07/28/15: Instagram headed for $600M in sales and $2.81B by 2017; BuzzFeed, iHeartRadio join Snapchat Discover; Al Roker experiments with Meerkat



CYNOPSISDIGITAL
07.28.15

Good morning. It’s Tuesday July 28, 2015, and this is your first early morning digital briefing.

TODAYS TOP NEWS

 
Instagram will top $600 million in ad sales this year, headed for $2.81 billion in earnings by 2017, according to a report from eMarketer. “We expect to see rapid growth in Instagram’s ad revenues this year and throughout the forecast period…[to] expand beyond branding and include direct response, the ability to buy ads via an [applications programming interface], and enhanced measurement and targeting features,” said eMarketer. Instagram’s parent company, Facebook, will announce its 2Q15 earnings results on Wednesday; the app’s revenue will not be included in the call. 
 
As Snapchat added BuzzFeed and iHeartRadio to its Discover portal, the instant messaging company deleted launch partners Yahoo and Warner Music Group. But it doesn’t sound like a bitter breakup. “Since launching Discover with Yahoo and Warner Music six months ago, the teams have been continuously experimenting and learning what type of content works best,” said Snapchat in a statement. “Although we have new partners joining Discover today, we continue to look at different ways we can work with Yahoo and Warner Music Group on Snapchat in the future.”
 

 
NEW PROGRAMMING + DEALS

 
Al Roker’s TV studio is launching three shows this week on Meerkat, focusing on the Today show anchor’s passion for cooking. Roker’s eager to experiment with the mobile app. “It’s sort of like radio in the 1920’s. Why not take a shot at it?” he told Variety. “You don’t know where it’s going to go, but I think it’s going to be fun to be the first out there.”
 
Fox Sports
unveiled the Fox Sports Engage program, meant to distribute branded content across social platforms, and – the key – offer guaranteed viewership. “What brands figured out was that the integration is valuable but not as valuable as getting eyeballs on the content,” Pete Vlastelica, Executive Vice President of Digital for Fox Sports, told Adweek. Engage guarantees overall views across social networks, but will be nimble, pouring more resources into branded content that is performing best on a specific platform. 
 
Katie Couric
got back behind the anchor desk with the launch of Yahoo News Live yesterday. The live, daily news program will air Monday-Friday at 1p ET, and include interviews, the latest headlines and additional reporting on current events.
 

 
OTT + SVOD
 

Verizon’s new mobile video service has a name: Go90. Expected to launch this summer, Go90 will feature Scripps, DreamWorks, AwesomenessTV, Vice, ESPN, CBS Sports, Nickelodeon, Comedy Central and MTV.
 


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Market-savvy and agile, these three executives are leading the new golden age of children’s content delivered across multiple platforms.

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ADVERTISING

 
Boingo Media
released its Christmas-themed Holly Jolly July campaign to get media buyers and planners in the spirit…for Q4 media. The campaign featured Wi-Fi branded wrapping paper gift packages; an animated card; a holiday-themed newsletter; and holiday cookies delivered in person from the Boingo Media sales team.
 
 

VC FUNDING + INVESTORS
 

Fox Sports led a $300 million funding round for fantasy sports startup DraftKings. Also participating in the investment: Major League Baseball, the National Hockey League, Major League Soccer, the Madison Square Garden Co., Legends and other existing investors. DraftKing’s total funds raised came to $426 million.
 

 
RESEARCH

 
Stat Social
exclusively
tracked Twitter Audience Ratings for the first part of E!’s special, I Am Cait, documenting the journey of Caitlyn Jenner’s gender transition. “About 53 percent of I Am Cait’s audience was teenagers,” Stat Social’s Audrey Hungerman told Cynopsis. “Jenner expressed hope that this show would help others, especially teens going through a similar struggle. The tracked affinities from this audience indicate she is doing just that: they are 33x more likely to like Out Magazine and 28x more likely to like the Trevor Project.”
Check out the infographic below for key findings:

[] 

NIELSEN TWITTER TV TOP TEN for the week of 7/20-7/26. Program, Date, Unique Audience (000), Tweets (000)
Sharknado 3: Oh Hell No!
(SyFy) 7/22, 4,502, 360
I Am Cait (E!), 7/26,
2,773, 87
The Bachelorette (ABC) 7/20,
2,235, 94
WWE Monday Night RAW (USA Network) 7/20,
1,542, 211
NBA Players Association Awards (BET) 7/21,
1,461, 45
Pretty Little Liars (ABC Family) 7/21,
1,429, 137
Teen Wolf (MTV) 7/20,
1,242, 235
True Detective (HBO, HBO Latino) 7/26,
1,117, 20
Love + Hip Hop: Atlanta (VH1) 7/20,
1,044, 175
Catfish: The TV Show (MTV) 7/22,
718, 47
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 the comedy vertical, based on the engagement metric for the week ending 7/26.
Channel/(Engagement)/Monthly Views/Total Subs/SlateScore
elrubiusOMG (9.8) /
145399260 / 12662995 / 775
jacksfilms (9.8) /
28407600 / 1885681 / 737
mirandasings08 (9.3) /
40900050 / 4560304 / 727
psychosoprano (9.1) /
33491730 / 2777053 / 666
ThatcherJoe (9.1) /
28666560 / 4967133 / 689
IISuperwomanII (9) /
36112230 / 6053592 / 737
AuronPlay (9) /
25229130 / 2102193 / 659
Mz7JFeTmiO2oJgtmYhpUmQ (8.9) /
31528470 / 1652970 / 627
nigahiga (8.9) /
73932090 / 14869950 / 711
5algumacoisa (8.8) /
22117440 / 2396688 / 646

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.



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CYNOPSIS WEBINARS
Wednesday, August 12 at 1:30PM to 3:00PM (ET)
TRANSFORMING YOUR CAREER: MOVING FROM LINEAR TV TO NEW MEDIA

Featured speakers include Steve Bookbinder Co-Founder/CEO at Digital Media Training?, John Rohrs, President at Rohrs Media Group, Adam L. Snyder, Chief Digital Officer at Kwittken and Vikki Neil, GM & SVP for Scripps Networks Interactive Digital Brands. Moderated by Mary Olson-Menzel Managing Director at Sagin Consulting/President, MVP Executive Search & Development

REGISTER NOW!.


DIGITAL SPOTLIGHT OF THE DAY

The teaser for the reboot of 1970s classic Electra Woman and Dyna Girl was released online yesterday. “It’s the Avengers meets Friends…meets Girls,” say stars Hannah Hart and Grace Helbig, describing the film from Legendary and Fullscreen. Check it out at www.cynopsis.com/#video.

See you tomorrow,
Jessica Reese  @JMarieReese
07.28.15

Roberta Caploe: Associate Publisher @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group

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