives brands meaningful (and monetize-able) exposure? Find out on June 15 [REGISTER NOW].
What does a musical performance from Nashville’s Lennon and Maisy Stella look line in 360-degree video? Courtesy of ABC Television Network, you can find out here. Just remember to click and drag.
The digital media company Fullscreen Media owns a production company known for titles such as RWBY, Red vs. Blue, and Lazer Team. What’s it called? You can find the answer in tomorrow’s newsletter.
Yesterday’s Trivia Question: Which company is slated to live-stream 180 MLB games this season? Answer: Yahoo.
See you tomorrow,
David Teich
05.18.16
Roberta Caploe: Publisher @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group
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JOB OPENING: MANAGER, CONSUMER MARKETING (FREELANCE)/VH1 & LOGO/NYC: Manage planning & execution of all media plans for programming & brand initiatives. 3-5 years television marketing exp. Media agency & Dig. Mtkg exp, preferred. Full info/apply HERE (5/26)
JOB OPENING: MANAGER, CONSUMER INSIGHTS & RESEARCH/NFL/NY: Mng mkt, audience, fan, & media research info for all divisions w/in the co. Analyze & interpret data for NFL ratings & media perf. Identify fan behv/media usge @ all lvls. 3-5 yrs rsrch exp.More info/apply HERE (5/25)
JOB OPENING: FREELANCE DIGITAL ASSOCIATE PRODUCER/HBO/NYC: Support dig content/mktg for HBO Sports Orig Programming. Execute strgy, adhere to publishing process, scope dvlmt, proj mgmt, status reprting. 2+ yrs web/mobile/tablet exp. Apply HERE (5/25)
JOB OPENING: AD SALES ASST/FUSE Media/NY: Recent grad w/previous ad sales/adv internship exp. to asst ad sales dept. Strong Excel & multi-tasking a +. Good comm, interpersonal & organzt’l skills. Full info/Apply HERE (5/25)
JOB OPENING: SR. DIRECTOR, DIGITAL AD SALES/Fuse Media/NY: Leader for WC Digital Sales role, TV, Digital, Mobile, Bus. Dev. 8+ yr media exp in TV, advertising. Full info/Apply HERE http://www.fuse.tv/ (5/25)
JOB OPENING: DIGITAL SALES PLANNER/NBCU/LA: Digital Sales Planner w/Entertainment group to build & implement campaigns, handle client services & partner closely w/AEs. 2+ yrs exp. Full info/apply HERE (5/25)
JOB OPENING: SR SOFTWARE ENGINEER, BIG DATA SYSTEMS/AppNexus/NYC: Optimize software to utilize Hadoop, HBase, and Vertica resources efficiently, ensuring data consistency and accuracy across geos. Full info/apply HERE (5/25)
JOB OPENING: SENIOR SOFTWARE ENGINEER, AD SERVING/TubeMogul/Emeryville CA: 5+ yr’s experience in Java or other OOP languages like C++ and Scala. Full info/apply HERE (5/25)
JOB OPENING: SENIOR MANAGER, AD OPERATIONS/Yume/Redwood City CA: Manage, mentor, and nurture YuMe’s global Ad Operations team. Full info/apply HERE (5/25)
JOB OPENING: DIGITAL ANALYST/Warner Bros/LA: Exp’d digital analytics rock star to work on The Ellen DeGeneres Show’s newly launched Ellen Digital Ventures. Serve as go to person resp for analytics & insights across The Ellen DeGeneres Show’s dig. properties. 2 yrs dig. analytics exp. Resume to: [email protected] (5/24)
JOB OPENING: SALES OPERATIONS ANALYST/AT&T AdWorks/NYC: Ad Sales exp a must!! Support users of the DealMaker sales system. Create system test plans, conduct system testing, & monitoring vendor release schedules. Liaison w/Sales Planning, Finance, Traffic, Rsrch & IT teams as necessary. http://attlinks.com/1TKyi2G (5/24)
JOB OPENING: DIR, BUSINESS MANAGEMENT & CONTENT ACQUISITION/AT&T Ent Group/El Segundo: Negotiate prgrm acquisition deals for Orig Content team. Partner w/sr leaders to est/execute bus. strategy. Must be able to monetize our content thru dist partners. Represent the Aud Ntwk to TV comm. Full info/apply HERE (5/24)
JOB OPENING: DIRECTOR, DIGITAL SALES OPS/NBC/NYC: Lead team of Mgrs & Campaign Sp. Resp for setup, traffic & opt of ad sales campaigns across apps, websites, mobile, set-top box, & emerging platforms. 7+ yrs Ad Ops exp; ad serving/ad tech exp req w/strong background in digital video. Full info/apply HERE (5/24)
JOB OPENING: PUBLICIST/NBCU/East Coast: Work closely with VP, PR to manage internal/external communications and press efforts for Business News. Minimum 3 years of Public Relations experience. Full info/apply HERE (5/21)
JOB OPENING: DIRECTOR-PUBLICITY/TLC/LA: Talented PR professional to create buzz for TLC’s relatable real-life prgrmming. Create/implement publicity campaigns for series/specials, execute nat’l, local mkt & trade branding/comms initiatives. Work closely across depts & serve as LA Comms lead. 7 yrs exp. Full info/apply HERE (5/21)
JOB OPENING: SALES MANAGER/Inside Sales Radio: Resp ad sales, mgmt ad inv, client rel. FT Work-from-home reports to PUB/GM. 3-5 yrs ad sales prof radio sales/digital media. Radio sales/mgmt exp pref’d. Proven ability to meet and exceed sales quotas. Resume HERE (5/20)
JOB OPENING: DIR, INTEGRATED SALES MKTG/ION/NYC: Provide mktg support for the Network Sales Team to help achieve addit’l rev. Mng the RFP process by coord/brainstorming meetings. Min 5 yrs mktg exp. Exc written/verbal skills & sense of urgency. Full info/apply HERE [email protected] (5/20)
JOB OPENING: SR WEB DEVELOPER/AMC Networks/NYC: 5+ yrs exp building within a LAMP stack env and proficient with PHP, MySQL, and JavaScript libraries/frameworks. Exp w/API & SDK development is a big plus. Exp with Angular, Backbone, and React is also a plus. Full info/apply HERE (5/20)
JOB OPENING: SR STRATEGY MARKETING MGR/USATODAY NETWORK/NY: Seeking a talented, creative Sr Strat Marketing Manager. Must have 8-10 years of experience in digital marketing ideally with advertising agency experience. Please send resumes to Sydney Murphy at [email protected] (5/20)
JOB OPENING: EXECUTIVE PRODUCER/History/NY: Manage the development of unscripted series & specials; oversee current series. 5+ yrs exp as a developer/show runner at a cable/brdcst network. A think out of the box type. Apply HERE (5/20)
JOB OPENING: MGR, PUBLICITY/History/NY: Responsible for the development & implementation of PR strategies & campaigns. 5+ yrs exp in TV/entertainment publicity on non-fiction prgmng. Apply HERE (5/20)
JOB OPENING: MANAGER, GROWTH STRATEGY/Telemundo/Southeast FL: The purpose of this position is to grow & diversify the revenue streams of Telemundo Enterprises. Maximize the revenue capability. Self-starter, ability to mng projects in a timely manner. 5-7 yrs Media exp. Full info/apply HERE (5/20)
JOB OPENING: ANALYST, PROGRAM RESEARCH/NBCU Bravo & Oxygen/NYC: Proven strong statistical analysis exp. Proactive thinker, multitasker and good comm skills required. BA Deg/GPA 3.5. Full info/apply HERE (5/19)
JOB OPENING: MGR DIGITAL DATA STEWARDSHIP/Discovery/NY: Develop digital analytics capabilities, create processes and best practices across the biz, oversee the lifecycle for data rationalization, sourcing, standardization, integration, and integrity. Est strong relationships with broader team and extrnl vendors. Full info/apply HERE (5/19)
JOB OPENING: MANAGER, CONTENT DISTRIBUTION & MARKETING/Scripps Networks Interactive/Knoxville, TN: Support CDM team on renewal strategies, tactics, and plans for all accounts. Present sales proposals, contribute to development of key client maintenance & documentation. For more detail www.scrippsnetworks.com J100994 or J100806 (5/19)
JOB OPENING: PRODUCERS, ASSIGNMENT EDITORS, EXECUTIVE PRODUCERS/WRNN-TV, FIOS1 News/ Rye Brook NY: is currently recruiting for News positions. Candidates must have TV News experience & be able to work an overnight & wknd shift. Full info/apply HERE (5/19)
JOB OPENING: SR PARTNERSHIPS MGR, ADVANCED TV/THE TRADE DESK/NYC: Responsible for dvlpmnt/execution of strategic partnerships 7+ yrs of exp TV advertising in sales/business dvlpmnt for Nat’l Brdcst Ntwrks, MVPDs, Syndicators, OTT devices, Video SSPs or Local Brdcst. Full info/apply HERE (5/19)
JOB OPENING: Sr. DIR. DIGITAL OPS/FUSETV/NY: Provide guidance on strat. direction, planning & org structures to support evolving dig. ad sales business. Operations of campaign trafficking, delivery, optimization, inventory forecasting and analysis. click on our career page @ www.fuse.tv (5/19)
JOB OPENING:INTEGRATED MKTG Sr. MANAGER/FUSE/NYC: Strategic dvlpmt & execution of multiplatform integrated mktg solutions for potential/existing Ad Sales clients. Exp: Mktg/Ad Sales/Mgmt/Media/Crtv Writing Full info/apply @ www.fuse.tv (5/19)
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