12/17/14: Hulu lands licensing deal with Disney/ABC Television; IAB: 100% viewability not possible yet; NBCU announces live TV service, still requires pay-TV authentication


Good morning. It’s Wednesday, December 17, 2014, and this is your first early morning digital briefing.


signed a new licensing agreement with Disney/ABC Television yesterday, granting streaming service rights to all episodes of ABC’s Resurrection, Mistresses and Lifetime’s Devious Maids. The deal also includes 750 episodes from ABC Family and ABC Studios series, including Melissa & Joey, Alias, Army Wives and more. Hulu recently struck a similar pact with Discovery Communications to stream Deadliest Catch eps.
NBCUniversal is launching a live stream TV service so subscribers can access any of NBC’s live programming anywhere. The product will be available online as early as this week, and will arrive on mobile devices next year. Additionally, NBC launched a TV Everywhere campaign, Watch TV Without The TV, across its 14 cable networks and brands. “This will heighten consumer awareness of the variety of ways viewers can watch both favorite and new shows across multiple digital platforms right now and on their own time,” NBCU TV Everywhere General Manager and Executive Vice President Alison Moore said. Campaign runs from Dec. 26 to Jan. 1.
Esquire Network
will premiere the entire original ten-part season of The Short Game On Demand prior to the network premiere on Jan. 20 at 10p ET. Beginning on Dec. 22, the series will be available on the Esquire TV NOW app, online at esquiretv.com/NOW on MVPD partners such as Comcast, Charter, and Time Warner. The series follows eight of the best seven and eight-year-old golfers in the U.S. as they play in the U.S. Kids Golf World Championship.


Comcast will now supply its customers with access to HBO Go and Showtime Anytime on Roku’s OTT devices. However, Comcast still does not offer the Starz Play TV Everywhere app on Roku. Variety reports Comcast has already included these services on other platforms such as Apple TV, Xbox One and Google’s Chromecast.


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At an AOL Platforms breakfast yesterday, Global CEO Bob Lord shared his predictions about programmatic advertising in the coming year. Chief among them was that the majority of TV companies will begin to use audience-driven, programmatic selling. Not that the Upfronts are going anywhere of course, he added: “We expect to see it mostly in the local and scatter markets,” Lord said, “where there’s fragmentation.” Also critical to battle in the coming year, according to SVP Doug Boccia, is the reduction of the technology tax – which is the cost for advertisers using disparate tech solutions such as retargeting, as an ad travels on its way to being published.
The Interactive Advertising Bureau (IAB) released its State of Viewability Transaction 2015, stating that 100 percent viewability is not reachable yet. “It’s time to set the record straight about what is technically and commercially feasible, in order to get ourselves on an effective road to 100 percent viewability and greater accountability for digital media,” IAB President and CEO Randall Rothenberg said. “The MRC said it best – 100 percent is currently unreasonable. Why? Because different ad units, browsers, ad placements, vendors and measurement methodologies yield wildly different viewability numbers.” The IAB suggested seven principals to use in 2015 in order for marketers, agencies and publishers to work toward the solution:
          1. Billing should be based on Served Impressions (measured and non-measured) during a campaign
          2. Given the limitations of current technology, Measured Impressions should be at 70 percent viewability.
          3. If a campaign does not achieve the 70% viewability, publishers can “make good” with additional Viewable Impressions until the threshold is met.
          4. All “make-goods” should be in the form of additional Viewable Impressions, not cash, and should be delivered in a reasonable time frame. Make-good impressions should be both Viewable and generally consistent with inventory that was purchased in the original campaign.
          5. For large format ads (242,500+ pixels), a Viewable Impression is counted if 30% of the pixels of the ad are viewable for a minimum of one continuous second.
6. All transactions between buyers and sellers should use MRC accredited vendors only.
          7. A buyer and a seller should agree on a single measurement vendor ahead of time, to make sure all stakeholders avoid costly, labor-intensive, error-prone manual processes of reconciling different sets of viewability numbers.


Millennials prefer TV and feature films when consuming video and watch more music videos and less live sports than any other generation, according to a new report from TiVo. In the company’s Second Annual Millennial Video Entertainment Survey, the study compared Millennial behaviors to those of other generations and covered a range of video activity that included what they were watching, how they were accessing the content and whether their consumption has increased or decreased in the last year. The study found:
          – 68 percent use free streaming sites (ABC.com, CBS.com and YouTube) compared to other generations’ 43 percent.
          – 66 percent reported using SVOD platforms (Netflix, Amazon Instant Video, HBO Go) compared to 44 percent of other generations.
          – Only ten percent watched live sports, a lower percentage than any other generation. Ten percent also reported consuming music videos, which was more than any other generation.
          – A new category, “videos of other people playing video games,” ranked fifth among the millennial chart on type of videos watched in a week (and was only mentioned by Generation X).
TiVo collected the data through an online survey of 3,009 people, ages 13 to 74 years old and between Sept. 26 and Oct. 1.


Ad business management solutions Operative hired Rich Glickman as Executive Vice President and Chief Financial Officer. Prior to Operative, Glickman was Executive Vice President and Chief Financial Officer of Teliris.
Integral Ad Science appointed David Marquard as Director of Product Management, Publisher Products. He was formerly the product manager on Google’s mobile ad platforms.


Check out Cynopsis Digital’s tune-in guide categorized alphabetically by platform or network. Programming includes digital premieres, ongoing shows, live-streamed events and linear TV digital integrated series.

 Click here to view our digital programming guide:



20th Century Fox and the agency Trailer Park are taking a different social strategy approach to promote Liam Neeson’s new Taken 3, by using LinkedIn. The campaign is based on the first Taken film, in which Neeson’s character brags about his “particular set of skills” to his daughter’s kidnappers. Now Neeson is daring the LinkedIn community to enter a contest – with the prize being Neeson himself recording a personal video endorsement of the LinkedIn member’s skills. This is very clever marketing. www.cynopsis.com/#video.

See you tomorrow,
Jessica Reese  @JMarieReese

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