08/03/17: Snap’s stock hits new low as investors, brands and agencies lose confidence

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FreeWheel Signature Insights: The Power of OTT – Audiences & Experiences
 
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Good morning. It’s Thursday August 3, 2017 and this is your your first early morning Digital briefing!

TODAY’S CODEBREAKER

Server-side ad insertion (SSAI): Server-side ad insertion, or SSAI, is when ad-sellers control the ad-insertion process themselves. In other words, the people who stream content are also stitching ads directly into it. SSAI allows ad-sellers to load their ads faster and, perhaps more importantly, prevent ad-blockers from detecting them. But there’s a big downslide: SSAI reduces advertisers’ visibility into what kinds of viewers are seeing their ads, since delivery is done on the publisher’s side.
 
 
JUST IN…
 
The news on Wall Street isn’t getting any better for Snap Inc. The Snapchat parent fell over 3% in Wednesday’s trading, closing at $12.65. That’s a new low for the company’s stock, and more than 25% lower than its IPO price of $17 per share. At its height, back on March 3, Snap’s stock reached $27.09 per share. Things may get worse before they get better: Monday marked the end of a lockup period preventing some Snap investors from selling their shares, and Snap employees will be allowed to start selling shares on August 14.
 
CNBC took a closer look at Snap’s fading fortunes. A number of agencies told CNBC that Snap’s problems are myriad; they include a dearth of measurement data, low interest among social media influencers, general confusion about Snapchat’s platform, and the sense that Snap behaves indifferently toward ad agencies. CNBC’s sources – many of whom spoke off the record – said that many of their clients are abandoning Snapchat, and that brands are beginning to deprioritize it. It’s a brutal story, but worth reading – check it out here.
 
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The 3rd Annual Rising Star Awards | 9.15.17 |Midtown Lofts| NYC
 
Cynopsis Rising Star Awards Reception is honoring stand-out performers, innovators and emerging leaders in the media industry. The experience of these young execs spans research, sports, digital, content, and marketing and their future’s look bright! Stars are joining us from Mediacom, Epix, Maxus, E! Entertainment, Discovery, NBCUniversal, Horizon Media, Nielsen, Smithsonian Channel, Turner and many more!
 
 
 
APPS + PLATFORMS
 
Facebook is tacking on a new adjustment to its News Feed algorithm. The social giant says it will start to penalize webpages that take too long to load after users click on them from mobile devices. Such stories will start seeing decreased reach; the algorithm will instead prioritize stories that load more quickly on the Facebook mobile app. The company says it’s merely trying to improve the user experience. But as Recode points out, the change might encourage publishers to place their content with Facebook’s Instant Articles feature. Instant Articles are designed to load quickly; if slow load times start impacting publishers’ traffic, they may just wind up biting the bullet and hosting their content directly on Facebook.
 
Plex, an app-maker whose products include live TV and DVR features for over-the-air broadcast programming, has expanded its offerings to Apple TV. The addition will essentially let users turn their Apple TV devices into DVRs. Users will still need to schedule recordings from their desktop or mobile device, instead of directly through the Apple TV interface. They’ll also need a TV tuner. Plex isn’t the first company to bring this kind of functionality to Apple TV; Tablo brought its DVR feature to the device more than a year ago.
 
The Turner-owned digital sports network Bleacher Report announced two new multi-year contract extensions. The extensions go to senior NBA writer Howard Beck and NFL lead draft analyst Matt Miller. “At B/R, we continue to build our roster of talented contributors as we further advance our emphasis on the delivery of premium content across all platforms,” said Bleacher Report exec Joe Yanarella.

 
ADVERTISING
 
Snap Inc. may be taking some hits on Wall Street, but that’s not stopping it from upping its ad tech game. Snapchat has launched a new measurement program designed to address “marketing mix modeling” (MMM). The company is partnering with four data companies: Nielsen, Neustar Marketshare, Marketing Management Analytics, and Analytic Partners. Under the new program, Snapchat will aim to attach brands to third-party measurement tools that can help them confirm the results of their campaigns. Snap already had 15 other measurement partners on-board. Google, Facebook and Twitter already had similar “MMM” measurement programs in place; with the new measurement partnership, Snap aims to catch up with the pack.
 
 
AUDIO
 
Podcasting media company Gimlet Media has raised $15 million in Series B funding. Investment firm Stripes Group led the round. Emerson Collective, the non-profit led by Laurene Powell Jobs, was also among the participants. Gimlet has now raised $22 million to date.
 
 
MEASURING UP

SHAREABLEE SOCIAL TV RATINGS: Top 10 U.S. Primetime and Streaming Shows for July 24 – July 30. Based on Shareablee’s Video Power Index (VPI), which combines viewing, consumer interactions and audience scale across all active platforms, and includes the video performance of primetime and streaming shows.
 



Source: Shareablee Inc. The total actions metric includes the total volume of post-level likes, shares, favorites, retweets and comments across social platforms.
Tweet of the week: @McLoviinnnnnnn: New rick and morty has me hyped
Canvs, the emotion analytics company, analyzed tweets about TV and streaming programming from July 26 through August 1 using Twitter data from Nielsen. Insights from the 1,995,432 tweets expressing a specific Emotional Reaction (ER) include:
– Viewers were seriously spooked by a recent episode of MTV’s Teen Wolf that featured a particularly creepy scene with Lydia.
– Fans went crazy when mixed martial artist Jon Jones defeated Daniel Cormier during the UFC 214 fight event, which was shown on pay-per-view.
– The return of Adult Swim’s animated hit Rick and Morty whipped fans into a frenzy of excitement.
– Tops in sad ERs: a simulcast of the MLB game between the Washington Nationals and Miami Marlins that was attended by the family of late Marlins’ pitcher José Fernández, who would’ve turned 25 on the day of the game. (Fernández was killed in a boating accident last fall, and many fans commented on the tragic circumstances.)
 
 
EXECUTIVE MOVES
 
Gizmodo Media Group has a new editorial director. The role goes to veteran journo and news producer Susan Banikarim; she’s previously held positions at Vocativ, The Daily Beast, and ABC News. At GMG, she’ll oversee editorial operations for eight sites: Gizmodo, Jezebel, Deadspin, Jalopnik, Lifehacker, Kotaku, The Root, and Splinter. The sites are part of Univision’s Fusion Media Group network. All of them, with the exception of Splinter, were previously part of Nick Denton’s Gawker Media. Univision acquired all of Gawker’s properties last year, ultimately jettisoning the flagship Gawker site.
 
Third-party data aggregation platform Ad-Juster has named Daniel Dowling as its new Product Manager. In the newly created position, Dowling will develop new products to aid in Ad-Juster’s work with agencies, media buyers, ad tech vendors, and ad networks. Dowling had previously served in various positions at The Walt Disney Company, most recently as Senior Software Technical Specialist.
 
Ad tech company Extreme Reach has promoted Dascha Bright to SVP of Account Management. Bright will oversee the company’s account management team across TV, talent, and video. She joined Extreme Reach in 2012, most recently serving as VP of Digital Video Account Management.
 
The Interactive Advertising Bureau (IAB) has named Craig Coleman as its new VP of Marketing. He’ll be tasked with using data and analytics to drive the trade organization’s marketing efforts. Coleman joins the IAB from Gannett, where he headed up client solutions and digital product marketing for USA Today and Gannett Digital.
 
 
TRIVIA
 
Our Last Trivia Question: Brit Marling co-created and stars in which Netflix original series? Answer: The OA. Kudos to Andy Pittman-TAMU/TX, Louis Lewow-LewowMedia Group/GA, Dan Quitério-Understood/NY, Susan Nessanbaum-Goldberg/M and S Entertainment/CA, Alyson Roseman-NBC Peacock Productions/NY, David Westberg-SAG-AFTRA Federal Credit Union/CA, Tom Moore-Kalt Productions/CA, Andrew Bellamy-Producers Guild of America/NY, Anjali Desai-Departure Films/NY, and Christine Allen-McGee Media/NY
 
Follow-up: Who’s The OA’s other co-creator? (Email trivia@cynopsis.com with your answer and be sure to include your name, company, city and state.)
 
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Cynopsis Digital’s “It List” + The Model D Awards: Enter by Aug 15
 
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 DIGITAL SPOTLIGHT
 
Hyperloop One just hit a new milestone. The speedy subterranean transit pod achieved its record speed and distance in the Nevada desert. From TechCrunch, learn more here.


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