CYNOPSISDIGITAL
02.29.16

Good morning. It’s Monday February 29, 2016, and this is your first early morning digital briefing.

 
Meerkat and Periscope may have arrived early to the live-streaming party, but Facebook is aggressively crashing it. The company has extended personal video live-streaming capabilities to its Android app. (The features debuted for its iOS app in January.) Facebook’s video live-streaming tool is now available in over thirty countries – and will debut in yet more countries within the coming weeks. “We’ve seen that on average people watch a live video more than three times longer when it is live compared to when it is not live,” wrote Facebook execs Vadim Lavrusik and Dave Capra in a blog post.
 
Amazon is giving the ad-supported model a try. The streaming service recently debuted The Fashion Fund, an unscripted series from Conde Nast Entertainment that aired on Ovation before moving to Amazon for season three. As first reported by Re/code, the show is available for free to non-subscribers – so long as they can stomach a few minutes of commercials. It remains to be seen whether Amazon intends to use this model with other shows. “We’re always experimenting on behalf of our customers, including experimenting with ads,” an Amazon spokesperson told Re/code. The spokesperson guaranteed that Prime Video would remain ad-free.
 
 

 
Newsy, the video news service from Scripps, has partnered with the programmatic advertising platform SpotX to manage its ad inventory and programmatic sales on connected TVs. The partnership makes Newsy one of the first programmers to monetize the fourth gen Apple TV’s tvOS operating system.
 
The Internet TV provider FilmOn has partnered with the FM hip-hop station Hot 97. The multi-year deal will see FilmOn live-stream Hot 97’s Summer Jam hip hop festival, which takes place at East Rutherford, NJ’s Metlife Stadium. This year’s fest will be held in June.
 
 

 
The upcoming Star Trek series, set to premiere on CBS before moving exclusively to the CBS All Access SVOD service, has brought some Shatner-era talent on-board. Nicholas Meyer, director of Star Trek II: The Wrath of Khan and Star Trek VI: The Undiscovered Country, will serve as a consulting producer and writer for the new series, set to premiere early next year.
 
Last August, Netflix announced its arrival in Hollywood by leasing 200,000 square feet of the Icon office building at Sunset Bronson Studios. Now, Netflix has gone ahead and leased the remaining 123,000. The Icon property includes a sound stage and production space. Last year, Netflix CFO David Wells called the space the perfect spot “to support our next stage of growth and content creation.” And now it’s all theirs.

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When a digital media company injects native branded content into primetime linear TV, you know you’re in the midst of an advertising revolution. In a partnership with NBC, BuzzFeed has developed branded content for American Express, set to replace about 30 minutes of national ad spots today. The content starts airing during Today, and will continue during Blindspot and The Voice. BuzzFeed will also create shareable content that that will live on the participating shows’ websites and social channels, as well as on BuzzFeed. The partnership will continue across NBC’s digital platforms (including OTT apps), and conclude this Thursday.
 
 

 
Join us at the Top Women in Digital celebratory breakfast on March 24 in NYC, to congratulate your industry peers who excelled in digital content, marketing, advertising, online and social media over the past year. For more information and to register visit: http://www.cynopsis.com/event/2016-twd-event/
 
 

 
A new study from Hub Entertainment Research finds that premium digital video from traditional TV companies is gaining a bigger presence in the market. According to the study, 34% of digital TV viewers would prefer to watch online video from “big media.” Only 14% of those surveyed said they preferred video from independent creators. Respondents who preferred digital video to traditional TV cited the following reasons: shorter content (63%); the content is more creative (62%); the content is more relevant in terms of interest (59%). You can learn more about the study here.

Writing for Variety, Jan Dawson of Jackdaw Research put together an analysis of the state of cord-cutting as we move deeper into 2016 – and throws some cold water on the idea that cord-cutting has diminished in Q1 of 2016. Dawson says that while unexpectedly rosy numbers from Comcast and Time Warner Cable skewed the picture, the true state of play has become clearer now that the rest of the major pay-TV companies have reported their subscriber numbers. Bottom line: The trend toward cord-cutting continues unabated. “The financial impact means a loss of revenue not just for the pay TV providers,” Dawson writes, “but for major cable networks for whom cord-cutting translates directly into a loss of subscribers.” You can check out the article here.
 
 

 
Just how important has native branded content become to publishers’ ad strategies? This should be a clue: BuzzFeed has hired Summer Anne Burton as its new Executive Creative Producer. Burton will be tasked with creating content for brands. She previously worked at the creative unit BuzzFeed BFF, which is devoted to crafting native content for social platforms. “Content by brands can’t just be ‘good branded content,’ but must be as good as anything out there,” wrote Frank Cooper, BuzzFeed‘s CMO and Chief Creative Officer, in a memo provided to Adweek, which first reported the hiring.
 
The digital video producer Zazoom Media Group has hired Greg Morey as its new Executive Vice President of Revenue. He will oversee the development of new monetization platforms, including programmatic insertion of socially-driven content. Morey joins Zazoom from The E.W. Scripps Company, where he served as Vice President of Revenue Development for Newsy, Scripps’ digital news service.
 
AOL recently named Mark Connon as its Global Chief Mobile Officer for AOL platforms and advertising, a newly created position. He previously served as EVP of Platform Business at Millennial Media. In a release, Connon highlighted four key areas that will increasingly be areas of focus for AOL:
– Mobile: “Today, 87% of consumer engagement happens in app – and to be clear, not just one app but across an average of 5 apps per day,” Connon says.
– Video: “Everyone knows the video opportunity; it offers the highest engagement opportunities with consumers. In 2015, video accounted for 55% of the world’s mobile data traffic and is expected to rise to 75% by 2020.”
– Data: “You need access, scale and precision to compete at the highest levels. Brands want to know how they can combine first-party data from world-class media properties with rich third-party data in effective and open environments.”
– Open: “In its simplest definition open means not closed. In media, open means flexibility, control, transparency, free markets, access, scale, and fluidity. Closed means restricted, unaccommodating, regulated, expensive, and biased. The ecosystem is crying out for open.”
 

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Digital advertising was just a small part of the Upfront season. Now, there are multiple digital publishers & networks all vying for a piece of the digital ad revenue pie. Cynopsis NewFronts coverage includes:
-Daily highlights in Cynopsis Digital
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-“Backstage at the Upfronts” eReports
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-Dedicated webpage w/news, press releases & photos
…and more! For advertising info, contact Mike Farina.

 
The Tonight Show with Jimmy Fallon is dominating YouTube like no late-night comedy ever has. The show surpassed the 10-million subscriber mark last week. And apparently, when you clear that mark, YouTube gives you a very heavy trophy, as you see in this Tonight Show clip – here.

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