05/13/24: Cynopsis Media Tech Update

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Medias First Morning Read
Monday May 13, 2024

Apple apologized for its latest iPad ad, which had drawn backlash for showing symbols of human creativity crushed by a giant hydraulic press. “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad,” said Apple’s VP of Marketing Communications Tor Myhren. “We missed the mark with this video, and we’re sorry.”

Adversity does indeed make strange bedfellows. As the streaming war takes a toll on both companies and consumers, competitors Disney and Warner Bros. Discovery are partnering for a bundle of Disney+, Hulu and Max, set to launch this summer. The bundle will be available for purchase on all three platforms’ websites, in both ad-supported and ad-free plans. “This new offering delivers for consumers the greatest collection of entertainment for the best value in streaming, and will help drive incremental subscribers and much stronger retention,” said WBD’s JB Perrette, CEO and President of Global Streaming and Games. “Offering this unprecedented entertainment value for fans across all the complimentary genres these three services offer, presents a powerful new roadmap for the future of the industry.”

OpenAI has an announcement scheduled for later today about an event the company said will be “a chance to demo some ChatGPT and GPT-4 updates.” While Reuters reported OpenAI plans to announce an AI-powered search product (with the announcement date “subject to change”), CEO Sam Altman posted that the event’s topic is “not gpt-5, not a search engine, but we’ve been hard at work on some new stuff we think people will love!”. Find out for yourself during the livestream at 10a PT on the OpenAI website.

In an attempt to combat misinformation, TikTok said it will start labeling content created with artificial intelligence that’s been uploaded from outside the platform, using Content Credentials technology from the Coalition for Provenance and Authenticity. “Using Content Credentials as a way to identify and convey synthetic media to audiences directly is a meaningful step towards AI transparency, even more so than typical watermarking techniques,” said Claire Leibowicz, head of the AI and Media Integrity Program at the Partnership on AI. “At the same time we need to better understand how users react to these labels and hope that TikTok reports on the response so that we may better understand how the public navigates an increasingly AI-augmented world.”

Facebook news site referrals have fallen by over 50% in the last year, according to a report from Chartbeat and SimilarWeb. Facebook now drives less than a quarter of the visits it had in 2018, down from 30% in March 2018 to 7% in March 2024.

A deal with Savage Ventures has revived Vice Media Group’s digital brands, via the formation of a joint venture with Savage Ventures that will see the relaunch of Vice.com, Munchies, Motherboard and Noisey, along with associated social platforms, YouTube channels and websites. Not included is in the deal is Vice News,

Roblox shares dropped 20% on Thursday, to $31, after the company lowered its full-year bookings guidance to between $4 billion and $4.1 billion, down from $4.14 billion to $4.28 billion. Both the number of hours gamers 13+ spent on Roblox and the increase in daily active users marked the slowest growth since 2022 and 2021, respectively. “We want to be very transparent, conservative, and responsible, which is why we made the very difficult internal decision to adjust our guidance,” said Roblox founder and CEO David Baszucki on an investor call.

Meta announced the rollout of full image and text generation, enabling advertisers to create full image variations based on their original ad creative with text overlay capabilities that generate new backgrounds around product images and alter images to better fit multiple surfaces. Meta’s text generator can create variations for ad headlines in addition to primary text, and the company is training the AI tool to reflect a brand’s specific tone by highlighting key selling points based on their previous campaigns. The feature will run on Meta’s newest large language model, Llama 3.

Marvel Studios and ILM Immersive announced “What If…? – An Immersive Story,” the first interactive Disney+ Original story coming exclusively to Apple Vision Pro. “As a kid, my favorite stories were about worlds beyond my own, advanced technologies, and heroes traveling across space and time. ‘What If…? – An Immersive Story’ is the next evolution in how we tell our stories, where fans across generations can experience them and live out the adventure alongside their favorite heroes,” said director and executive producer Dave Bushore. “This experience kicks the door open to the Marvel Universe, and it’s a glimpse of what I’ve been waiting for my whole life.”

TikTok is suing the United States government, arguing that a bill passed on April 24 that seeks to force the app’s Chinese owner, ByteDance, to sell the app or have it banned, violates constitutional protections of free speech. “For the first time in history, Congress has enacted a law that subjects a single, named speech platform to a permanent, nationwide ban, and bars every American from participating in a unique online community with more than 1 billion people worldwide,” says the lawsuit, filed Tuesday in the US Court of Appeals for the DC Circuit. While the bill was a response to security concerns, TikTok maintains the burden is on the government to prove the restriction is warranted.

DoubleVerify announced the discovery of “FM Scam.” In the audio fraud scheme, perpetrators falsified audio traffic using dedicated servers, and spoofed an estimated 500,000 devices, including mobile phones, tablets, CTV devices, audio players, smartwatches and, for the first time, smart speakers. The scheme – the second significant global scheme targeting audio spending – was identified and mitigated by DV’s Fraud Lab using a proprietary combination of AI-powered technology and human review. “Audio is rapidly becoming a lucrative target for fraudsters,” said Jack Smith, Chief Innovation Officer at DoubleVerify. “The range of players and devices used to stream audio content sets this environment apart from other media types. Fraudsters tend to focus on emerging media, like audio, that attracts advertising investments but lacks comprehensive measurement standards.”

Magnifi by VideoVerse, an AI-driven video technology company and video-editing SaaS platform, has entered into a strategic partnership with cloud-based solution Linius Technologies Limited to improve personalized video streaming experiences by integrating AI-driven video technology with innovative video virtualization capabilities. “The automated highlights market is a well-established market with both Magnifi and Linius seeking to disrupt that market with our technologies,” said Linius CEO James Brennan. “Together, the companies will accelerate that disruption and bring even greater value and innovation to customers.”

Digital marketing agency Goodway Group has launched two new divisions: GRADIANT, a funnel marketing agency, and G-Comm, a specialized retail media accelerator. “GRADIANT bridges the gap between brand and demand, giving marketers the answers they need to secure boardroom and CMO approval,” said Marc Ducnuigeen, Chief Client Officer at Goodway Group. As for G-Comm, Angela Myers, SVP of G-Comm, noted, “Both brands and retailers know the retail media potential is immense but have not yet found excellence across the practice as a whole. Through our experience with helping retailers build and upgrade their own RMNs and executing growth strategies for RMN brands, G-Comm brings this unique perspective, that you simply won’t find elsewhere.”

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ADVERTISING

Disney Advertising and Walmart Connect are collaborating to bring the retailer’s audience solutions and measurement to Disney’s Addressable streaming inventory, enabling enhanced audience targeting and outcome-based measurement for brand campaigns across Disney’s streaming portfolio. “We are enabling advertisers to plan, buy and measure in an automated way while bringing marketers closer to understanding purchase intent and true outcomes,” said Jamie Power, SVP, Addressable Sales, Disney. “Walmart has incredible data insights for planning and measuring, that when combined with the most impactful streaming environments — is a winning combination for advertisers.” Advertisers will be able to apply Walmart’s proprietary omnichannel purchase data to campaigns for measurement enabled by a sync to Disney’s Audience Graph via clean room technology and enabled through a private marketplace programmatically.

NBCUniversal and Instacart are collaborating on a new retail media partnership enabling advertisers to reach in-market consumers through NBCUniversal’s streaming content, and measure the impact of their campaigns by leveraging ad exposure and purchase data. “Advertisers are increasingly prioritizing strategic audiences, and with this partnership, CPG brands will be able to connect the next generation of grocery shoppers in a highly engaging environment,” said Alison Levin, President, NBCUniversal Advertising & Partnerships. “We will be leveraging NBCUniversal’s full portfolio and market-leading daily reach, combined with Instacart’s measurement & data capabilities, to drive results for marketers.”

Amazon introduced a new suite of interactive ad formats including shoppable carousel ads, interactive pause ads and brand trivia ads. “Amazon Ads continues to re-imagine the streaming TV experience with interactive ad formats that are seamlessly shoppable and help advertisers meaningfully connect with customers,” said Alan Moss, VP of Global Ad Sales for Amazon Ads. “We are developing innovative experiences to help brands better engage with customers, as we work to transform streaming advertising through our differentiated combination of reach, first-party signals, and ad tech.”

TikTok is the leading product-discovery app among social media platforms, with 61% of TikTok users discovering new brands and products on the app, 1.5 times more than other platform users. That’s according to a study from Material, commissioned by TikTok, that reports half of Tiktok users say they went to the app to research or learn more about new products or brands, and 91% of users who were inspired to do something because of search on TikTok followed through. Sixty-six percent of products were found using TikTok’s search feature.

Only 6% of consumers often click on ads for products that look interesting, according to Infillion report, “Is CTR Really Dead? The State of Advertising’s Most Famous Metric.” Insights include:
· 79% of consumers agree with the statement, “I see more ads than I used to,” but less than a third say they’re clicking on more ads than they were five years ago.
· Consumers are three times more likely to go directly to the brand’s website in a different browser window or use a search engine to look up the brand, than they are to click on the ad.
· 73% of consumers said that when they choose not to click on an ad it’s because they worry they won’t land on a safe page, and 78% said they don’t want the advertiser to track them.
· 63% of consumers said that when they make the choice to click on an ad, what makes them most likely to do so is that they already know about a brand and have been considering it.

“What consumers are saying loud and clear is that they’re tired of seeing their attention exploited, whether it’s through unwanted barrages of interruptive ads or messaging that they don’t entirely trust,” said Laurel Rossi, CRO and CMO, Infillion. “This research underscores the importance of giving consumers a meaningful incentive to click on an ad when there are so many other ways they could potentially learn about a product or service.”

Positive podcast content evaluation and host appeal generate strong advertising effectiveness, according to research detailed in a Cumulus Media | Westwood One Audio Active Group blog examining 1,300+ Nielsen podcast brand-lift studies. Findings include:
· The terms with the greatest association with podcast content are interesting, entertaining, credible, authentic, creative, and fun. Few listeners associate negative terms with podcast content.
· The strongest associations with podcast hosts are likeable, credible, relatable, fun, and hosts being seen as an expert.
· The terms most linked with podcast ads are interesting, believable, natural, authentic, innovative, funny, and unexpected.
· Podcasts drive consistent growth in awareness (+11 points), likelihood to seek information (+8 points), purchase intent (+7 points), and recommendation (+6 points).

“Even podcasts, once the domain of direct response marketers, are shifting to brand,” said blog author Pierre Bouvard. “Last year, the annual IAB/PwC podcast ad revenue report revealed that brand advertisers represent the majority of podcast ad spend.”

MEAUREMENT & DATA

Infillion announced an integration with Experian that enables advertisers buying through Infillion’s MediaMath platform to access Experian’s identity spine to expand reach and addressability without cookies. Experian’s identity graph includes data on more than 126 million households, 250 million individuals, almost 500 million MAIDs (mobile ad IDs), and 200 million CTV IDs. “Our integration with Experian’s identity graph will equip Infillion’s customers with the best and most comprehensive identity solutions, enabling them to maintain a clear view of the complex consumer journey and drive campaign engagement, all within a cookieless environment,” said Ben Smith, VP of Product and Data Products at Infillion.

AI ad targeting company Dstillery is collaborating with Similarweb, the digital data provider whose view of website usage is used to help train the AI technology behind Dstillery’s ID-free behavioral targeting solution. “Our collaboration with Similarweb empowers Dstillery to harness rich, anonymized data that enhances the capabilities of our AI,” said Evan Hills, Chief Commercial Officer at Dstillery. “As a globally trusted provider of research data, Similarweb’s contributions have significantly enhanced the capabilities of ID-free.”

Basis Technologies, provider of programmatic advertising and media automation solutions, announced an integration enabling agencies and marketers to measure Pinterest ad campaigns from its platform. The Basis media automation platform now allows real-time ad delivery data from Pinterest. Basis users also access third-party ad platform integrations for Google Ads (Search, Performance Max), Microsoft (Bing, LinkedIn), Meta (Facebook, Instagram), TikTok, Snapchat and Reddit. “Consolidating Pinterest ad platform data automatically into Basis Technologies’ platform is one aspect of the wide-ranging capabilities we’ve assembled to reduce advertising complexity,” said aid Amy Rumpler, SVP of search and social media services, Basis Technologies. “Making cross-campaign management easy for new and experienced media professionals and broadening their proficiency is the specialty of our technology.”

Optable, an SaaS data management and collaboration platform, struck a strategic partnership with Raptive, a media company for content creators. As part of the partnership, Raptive is now offering a data collaboration solution to its advertising partners. “The shifting web identity landscape poses both a threat and opportunity for media companies, driving the need for innovative solutions,” said Bosko Milekic, Co-Founder and Chief Product Officer, Optable. “We’ve dedicated ourselves to empowering media companies to safely deliver advertisements to consumers amidst these challenges.”

Consumer research panels will continue to have a role in measurement solutions for the foreseeable future, according to a study from CIMM. “The Future Role and Value of Panels in U.S. TV Measurement” found that:
· Panel use cases include support for measurement of ad-supported TV/video, cross-media reach & frequency measurement, content measurement, personification, addressing non- or under-representation of different groups, correcting technographic skews/biases, acting as a source of truth and validation, supporting measurement of broadcast and local TV channels, and measuring attention and engagement.
· Panel data can serve as seed data into AI models and as an important reality check for AI-based measurements.
· Panel technologies continue to evolve with a focus on making panelist participation less burdensome, facilitating more complete collection and benefiting panelist retention by making it easier to participate.
· Panel development and maintenance is costly, running into the double-digit millions even for a panel of just 5,000 HHs. This cost can make it prohibitive for any single company to innovate, making the case for establishment of a common industry panel.

“Marketers demand accurate, unbiased, comprehensive measurement to ensure that dollars invested are accountable to their brand goals, but today’s video environment is incredibly complex,” said Joan FitzGerald CEO Data ImpacX, co-author. “There are enormous amounts of data, but not all data is purpose-built for measurement. As the video advertising industry continues to push forward on measurement innovation and improvement, our study showcases how the role of panels is changing to support better measurement across a wider range of use cases.”

STREAMING

The power of live sports content among viewers A25-54 was apparent in a study from TVision. According to the data, sports-first live streaming service Fubo captured 33% more attention than cable and 70% more attention than typical vMVPD norms, with Fubo ads outperforming vMVPD ad norms by 50%. Viewers in the demo were also at least 23% more likely to be in the room for Fubo programming than other benchmark categories, including cable and CTV.

Syncbak, a company powering OTT solutions, is rebranding as “Zeam Media.” The rebrand represents the organization’s evolution into a full-scale media company, from supporting content creators looking to create and distribute live OTT programming to providing brand-safe advertising opportunities at scale. Gray Television, the NAB, Morgan Murphy Media, and Apollo/Cox board member Brian Brady are investors in the company. The rebrand is taking place following the debut of the new Zeam streaming platform last month.

FanDuel TV announced the launch of “FanDuel TV Extra.” The FAST channel is currently available on platforms including Pluto TV, The Roku Channel, Xumo Play, Plex and through FanDuel’s own OTT platform FanDuel TV+.

Future Today will be bringing an initial 46 titles from Warner Bros. Discovery to FAST channel Fawesome, including classic western and other movie genres. “Adding these films from Warner Bros. Discovery is an important milestone in Future Today’s journey to provide quality entertainment from leading movie studios with many more to come,” said David Di Lorenzo, SVP of Content Acquisitions & Partnerships at Future Today.

ReachTV, the streaming network for travelers, and the Harlem Globetrotters have teamed to offer Harlem Globetrotters sports and entertainment driven content. “In our continued efforts to revitalize the brand and connect with our audience wherever they are….our newly formed partnership with ReachTV helps us to achieve those goals,” said Keith Dawkins, President, Harlem Globetrotters & Herschend Entertainment Studios. “The Harlem Globetrotters’ global tour spans some 400 dates annually worldwide, across six continents and over 135 countries (and counting). With ReachTV we can deepen our commitment, and relationship, with our fans as they travel to their next ‘Globetrotters’ destination.”

OUTtv Proud, the FAST channel created by OUTtv and Fuse Media, has launched on Samsung TV Plus. “OUTtv Proud has been a major success since its launch,” said Fuse Media Chairman and CEO Miguel Roggero. “Expanding our distribution in partnership with Samsung further demonstrates the popularity of our FAST channels and continuing to reach more audiences.”

FreeCast is adding Always Funny and Always Funny Español to its lineup of free streaming channels. Produced by Venture 10 Entertainment, Always Funny comes from the creators of “America’s Funniest Home Videos.”

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BUSINESS PARTNERSHIPS AND DEVELOPMENT EXECUTIVE >>
HEARST MEDIA PRODUCTION GROUP/CHARLOTTE, NC:
Proactively identify, research, and develop new opportunities for our family-friendly programming blocks on ABC, CBS, NBC, The CW, Telemundo, & other media & digital/social outlets. Support creation and present strategic, cross-media concepts to multiple stakeholder groups that meet our client’s business objectives. 8 + yrs of business dev. exp. Full info HERE

TV/VIDEO SPONSORSHIP-PRODUCT INTEGRATION SALES REPRESENTATIVE >>
GAME ON MEDIA SOLUTIONS/Remote: Game On Media Solutions is looking for an independent business development oriented sponsorship sales representative. Focus will be on TV/Streaming project opportunities for brands that include product integration and placement. This is an Independent Contractor performance compensated opening. Attractive fees can be earned for closed deals. Full info HERE

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

EXECUTIVE PRODUCER FOR NATIONAL POLITICAL SHOW >>
BAHAKEL COMMUNICATIONS/CHARLOTTE NC: Develop and oversee the production of a daily or weekly national political show that covers the most important political news and events of the day. Develop and execute strategies to increase the show’s audience and engagement. At least 5 years of experience as an executive producer for a political show or similar program. Full info HERE

EXECUTIVE PRODUCER OF NEWS/ENTERTAINMENT
>>
BAHAKEL COMMUNICATIONS/CHARLOTTE NC:
Oversee all editorial and entertainment content, news production and presentation. Responsible for day-to-day operations of the show: producing, writing, and guiding creative. Develop content for the News @ TEN, plan, assign and create production schedules. 7 years of experience as executive producer or show producer. Network experience preferred. Full info HERE

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