01/10/17: Facebook to begin testing mid-video ads

CYNOPSISDIGITAL
01.10.17

Good morning. It’s Tuesday January 10, 2017 and this is your first early morning digital briefing.

TODAY’S CODEBREAKER

Filter Bubble: The term filter bubble is used to describe a phenomenon that sometimes takes place when a website algorithm selectively guesses what information users would like to see based on information about the them (such as location, past click behavior and search history, etc.). As a result, the users become cut off from information that disagrees with their viewpoints. The ‘filter bubble’ phenomenon can effectively isolate web users within their own ideological or cultural bubbles.

TOP NEWS

Stop the presses – The Onion has gone Hollywood, inking a three-movie deal with Lionsgate. While the satirical news brand has ventured into TV and video in the past, this is its first foray into film. Under the deal with Lionsgate, Onion production arm Onion Studios will team up with production company Serious Business (Comedy Central’s @Midnight) develop films through 2018. “With the help of Serious Business and Lionsgate, we’ll make room on our award shelf for some Oscars,” said Onion Studios VP Kyle Ryan in a statement. “To the basement you go, Pulitzers.” Onion parent Onion Inc. has counted Univision as a significant minority investor since last year.

For the first time, Facebook is moving aggressively to monetize video. As first reported by Recode, the social giant has told ad agencies and publishers that it’s preparing to test “mid-roll” ads on videos from select publishers. The mid-video ads can interrupt videos after users have watched them for a minimum of twenty seconds. Videos also have to be at least 90 seconds long to qualify for mid-roll placements. Meanwhile, Marketing Land reports that Facebook’s mid-roll ads placements will have to clock in at fifteen seconds or less. Facebook will sell the inventory itself. The company reportedly informed publishers that they’ll get 55 percent of the mid-roll ad revenue compared to Facebook’s 45% – the same rev-share deal offered by YouTube. Facebook has also been testing mid-roll video ads in its live video product since last summer.

Speaking of live video, it’s becoming an increasingly crucial tool for media professionals of all stripes. To learn more about it – and, most importantly, how to monetize it – register to attend the Cynopsis Live Video Webinar on January 31. Just click here.

ADVERTISING

Video advertising platform VideoAmp announced a new partnership with Immersv, a marketing platform specializing in virtual reality and 360-degree video. Under the new pact, VideoAmp will be able to provide access to 360-degree video ad inventory through VR headsets, running targeted campaigns across Immersv’s mobile VR advertising platform.

A CYNOPSIS MESSAGE

WOMEN IN DIGITAL – THIS ONE IS FOR YOU!

The deadline for our third annual Top Women in Digital Awards is TODAY at 11:59PM. Don’t miss the chance to recognize your colleagues… or feel free to submit yourself!

Complete your nomination here: http://www.cynopsis.com/event/2017-top-women-awards/.

CYNOPSIS SALARY SURVEY

Did you get a bonus this year – and if so, how did it compare to your peers’? The new Cynopsis Salary Survey compares pay, hours, job satisfaction and more in different segments of the media industry, and sometimes the differences were striking. The average “something extra” for the 47 percent of people in Buying & Planning jobs who got bonuses averaged $8500, versus an $21,000 bonus for 75 percent of employees in Sales & Distribution, and $13,500 for the 63 percent receiving bonuses in Research. See where you fall in the salary spectrum here: http://ht.ly/a4sJ307gpi2.

RESEARCH

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 capture organic actions that are largely unaffected by paid media. Programs that surface on the TVI leaderboards are the most hashtagged on Facebook, Twitter, Google+, and Tumblr, as well as most searched for on Wikipedia (used as a proxy for organic search volume).

All Series (1/2/16 – 1/8/16)

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, Twitter, 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 January 8.
Channel (Engagement) / Monthly Views / Total Subs / SlateScore
Wylsacom (9.1) / 24,426,476 / 2,507,546 / 693
Unbox Therapy (9.1) / 62,707,759 / 7,083,983 / 733
Marques Brownlee (8.9) / 18,203,634 / 4,180,492 / 679
LinusTechTips (8.9) / 45,872,461 / 3,504,388 / 733
TechSmartt (8.8) / 10,661,884 / 1,747,978 / 660
CrazyRussianHacker (8.8) / 57,648,340 / 9,344,361 / 682
BuzzFeedBlue (8.7) / 65,593,207 / 5,067,810 / 672
Computing Forever (8.5) / 2,244,000 / 192,008 / 563
Flossy Carter (8.5) / 3,059,745 / 550,292 / 566
Mrwhosetheboss (8.5) / 4,224,776 / 341,054 / 556
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 OpenSlateEngagement 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.

Yahoo Finance has reported that Brick and Mortar retail stores like JC Penney, Sears and Macy’s were taking a hit with online holiday shopping options like Amazon and Jet.com. As the holiday season kicked off, MediaRadar, the ad sales intelligence company that tracks how ad dollars are spent, took a look at the advertising of eight large retailers. MediaRadar, which shared its data with Cynopsis Digital, found that only Target increased its advertising in print, online and TV from October – November 2016 vs. the same time last year.
– Target’s estimated TV spend was $103mm during this two month period. This represents a 54% increase over last year. They also increased their online ad placements by 161% YOY.
– In the last ten years, the market value of Sear’s has dropped 95%; the company’s struggle was apparent this holiday season. During October and November of 2016, Sears print advertising decreased slightly (5%) from last year. Their TV and online investments are down significantly 53% and 72% respectively.
– JC Penney increased their TV advertising investment this by 49%. From October – November of 2016 they spent an estimated $54mm. Also, out of all the retailers, MediaRadar reviewed, JC Penney invests the least in online, and even decreased their online placement score by 7% year-over-year.
– Kohl’s, which targets a similar buyer as JC Penney, had also adjusted their strategy during this past holiday season; they increased their print advertising during this time by 59% YOY. Most of this increase came from advertisements inserted into regional newspapers.
– Walmart announced its acquisition of Jet.com in August of 2016. As the holiday season kicked off, there is an apparent shift in advertising strategy. From October – November 2015, Jet.com invested in national TV advertising. This season, however, they decreased their national TV presence to virtually nothing and had kicked up their online ad placement considerably – over 25000%!!! This was by far the largest investment in online advertising from any of the retailers MediaRadar looked at, including Amazon.
– As the 2016 holiday season kicked off, Amazon made a huge push on TV. They spent over $135mm on national TV spots; this is a 76% increase over last year during the same time. It is also the largest national TV investment made by any of the retailers MediaRadar reviewed, an estimated $16 million more than #2 Walmart. To compliment the TV push, Amazon also increased their online placement score by 224% YOY.

EXECUTIVE MOVES

21st Century Fox has named Liba Wenig Rubenstein as its new SVP of Social Impact. Rubenstein joins the company from Yahoo’s Tumblr, where she served as Director of Social Impact and Public Policy. At 21st Century Fox, Rubenstein will oversee pro-social programming initiatives and commitments. She’ll be based in L.A., reporting to EVP and Chief Communications Officer Julie Henderson.

TRIVIA

Burn Notice star Jeffrey Donovan now stars on what streaming drama series? (Email trivia @cynopsis.com with your answer and be sure to include your name, company, city and state.)

Our Last Trivia Question: Aside from comedian Bill Burr, who’s the other co-creator of the Netflix animated series F Is for Family? Answer: Michael Price, who’s also a longtime writer for The Simpsons. Kudos to Andy Pittman-TAMU/TX, Susan Nessanbaum-Goldberg-M and S Entertainment, Inc./CA, David Westberg-SAG-AFTRA Federal Credit Union/CA, and Tim Booth-Discovery Channel/MD

A CYNOPSIS MESSAGE

CYNOPSIS RATINGS MASTER CLASS – 1/25 // REGISTER
(sponsored by Nielsen)

Cross-platform Ratings: Bridging the Digital Divide (Sessions 1 & 2)
Total audience measurement tools are here, including measurement of viewing across linear, VOD, DVR, mobile, connected TV devices & tablets. Plus, Marketers aren’t just looking for age/gender – they’re aiming for specific targets & want you to find and measure them.

During these sessions, you’ll learn:
-How this new data set work for you
-How digital content ratings differ from total content ratings
-Methods for using data science to reach a specific audience

DIGITAL SPOTLIGHT

Nowadays, TV broadcasts don’t end with the TV broadcast. Golden Globes host Jimmy Fallon has taken to Snapchat with a behind-the-scenes look at the making of the awards show. Called Behind the Scenes with Fallon, the special was produced exclusively for the app. It’s available now; you can check out a quick sneak peek here.

See you tomorrow,
David Teich
01.10.17

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

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JOB OPENING: SR COORDINATOR INTEGRATED SALES MARKETING/ION Media Networks/NYC: Assist in development & execution of integrated client solutions; coordinating, scheduling, reports, RFPs. BS/BA degree. 2+ yrs Marketing experience. Strong communication skills req. Apply: [email protected] (1/12)

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JOB OPENING: DIGITAL MEDIA MGR/CSI Sports/NYC: Manage digital asset distribution. Be integrally involved with expansion of digital products and social media initiatives on global scale. Passion for sports. Strong writing skills. 7+yrs exp req’d. APP and CMS skills required. cvr/res to Rose: [email protected] (1/11)

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