08/20/15: YouTube making a move in Mumbai; Netflix raising prices in Europe; Trump pushing into digital



CYNOPSISDIGITAL
08.20.15

Good morning. It’s Thursday August 20, 2015, and this is your first early morning digital briefing.

TODAY’S TOP NEWS

 
Google is opening a YouTube Space to help creators in Mumbai produce higher-quality videos, showing just how important India is to the technology giant. This is the seventh such space – the first launched in Los Angeles in 2012, followed by locations in London, Tokyo, New York, Sao Paulo, and Berlin. The Mumbai space will be hosted by the Whistling Woods International film school.

Netflix is raising its prices in Europe for new subscribers from €8.99 ($10) to €9.99 ($11). It did the same in States late last year, raising the monthly fee from $7.99 to $8.99. As Video Ink points out, Netflix is about to launch in Italy, Spain, and Portugal later this year.

 
NEW PROGRAMMING + DEALS

 
Bravo, E!, and Oxygen have launched a cross-network partnership with mobile app Dubsmash. Fans the opportunity to become part of shows on the three networks by creating their own Dubsmashes of buzzy moments from upcoming episodes; the top fan-created Dubsmashes will be collected in a special on-air Dubsmash Social Edition.
 
Viki, a video streaming web site based in Singapore that offers on-demand streaming video of TV shows, movies and music videos from around the globe, is acquiring Soompi, the world’s largest English-language online media company providing complete coverage of Korean pop culture, from Crunchyroll/Chernin. Soompi boasts almost 7 million unique visitors per month.

 

CONTENT MEDIA
 

Opera has released an update to its Opera Max application that allows users to compress mobile data usage including videos by roughly 50 percent on average. That’s handy for users who want to reduce buffering when watching YouTube and Netflix videos on Android devices.

 

Hawaiian Airlines has a new safety video that features crew members sharing information from a wide variety of the state’s most beautiful locations. To engage users, the airline is holding a contest asking users to share which location is their favorite by posting an image on Instagram or Twitter with the hashtag #HAOnLocation. Posting enters them into a random drawing for a chance to win 140,000 Hawaiian Miles.
 
On the heels of being listed as one of the top 22 places to visit in 2015 by the New York Times, Sri Lanka has launched a global online video competition, “365-day holiday in Sri Lanka,” asking people to create videos extolling the country’s virtues. Entries will be accepted from September to December and winners will receive a free, 18-day trip to Sri Lanka with lodging, airfare, and entry into Sri Lanka’s cultural institutions included.
 


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ADVERTISING

Digital advertising cost presidential candidates $159 million in 2012, but this time around, far more dollars will be spent in the digital realm, reports the International Business Times. According to Borrell Associates, it is expected that more than $1 billion will be spent on digital advertising in this presidential election cycle on “spots that will appear in voters’ Facebook feeds, smartphones and email in-boxes in 2016.” Overall spending for the election is expected to rise 20 percent from 2012, to $11.4 billion. Growth areas: programmatic ads, allowing candidates reach specific types of individuals, and advertising on social media. Mobile ad spending should also see a 12 times increase over 2012. As if on cue, the pro-Donald Trump Art of the Deal PAC has just unleashed its first wave of online advertising on the Drudge Report, according to Fox News.
 
Video ad platform creator Jun Group, which works with publishers including CBS Interactive and Conde Nast, is using the late-July $28 million investment from Halyard Capital, which was facilitated by the Jordan Edmiston Group, to become a more mobile-focused platform and monetize mobile apps more effectively.
 
Britain’s Committee of Advertising Practice has issued its first guidance to vloggers to help them label advertising content appropriately. This comes a year after the Advertising Standards Authority ruled that several vlogs were promoting Oreos without consumers being told that money had changed hands for the praise. The Committee suggests adding text to the video “clarifying that content is sponsored, or that a product placement arrangement is in place.”

 
 
RESEARCH

 
The Mobile Marketing Association announced the results of the latest Smart Mobile Cross Marketing Effectiveness study, which was conducted for the Coca-Cola Company in China earlier this year. The data shows that marketers can improve their overall campaign performance without increasing overall budget but raising mobile spend. According to the study, the ideal mobile spend for results is between 8-15 percent. Some highlights of the study, as reported by Advanced-Television.com, are below:
     Mobile offered nearly double the ROI over TV and was twice as efficient in driving sales compared to the campaign on average.
     Mobile at 8 percent of total budget drives 7 percent of the profit and mobile at 15 percent drives 16 percent.
     Mobile video emerged as significantly more effective compared to both TV and digital video (around 3X).
     Mobile display drove purchase intent, while mobile social drove both purchase intent and engagement.
 
Rapt Media’s latest report, “The Power of Choice: The Growing Divide Between Customer Experience and Video,” suggests brands will leave bigger impressions on consumers if they can create interactive online video. Nearly two thirds of respondents said that they will spend more time watching video if they can interact with it. In addition 89% said they want control over the ads they are shown online and 86% want to be able to control the topics they see on news sites. According to Rapt, consumers are “increasingly expecting more options for controlling their online experience based on what is most interesting and relevant to them.”



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DIGITAL SPOTLIGHT OF THE DAY

 
Cat-food brand Felix has created a YouTube channel to analyze the latest trending cat videos on a weekly basis.  Catdaq claims to be the “world’s first trending cat video social stock market.” So far no other site has stepped forward to dispute this. Check it out here.

See you tomorrow,
Mark Miller
08.20.15

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

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JOB OPENING: UNIT PUBLICIST (Nat’l Synd Talk Show)/Summerdale Productions/Culver City CA: Resp for daily consumer publicity efforts & dvlpng/implementing episodic PR strategies to drive tune-in. 5 yrs exp TV PR req’d. Excl writing/verbal/interpersonal skills. Resume HERE (8/22)

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JOB OPENING: DIGITAL ACCOUNT EXECUTIVE/NBCU/LA: Work with CSNBA/CA National Sales Manager on maximizing digital opportunities with our National sellers, sell portfolio of digital products (display advertising, mobile, etc) Full info/apply HERE (8/22)

JOB OPENING: RESEARCH ANALYST/Discovery/MD: Passionate researcher to track and analyze Nielsen ratings data across 5 Discovery nets and competitors. Create rich analyses of consumer data as it relates to audience behavior and market profiles. Full info/apply HERE (8/22)

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