09/09/14: Twitter dives into e-commerce, Netflix tests new content for mobile users, People magazine launches online show



CYNOPSISDIGITAL
09.09.14

Good morning. It’s Tuesday, September 9, 2014, and this is your first early morning digital briefing.

NEW PROGRAMMING + DEALS

 
Twitter officially took the plunge into e-commerce yesterday, announcing it would start testing a “buy” button embedded in tweets. The New York Times reports the feature will initially be used for selling limited-edition or time-sensitive products like event tickets and clothing. In the past, Twitter partners including Amazon and American Express required users to use a special hash tag to buy a product, but the buy button will prompt a user to enter a credit card and shipping information. Facebook started testing a similar feature in July.
 
Netflix hopes to appeal to more mobile users with a new content offering in its app featuring two- to five-minute movie, TV and comedy special clips. TubeFilter reports the new feature comes after Netflix found 87 percent of its mobile users use the app for ten minutes. The videos are being offered in a new section, Have Five Minutes?.
 
Facebook ramped up its video efforts on users’ newsfeeds and it’s paying off. Case in point: Beyonce released a video last week that racked up over 2.4 million views on Facebook within hours of its release, according to The New York Times, while it only garnered a few thousand views YouTube in the same period. The reason: it was simpler for the artists’ 64 million FB fans to find and share the footage. Since June, the social network has brought in a whopping billion video views on an average a day, with two-thirds coming from mobile devices, increasing views by 50 percent from May to July. 
 
CW Seed digital hub premiered a new talk series geared towards fashion fans, called The Kelly Cutrone Project. America’s Next Top Model judge Cutrone hosts, with celebrities and designers in the business as guests. First up: Elle Magazine Creative Director and Yahoo Beauty Editor Joe Zee.
 
Comedy Central premiered a new digital series, Pie Guys, on CC Studios yesterday. The three-ep scripted laugher follows three pizza delivery drivers in Los Angeles, played by Jon Barinholtz, Rob Belushi and Mort Burke.
 
People magazine launched 20-minute live daily online show People Now, on People.com. Sponsored by Toyota, the show airs Monday-Friday at 8:30a ET. Host Jeremy Parsons and correspondent Abbi Crutchfield kick off each episode with the “Top Five” stories of the day, and interview guests like Michael Strahan, Kevin Bacon, Joe Manganiello, Kelly Ripa.
 
VH1 is partnering with BuzzFeed to leverage the social news company’s original video and other digital content to create full-circle TV, social and digital campaigns. Their first collaborative video debuted Monday, promoting the upcoming season of Couples Therapy with Dr. Jenn. “BuzzFeed is the perfect partner to expand our reach to a wider audience and to engage even deeper with the VH1 brand across the social web,” said Caralene Robinson, SVP, creative group + consumer marketing, VH1. Custom content is available at http://www.buzzfeed.com/vh1; series premieres Wednesday, September 10 at 9p.
 
Join us on October 16th for the Cynopsis Future TV Summit, you’ll get a lively look at TV right now, from the perspective of content creators, sellers and advertisers. Join us as our experts share the latest business and advertising models for success. Early bird registration ends Friday, September 26! Register today to secure the lowest rate: http://www.cynopsisfuturetvsummit.com.
 
 

CONTENT MEDIA

 
Netflix continues its comedy tear, adding another stand-up special, from former Daily Show correspondent Wyatt Cenac. Wyatt Cenac: Brooklyn debuts on the streaming service Oct. 21.
 
Hulu
will exclusively premiere reality English-language series Los Cowboys this fall. The show follows Latino millennials in Los Angeles who practice being “Charros,” or Mexican cowboys, to qualify in The Mexican National Rodeo Finals. Corrall 360 produces the show, with Ram Trucks as a series launch partner.
 
Family-friend SVOD programming provider SpritClips relaunched as Feeln, with an expansion of content and new slate of original short films. Oscar winners and nominees Gandhi, Dances With Wolves, Jerry Maguire; classics like Grease and Ferris Bueller’s Day Off and TV programming from BBC, PBS and more will be available on the service. Feeln is available on mobile phones, tablets, Roku devices, Samsung Smart TVs and on the Xbox 360.
 


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ADVERTISING
 

Music streaming service Spotify unveiled its first video-ad products, called Video Takeover ads and Sponsored Sessions. The first ad form will appear in the app’s desktop version, and play during regular spots only if the user is in view of the app display. The second form will let marketers create 15- and 30-second spots within 30-minute ad-free mobile sessions. Variety reports Spotify users spend 84 minutes on average per day on the app.
 
Yahoo
announced a new advertising solution for publishers called Yahoo Recommendations. Yahoo will offer personalization technology developed for its sites and for publishers to increase engagement and monetization. It’s the first time Yahoo’s ad platform Yahoo Gemini will produce native ads beyond its own sites; launch partners include Hearst, VOX and CBSi.
 
 

RESEARCH

OpenSlate Engagement Data for Food and Cooking channels, based on the engagement metric for the week ending 9/7.
Channel/(Engagement)/Monthly Views/Total Subs/SlateScore
Allrecipes
(8.5) / 2,675,760 / 334,097 / 574
Deliziepasticci (8.5) / 84,240 / 10,295 / 385
Cupcakesymas (8.5) / 49,470 / 20,366 / 399
Stareatfood (8.5) / 3,150 / 1,776 / 255
Dedemed (8.5) / 80,550 / 26,454 / 377
Enjoydifferenttaste (8.5) / 9,090 / 2,869 / 302
Cocinaalnatural (8.5) / 320,767 / 2,409,030 / 631
Ochikeron (8.5) / 1,961,550 / 463,454 / 651
Gringostewla (8.5) / 1,170 / 3,064/ 284
Robjnixon (8.5) / 2,597,280 / 770,658 / 661
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.

NIELSEN TWITTER TV TOP TEN for the week of 8/11/14
Program, Date, Unique Audience (000), Tweets (000)
Stand Up To Cancer
(TV Event), 9/5, 3,175, 121
Love & Hip Hop: Atlanta (VH1), 9/1,
2,232, 999
The Unauthorized Saved by the Bell Story (Lifetime), 9/1,
1,890, 81
Keeping Up with the Kardashians (E!), 9/1,
1,554, 44
WWE Monday Night Raw (USA), 9/1,
1,468, 167
Teen Wolf (MTV), 9/1,
1,274, 149
Big Brother (CBS), 9/4,
1,234, 128
America’s Got Talent (NBC) 9/3,
1,224, 38
Finding Carter (MTV) 9/3,
1,213, 119
So You Think You Can Dance (FOX) 9/2,
1,150, 58
Source: Nielsen. Nielsen Social captures relevant tweets from three hours before, during and three hours after an episode’s initial broadcast, local time. Unique Audience measures the audience of relevant Tweets ascribed to an episode from when the Tweets are sent until the end of the broadcast day at 5a. The data includes new/live primetime and late fringe episodes only and excludes sports events.

EXEC MOVES

Vubiquity announced Adam Poulter as the new Executive Vice President and Managing Director, EMEA. He most recently served as Global Senior Vice President Of Content, Digital and Media at Liberty Media’s Ascent Media Inc.

Dstillery hired Anne Tourtillott as Sales Director, Detroit. She was most recently the founder of 313 Digital and the former Director of New Business and Development for Monster Worldwide.

Content advertising company OneSpot appointed Sam Martin as Senior Content Strategist. He was previously the Director of Digital Strategy for Texas Monthly magazine.

Tim Pool joined Fusion to serve as the Senior Correspondent and Director of Media Innovation. Most recently at Vice, the award-winning journalist is known for utilizing mobile tech and the social web to report on events.

If you’ve got happy news, weddings, babies, engagements you’d like shared with your industry colleagues for a new feature going up soon on our web site, send to Jessica@Cynopsis.com.


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Featured Speakers
Brad Adgate
, SVP, Director of Research, {Horizon Media}
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Chief Science Officer, {Simulmedia}

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DIGITAL SPOTLIGHT OF THE DAY

With Apple expected to reveal a slew of new products – including the iPhone 6 and the iWatch – at today’s product event, take a look at Apple’s first spot for the iPhone, called “hello.” The 30-second ad aired during the 2007 Oscars ceremony. Check it out at www.cynopsis.com/#video.

See you tomorrow,
Jessica Reese  @JMarieReese
09.09.14

Roberta Caploe: Editorial Director @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group

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