12/08/15: Research finds that brands are staying away from Vine; Facebook shuts down Creative Labs Unit; Vevo acquires ShowYou



CYNOPSISDIGITAL
12.08.15

Good morning. It’s Tuesday December 8, 2015, and this is your first early morning digital briefing.

TOP NEWS

Is Twitter’s Vine service losing steam? Video analytics company Tubular Labs took a look at the social video posts from 40 major brands across Vine, Facebook, YouTube and Instagram between September and November. Tubular found that only 4% of branded content went to Vine. Tyler Hissey, Senior Digital Strategist at Hill Holliday told Adweek that "in the last six months or so, brands have started to de-emphasize Vine as a channel because of the targeting capabilities on all these other platforms." Still, as Adweek points out, Vine still performs very well when Vine stars such as Logan Paul team up with brands to create sponsored video content.

 

 

NEW PROGRAMMING + DEALS

Music video-focused MCN Vevo has acquired ShowYou. ShowYou launched in 2011 as a tool to aggregate multiple social media feeds, but has since expanded its features to include subscription-based video channels. Financial terms of the deal weren’t disclosed.
 
A staple of ‘90s gaming is alive, well, and throwing punches. Machinima and game-developer Capcom are bringing a live-action five-episode Street Fighter miniseries to Verizon’s Go90 service. Titled “Street Fighter: Resurrection,” it will debut in March 2016, shortly after the February 16 release of the new Street Fighter V video game. The series is a sequel to the 2014 Machinima web series Street Fighter: Assassin’s Fist
 
The Consumer Technology Association (CTA) has partnered with video aggregation platform Waywire in advance of the CTA’s January Consumer Electronics Show (CES). The companies will work together to curate a video feed featuring video news from the event, and Waywire will house the content on its platform. The news was first reported by VideoInk.
 
Millennial-mom oriented YouTube channel What’s Up Moms has partnered with Viacom. Three What’s Up Moms-branded video ads will air across Viacom’s linear channels and digital networks. The videos began rolling out yesterday. The spots were created in partnership with Viacom Velocity, Viacom’s branded content arm.
 
During today’s webinar Virtual Reality: What Programmers Need to Know Now to Lure Viewers and Advertisers, experts will tackle the challenges and opportunities in the VR revolution. Speakers are Dave Cole, Co-Founder of NextVR, Greg Downing President of xRez Studio, Andrew Cochrane, Digital Director and Technical Supervisor at Mirada, and Matthew Chiavelli, SVP of Syfy Digital. The webinar takes place from 1:30PM-3:00PM E. 10 registrants will be chosen at random to win free Google Cardboard viewers courtesy of Unofficial Cardboard. Register here. 
 
 

OTT + SVOD

Amazon subscribers, get ready to feel warm and fuzzy. The Hallmark Cards-owned family friendly SVOD service Feeln has launched across Amazon streaming services. Feeln is already available on numerous other streaming platforms, including Google Chromecast, Roku, and Xbox 360.
 
Exclusive: A+E NetworksLifetime Movie Club is launching on Roku today. The service will kick off the holidays with a “Very Merry Christmas” playlist featuring such titles as “The Christmas Consultant” and “A Very Merry Daughter of the Bride.” A new movie will be added into the app every day.

 
PLATFORMS + TECH

Don’t look now, but someone’s trying to challenge the Vice media empire. Sinclair Broadcast Group has announced the Spring 2016 launch of Circa, a digital news site directed at what it’s calling “the new generation.” The site will be heavy on video, both long and short-form, with an eye toward social media and mobile. John Solomon, formerly the VP for Content and Business Development for The Washington Times, will serve as Chief Creative Officer.
 
Creativity doesn’t always mean survival. Facebook’s Creative Labs unit has been shut down, and all of its projects discontinued. Those include Slingshot (a Snapchat competitor focused on time-limited messaging), as well as video-sharing app Riff and group chatting app Rooms. CNET notes that all three apps have been pulled from app stores.
 


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ADVERTISING

Google has rolled out new features for digital commitment-phobes. The company introduced Trial Run Ads, a new format that allows users to play games by streaming content directly from apps for a 60-second trial period before actually downloading the app. “The app developer attracts better qualified users who’ve chosen the game based on their experiences in the app,” the company said in a blog post. Google has also introduced a beta version of its new HTML5 Interactive Interstitial ads, which allows advertisers to showcase their offerings through galleries and highlights before users actually install.
 

RESEARCH

SHAREABLEE SOCIAL TV RATINGS: Top U.S. Streaming Shows Overall by Engagement for the week of November 30, 2015
Program, Date, Total Actions (000), Total Content, Actions per Post (000), Fans/Followers (000)
Orange Is the New Black (Netflix) 236, 14, 17, 6865
Arrested Development (Netflix) 48, 12, 4, 2309
Trailer Park Boys (Netflix) 44, 9, 5, 1622
House of Cards (Netflix) 41, 10, 4, 2916
Daredevil (Netflix) 41, 10, 4, 1709
The Mindy Project (Hulu) 23, 30, 781, 702
Transparent (Amazon Studios) 19, 23, 1, 253
The Fall (Netflix) 17, 2, 9, 134
Master of None (Netflix) 14, 37, 383, 95
Bojack Horseman (Netflix) 14, 18, 1, 520
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.
 
The ListenFirst Television Interest (TVI) Rating (TM) is a standardized measurement of the most buzzed-about TV programs on linear TV and streaming services. A complement to ListenFirst’s other syndicated data products (such as the ListenFirst Digital Audience Rating – TV), the metrics included in the rating are the purest form of showing interest digitally, since they’re organic actions that are largely unaffected by paid media. Programs that surface on the TVI leaderboards are the most hashtagged on Facebook, Google+, and Tumblr, as well as most searched for on Wikipedia (used as a proxy for organic search volume).
 
All Series (11/30/15 – 12/6/15)

Series/TVI:
Marvel’s Jessica Jones (Netflix)/
2.73
The Walking Dead (AMC)/2.21
Arrow (CW)/1.93
Supernatural (CW)/1.67
The Man In the High Castle (Amazon Prime)/1.60
Game of Thrones (HBO)/1.30
Gotham (Fox)/1.22
Supergirl (CBS)/1.22
The Flash (CW)/1.14
Quantico (ABC)/1.00

Source:ListenFirst. The TVI Rating aggregates metrics that measure organically generated activity by fans of the TV show. The metric includes total volume of official hashtag mentions on Facebook,Google+, and Tumblr, along with Wikipedia page views (as a proxy for organic search volume) for a show as a percentage of the total volume of the same activities for all shows.

OpenSlate Engagement Data for the Science & Technology Vertical, based on the engagement metric for the week ending 12/6.
Channel (Engagement)/Monthly Views/Total Subs/SlateScore
unboxtherapy (9.2) / 20,294,910/3,336,722/747
LinusTechLips(8.8) /17,236,710/2,086,914/735
buzzfeedblue (8.7) /70,292,370/3,418,290/682
marquesbrownlee(8.6) /10,747,800/3,040,158/672
baixaki(8.6) / 9,192,120 / 1,848,873 / 725
androidereview(8.5) /4,167,210/1,257,687/589
backyardbrains(8.5) /130,920/13,331/387
APRENDIENDO CON MANU(8.5) /10,980/768/315
TurbojetAquila (8.5) /37,410/1,951/342
73freestyler(8.5) /1,459,830/318,286/593
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.

EXECUTIVE MOVES

Multi-channel network Collective Studio 71 has a new exec. Adam Boorstin will serve as EVP of Global Digital Distribution. Previously, he was Head of Partnerships at BuzzFeed Motion Pictures. Collective Studio 71 was formed earlier this year when Collective Digital Studio merged with Studio 71, the MCN of German broadcaster ProSiebenSat.1.

Ad-buying platformCentro has hired Alexa Sanchez as Vice President, Media Strategy and Operations for the East. Most recently, Sanchez served as VP, Group Media Director at DigitasLBi.


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Women in Digital – This one is for you!

We live in such an exciting time – women are rising in the ranks and excelling in the fields of digital content, marketing, advertising, social media, & online. With these trailblazers in mind, we are pleased to announce the call for entries of our second annual TOP WOMEN IN DIGITAL AWARDS, celebrating the unique, the uncommon & the bold.

The deadline to enter is Tuesday, January 12 so get ahead of the holiday season by starting your entry today!


DIGITAL SPOTLIGHT

Do your heart-cockles need some warming? Santa brought these little girls a new adopted baby brother for Christmas, and adorableness ensued. Watch the video here.

See you tomorrow,
David Teich
12.08.15

Roberta Caploe: Associate Publisher @robertacaploe
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