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Audience Targeting | Reporting | Monetization
August 3, 2017 – Dream Downtown – NYC
More details to follow
For event and registration questions, contact Marketing Coordinator, Cathy Person
For Sponsorship Opportunities, contact VP of Sales, Mike Farina
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NEWFRONT UPDATES
At its NewFront presentation at the PlayStation Theater in New York’s Times Square, Millennial-oriented digital media company Defy Media announced its upcoming content slate. But first, it had some barbs for the traditional media industry. Defy President Keith Richman told the crowd that traditional media lacks the youth and diversity to know how to reach younger audiences. (To hammer home the point, the company even used a visual aid: a huge composite image of the white, male, and middle-aged-or-older CEOS of companies like CBS, Time Warner, and Fox.) Traditional media “perpetuates and rewards sameness,” Richman said. Still, Defy was happy to highlight its own most popular brands. The company’s 2017 content slate includes a ton of new content from the comedy team Smosh, including Operation: Open World, a travel-heavy series from Smosh Games’ Jovenshire and Mari Takahashi, and Not Quite Cancelled, a new scripted series (only the second in Smosh’s history) that features all of the comedy group’s members. Among other projects, ScreenJunkies is currently producing Galaxy Quest: A ScreenJunkies Documentary, an original doc about the making of the titular 1999 sci-fi comedy film. And the female-oriented news and lifestyle brand Clevver will be out with programs such as It Got Real, a new docu-series about the lives of Clevver’s hosts. (In the show’s premiere season, Erin Robinson documents her struggles after being diagnosed with fibroid tumors. Spoiler: She’s okay now.) Returning events include Prank It FWD, starring talent from SMOSH, Clevver, and Smosh’s AWE Me brand, and ScreenJunkies Central, a live event to be staged at this year’s San Diego Comic Con. One other notable element of the company’s pitch to advertisers: The company’s leadership announced plans to more heavily emphasize that Defy is a singular brand, not just a disconnected group of media properties. But that effort is more about the advertisers than the audience, according to Chief Marketing Officer Andy Tu. “Of foremost importance on the Defy branding project was to make sure that our partners, our advertisers, the B2B brand, felt as strong and as vibrant as the consumer brands,” he told Cynopsis Digital. “Our goal on day one is not to have Defy be a consumer-facing brand. Our plan today is not to cross-pollinate brands like Clevver, ScreenJunkies and Smosh. But those brands are special, and they mean something, and we knew we needed to invest in Defy having that same level of importance and uniqueness.”
Disney bought Maker Studios back in 2014, but for a while there, the multi-channel network essentially operated as an independent company. Over the last six months or so, things have changed a lot. The unit has since been folded into Disney’s Consumer Products and Interactive Media division (DCPI), which also houses the rest of Disney’s digital-first content. And if Disney’s NewFront event made one thing clear, it’s that the Disney brand is now front and center. (Indeed, the Maker brand was scarcely mentioned.) According to Andrew Sugerman, DCPI’s EVP of Publishing and Digital Media, DCPI will now focus on bringing Maker’s content creators into Disney-branded content. “We’re going to infuse Maker into the Disney pieces, and Disney will be infused more into Maker,” he said. The Maker network of creators – which has been dramatically scaled back this year – will now be “curated,” with a focus on how well influencers fit into Disney’s brand identity. “We’ll be looking for opportunities to map those influencers to the broader Disney company,” said Sugerman. The company announced that Disney Co/Op, Disney’s in-house branded content unit, will let marketers pair Maker and Disney’s digital content creators with brands. New original digital shows that will come to the Disney Digital Network in 2017 include Science and Star Wars, a series that explores parallels between the Star Wars universe and real-world science, Club Mickey Mouse, a variety show that reboots the classic Mickey Mouse Club series with a cast of young creators, and Disney IRL, an animated action-comedy from Maker’s gaming-oriented Polaris network.
Twitter’s new live news partnership with Bloomberg Media wasn’t the only announcement to come out of its NewFront presentation (though it was the only one to leak before the two companies actually held their events). The social media company announced a total of 14 new, expanded, or renewed live content deals. In sports, Twitter announced that it will team with MLB Advanced Media on an exclusive once-per-week program focused on highlights, game look-ins, and analysis. (That it comes in addition to Twitter’s previously announced plans to stream weekly MLB games this season.) And though Twitter lost Thursday Night Football streaming rights to Amazon, the company will now offer live on-demand NFL highlights and pre-game video during select games. Other sports partnerships include pacts with the WNBA (live-streamed games), Stadium (a 24-hour video network devoted to college sports), Derek Jeter’s The Players Tribune (a live show in which athletes communicate with fans), and the PGA Tour (new 360-degree video content, on-top of Twitter’s existing tournament streaming). In addition to sports leagues, Twitter announced renewed, expanded, or new partnerships with entertainment brands including Viacom (live carpet coverage for MTV and BET award shows), Live Nation (concert coverage and other original content), IMG Fasion (a new fashion-oriented live program), and Propagate (a daily show covering entertainment and pop culture). Finally, Twitter announced streaming pacts with news brands including The Verge, Cheddar, BuzzFeed News, and, of course, Bloomberg. Flash back two years ago, and the idea of Twitter even holding a NewFront presentation would have seemed ridiculous. Now the company is trying to rule the live content space – and its ad dollars. Time will tell if they succeed.
Conde Nast Entertainment
announced the launch of two new docu-series: Generation US from filmmaker Morgan Spurlock, which will highlight the views of U.S. residents of the same demographics and circumstances living in different geographic regions, and Through the Fire from director Rod Blackhurst, which will focus on the legacy of the 19 Granite Mountain Hotshots, who died during a 2013 wildfire in Yarnell, AZ. (Produced by CNE, the latter documentary will be released by Sony in October). New Digital series include Pop Feminist, an entertainment news show from Teen Vogue, and …In 2 Minutes, a scripted, live-action series from Glamour. In addition to its new programming, CNE announced that it’s launching a new incubator program with VR tech company Jaunt, which will run at Jaunt’s Cinematic Virtual Reality Lab at USC’s School of Cinematic Arts. CNE and Jaunt will mentor students on virtual reality production, as well as marketing and distribution.
PARTNERSHIPS + DEALS
Discovery Communications has reached a new pact with German broadcaster ProSiebenSat.1. Under the deal, the companies will launch a German OTT service featuring content from seven of ProSiebenSat.1’s channels, as well as Discovery’s free-to-air German channels TLC and DMAX. It’ll also feature some third-party programming. The service will be offered as part of 7TV, ProSiebenSat.1’s mobile platform. It’ll use 7TV’s app and tech platform, though that could change in the future. The platform is a 50-50 joint venture. Discovery and ProSiebenSat.1 are still searching for a chief exec to run it.
ADVERTISING
No surprise here. According to the newest edition of Zenith’s Top 30 Global Media Owners report, Google has held onto its position as the largest media owner in the world. The tech giant raked in $79.4 billion in ad revenue in 2016, more than triple the $26.9 billion that second-place Facebook took in. The largest traditional media owner on the list is third-place Comcast, which took in $12.9 billion in 2016 revenue.
Social video news agency Storyful has partnered with the third-party measurement company Moat. Under the pact, the companies will launch what they’re calling the Open Brand Safety (OBS) framework, which will be used to track video URLs and web domains identified as deliberate misinformation. The goal, the companies say, is to help brands, agencies and platforms make better decisions as where to place advertising. The companies, working with the CUNY School of Journalism, say they will set up a database of dangerous domain names.
RESEARCH
To determine the TV ads generating the most digital response, attention and conversion analytics company iSpot.tv measures digital actions across Facebook, Twitter, YouTube and all major search engines. Here, a look at the brands that have been advertising during The Voice since the start of its latest season on Feb. 27.
“The current season of NBC’s enduring hit The Voice is nearing its end, and some brands have been hitting high notes with viewers each and every week. Apple has been on the winning team since the twelfth-season debut, leading all online activity prompted by commercials during the show. Sticker Fight , for the iPhone, pulled in 5.9% of digital share of voice, edging out Toyota, which collected 5.4% of DSOV. Snickers, Domino’s and State Farm round out a tightly-grouped top five.” – iSpot.tv
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).
Streaming Series (4/24/17 – 4/30/17)
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.
TRIVIA
They must have had some pretty decent parents. Susan and Anne Wojcicki are both CEOs. Of what companies? (Email trivia@cynopsis.com with your answer and be sure to include your name, company, and state.)
Our Last Trivia Question: One of the pilots that Amazon greenlit in 2013 was a stop-motion animated series geared toward preschool-aged kids. What’s it called? Answer: Tumble Leaf. Kudos to David Westberg-SAG-AFTRA Federal Credit Union/Lorrie Shilling/CA, and Susan Nessanbaum Goldberg-M and S Entertainment/CA
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| A CYNOPSIS MESSAGE |
How to Program & Market a Winning Social Good Strategy
May 23, 2017 Webinar
Social good initiatives can be a powerful connector between networks, viewers and brands, but it’s crucial for companies to champion causes and produce social good content that align with their brand values. Our expert panel, including Young & Rubicam’s: Chief Client Officer, Shelly Diamond , and Chief Strategy Officer, Belle Frank , as well as AT&T’s Senior Manager of Corporate Responsibility, Brynne Dunn Jones , will share insights and case studies on how doing good can be good business.
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DIGITAL SPOTLIGHT
The Drum has a recurring habit of asking former ad execs what drove them out of the business. Actually, they have a whole web series about it. Check out what U.K. adman Dave Buonaguidi had to say in The Drum’s latest episode of Why I Left Advertising – here .
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