03/22/16: NBCU launches branded content studio; E! launches live Facebook talk show; Amazon lands Doctor Who streaming rights



CYNOPSISDIGITAL
03.22.16

Good morning. It’s Tuesday March 22, 2016, and this is your first early morning digital briefing.

TOP NEWS

 
NBCUniversal
is dramatically ramping up its efforts in the branded content game. The company has launched the NBCU Content Studio, a new creative unit aimed at developing and producing original content for NBCU’s advertising partners. NBCU exec Wendy Wildfeuer (new title: SVP, The Content Studio) will run the studio, overseeing a staff of one dozen. The Studio’s content will run on NBCU platforms, as well as on clients’ retail channels, apps, and mobile sites.
 
Next up for the Facebook Live platform: talk shows. The social media giant has partnered with NBCUniversal’s E! network. Starting yesterday, E!’s Facebook page began hosting Live From E!, a new gossip and news series. Episodes, shot on an Apple iPhone 6s Plus smartphone and running 15-20 minutes in length, will air each weekday at 12:30pm. 
 
The Doctor is in – but you’ll need a subscription to see him. Amazon Prime has pacted with BBC Worldwide North America to become the exclusive U.S. subscription home for Doctor Who. Netflix had previously held the streaming rights, but they lapsed on February 1. The first eight seasons, along with all holiday special episodes, will debut on Amazon March 27.
 
 

NEW PROGRAMMING + DEALS

 
More from Amazon: the company is partnering with NFL Films to release All or Nothing, a new docu-series focusing on the Arizona Cardinals 2015-2016 season. (Spoiler: Their season didn’t end up in the “All” column.) The series, consisting of eight hour-long episodes, will debut this summer for Amazon Prime subs.

 

Episodes of Kabaneri of the Iron Fortress, an upcoming anime series from the Japanese network Fuji TV, will be available on Amazon Prime come April 7. Episodes will debut exclusively on Amazon’s streaming service; they’ll subsequently be broadcast for terrestrial TV.


A CYNOPSIS MESSAGE


Cynopsis Digital Programmatic TV Summit – SOLD OUT!

We’ve put together an outstanding program with top-rate speakers from companies such as AOL, Xaxis, Dentsu Aegis, ANA, TiVo, and look forward to hosting a packed, sold-out room this Thursday, March 24!

Questions? Contact Sarah Martinez.

Sponsored by The Trade Desk



 

PLATFORMS + TECH

 
When Apple champions its latest OS upgrades, it sometimes feels like the company is making too much of incremental changes. Not so this time around: The industry consensus is that the Apple TV’s new tvOS 9.2 update features some significant improvements. Those changes include Siri voice dictation, a new Podcasts app, an iCloud Photo Library, support for Bluetooth keyboards, and the ability to organize your apps inside folders.
 
The African American-oriented network Bounce TV announced the launch of its new mobile app. The app allows free access to much of Bounce TV’s programming, including full seasons of the network’s original series. It’s available for both iOS and Android.
 
Amazon is now selling phone, Internet, and TV service for Comcast. Same as if you were buying a coffeemaker, you just click the right Amazon product page and go about your purchase. But instead of settling on shipping details, customers organize a time to get the service installed. There’s truly nothing you can’t buy on Amazon.
 
 

SOCIAL MEDIA

 
truTV
is a thing. No, really. In fact, that’s the very premise of their latest March Madness social media campaign. The #truTVisAThing campaign debuted last week, tied to the network’s exclusive airings of the tourney’s First Four games. The humorous, self-deprecating campaign – a follow-up on last year’s similar “#HaveUFoundtruTV” campaign – has garnered over 270 million impressions since launch, according to the network. The network also says that the number of mentions of #truTVisAThing and truTV-branded keywords is up 260% over last year’s campaign. “We made a conscious decision to run the #truTVisAThing spots featuring our talent during and between the games in favor of straight up tune-in promos, knowing that the best way to capture the interest of the huge number of March Madness fans coming to truTV would be to use our brand voice – one that is naturally comedic, irreverent, smart and relatable,” Puja Vohra, truTV’s EVP of Marketing and Digital, told Cynopsis Digital.
 
 

ADVERTISING

 
The digital ad-buying platform Centro announced new capabilities enabling political ad-buyers to automate their U.S. purchases. The new Centro Brand Exchange, an invite-only ad marketplace of journalistic sites, allows campaigns and advertisers to reach “Liberal,” “Conservative,” and “Political Enthusiast” audiences across curated publishers. “The ability to maximize the effectiveness of ad spend and minimize waste through targeting is one of the reasons we’re seeing increased digital budgets from political campaigns this year,” Grace Briscoe, Centro’s VP of Candidates and Causes, told Cynopsis Digital. “Programmatic buying makes it possible for campaigns to target specific groups – such as voters who are loyal to their respective parties, voters who are likely undecided, or voters who feel strongly about an individual issue.”
 
GroupM, the media investment group created by WPP, announced the launch of LIVE Panel, a new solution designed to connect WPP’s data assets with GroupM’s media-buying agencies (particularly Kantar and Lightspeed). According to the company, Live Panel delivers actionable insights to help global and local campaigns make informed media decisions. “This will create what we call ‘data symmetry,’” Harvey Goldhersz, CEO of GroupM Analytics, said in a phone conversation with Cynopsis Digital. “That’s the the ability to have an organized and somewhat standardized way of looking at data, collecting it, and evaluating success for our client’s campaigns.”
 
 

RESEARCH

 
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 are the purest form of showing interest digitally, since they’re organic actions that are largely unaffected by paid media. Programs that surface on the TVI leaderboards are the most hashtagged on Facebook, Google+, and Tumblr, as well as most searched for on Wikipedia (used as a proxy for organic search volume).
 
All Series (3/14/16 – 3/20/16)

[]   
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, 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 Science & Technology Vertical, based on the engagement metric for the week ending 3/20.
Channel (Engagement) / Monthly Views / Total Subs / SlateScore
LinusTechTips (9.1) / 25,057,530 / 2,487,297 / 738
contentegamer (8.7) / 9,911,730 / 535,677 / 645
baixaki (8.6) / 13,360,560 / 2,010,986 / 722
techrax (8.6) / 54,578,400 / 3,819,998 / 642
buzzfeedblue (8.6) / 81,160,260 / 3,947,007 / 672
marquesbrownlee (8.6) / 15,449,370 / 3,352,152 / 674
fotosua (8.5) / 3,116,700 / 320,544 / 674
barnacules1 (8.5) / 2,378,700 / 664,586 / 583
roydroider (8.5) / 3,033,270 / 497,572  / 608
Wylsacom (8.5) / 16,703,850 / 1,404,777 / 663
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.
 
The marketing agency ZenithOptimedia projects that total digital advertising in 2016 is set to see a 15.7% increase over 2015. If the same pace of growth continues, digital spending would overtake TV spending in 2017. You can check out the full report here.
 


A CYNOPSIS MESSAGE


Cynopsis Media Presents:
Primetime Emmy Awards: Before the Ballot Special eReports
A multi-part series publishing from May – June

Cynopsis handicaps the major Categories before Nominees are determined.
Actor/Actress, Non-Fiction Specials & Series, Reality Host/Competition/Program, Comedy, Drama, PLUS the new Short Form category.

Space is limited
To advertise contact Mike Farina – [email protected], 203.218.6480



 

DIGITAL SPOTLIGHT

 
Okay, now this is just bonkers. A team of researchers has published a paper discussing Face2Face, a new technology that allows individuals to transpose their own facial expressions onto the faces of people in YouTube videos, all in real time. Check out a video demonstration here

See you tomorrow,
David Teich
03.22.16

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

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JOB OPENING: VP, MARKETING & COMMUNICATIONS/OLYMPUSAT/FL: Develop & execute market strategy across all platforms. Min 10 yrs exp with network/TV required, Hispanic, US multicultural and int. mkt preferred. Must be bilingual (Eng/Spanish)with proven track record. Full info/apply HERE (3/23)

JOB OPENING: DIRECTOR SPONSORSHIPS/The Paley Center for Media/NYC: Secures sponsorship, mktg. and media partnerships by qualifying sales leads.Sells new project ideas to clients. 8+ yrs sponsorship sales exp req. Email resume to [email protected] (3/23)

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JOB OPENING: DIR./SR. DIR., ADV. ANALYTICS & DATA STRAT/A+E Networks/NY: Evaluate methodologies, data quality & best analytics practices that will help advance A+E Networks data capabilities on both traditional TV & cross platform sides of our business. Full Info/Apply HERE (3/23)

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