02/22/17: Twitter loses its head of talent partnerships


Good morning. It’s Wednesday February 22, 2017 and this is your first early morning digital briefing.


Brand Advocate: In digital advertising and marketing, a brand advocate is an individual who talks favorably about a product or brand, and passes on positive word-of-mouth about the brand to other people, often on social media. 


Looks like we’ve got a precise number on this now. As previously reported, Verizon and Yahoo have agreed a reduction in the latter’s acquisition price, thanks to revelations that the latter had suffered massive data hacks in 2013 and 2014. But reports varied widely as to just how big the price cut was. Now it’s official: Verizon and Yahoo announced that Verizon will pay $4.48 billion for Yahoo’s core internet business. You may have noticed that that’s quite a lot of money; still, it’s about $350 million less than what the original deal had called for. The acquisition is expected to close in Q2 of this year.


The world’s biggest video giant has volunteered for a Media Rating Council audit. The MRC will audit the way that viewability data for Google’s YouTube is collected by the three independent measurement companies it works with – Integral Ad Science, DoubleVerify, and Moat. The audit is designed to validate whether YouTube’s existing third-party data collection and reporting adheres to the standards set by the MRC and the Interactive Advertising Bureau (IAB). Specifically, the MRC will dig into metrics such as served video impressions, viewable impressions, general invalid traffic across desktop and mobile, and other viewability statistics.
These days, people’s social media newsfeeds host a lot of advertising. But according to a new neuroscience study from the neuro-marketing company Neuro-Insight, ads that are viewed on a publisher’s website may be more effective. Study participants were wired with “neuro-mapping” technology, and were then shown content from Conde Nast, Time Inc., Forbes, and The Atlantic. Neuro-Insight found that test subjects were 16 percent more likely to find web posts engaging or relevant than similar content they saw on social media feeds. The company also found that website ads had a 19 percent greater impact on the rational left side of participants’ brains – possible a sign that the ads are more memorable. Indeed, participants memories of the video ads they saw were more detailed on websites, with eight of ten web ads performing better than in a social media feed. The website ads also had an 8 percent greater impact on the emotional right side of participants brains. You can learn more about the study here.


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The Oculus Rift has a new app, courtesy of Google. Google’s Tilt Brush, a VR app that lets users illustrate complex VR scenery will wearing a headset, cost $30 in the Oculus store. Rift-wearers will use Oculus’s Touch controllers as their drawing tools. The Tilt Brush app had been available for the HTC Vive headset since last April.


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 (2/13/17 – 2/19/17)

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
Food and Cooking vertical, based on the engagement metric for the week ending February 19.
Channel (Engagement) / Monthly Views / Total Subs / SlateScore
SORTEDfood (8.5) / 5,683,890 / 1,711,108 / 633
oblomoff (8.5) / 39,733,800 / 1,590,333 / 655
__ (8.5) / 6,871,440 / 906,651 / 581
__ (8.5) / 10,970,250 / 470,531 / 559
Kabita’s Kitchen (8.4) / 42,744,210 / 883,461 / 558
The Food Ranger (8.4) / 10,572,060 / 480,222 / 558
Quiero Cupcakes! (8.4) / 3,678,900 / 682,334 / 571
Nisha Madhulika (8.3) / 55,029,420 / 1,314,698 / 565
Cookies Cupcakes and Cardio (8.3) / 13,004,220 / 1,994,712 / 579
Munchies (8.3) / 15,875,310 / 1,512,319  / 580
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.
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 TNT’s NBA All-Star Saturday, which includes the Skills Challenge, Three-Point Contest and Slam Dunk Contest.
“This year’s Slam Dunk Contest was a snooze, but brands still cashed in on All-Star Saturday’s big audience as a result of 2016’s exciting battle between Aaron Gordon and Zach LaVine. Nike dunked on 2017’s competition with the inspiring and powerful ‘Equality’ spot, which aired twice during the broadcast. The brand earned 22.5% digital share of voice, the highest percentage of all online activity prompted by ads during the show. LeBron James, Serena Williams and others star in “Equality,” the latest in a string of politically-themed ads by brands. Kia and Oreo were neck and neck behind Nike, in second and third, respectively, in terms of digital SOV. Gatorade and Burger King rounded out the top five.” – iSpot.tv


Most of the items in Cynopsis Digital’s Executive Moves section relate to new hires. But that’s often not the case where Twitter is concerned. The company’s latest departure is Lara Cohen, its Head of Entertainment and Lifestyle Talent Partnerships. “I’ve made the extremely tough decision to move on from Twitter,” she tweeted yesterday. She’d been in charge of Twitter’s efforts to get celebs and public figures, in fields ranging from film and TV to fashion, to use the platform. Cohen’s departure comes at a moment of flux: Reportedly, Twitter is currently folding its media team into its sales division.
BAMTech, the streaming video venture owned by MLB Advanced Media, Disney, and the NHL, has hired a new CEO. The role goes to Michael Paull, who most recently served as Amazon’s VP of Digital Video. BAMTech had previously been overseen by MLB Advanced Media’s CEO, Bob Bowman. But his day-to-day management of BAMTech came to an end after Disney invested in the venture. Paull will start at BAMTech in March, reporting directly to its board.
The cross-device marketing technology firm Tapad has appointed Steffen Svartberg Kristiansen as Head of Nordics. He’ll oversee Tapad’s business in the Nordic region, working out of the company’s recently-established Oslo office. He joins the company from Adform, where he headed up Norwegian operations.


Who plays the title character in Netflix’s Daredevil? Answer: Charlie Cox. Kudos to Andy Pittman-TAMU/TX, Daniel Quiterio-Understood/NY, Susan Nessanbaum-Goldberg-Whose Line Is It Anyway?/Angst Productions/CA, Matthew Willence-ITN Networks/NY, David Westberg-SAG-AFTRA Federal Credit Union/CA, Tom Moore-Kalt Productions/CA, James Solomito-IDG.tv/NY, Anjali Desai-Departure Films/NY, and Elena Chavira-OMD/CA
Follow-up: A far cry from a superhero, Charlie Cox previously played an Irish gangster on an HBO series. Which one? (Email [email protected] with your answer and be sure to include your name, company, city and state.)



TV nets & advertisers alike know branded content is one of the most effective ways to get closer to customers  & it’s also a highly effective solution to TV’s ad-blocking challenge. In this 2/28 webinar, experts from BEN, Discovery Communications, Scripps Networks Interactive, ESPN & The Weather Channel will offer case studies & insights into the kinds of creative, innovative experiences you need to bring to the table to appeal to both your audience & brands.

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A SpaceX rocket recently launched from NASA’s legendary Kennedy Space Center launchpad in Florida. But unlike the Apollo rockets, SpaceX’s machinery can land. From the Wall Street Journal’s YouTube channel, check out an insanely cool video of the event here.

See you tomorrow,
David Teich

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

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