03/14/17: Upcoming Yahoo spinoff company gets CEO; Marissa Mayer gets rosy exit options


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Good morning. It’s Tuesday March 14, 2017 and this is your first early morning digital briefing.


Freemium: Freemium is a pricing strategy in which a service or product – usually a digital offering such as media or gaming – is provided free of charge, but monetary charges apply to certain features, such as the purchase of virtual goods. 


Not too shabby as far worst-case scenarios go. A new regulatory filing from Yahoo reveals that, after the company’s acquisition by Verizon closes, CEO Marissa Mayer will receive about $23 million if she’s fired or leaves for good cause within a year. Also revealed in the filing: Former IAC CFO Thomas McIerney is slated to take over as CEO of Altaba, the spin-off company that will remain behind after Yahoo’s core internet assets get sucked into Verizon. Altaba will consist chiefly of Yahoo’s holdings in Yahoo Japan and Alibaba


As detailed in a report from Adweek, Facebook is getting set to launch a major business-to-business advertising effort. Starting March 16, the social giant will launch a campaign urging marketers to invest more dollars in mobile video ads, and, more generally, to create more ads that are geared toward audiences viewing in a mobile format. “[The B2B campaign is] going to be online, it’s going to be print, it’s going to be out of home, and we’ll use our platforms, which we think are really effective for B-to-B messaging,” Facebook exec Bob Gruters told Adweek. The effort was conceived and created by in-house Facebook marketing team The Guild, as well as by Hello Design, an interactive agency. It will run for two months.
If you want to master the programmatic space, you need to master data, inventory, and measurement. Tomorrow, March 15, AOL, The Weather Company, and MDC’s Assembly will be on-hand to help. You don’t have much time left to register for the new Cynopsis webinar, Programmatic Data & Measurement: New Solutions for TV and Digital. Click here




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is out to turn video viewing into a communal experience. Area 120, one of the tech giant’s R&D units, is rolling out Uptime, a new app that let’s users watch YouTube videos with friends while sharing chat and emojis. The app is best suited to vertical video. For the time being, it’s only available for iOS, and users need an invitation code to gain access. (That code is PIZZA, by the way.) The Verge was the first to report on the new app.




SHAREABLEE SOCIAL TV RATINGS: Top U.S. Streaming Shows Overall by Engagement for the week of March 6-March 12, 2017
Program, Total Actions (000), Total Content, Actions per Post (000), Fans/Followers (000)
1. House of Cards (Netflix) 103, 3, 34, 4344
2. Trailer Park Boys (Netflix) 100, 14, 7, 1994
3. Orange Is the New Black (Netflix) 89, 2, 45, 10289
4. Gilmore Girls (Netflix) 71, 3, 24, 3471
5. Love (Netflix) 62, 55, 1, 1358
6. Degrassi: Next Class(Netflix) 61, 23, 3, 284
7. The Mindy Project (Hulu) 47, 30, 2, 1163
8. VeggieTales (Netflix) 43, 26, 2, 678 
9. Sense8 (Netflix) 34, 2, 17, 1764
10. Grace and Frankie (Netflix) 33, 5, 7, 397
Source: Shareablee Inc. The total actions metric includes the total volume of post-level likes, shares, favorites, retweets and comments. Total content includes all posts, tweets and media posted by each TV property across all platforms. Actions per post metric notes the average e number of actions garnered by each property. Total fans/followers includes Facebook and Twitter and Instagram followers.


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 ListenFirstDigital 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 (3/6/17 – 3/12/17)

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
People & Blogs vertical, based on the engagement metric for the week ending March 12.
Channel (Engagement) / Monthly Views / Total Subs / SlateScore
Jake Paul (9.8) / 88,916,596 / 2,981,654 / 699
RomanAtwoodVlogs (9.8) / 142,911,781 / 11,811,810 / 761
shane (9.7) / 57,003,707 / 9,221,620 / 794
Joey Graceffa (9.5) / 28,124,580 / 7,413,344 / 782
MrMrSnB2 (9.4) / 20,551,052 / 3,414,339 / 709
LubaTV (9.3) / 20,899,208 / 4,008,467 / 735
Adam Saleh Vlogs (9.2) / 31,347,675 / 2,727,534 / 700
Mo Vlogs (9.2) / 57,081,072 / 3,069,184 / 686
Flavia Calina (9.1) / 57,923,263 / 3,379,496 / 731
LosPolinesios (9.1) / 68,605,542 / 5,483,932 / 683
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.
From December 2008 to January 2009, actors Alessandro Juliani and Grace Park appeared in a series of webisodes called The Face of the Enemy. The series took place in the universe of which linear TV series? (Email [email protected] with your answer and be sure to include your name, company, city and state.)
Our Last Trivia Question: Who are the credited co-founders of Instagram? Answer: Kevin Systrom and Mike Krieger. Kudos to Andy Pittman-TAMU/TX, Susan Nessanbaum-Goldberg M and S Entertainment-CA, David Westberg-SAG-AFTRA Federal Credit Union/CA, and Tom Moore-Kalt Productions/CA.


Viacom has promoted Kern Schireson to Chief Data Officer, a newly created position. Schierson previously served as EVP of Data Strategy and Consumer Intelligence, having joined the company in 2014. (He previously worked at Schireson Associates, an analytics firm he founded.) In the new role, Schireson will be tasked with expanding Vantage, Viacom’s data-driven ad platform, across the TV marketplace. He’ll also work to implement new data science strategies at Paramount, and at Viacom’s Events and Consumer Products businesses. He’ll report Viacom CFO Wade Davis.
Digital media company and multi-channel network Studio71 has named a new exec.  Michael Schreiber will serve as the company’s President of Scripted Content, reporting to CEO Reza Izad. In the newly created position, Schreiber will work to develop and produce content for both traditional and streaming media platforms. He joins Studio71 from the TV and film production company Tapestry, where he served as President.
Programmatic TV pioneer Walt Horstman has joined TiVo. Horstman, known as the founder of AudienceExpress (now owned by Comcast), will serve as TiVo’s SVP/GM of Analytics and Advertising. In the new role, Horstman will oversee the data and ad markets that TiVo is involved in creating and influencing. While AudienceExpress worked only with local TV ad inventory, Horstman says he’ll use TiVo’s platform to bring programmatic techniques to national outlets and advertisers. “It’s an exciting opportunity to be moving to the national media providers, and of course, to be expanding into those agencies and marketers, as well,” said Horstman in a briefing.


Sean Carey has left one flix for another. The now-former VP of Global Television at Netflix has joined Iflix, a Malaysia-based digital video startup that just last week raised $90 million in the run-up to its international expansion. At Netflix, Carey was responsible for licensed content, and for co-productions for the Netflix service.


WEBINAR: What You Need to Know Now About the Hottest Social Media Platforms

The rapid-fire pace of the social media landscape (R.I.P., Vine, hello Houseparty) requires an ever-evolving social strategy for networks and brands. But staying on top of social is a real challenge. Music Choice and Octagon will offer insights on new platforms and features programmers and advertisers should be exploring, as well as what social media skills your team should focus on updating.




We all know that an AI computer can win a chess match. But can it master songwriting? From the Wall Street Journal, learn more about computer scientists’ efforts to pull AI into the artistic realm. Watch here.

See you tomorrow,
David Teich

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

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JOB OPENING: DIR, SPORTS & SPECIALS/NBCU/NYC: Responsible for prospecting, targeting, and presenting all Sports & Olympics sales efforts. Min 8yrs of media sales, sponsorship, league/team sales or mktg focusing on client direct relationships. Full info/apply HERE (3/21)

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JOB OPENING: EXECUTIVE ASSISTANT, PROGRAMMING/NYC: Support 3 sr progrmng exec. Generate presentations and spreadsheets for meetings. Coord travel, meetings, exp reports. 5-7 yrs of work exp & BA degree req’d. Flexible hours. Full info/apply HERE (3/18)

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JOB OPENING: DIRECTOR, MEDIA SALES/BRITE MEDIA/NYC: Senior sales role to lead and cultivate programs with brands and agencies. Client and agency relationships – OOH, shopper, multicultural, promotional, sampling experience desired – 7+ years exp. Resume HERE (3/16) 

JOB OPENING: DIRECTOR OF PUBLICITY/TV LAND/LA: Responsible for dvlpng, overseeing, & implementing communications strategies for scripted series P&D. 8+ yrs exp TV comm (preferably scripted) or media relations. Superb writing & excellent verbal & interpersonal skills a must. Full info/apply HERE (3/16)
SR ANALYST, STRATEGIC INSIGHTS/The Weather Channel/Atlanta: Provide analysis and data-driven insights to inform strategy for television and OTT media properties. Occasional travel to ad markets. 2 yrs TV/video research exp. Full info/Apply HERE (3/16)

JOB OPENING: MGR, BRAND MKTG/PROMOTIONS/SYFY/NYC: Ideate & execute on ground consumer promotions, stunts, events & partnerships for Syfy’s original series & brand initiatives. 3-5 year’s experience. Full info/apply HERE (3/16)

JOB OPENING: ENGAGEMENT EDITOR/Consumer Reports/Yonkers NY: Resp for editorial & site copy content that engages & responds to members. Work w/content dvlpmnt team to prod a strategy for dvlpg/integrating interactive content. BA deg w/3+ yrs writer @ fast-paced, news-oriented enviro. Full info/apply HERE (3/16)

JOB OPENING: RESEARCH ANALYST/CBS TELEVISION STATIONS/NYC: Station specialist for assigned CTS Owned mkts. Track daily ratings & analysis. At least 1-2 yrs of local brdcst rsrch exp. Knwldg of Nielsen, Scarborough Prime Lingo and more. Strong MS & orgnztl skills a must. Full info/apply HERE job id 27618 (3/15)

JOB OPENING: NAT’L SALES ASSISTANT/UP/NYC: Provide support to ad sales by working with AEs, Sales Plners & Pricing/Inv to service clients. Work w/agency buyers. Maintain order entry, inventory moves & allocations.Strong organizational skills and attn to detail. Send res: HERE (3/15)

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