07/29/15: Netflix renews BoJack Horseman, cancels Lilyhammer; Twitter reports $502M Q2 revenue via Periscope; The Onion set to parody VICE in new web series



CYNOPSISDIGITAL
07.29.15

Good morning. It’s Wednesday July 29, 2015, and this is your first early morning digital briefing.

TODAYS TOP NEWS

 
Netflix rolled out season renewals, premiere dates and even cancellations at the start of the Television Critics Association‘s summer press tour yesterday. The streaming service picked up Will Arnett’s BoJack Horseman for a third season, set the premiere for A+E’s Longmire for Sept. 10 and comedian Aziz Ansari’s first original, Master of None, for Nov. 6. Coming later this year, dates TBA: With Bob and David, Marvel‘s Jessica Jones, Sofia Coppola’s A Very Murray Christmas, the third season of Hemlock Grove, Bill Burr’s F is for Family and a variety of comedy specials and children’s programs. What’s out? Netflix cancelled Lilyhammer after a three-season run. “It was very difficult to maintain the level of global exclusivity and control that we hope to with our shows with that show and the way it was structured with the Norwegian broadcaster,” Netflix Chief Content Officer Ted Sarandos explained. “We’re big fans of the show."
 
Twitter not only beat Wall Street’s predictions yesterday, but delivered its 2Q earnings call via Periscope. The social network announced $502 million in revenue, a 64 percent increase from last year, to handily beat expectations of $481.1 million. Still, co-founder Jack Dorsey, interim CEO since the departure earlier this summer of Dick Costolo, sees room for improvement. “Our Q2 results show good progress in monetization, but we are not satisfied with our growth in audience,” said Dorsey in a statement. “In order to realize Twitter’s full potential, we must improve in three key areas: ensure more disciplined execution, simplify our service to deliver Twitter’s value faster, and better communicate that value.”
 

 
NEW PROGRAMMING + DEALS
 

It’s about time: The Onion revealed its next parody will take on VICE’s HBO show. Satirical web series Edge starts Aug. 3. “VICE is wrought with a distinct self-confidence, which of course gets our writers salivating,” said George Zwierzynski Jr., The Onion’s Vice President of Production.
 
 

OTT + SVOD
 

Amazon will premiere 13 episodes of original series Wishenpoof on Aug. 14 for Amazon Prime subscribers in the U.S., UK and Germany. Directed by Gilly Fogg (Bob the Builder) and created by Angela C. Santomero (Blue’s Clues), the pre-school animated series features voice talent from Kaelyn Breitkopf (Puppets) and Millie Davis (Orphan Black).
 
British TV streaming network Acorn TV will premiere the 1960s-set detective drama George Gentlyon Aug. 3, BAFTA-winning comedy Detectorists on Aug. 17, Hinterlandon Aug. 31 and Agatha Christie’s Partners in Crime on Sept. 3. The service is available at Acorn.TV and on multiple devices at $4.99/month or $49.99/year.

 
 
CONTENT MEDIA
 

Red Bull TV’s offerings this week include Lollapalooza LIVE from Chicago from July 31-Aug. 2; All Time Low Performs Live at the Red Bull Sound Space on July 29 at 4p ET; and UCI Mont-Sainte-Anne Downhill Finals on Aug. 1 at 2:30p ET. Programming is available at Redbull.tv and through its app on multiple devices.
 
 

MOBILE GAMING + APPS
 

Cupcake Digital introduced the NetKids Digital app for kids under age ten at $7.99/month. NetKids will feature video content, narrated storybooks, activities, music and extra apps available for $1.99-$2.99 each. Brands within the app include  The Smurfs, Peanuts, Strawberry Shortcake, Rio, Sid the Science Kid, Biscuit, Thomas & Friends, Jim Henson’s Pajanimals, Baby Genius, Dr. Seuss, Kidz Bop and Cool School.
 


A CYNOPSIS MESSAGE


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ADVERTISING

 
Yahoo
revealed the results from its Honda integrated campaign around Community, which scored the automaker increased awareness and purchase intent for its products. Key takeaways included:
–      Viewers brand recall was 95 percent for the Honda CR-V and 88 percent for the Honda Fit.

–      50 percent of viewers said they were more likely to buy a Honda product after watching an episode featuring the brand.
–      Another study showed a 61 percent lift in purchase intent among millennials who watched the integration episode.

–      Viewers of the brand integration episode were more likely to say they would take an action, including 225 percent more likely to look for more information about Honda.
–      Community’s seventh episode in season six featured the Honda-related hashtag #Level7Susceptible that delivered over 29 million Twitter impressions in its first week, more than any episode except for the season finale.
 
For its first-ever national marketing campaign, regional telecom U.S. Cellular is promoting its nationwide cell and data service with Scripps Networks. A five-part video series hosted by Andrew Zimmern (Travel’s Bizarre Foods With Andrew Zimmern) takes customers to destinations like San Francisco, Maine and Oregon; the travelers use their U.S. Cellular network to share the trip with friends back home. The first episode is live on ULIVE, TravelChannel.com and FoodNetwork.com.
 

 
AD PLATFORMS

 
Kantar Media announced its investment in BIScience, a provider of the digital media intelligence and cross-channel platform AdClarity. The collaboration will provide Kantar’s clients access to competitor insights within the programmatic advertising industry, such as impressions data, unique publisher audience and ad platform usage.
 

 
RESEARCH

 
News and information apps have the highest loyalty, or frequent and consistent use, according to Opera Mediaworks’ new Q2 2015 State of Mobile Advertising report. “Despite the recently noted trend that social apps are being used not just for sharing of personal information but as many people’s primary real-world news feed, we still found that traditional news and information apps had the highest loyalty score,” Falguni Bhuta, Vice President of Communications and Engagement Marketing, told Cynopsis. “What’s interesting, too, is that the audience size for this category changed the least between morning and evening.” Additional insights from the report include:
–      The number of total ad impressions served to mobile apps and sites in the Sports category increased from no. 8 to no. 2 in the traffic rankings, just behind Social Networking.
–      Social apps and sites still led Q2 for both traffic and revenue, accounting for 31.5 percent of all impressions and 17.7 percent of revenue.
–      News and Information, Games, and the Music, Video + Media categories were also top performers, all placing in the top five for revenue generated for publishers.
–      Android captured the most app revenue (47.7 percent) and impressions (63.7 percent) in Q2.
–      iOS still leads all device platforms for monetization potential, driven by the iPad, which generated revenue that is more than 4.4X its share of impressions.
 


A CYNOPSIS MESSAGE


HOUSTON, WE HAVE A PROBLEM
A MAJOR VIEWABILITY PROBLEM
Nearly 46% of video ads across desktop & mobile web are never seen, according to a new report from Google; meaning nearly 50% of online ads are served and paid for, but not actually seen by a consumer.

On Wednesday, August 19 (1:30-3p ET) Cynopsis will host the webinar:
 
VIEWABILITY SOLUTIONS: HOW TO GET SEEN AND LIFT DIGITAL REVENUE
bringing together industry experts to provide the answers.

Don’t miss out, REGISTER TODAY


 
DIGITAL SPOTLIGHT OF THE DAY

 
Who knew shaving off a beard could be so heartwarming? Super-Pharm’s new online short film for the Life M6 razor blades depicts a family’s touching reacting to the dad’s “new face” after he shaves off a beard he had for 14 years. Check it out at www.cynopsis.com/#video.

See you tomorrow,
Jessica Reese  @JMarieReese
07.29.15

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

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