10/02/14: Facebook will jump into original video with Twilight miniseries; Advertising Week: Surprising Results from the BrightRoll/Nielsen mobile/TV study; The Most Social streaming TV shows of the Week



CYNOPSISDIGITAL
10.02.14

Good morning. It’s Thursday, October 2, 2014, and this is your first early morning digital briefing.

NEW PROGRAMMING + DEALS

Facebook will distribute a short-film series based on the Twilight saga, developed in part by the novel’s author Stephanie Meyer. The five films, called The Storytellers – New Creative Voices of The Twilight Saga, will premiere in 2015, and will be directed exclusively by women, as a way to promote female filmmakers. A contest will determine the winners, who will be mentored by Twilight star Kristen Stewart, director Catherine Hardwicke, and non-Twilight personnel such as Kate Winslet, Julie Bowen (Modern Family) and others.

Netflix ordered a new original animated TV series and film for kids, Kong-King of the Apes, to debut in 2016. The 12 half-hour episodes are a modern take on the hairy big guy.

The Orchard acquired the entire Warren Miller Entertainment catalog, and released the first film under the deal: No Turning back. WME joins Red Bull Media House and other sports brands that digitally distribute through The Orchard.

New Buzz TV Studios (NBTV) launched a new multi-channel network yesterday, called New Buzz TV. The MCN will feature music, sports, comedy, lifestyle, tech and multicultural video with travel series like 49 Before 50, fitness show Knock Out obesity, satire series Vooza and Mommy Loves Tech. New Buzz TV can be downloaded on TiVo, Roku, Vizio, Western Digital, Netgear and other OTT and Smart TVs.

Want to find out what shows are online and when? Then you’re going to love Watcheroo, Cynopsis’ new Digital Programming Guide. Updated constantly and organized by show name, date, and platform, here is everything you’ll need to be caught up on digital premieres, ongoing programs, live-streamed events and integrated series.

ADVERTISING WEEK

BrightRoll held its annual Video Summit in New York City yesterday, and presented a new study with Nielsen about the connection between mobile video and TV. The study found:
     – A marketer’s increase in cost per target rating point (TRP) doubled once they hit the 60-70 percent for a TV campaign.
     –  TV and mobile video can bump up a marketer’s targeted reach by 12.7 percent (CPG targeting females 25-54).
     – Brands’ cost per TRP is estimated to drop by 13.7 percent when they spend 15 percent of budgets on mobile.

“There are still some things missing, and the ability to plan against mobile is a ways off. I also think we have yet to figure out creative on mobile,” Nielsen’s Managing Director of Digital Andrew Feigenson said.


A CYNOPSIS MESSAGE


DIGITAL MEASUREMENT SUMMIT
Reaching & Retaining Viewers in a Disrupted Ecosystem
 NOV. 3| GRAND HYATT | NYC

We are bringing every corner of the industry together to debate the merits of digital video and provide insight on what is working, what isn’t working, and what you should know to better navigate the digital video space going forward.

For registration information, please contact Pete Romas at (203) 899-8483.
For sponsor information, please contact Mike Farina at (203) 218-6480.


AD PLATFORMS

Media tech company Komli Media launched a new integrated cross-channel CRM re-marketing platform called RevX. Founder and CEO Amar Goel said, "The next wave of personalized marketing involves leveraging customer interactions [on mobile apps, social pages, and support channels] and processing them intelligently to run targeted cross-channel campaigns.”

RESEARCH

EXCLUSIVE TO CYNOPSIS: Shareablee Unified Social TV Ratings of Top Streaming TV Shows based on the action metrics across Facebook, Twitter and Instagram for the week of Sept. 22-28.

Show (Channel) / Total Actions / FB Actions / Twitter Actions /Instagram Actions/
FB Unique Engaged Audience / Actions per FB post
1. Orange Is The New Black
(Netflix) / 653,463  / 15.24% / 3.83% / 80.93% / 98,671 / 14,229
2. Trailer Park Boys
(Netflix) / 46,542 / 100% / 0% / 0%
/
32,097 / 11,636
3. Arrested Development (Netflix) / 42,684 / 93.38% / 6.62% / 0%
/
39,708 / 9,965
4. Community (Yahoo! Sceen) / 41,966 / 78.77% / 5.03% / 16.20%
/
30,908 / 6,612
5. House of Cards (Netflix) / 39,680 / 51.86% / 2.55% / 32/66%
/
14,191 / 10,289
6. Hemlock Grove (Netflix) / 15,520 / 64.79% / 7.32% / 1.96%
/
9,701 / 3,352
7. Transparent (Amazon) / 12,574 / 90.71% / 3.93% / 3.10%
/
7,866 / 815
8. East Los High (Hulu) / 4,328 / 14.65% / 3.35% / 82%
/
437 / 70
9. Alpha House (Amazon) / 250 / 95.20% / 4.80% / 0%
/
164 / 48
10. Annedroids (Amazon) / 77 / 98.70% / 1.30% / 0%
/
52 / 19

Source: Shareablee is an authority on audience intelligence, competitive benchmarking and actionable insights for social media. The official social media analytics partner of comScore, Shareablee measures a census of global properties and collects brand audience and engagement data across Facebook, Twitter, Instagram, Google, Tumblr, LinkedIn, YouTube and Pinterest. To access and subscribe to the full weekly ratings for TV shows, new fall premieres, primetime by day and genre visit here. Actions based on post-level likes, shares, favorites, retweets and comments.

OpenSlate Engagement Data for Gaming channels, based on the engagement metric for the week ending 9/28.
Channel/(Engagement)/Monthly Views/Total Subs/SlateScore
TheDiamondMinecart
(9.8) / 154,354,680 / 3,756,209 / 719
TheBajanCanadian (9.8) / 41,291,700 / 4,145,466 / 852
SkyDoesMinecraft (9.8) / 70,611,810 / 10,464,840 / 870
Vegetta777 (9.8) / 155,939,130 / 7,060,459 / 773
Stampylonghead (9.8) / 178,389,180 / 3,854,486 / 769
MarkiplierGAME (9.8) / 101,138,430 / 3,651,639 / 751
Rezendeevil (9.8) / 23,087,790 / 1,015,905 / 722
SSundee (9.8) / 43,491,750 / 3,265,845 / 833
PewDiePie (9.8) / 382,463,880 / 31,062,667 / 875
Lolchampseries (9.8) / 25,792,860 / 1,243,622 / 723
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.

Top Xfinity On Demand Broadcast shows from 9/21-9/27:
1.  How to Get Away with Murder, ABC
2.  Gotham, FOX
3.  Big Bang Theory (8p), CBS
4.  Big Bang Theory (8:30p), CBS
5.  Blacklist, NBC
6.  Madam Secretary, CBS
7.  Black-ish, ABC
8.  Scorpion, CBS
9.  The Good Wife, CBS
10. Scandal, ABC
 
Top TV series on Xfinity On Demand for the week of 9/14-9/20:
1. Boardwalk Empire, HBO
2. Sons of Anarchy, FX
3. Red Band Society (premiere), FOX
4. Love & Hip Hop Hollywood (premiere), VH1
5. The Strain, FX
6. Dancing with the Stars (premiere), ABC
7. Teen Mom 2, MTV
8. Dance Moms, Lifetime
9. Outlander, STARZ
10. Under the Dome, CBS
Ranking is based on the total Xfinity On Demand views on the TV within seven days of a show’s original live airing. The above list is inclusive of all in-season programming across broadcast, cable and premium networks. Views of most broadcast and cable programming within the first three days are included in Nielsen L+3 ratings.

So what does this mean? “Preliminary results (below) from last week’s broadcast premieres like How to Get Away with Murder, Gotham, Scorpion, Blackish and Madame Secretary showcase how people are tuning-in,” Comcast Cable Executive Director Video Strategy and Analysis Steve Meyer told Cynopsis. Returning shows like Blacklist, Big Bang Theory, The Good Wife and Scandal are also seeing a huge lift from VOD. All are drawing impressive live viewership and attracting an incredible time-shifted audience. We’re finding that the L+3 rating – and notably the On Demand portion of that – is an increasingly important number for a show that’s finding an audience.”

Social media analytics firm Unruly released the Top Social Video Brands in July 2014, and the results include:
1) IKEA: 498,686 shares; did not place last month; notable campaign was Experience the power of a bookbook with 498,686 shares.
2) Budweiser: 370,605 shares; placed 149th last month; notable campaign was Global Be(er) Responsible Day – “Friends Are Waiting” with 243,095,211 shares.
3) Samsung: 367,004 shares; placed 4th last month; notable campaign was Samsung GALAXY Note 4 – Official Introduction with 98,186 shares.
4) Gatorade: 352,439 shares; placed 44th last month; notable campaign was Gatorade – Made in New York ft. Derek Jeter with 349,552 shares.
5) Sony: 304,837 shares; placed 58th last month; notable campaign was Destiny – PlayStation Exclusive Content – PS4, PS3 with 130,405 shares.
6) Monster Energy: 246,509 shares; did not place last month; notable campaign was Monster Energy: Ballistic BJ Baldwin Recoil 2 – Unleashed in Ensenada, Mexico with 246,509 shares.
7) TAG Heuer: 226,651 shares; did not place last month; notable campaign was Ronaldo and Button Don’t Crack Under Pressure! with 116,176 shares.
8) Apple: 223,670 shares; placed 28th last month; notable campaign was Apple  Echoes with 57,915 shares.
9) Electronic Arts: 210,453 shares; placed 3rd last month; notable campaign was FIFA 15 – Official TV Commercial with 73,433 shares.
10) Adidas: 195,119 shares; did not place last month; notable campaign was Justin Bieber: #NEOwhere with 51,084 shares.

EXEC MOVES

Yieldbot hired Liane Pierce as Vice President of Client Services. She was formerly the Vice President of Client Services at Spongecell.

Fuisz Media appointed Brent Spitzer as Chief Revenue Officer and Global Head of Sales and Partnerships. He was most recently Head of Global partnerships strategy at Millennial Media.

DIGITAL SPOTLIGHT OF THE DAY

Ikea’s Experience the Power of a Bookbook spot pokes fun at the many names for our modern tech alternatives, proclaiming, “It’s not a digital book or an e-book…it’s a bookbook.” The commercial made IKEA the most shared brand on social media last month (498,686 shares), according to Unruly. Check it out at www.cynopsis.com/#video.

See you tomorrow,
Jessica Reese  @JMarieReese
10.02.14

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

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