01/11/17: Yahoo’s remaining business gets name change; CEO Marissa Mayer to leave Board


Good morning. It’s Wednesday January 11, 2017 and this is your first early morning digital briefing.


Microblogging: Microblogging is like blogging, only smaller. (Okay, that was obvious.) Specifically, microblogging refers to the act of making short, frequent message postings, usually on social media sites. Twitter, for instance, is a microblogging platform. 


You may or may not know this, but Verizon never actually agreed to buy all of Yahoo – just its core internet business. What’s left of it, a holding company for Yahoo’s 35% stake in Yahoo Japan and it’s 15% stake in Chinese e-commerce giant Alibaba, was never going to be able to keep the Yahoo name, or all of its leadership. Now we know what some of those changes will look like. The company will be called Altaba. But more significant than the name change is the regime change. The company says that six directors, including long-embattled CEO Marissa Mayer, are stepping down from the company’s board.  They’ll make their resignations official once Verizon’s $4.83 deal to acquire the rest of the company closes. (Assuming it does.)
Unlike its content, Snapchat’s tax bill won’t disappear anytime soon. Snapchat parent Snap Inc. says that’s is making London its primary non-US office, and that it will collect all international revenue through its U.K. business effective immediately. Notably, the social media company – which is by all accounts gearing up for an IPO – is neglecting to go the same route as Apple and other tech companies, which chose to establish their international offices in European countries with far more generous corporate tax codes. As the Wall Street Journal points out, while those arrangements have led to less weighty tax burdens, they’ve also invited scrutiny, criticism, and other problems. (Just ask Apple.) If nothing else, Snap may be generating some favorable headlines right when it needs them the most; it’s previously been reported that its IPO could come as early as March.


Agency personnel – buyers, planners, analysts and directors – are bogged down by outdated tools and tech, says Scott Neslund, EVP of client services at Centro, taking time and focus from strategic and creative aspects of accounts. "Our data found that employees in the digital media space are relying heavily on too many disparate, unconnected systems to get from one step in the campaign process to the next. If you were to ask about the day-to-day lives of digital media operations professionals, they’ll probably tell you that they’re slowed down by complicated, time-consuming, and chaotic workflow." Hear more from Neslund about the problem, and a possible solution, in the new Cynsiders.


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has poured a lot of time and money into digital media over the last year or two. It co-launched multiple OTT services, and just this week partnered with a traditionally digital outlet, The Onion, on a movie development deal. Now the company is putting money into eSports. Lionsgate announced that it has invested an undisclosed amount in eSports team The Immortals. “We’re delighted to be an early mover in a market that has the potential to transform the face of sports entertainment,” said Peter Levin, Lionsgate’s President of Interactive Ventures & Games, in a statement.


Before virtual reality can scale, first consumers have to learn that it exists. According to one study, that’s starting to happen. In a January 2017 survey of 700 U.S. adults, market analysis firm ReportLinker found that 25% of American consumers say they have tried VR. That number is especially remarkable given what a leap it demonstrates; in September, a similar ReportLinker survey found the number to be 5%. 16% of respondents said they were “very familiar” with VR in September; now the number is 31%. Samsung’s Gear VR commands by far the most brand awareness of any headset: 58% of respondents said they’ve heard of it, as compared to 38% in September. The Google Cardboard and Oculus Rift come next, 32% and 31% brand awareness, respectively. Last year the Cardboard commanded 9% awareness, and the Rift 15%. What a difference the holidays make.
To determine the TV ads generating the most digital response, attention analytics company iSpot.tv measures digital actions across Facebook, Twitter, YouTube and all major search engines. Here, a look at the brands that advertised during the Golden Globes.
Meryl Streep’s anti-Trump speech at the 74th Annual Golden Globe Awards generated plenty of reaction during and after the broadcast, but marketers generally emphasized escapism in their commercials. The top 5 brands that advertised during the big show were Volkswagen, Discover Card, L’Oréal Paris Skin Care, Verizon and L’Oreal Paris Cosmetics, in that order, ranked by estimated spend. VW also came out on top in terms of generating the most digital reponse to the ads it aired during the Golden Globes, followed by T-Mobile, TurboTax, Universal Pictures and Discover Card. Volkswagen’s four whimsical ads for its Golf Alltrack struck a chord with viewers by positioning the vehicle as the perfect companion for outdoorsy adventures.”
– iSpot.tv
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).
Streaming 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.


Otter Media, the digital-video joint venture owned by AT&T and the Chernin Group, has a new content exec. Billy Parks has been tapped to serve as EVP of Creative and Content Strategy, a newly created position. He’ll report to Otter President Sarah Harden. Parks previously served at one of Otter’s properties, digital entertainment company Fullscreen Media. At Fullscreen, Parks oversaw strategy, creative, and production for branded content.
Karina Kogan has been hired to serve as SVP of Digital Media and Products for Turner’s TBS and TNT. She joins the network from Participant Media, where she headed up the company’s digital efforts. In her new role, she’ll oversee TNT and TBS’s Atlanta marketing team, as well as the networks’ LA content-marketing team. She’ll also work to help build new digital products across all the networks’ digital platforms. Kogan, based in L.A., will report to Michael Engleman, EVP of Entertainment Marketing and Brand Innovation for TBS and TNT.
Apester, a content platform that helps online publishers create and embed interactive content such as surveys and quizzes, has named two new execs. Remy Wasyluk, previously of Teads, will serve as as Vice President of UK Sales. And Julian Soler, who joins from JUICE Mobile, will serve as Head of Global Marketing. The startup has been quickly moving to staff crucial positions; just last month, Apester hired Charles Gabriel, formerly a high-ranking sales exec at AOL and Maker Studios, as its President.
NBCUniversal’s longtime research chief is stepping down. Alan Wurtzel, whose career in network TV spans over forty years, developed innovations such as NBCU’s Total Audience Measurement Index – one of the TV industry’s first major efforts to gauge the impact of cross-platform viewing. He joined NBC in 1999, having previously served at ABC for 21 years. Wurtzel’s research staff will now report to Jeff Bader, NBC Entertainment’s President of Program Planning, Strategy and Research. And Wurtzel’s program and ad standards group will now report to Mark Lazarus, Chairman of NBC Broadcasting & Sports.


Reid Hoffman co-founded which company? (Email trivia@cynopsis.com with your answer and be sure to include your name, company, city and state.)        
Our Last Trivia Question: Burn Notice star Jeffrey Donovan now stars on what streaming drama series? Answer: Shut Eye. Kudos to Andy Pittman-TAMU/TX, Susan Nessanbaum-Goldberg-M and S Entertainment, Inc./CA, David Westberg-SAG-AFTRA Federal Credit Union/CA, and Anjali Desai-Departure Films/NY


Live video has taken a quantum leap forward in the past year, with a foothold in gaming, sports and awards events, events delivered via live-streaming are attracting increasing ad dollars. If you’re a marketer or content producer planning for 2017 and beyond, you won’t want to miss our 1/31 webinar. Our speakers will share intel about which activations work best and how advertising can augment the business model.
No matter what stage of implementation you’re in, you won’t want to miss the webinar. Register today.



James Corden found tremendous success with his Carpool Karaoke segments. Can comedian Billy Eichner find similar success with the Curbside Conga? Spoiler: No. Still, it’s fun to watch him try. Corden stopped by for a segment on Eichner’s truTV show, Billy on the Street. Check out the clip here.
See you tomorrow,
David Teich

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JOB OPENING: MARKETING MGR/UPTV/ATL: 3+ creative media exp. at cable network. Exp. dev. mkting strategies & creative briefs. Exp. working w/creative agencies and executing campaigns. Must have budget mgt exp. Exp. managing media trafficking for off channel. Send res: [email protected] (1/14)

JOB OPENING: SALES SERVICE REP/Weather Channel/Chicago: Sales service rep looking to grow career and knowledge supporting Account Exec and Dir of Chicago Office. Must have 1+ yrs. current Cable TV media experience to be considered. Go to https://careers.weathergroup.com/ to apply (1/14)

JOB OPENING: DIGITAL MEDIA MANAGER/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] (1/14)

JOB OPENING: DIR, MARKETING & PARTNER INSIGHTS/Viacom/LA: Provide multi-platform rsrch support to Ad Sales, Pricing & Inventory & Mktg. Strong #2 to VP.Outward facing presentation skills & dynamic personality, +8+ yrs related media rsrch exp. Proficiency w/Nielsen based apps a must. Full info/apply HERE (1/13)

JOB OPENING: MGR PARTNERSHIPS MARKETING SERVICES/World Surf League/NYC: Dvlp creative 360 integration ideas and global, regional, and media sales pitches. Mng coord to maintain all materials. 3-5 yrs integrated media/mktg exp. Sports exp a +. Exc PP/key note skills req’d. Resume HERE (1/13)

JOB OPENING: SR PROD ADMIN/GSNTV/Santa Monica: 3+ yrs. prod/finance exp. Coord. of all materials/info. for the prod. of outside prod companies on a ntwrk level. Working knwldg of budgets for non-scripted in studio & field TV pilots. Movie Magic/EP budgeting software training a +. Send res/CL: [email protected] (1/12)

JOB OPENING: SVP CONTENT STRATEGY/Blue 449/NYC: Forge relationships w/key clients, Sr exec acct leads & content practice sister agencies to dvlp our go-to mkt plan, client targets & orgnztnl approach. Great presentation skills, ability to lead room, inspire others & persuade action. Full info/apply HERE (1/12)

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)

JOB OPENING: SALES ASSISTANT/PRICING & INVENTORY ANALYST/ION Media Networks/NYC: Entry level position! Input orders, allocate program titles & process changes. Handle general inventory availability. Associates Degree Req. Exceptional attention to detail required. Apply: [email protected] (1/12)

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