04/29/24: Cynopsis Media Tech Update

Medias First Morning Read
Monday April 29, 2024

The FCC voted last week to adopt an order that would restore net neutrality rules adopted in 2015, then overturned in 2017 by the Trump administration, that reclassifies broadband as a telecommunications service and gives the FCC regulatory oversight of internet providers. “Broadband is now an essential service. Essential services — the ones we count on in every aspect of modern life — have some basic oversight,” said Rosenworcel last week. “This is common sense. But in a world where up is down and down is up, the last FCC threw this authority away and decided broadband needed no supervision.” Net neutrality rules prohibit internet service providers from blocking or degrading access to users.

Don’t believe what you read, said ByteDance. A report that the Chinese-owned company is considering selling its majority stake in TikTok is “untrue, according to ByteDance. The Information reported ByteDance could make the move in response to a US law calling for a ban on the popular platform should it remain in ByteDance’s hands. Instead, ByteDance has said it will challenge the new law on First Amendment grounds.

Citing “ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers,” Google has once again delayed its elimination of third-party browser cookies, which had been set to take place at the end of the year. The phase-out is now slated for 2025, if Google receives approvals from the UK’s Competition and Markets Authority and Information Commissioner’s Office. “This will allow time to assess the results of industry tests and resolve remaining issues,” said a spokesperson for the CMA.

Five television stations serving the Portland Maine market have begun broadcasting with NextGen TV, a new digital broadcast technology. Based on the same fundamental technology as the Internet and digital apps, NextGen TV can support a wide range of features that are currently in development. In addition to providing a new, improved way for broadcasters to reach viewers with advanced emergency alerts, NextGen TV features video with brilliant color, sharper images and deeper contrast to create a more life-like experience, along with movie theater-quality sound. Powered by ATSC 3.0, NextGen TV features will vary by device and station as broadcasters roll out service across the country. The launch includes WMTW (ABC), WGME-TV (CBS), WPFO (FOX), WMEA-TV (Maine Public) and WCBB (PBS).

Video software provider Synamedia announced that Televisa, the Mexican telecommunications and broadcasting company, has chosen Synamedia as its partner for an overhaul of its broadcast distribution. Televisa is leveraging Synamedia’s Media Edge Gateway and PowerVu throughout its nationwide network, spanning 180 stations across the country, to increase video distribution, processing and delivery agility.

MEASUREMENT

Integral Ad Science has earned Media Rating Council accreditation for its sophisticated invalid traffic (SIVT) filtration for the CTV environment. “This accreditation marks our continued commitment to transparency and quality in the CTV space and further demonstrates our position as a leader in providing accredited products and services to our clients,” said Kevin Alvero, IAS Chief Compliance Officer. “As marketers allocate increased spend towards CTV and OTT to reach audiences, it is increasingly important to ensure these environments are protected from fraud.” The accreditation covers IAS’s SIVT filtration and reporting in CTV environments as applied to video impressions, viewable impressions, and related viewability metrics.

DoubleVerify has received MRC accreditation for Video Viewable Impressions and related viewability metrics in the CTV environment. This accreditation expands DV’s MRC accreditations for its CTV pre-bid data segments to include property-level brand suitability, contextual and Fully On-screen segments. “This new accreditation further expands our extensive MRC accreditations across DV’s industry-leading pre- and post-bid CTV solution to give global advertisers greater clarity and confidence in their premium CTV investments, “said Mark Zagorski, CEO of DoubleVerify.

GroupM has teamed with consumer-purchase behavior data provider NCSolutions to enable GroupM agencies and clients to plan, buy and optimize campaigns based on identifying new buyers explicitly. The deal, exclusive to GroupM through the end of 2024, will integrate the NCSolutions data within GroupM data management unit Choreograph.

EARNINGS

YouTube reported $8.1 billion in ad sales in 1Q24, up 21% year over year and its highest first quarter tally ever. Parent company Alphabet reported revenue of $80.54 billion, up 15%, and net income of $23.66 billion, up 57%, enough to easily beat analysts’ expectations.

ARTIFICIAL INTELLIGENCE

Microsoft has introduced Phi-3 Mini, a cost-effective, small AI model that can perform tasks such as content creation and create social media posts while using smaller amounts of data. The company also announced a partnership with Cognizant to expand the adoption of generative AI solutions by enterprises, aiming to make Microsoft’s Copilots available to millions of users.

AI-powered programmatic platform Axis and Lemma, an omnichannel SSP for emerging formats, have formed a strategic partnership to provide enhanced solutions for advertisers and brands. The collaboration will provide Axis’ demand-side partners access to a wider array of sources and opportunities, qualitative geographical targeting, and a more diverse range of ad formats.

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CONTACT ALBERT NASSOUR, EXECUTIVE DIRECTOR OF SALES

ADVERTISING

Warner Bros. Discovery introduced Olli, its proprietary first-party data platform fusing data, audience intelligence and ad tech solutions. Olli powers WBD’s new, converged Data-Driven Video offering, which can identify one audience across all endpoints, and allows clients to exclude heavy linear TV viewers early in the planning process, then redistribute the focus to balance the target audience across WBD’s linear and digital platforms. Additional efficiencies include in-flight optimizations. “With the introduction of Olli and Data-Driven Video, Warner Bros. Discovery offers a transformative approach to how media strategies are crafted and executed. Our goal is to ensure that every connection between brand and audience is reached in the most efficient and effective way across our vast expanse of digital and traditional platforms,” said Ryan Gould, Head of Digital Ad Sales, WBD. The company is currently partnering with OMG, RPA and Wayfair, among others; IPG Mediabrands will begin testing in the third quarter.

Consumers were 5% more engaged with QSR ads on linear than streaming, according to a report from EDO focused on Convergent TV outcomes. The data also showed that 83% of QSR ad exposures were on linear, while 17% were on streaming. Other findings include:
· QSR brands that generated the biggest spikes in streaming ad effectiveness as compared to their own linear TV ad performance in Q1 include McDonald’s (+66% more effective on streaming as compared to McDonald’s average linear TV ad performance), Starbucks (+47%), Chick-fil-A (+32%), Carl’s Jr. (+29%) and Zaxby’s Restaurant (+28%).
· TV viewers in Kansas were most engaged with QSR ads on Convergent TV. QSR ads in Kansas were 20% more effective as compared to the US average in Q1, followed by California (+18%), Tennessee (+17%), Arkansas (+9%), and Connecticut (+9%).
· Men 65+ were the most engaged demographic with QSR ads on both linear and streaming TV in Q1. The demo was +114% more likely to engage with streaming QSR ads in Q1 as compared to the QSR streaming average, and +35% more likely to engage with linear QSR ads as compared to the QSR linear average.

Mundo Hispano Digital, the parent company of MundoNow.com, announced the launch of advertising product, MundoNow Connect, aimed at delivering more immersive advertising experiences to brands, with accurate targeting. MundoNow Connect leverages its technology and MundoNow’s Hispanic first-party data to match those on MundoNow’s digital platform to CTV platforms, creating the foundational audience which powers MundoNow Connect. “MundoNow Connect provides reach and scale for brands seeking CTV inventory against content that Latinos actually watch, rather than unwatched content with inaccurate targeting,” said Rene Alegria, President and CEO of MundoNow.

Advertising platform StackAdapt has joined HubSpot’s App Partner Program through a certified integration that simplifies audience syncing, boosting campaign efficiency by eliminating manual uploads. When users update their CRM in HubSpot, they can create custom segments using their contact lists, which will be automatically updated in StackAdapt to ensure users leverage the most up-to-date audiences when targeting their acquisition, loyalty and retention campaigns.

STREAMING

Prime Video’s “Reacher” was the most watched title in 1Q24 among all paid streamers, followed by “NCIS,” available on a number of SVoD services, and “Yellowstone” on Peacock, according to Kantar’s latest Entertainment on Demand data. Dramas accounted for 8 of 10 top titles watched in the past 3 months among SVoD subscribers. With long-running, easily bingeable series dramas and crime series growing in popularity, it is harder for streaming originals and films to compete for screen time, notes Kantar – in fact, among the top 20 most cited titles viewed in Q1, “Barbie” and “Oppenheimer” were the only films to make the list.

The Parks Channel has teamed with CTV video and games provider Play.Works to deliver an AVOD app experience that helps viewers discover the range of America’s parks. Series like “Lonely Planet’s Best Parks Ever” and “National Parks Revealed,” as well as content from travel influencers like Alice Ford of “Alice’s Adventures on Earth,” “Adventures of A + K” and Matt and Cheryl Schoss of “We’re in the Rockies,” is aimed at inspiring new adventures. “Nothing brings us together and inspires our curiosity like national parks, but until now there was no single platform for finding their stories,” said Parks Channel Co-Founder and CEO Charles Poe. “Our mission is to help viewers discover their next destination and then help them get out there, with online planning tools and deals that simplify the path to a great experience.”

Pluto TV is going all in on “South Park,” with a special category dedicated to the animated series. Channels dedicated to the include a “South Park” Main Channel, available across all international markets where Pluto TV is present, as well as a seasons of “South Park” Themed Channels across Germany, Switzerland, Austria, Denmark, Sweden, Norway, Finland, Canada, Italy, Spain, Brazil, Latin America and Australia. The markets will feature channels dedicated to specific characters.

Hemisphere Media Group, the media company targeting the US Hispanic and Latin American markets, has launched FAST channel WAPA+ on The Roku Channel. The channel leverages the programming of Puerto Rica’s WAPA-TV.

Plex has partnered with the National Football League to stream NFL Channel, the league’s free linear FAST Channel. The partnership will kick off in time for coverage of the 2024 NFL Draft from Thursday, April 25 through Saturday, April 27.

Cynopsis Team

Robbie Caploe
VP/Group Publisher
[email protected]

Lynn Leahey
Editorial Director
[email protected]

Kerry Smith
Division President
Access Intelligence

Albert Nassour
Executive Director of Sales
917-545-3129
[email protected]

Stephanie Cronk
Senior Marketing Director
[email protected]

 

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Cynopsis General Inquiries
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ACCOUNT REP: MPT NATIONAL CORPORATE SALES

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ACCOUNT EXECUTIVE DIRECT RESPONSE >>
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ACCOUNT EXECUTIVE

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ACCOUNT EXECUTIVE, EAST COAST ADVERTISING SALES

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ACCOUNT DIRECTOR
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VP/HEAD OF ADVERTISING SALES

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Lead, manage, develop, and grow Ad Sales teams. Attract and retain the best talent. Work with leadership team to set, achieve, and grow revenue targets across OOH, Digital and Experiential. Instrumental in driving the team to exceed all expectations and goals. 15+ years’ experience in advertising, media, and relevant sales management roles. Full info HERE

ACCOUNT EXECUTIVE
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Achieve revenue and growth targets across linear and digital. Identify and execute strategies which result in exceeding revenue targets. Develop and execute effective sales strategies that showcase as well as maximize overall revenues for the overarching National Sales division. 7-10 yrs exp. in advertising, media & relevant sales management roles. Full info HERE

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DIGITAL DIRECTOR, NEWS >>
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ACCOUNT EXECUTIVE
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Represent FETV & FMC to media community via ongoing communications & relationship building. Maintain & develop strong working relationships w/both agencies & internal departments in support of sales efforts. Work w/sales management, pricing & planning to achieve quarterly revenue goals. 5+ yrs media sales exp. preferably in cable TV- agency exp. +. Full info HERE

BUSINESS PARTNERSHIPS AND DEVELOPMENT EXECUTIVE >>
HEARST MEDIA PRODUCTION GROUP/CHARLOTTE, NC:
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TV/VIDEO SPONSORSHIP-PRODUCT INTEGRATION SALES REPRESENTATIVE >>
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BRAND ASSISTANT
>>
THE LEDE COMPANY/NYC: Full-service communication, strategy, and social impact consulting firm, specializing in corporate, brand, entertainment, and nonprofit sectors, is seeking a Brand Assistant to join the Brand team in our New York office. The Assistant will play an integral role in supporting accounts for a wide variety of Fashion, Beauty, CPG and Lifestyle clients. Full info HERE

TALENT ASSISTANT >>
THE LEDE COMPANY/LA: Full-service strategy, communications and social impact consulting firm, specializing in corporate, entertainment and nonprofit sectors. We are looking for a Talent Assistant to a Talent Publicist in Los Angeles. We are seeking enthusiastic candidates who can work in a fast-paced environment, are driven & have strong communication and writing skills. Full info HERE

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>>
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