02/03/17: Snapchat files for IPO; reveals massive growth (and losses)


Good morning. It’s Friday February 3, 2017 and this is your first early morning digital briefing.


Media Vehicle: The phrase media vehicle refers to the actual media in which an advertisement or media activity will take place. This stands in contrast to “media type,” which simply refers to a category of media – i.e., TV, online display, etc. So if the media type is native digital advertising, the media vehicle would be the specific site – i.e., BuzzFeed or, well… yeah, probably BuzzFeed.


Amazon’s latest earnings report had both good and bad news. The e-commerce giant’s profits skyrocketed in Q4 of 2016, rising by 55%. (Not surprising, that being the holiday season and all.) For the December quarter, Amazon’s profits rose to $749 million. That’s up from $482 million a year prior. Amazon has now been profitable for seven straight quarters. But the company’s total sales still came in shy of Wall Street’s expectations: $43.74 billion, compared to analysts’ prediction of $44.68 billion. For the current quarter, Amazon projected operating income between $250 and $900 million. That was also below Wall Street’s expectations; the number was $1.1 billion a year ago. Amazon was quick to tout the growth of its Prime membership program, saying that user consumption of video, book and music content more than doubled in 2016. (They didn’t provide any other details on that front.) On the whole, Wall Street reacted unfavorably to the report: Amazon’s shares fell by over three percent in after-hours trading.
It’s official: Snapchat parent Snap Inc. has filed for its IPO. And in doing so, the company revealed a lot of hitherto confidential financials. Last year, Snap took in $404.5 million in revenue – a huge leap from its $58 million in revenue a year prior. But its losses also skyrocketed: The company recorded a net loss of $514.6 million in 2016, according to its SEC filing. In 2015, its net losses amounted to $372.9 million. One other tidbit: Snapchat had 158 million daily active users in Q4 of 2016, a 48% year-over-year increase. The company expects to raise much as $3 billion in the IPO, which will reportedly value Snap at over $25 billion.   


Network with the 2017 Buyers & Planners!

You’ll have the opportunity to mingle with the industry’s top advertising talent who are being celebrated at the inaugural Cynopsis Buyers & Planners Awards on February 7 in NYC. These pros are being recognized for their incredible contributions across broadcast, cable and digital platforms. See who made the cut here.



According to the latest forecast from BIA/Kelsey, local video ad spending is set to keep growing at a rapid rate. The media analyst projects that video ads targeting local audiences will grow by $5 billion by 2021, sitting at $37.6 billion total. BIA/Kelsey says that the growth will be primarily driven by local TV and digital advertising. Still, the report says that digital growth could be hindered a bit if programmatic advertising becomes a bigger factor for broadcast and pay TV providers, which could divert a higher percentage of video advertising to linear platforms.


Old media, meet new media. The New York Times will soon get its own spot on Discover, Snapchat’s platform for publisher-controlled channels. The Times’ Discover channel will be available to users in the U.S., Canada and Australia. It’ll be based on the TimesMorning Briefing figure, with new editions published Monday through Friday. The Times hasn’t said just when it’ll launch on Discover. The Discover platform already has over 30 media partners.


PlayStation Vue, Sony’s online TV service, announced that it’s added several new local CBS channels. The new additions range from Dayton, Ohio’s WHIO TV to Amarillo, Texas’s News Channel 10. There are 27 new editions in total. PS Vue has also added a number of other local CBS broadcast channels in the past several weeks, including CBS affiliates such as Meredith Corp., Cox Media Group Television and others.


Well that’s something at least. Scout Media, the multichannel sports video company that filed for bankruptcy in December of 2015, was just snatched up by CBS for $9.5 million. CBS was the only bidder. Scout was previously owned by North American Membership Group and, before that, by Fox Sports. Scout.com will now be a CBS Sports Digital property. CBS says that Scout will focus on sports teams and recruiting coverage.


Redbox has named a new exec. Ash Eldifrawi will serve as Chief Marketing and Customer Experience Officer.  He most recently served as Chief Commercial Officer at Gogo. Redbox is best known for its DVD and video game rental kiosks. But since last year, it’s reportedly been testing Redbox Digital, a transactional VOD platform.
, a company specializing in location intelligence, has named Michael Della Penna as its new EVP of Growth and Strategic Partnerships. In the new role, Della Penna will work to accelerate Cubeiq’s growth plan and strategy. A longtime tech adviser and investor, Della Pena will also retain his role as an early-stage investor in the company. He’s previously held positions at Oracle Marketing Cloud and Responsys, among other companies.




The company name Yahoo is actually a backronym (i.e., every letter in “Yahoo” stands for a word). So what does “Yahoo” stand for?(Email trivia@cynopsis.com with your answer and be sure to include your name, company, city and state.)


Our Last Trivia Question: What gaming company owned a majority stake in Major League Baseball’s Seattle Mariners until it sold most of its shares last year? Answer: Nintendo (specifically, its North American subsidiary Nintendo of America). Kudos to Travis Wacker-ESPN Milwaukee/WI, Susan Nessanbaum-Goldberg/Whose Line Is It Anyway?/Angsty Productions/CA, Tom Moore-Kalt Productions/CA, and David Westberg-SAG-AFTRA Federal Credit Union/CA


New Methods to Use Influencers to Reach
& Engage Your Target Audience

Innovative marketers are upping their investment in a powerful approach that overcomes both fraud & consumer skepticism around advertising: influencers. While working with ambassadors is not necessarily new, the tactics & approaches in teaming up with them most effectively are. Join the 2/9 webinar to hear from DS Simon, Food Network & Cooking Channel, VaynerMedia & House Party Inc. on the latest methods to align yourself with these connection creators.



Imperial Dreams, a new original film about a father’s struggles to build a better life for his son, debuts on Netflix today. The reviews that have trickled out so far have been positive – you can check out the trailer here.

See you Monday,
David Teich

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

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JOB OPENING: PUBLIC RELATIONS MGR/Weigel NTWRKS/CHI: PR mngr responsible for creating greater nat’l awareness of the Weigel Ntwrk brands. 5+ yrs exp, bach deg. Exp w/Prgm grps, Station Grps and/or Studio pref’d Apply HERE (2/8)

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JOB OPENING: MEDIA ACCOUNT MGR/Anchor Media Services/Suffern NY: 3-5 yr media planning. Manage & work w/clients, develop plans/strategy, campaign analysis, tactical changes, digital a +, strong comm skills, PPT Excel AdIntel MRI exp, send CV/resume: HERE (2/7)

JOB OPENING: COORD ON-AIR PROMO SCHED/CMT/Nashville: Help strategize/schedule show promos to maximize/drive viewership. BS or BA deg related field (broadcasting, comms, PR, advertising. Prior exp working in promotions scheduling capacity for a cable or ntwk is highly desired. Full info/apply HERE (2/7)

JOB OPENING: SR CONTENT ACQUISITION MGR/beIN SPORTS USA/Miami: Focus on strategically growing viewership & expanding rev. Support Dir of Bus Dvlpmt/Strategy & help execute strategy for content acquisition & rights management . 7+ yrs exp licensing &/or bus. dvlpmnt in sports media ind. Resume HERE (2/7)

JOB OPENING: COORDINATOR, JOB SHARE RETAIL DVLPMNT/NICKELODEON/Minneapolis MN: 3 days/wk. Share responsibilities of position with existing Coordinator. Independent self-starter. BA Deg & 2+ yrs experience in sales, marketing, or retail. Res/cover here: [email protected] (2/7)

JOB OPENING: DIR, CO-PRODS & ACQUISITIONS/Lifetime/NY: Manage the development & production of original films & int’l co-prods at both series & film level. 5+ yrs exp at a network, studio or Prod Co focused on scripted prgmng. Apply: www.aenetworks.com/career.html (2/7)

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