09.29.15 Good morning. It’s Tuesday September 29, 2015, and this is your first early morning digital briefing.
Facebook made a big announcement just in time for Advertising Week. Using a new tool dubbed TRP Buying, the company’s trying to make it easier for advertisers to coordinate multi-platform ad campaigns across linear TV and Facebook. TRP, short for Target Rating Points, is a metric that Facebook uses for video ads on its platform; it’s a version of the Gross Rating Points metric that advertisers have used since the 1950s. TRPs, like GRPs, relate to the percentage of a target audience that will see an ad. For any given ad campaign, TRP Buying allows advertisers to establish a total number TRPs to be used across TV and Facebook, then directly purchase a portion of that total to be designated toward a digital ad spend on Facebook. Nielsen‘s Digital Ad Ratings division will verify how well Facebook’s video ads are performing alongside the related TV ads.
Facebook announced some other new developments as well: A Brand Awareness Optimization tool, which will analyze consumer data and help advertisers target the people most likely to remember their ads; a partnership with branding and analytics company Millward Brown Digital, allowing advertisers to conduct mobile polling on both Facebook and Instagram; and, in the coming weeks, the ability to place videos in the carousel format, which lets users swipe through different pieces of content. Previously, advertisers could only use photos in the carousel format.
Google‘s got some ad-related updates of its own. The company announced that it will soon roll out Customer Match, a new service allowing advertisers to more closely target consumers. Advertisers will be able to upload email addresses, culled from their own promotional and customer lists, to Google’s advertising service AdWords. AdWords will then match those email addresses against users signed in to Google, and target ads toward them in YouTube, Gmail, and search. As Business Insider points out, it’s notably similar to Facebook‘s Custom Audience feature.
Google also announced another advertising update: Its new service, Universal App Campaigns, will allow advertisers to run app-install ads across YouTube, Google Search, Google Play, and the Google Display Network. And that’s a pretty big change: In the past, ads calling for users to download apps have mostly appeared in other apps.
Twitch, Amazon‘s gaming-and-e-sports-centric streaming site, announced plans to let streamers make use of playlists and direct video uploads. The news came from Twitch CEO Emmett Shear, during last weekend’s first annual TwitchCon event in San Francisco. Until now, Twitch has primarily featured live streams. The move ups the direct competition between Twitch and YouTube: The YouTube Gaming hub launched in August, complete with both video and live streaming content.
YouTube is giving a huge boost to two of its UK-based channels. Sorted Food, home to British chefs Jamie Spafford, Ben Ebbrell, Barry Taylor, and Mike Huttlestone, will be the beneficiary of a major ad campaign from the Google-owned company. And soccer-focused channel Copa90 will be getting the same treatment. Ads for both channels will appear across the Internet, including the websites of U.K. TV networks ITV and Channel 4 – not to mention in subway stations across the U.K. (In the U.K., they actually call them tube stations, which seems rather appropriate.)
Thanks to some computer skills bordering on wizardry, AFTVNews has (purportedly) tracked down an image of the yet-to-be announced Roku 4. (Multiple sources have reported on AFTVNews‘s discovery, though Roku hasn’t confirmed anything.) Assuming the image is real, some minor details can be gleaned: For one, the Roku 3‘s dedicated Hulu button has been replaced with a Google Play button. Many reporters and experts also believe that the newest Roku will have Ultra HD 4K streaming capabilities.
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Tom Rothston‘s new book, "I Lost it At The Video Store: A Filmmaker’s Oral History of a Vanished Era," debuted Thursday. Rothston spent one chapter probing filmmakers’ thoughts about the current digital era. You’ll find a range of opinions compiled by IndieWire here. Here’s Quentin Tarantino:"I am not excited about streaming at all. I like something hard and tangible in my hand. And I can’t watch a movie on a laptop. I don’t use Netflix at all…I have a bunch of DVDs and a bunch of videos, and I still tape movies off of television on video so I can keep my collection going." That’s okay, Quentin – Cynopsis Digital still loves you.
The Beeb is embracing its inner child. The BBC announced that it will launch a kid-friendly counterpart to iPlayer, its popular streaming service. The new service, tentatively called iPlay, will host content from BBC’s library, as well as from kid-oriented sister channels including CBBC and CBeebies. BBC Children’s Director Alice Webb told StreamDaily that iPlay will act as a "single, online front-door for children to the wealth of the whole BBC and trusted partners beyond–giving content to children that matures with them, from a range of platforms in a safe and trusted way."
Samsung‘s Milk Video will soon cease to be. The streaming service, dedicated to short-form content, incorporates exclusive videos from Vice, Funny or Die and other licensors, along with aggregated videos from YouTube and other sources. Samsung announced the impending shut-down on Google Play. Milk Video will disappear on November 20. It was launched almost exactly one year earlier, on November 19, 2014.
AOL announced the launch of its live streaming platform LIVE by AOL, an end-to-end service for the streaming, production, distribution and monetization of live events. According to a release from AOL, the service provides content and media partners with distribution through AOL’s properties, including AOL.com, TechCrunch, and The Huffington Post. LIVE by AOL also provides production capabilities and cloud-based encoding, among numerous other services.
Programmatic marketing platform PulsePoint has announced $30 million in debt financing from Silicon Valley Bank. According to a release from PulsePoint, the funds will be used for business expansion and future acquisitions of technology companies.
SHAREABLEE SOCIAL TV RATINGS: Top U.S. Streaming Shows Overall by Engagement for 9/21/15 to 9/27/15
Program, Date, Total Actions (000), Total Content, Actions per Post (000), Fans/Followers (000)
Orange Is the New Black (Netflix) 2047, 45, 45, 6720
Trailer Park Boys (Netflix) 127, 16, 8, 1567
Narcos (Netflix) 127, 35, 4, 1462
House of Cards (Netflix) 51, 13, 4, 2834
Community (Yahoo! Screen) 48, 22, 2, 2097
The Mindy Project (Hulu) 47, 30, 2, 623
Arrested Development (Netflix), 44, 11, 4, 2307
Hemlock Grove (Netflix) 33, 12, 3, 466
Sense8 (Netflix) 28, 14, 2, 848
Daredevil (Netflix) 26, 15, 2, 1503
Source: Shareablee Inc. The total actions metric includes the total volume of post-level likes, shares, favorites, retweets and comments. Total content includes all posts, tweets and media posted by each TV property across all platforms. Actions per post metric notes the average e number of actions garnered by each property. Total fans/followers includes Facebook and Twitter and Instagram followers.
Fresh off Transparent‘s Emmy wins, Amazon just got even funnier. The company has made Gina Kwon an executive in its comedy department, according to Deadline. An independent film producer, Kwon has worked alongside directors including Miranda July and Zoey Cassavetes. She also has a background in international distribution, serving as VP of Myriad Pictures from 1996-1999.
Epix is adding a new development exec. Ben Tappan, formerly SVP at Landscape Entertainment, will serve as VP of Scripted Programming. The move comes as Epix makes its first serious push into original scripted programming. Its first two original series, Graves and Berlin Station, begin production this fall.
Content developer and distributor RLJ Entertainment has hired Shane Murphy as Managing Director of Acorn Media Enterprises, its U.K. production division. Most recently, Murphy served as Head of U.K. Co-Production and Development at Deadpan Pictures.
A CYNOPSIS MESSAGE
At a time when consumers trust word-of-mouth over direct brand messaging, aligning with trusted social media influencers is key to getting yourself heard. The latest Cynopsis webinar, The New Influencer Marketing: How to Target the Twitter Tastemakers, on Thursday, October 22, will show you how to identify and reach influencers who can share your content and boost your brand.
Wow, that’s really not how you operate a snooze button. Netflix is out with a First Look at its upcoming original series Marvel‘s Jessica Jones. Check it out here.
See you tomorrow,
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