02/07/17: Time Inc. launches digital brand for personal finance


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Good morning. It’s Tuesday February 7, 2017 and this is your first early morning digital briefing.


Keyword Stuffing: Keyword stuffing is a search engine optimization (SEO) technique in which the meta tags or content of a webpage are loaded with keywords – often, keywords that have little or nothing to do with the site’s actual content. It’s considered to be a form of web-spam, giving webpages an unfair ranking advantage in search engines. Google, warning against keyword stuffing, encourages webmasters to instead create “useful, information-rich content that uses keywords appropriately and in context.”


Time Inc. announced the launch of Coinage, a new digital video brand covering personal finance. The company says that Coinage will feature 600 short-form videos in 2017, running across 22 Time Inc. sites. The brand’s stated purpose: to “help guide everyday choices consumers make in spending, saving and investing for themselves and their families across all stages of life in a lighthearted and entertaining fashion.” Geico serves as the brand’s primary sponsor.


Xumo, an OTT platform that specializes in streaming content from digital networks to smart TVs, announced a new addition to its lineup. Cheddar, a millennial-oriented financial news network, will be the first network on Xumo to feature daily live shows. Cheddar will broadcast programs from the New York Stock Exchange and the Sprint Flatiron Building Store every weekday, along with an hour of interviews. Xumo is owned by a joint venture of Panasonic and the Time Inc.-owned Viant.


Are You Up On The New Influencer Strategies?
There’s no question influencers can significantly increase awareness when it comes to television. But are you getting all you can out of your brand ambassadors? Have you tracked down the most powerful voices – who are not necessarily the biggest – to champion your content most authentically? Motivate them to create the kind of micro-targeted, customized messages that make a difference?
If the answer is no, then join us on 2/9 to get the answers you need!
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You know the media landscape is changing when an ad-free OTT service succeeds in the linear ad space. According to data from the marketing intelligence company Amobee, Netflix’s Super Bowl ad for Season 2 of Stranger Things generated more online conversation than any other spot during the broadcast. 307 thousand tweets mentioned the ad between 6:30pm and 11:00pm on Super Bowl Sunday, according to Amobee. T-Mobile came in a distant second, garnering 97.7 thousand tweets – less than third of what the Stranger Things ad generated.  Rounding out the top ten are Mr. Clean (80.8K), AirBnB, Coke – (74.5K), Audi (73.1K), Budweiser, (72.2K), 84 Lumber (68K), Guardians of the Galaxy 2 (54.4K), and Intel (27.3K).
The video ad tech company Unruly came at this another way. Judged by number of video shares across Facebook and the blogosphere, Budweiser’s spot topped the list. The  ad, called Born the Hard Way, focused on Adlophus Busch’s journey from Germany to America, and his meeting with fellow immigrant Eberhard Anheuser. (One possible reason for heightened interest in the ad: It generated some headlines in the days before the game, garnering criticism from a certain segment of the political right. Apparently it was too pro-immigrant, or something.) The Budweiser spot nabbed 435,892 shares. That’s far ahead of the Mr. Clean ad ‘Cleaner of Your Dreams,’ which generated 226,767 shares – a distant second. Rounding out the list are AirBnb (155,971), T-Mobile (155,070), Audi (132,606), Avocados from Mexico (103,303), 84 Lumber (67,430), Coca-Cola (62,421), Hyundai (59,679), and Tide (56,884). If you’re wondering why the Stranger Things spot isn’t on this list, it’s because, unlike many other brands, Netflix didn’t make the spot available on digital platforms in the days before the Super Bowl broadcast.
OpenSlate Engagement Data for the
Comedy vertical, based on the engagement metric for the week ending February 5.
Channel (Engagement) / Monthly Views / Total Subs / SlateScore
Luisito Comunica (9.8) / 44,155,881 / 4,303,583 / 767
DalasReview (9.8) / 84,402,498  / 4,242,765 / 757
whinderssonnunes (9.7) / 71,493,414 / 16,780,685 / 734
elrubiusOMG (9.5) / 133,395,351 / 22,973,221 / 778
AuronPlay (9.4) / 32,598,484  / 4,930,617 / 711
RiceGum (9.4) / 32,874,763 / 5,195,484 / 697
h3h3Productions (9.4) / 35,542,581 / 3,284,146 / 694
(9.3) / 43,566,806 / 943,995 / 677
IISuperwomanII (9.2) / 60,674,017 / 11,001,701 / 756
Liza Koshy (9.2) / 83,220,091 / 7,293,282 / 689
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.



Vox Media has named a COO – a newly-created position at the company. The role goes to Trei Brundrett, a Vox vet who’s been with the company for over 10 years, most recently as Chief Product Officer. Vox, whose brands include The Verge, Recode and others, is turning to Brundrett to help expand its native ad offerings and online video audiences. The hire was first reported by Bloomberg.
, an open ad management company for multi-screen campaigns, has appointed Dr. Mark Grether as its new Executive Chairman. Meanwhile, Sizmek announced that President and CEO Neil Nguyen will be leaving the company after working with Grether through a transition period. Grether has a long history in media and ad tech; he co-founded the programmatic advertising company Xaxis in 2011, before which he served as GroupM’s Global Development Director. At Sizmek, he’ll work to oversee strategy and accelerate growth. 
The Interactive Advertising Bureau’s Aussie division has named Jonas Jaanimagi as an Executive Consultant. IAB Australia says that Jaanimagi will provide support for the IAB Technology Council and working groups, among other initiatives. Jaanimagi previously served as Head of Media Strategy and Operations for REA Group from 2013 to 2016. He’s also been on the IAB’s Executive Board since 2012.


One Orange Is the New Black actress is the only performer in history to win an Emmy award in both the Comedy and Drama categories – for the same role. Who is it? (Email trivia@cynopsis.com with your answer and be sure to include your name, company, city and state.)

Our Last Trivia Question: Who are the two credited co-founders of Netflix? (One of them – Netflix’s first CEO – left the company in the early 2000’s. The other one is the current CEO.) Answer: Reed Hastings and Marc Randolph. Kudos to Andy Pittman-TAMU/TX, Susan Nessanbaum-Goldberg-Whose Line Is It Anyway?/Angst Productions/CA, David Westberg-SAG-AFTRA Federal Credit Union/CA, Tom Moore-Kalt Productions/CA, and Mathew Tombers-Intermat, Inc./NY






Just in case you missed that Stranger Things Super Bowl spot that generated so much conversation on social media, you can check it out here. Be warned – it’s brief, and it’ll leave you wanting more. (Which is kind of the point.)

See you tomorrow,
David Teich

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

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JOB OPENING: PUBLICIST/TCM & FILMSTRUCK/Turner/ATL: Generate publicity & network/brand buzz. Pitch & establish relationship w/media; manage media lists, press clips & press site; asst w/network events & on-air shoots. 3+ yrs entertainment and/or film PR exp. Full info/apply: https://www.turnerjobs.com/job/atlanta/publicist/1174/3892753 (2/10)

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JOB OPENING: LEAD GENERATION SPECIALIST/WFAA/Dallas: Inside sales role resp for generating a consistent weekly stream of new qualified prospects at the beginning stage of the sales pipeline for our accnt exec teams to pursue. 1-2 yrs of sales support, inside or outside sales exp. req’d. Resume/cover: [email protected] (2/9)

JOB OPENING: BUSINESS & ECONOMICS ANALYST/SAG-AFTRA/LA: Perform media co/industry trend & financial analysis to support industry negotiations, strategic objectives. 2-3 yrs studio or ad agency exp a must. BA/BS in Bus or Econ & superior writing skills req’d. Full info/apply HERE (2/9)

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)

JOB OPENING: IT/DIGITAL MEDIA MANAGER/NBCU/DC: Must have experience in systems administration, support and upgrades of large scale IT/Broadcast centric technologies, IT based technologies within a 24 hour news production Full info/apply HERE (2/8)

SITUATION WANTED: Researcher with strong storytelling and estimating skills and National/Local (incl Hispanic) experience seeking FT/PT/Temp position in Research or related areas (Programming, Insights, etc). [email protected] (2/8)

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