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CYNOPSISDIGITAL
05.13.14 Good morning. It’s Tuesday, May 13, 2014, and this is your first early morning digital briefing.
Time Warner may have passed on multiscreen network Fullscreen after all. In a previous report from Bloomberg, TW was talking with the MCN, but the deal fell through after the company concluded the high price would not financially pay off, according to Variety. The discussion started soon after Disney closed the $950 acquisition with Maker Studios a month ago. Fullscreen is known for The Fine Bros and YouTube‘s Grace Helbig, and Relativity Media, AOL and Yahoo have dabbled in making a similar deal with MCN in the past.
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Who should be retiring icon Barbara Walters’ last interview? Cast your vote on www.cynopsis.com.
International TV and movie streaming service DramaFever has added Cantonese TVB dramas for U.S. viewers on its digital platforms. The first three titles from TVB on the service include: Beyond the Realm of Conscience, The Hippocratic Crush and Lives of Omission.
Awesomeness TV launched its new mobile app along with the second season of musical drama Side Effects exclusively premiering on the platform. The series follows a teen taking a medication that gives her musical hallucinations. It hit two million views in the first week it debuted in October 2013. The app is available iOS devices.
After a round of experimenting with certain brands, Pinterest announced it officially kicked off a paid test for Promoted Pins. The first partnering brands, ABC Family, Banana Republic, Expedia, GAP, General Mills, Kraft, Target and more, will for now feature these pins to user’s search and category feeds only. Tech Crunch reports Pinterest is asking brands for a $1-$2 million commitment for the promoted pins campaign.
Evolve Media unveiled its first-to-market native content unit called Cover Story for its TotallyHer properties. TheFashionSpot and Momstastic will be the first to feature the Cover Story, which will organically integrate a brand campaign into videos and editorial picks. "This is our second native content solution following the successful launch of our social mosaic in partnership with Lexus on TotallyHer," Evolve Media’s Chief Revenue Officer Geoff Schiller said. "Additions to our content suite will continue to roll out across CraveOnline and TotallyHer throughout the year."
Instagram ads are supposedly reaping success according to the social photo app. Adweek reports Taco Bell saw a 29 percent gain in ad recall in April, and a 45 percent jump in followers at a total of 411,000. Instagram also reports Michael Kors and Ben & Jerry’s are averaging 60 percent high engagement rates for their organic posts in three days following paid advertisements. Hollister was the first teen brand to launch on the platform known for its younger users, and saw a 32 percent lift after a promotion for its spring line. Instagram is expected to roll out video ads later this year.
Yahoo‘s image-focused native ads for mobile devices went live yesterday. The new ads are available through its ad marketplace Yahoo Gemini, and they will appear within users’ streams on the Yahoo mobile and desktop platforms.
Time Warner Cable Media introduced Audience Select and its in-house creative division Kernel yesterday. Audience Select will target campaigns to audiences through multiple screens with its 28 TV Tribes (or consumer viewing groups) TWCM identified through research.
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TV Everywhere Webinar
Speakers Include
Laurie Lawrence, Chief Marketing Officer, {Vubiquity}
Dan Sacher, SVP of Connected Content, {VH1}
Ed Lee, VP of Content Acquisition, {Roku}
Brent Gaskamp, SVP, Corporate Development, North America, {Videology}
May 20, 2014 @ 1:30 3:00 PM EST | REGISTER NOW!.
OpenSlateEngagement Data for entertainment channels, based on the engagement metric for the week ending5/11.
Channel/(Engagement)/Monthly Views/Total Subs/SlateScore
WatchMojo(9.8) / 133,042,140 / 3,700,672 /809
TheWillyrex(9.8) / 55,765,050 / 4,212,717 /803
TheFineBros.(9.8) / 109,156,590 / 8,237,872 /664
iTownGamePlay(9.6) / 24,141,810 / 1,307,061 /784
JoeyGraceffa(9.6) / 17,858,100 / 3,342,596 /827
TMZ(9.5) / 45,825,960 / 922,995 /776
Our2ndLife(9.5) / 21,868,050 / 1,850,970 /795
TheEllenShow(9.5) / 133,353,510 / 9,117,901 /701
Sxephil(9.5) / 14,894,640 / 3,245,127 /805
SevenSuperGirls(9.4) / 65,950,830 / 848,519 /662
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 OpenSlate Engagement 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 set-top-box given to pay-TV providers has been key for the cable and satellite provider business. Apple‘s Steve Jobs even said that pay TV providers are preventing innovation in the industry because of the OTT box. However, with Amazon‘s recently announced Fire TV device, Google‘s Chromecast, Apple TV, Roku, Xbox, PlayStation, Aereo and the many TV Everywhere apps networks are creating, the business model and industry is quickly evolving. If you want to know how to make sense of and monetize the disruption most effectively, join Cynopsis Digital on Tuesday, May 20, 2014. Register now: http://www.cynopsis.com/webinar/monetizing-the-new-generation-of-pay-tv-ott-and-tv-everywhere/
TV viewers are still primarily watching traditional programming, but viewers opting to view content on the web or on apps is not far off either, according to Nielsen’s recent Advertising and Audience Report. The study showed viewers spent 55.5 hours watching traditional TV, 34 hours using a web or app on a smartphone and 28 hours through the web. When it comes to people using a second screen device, 41 percent used tablets and smartphones to look up information about characters they are watching in a show, 29 percent were emailing and texting and 18 percent were reading social media comments. Nielsen also recorded 36 million people sent 990 million tweets about TV, but they refrained from tweeting during commercials.
NIELSEN TWITTER TV TOP TENfor the week of 5/05/14
Program, Date,Unique Audience (000), Tweets (000)
2014 NFL Draft(NFL Network), 5/08,11,663, 7096
2014 NFL Draft(ESPN2), 5/09,8251, 1104
The Voice(NBC), 5/06,3330, 1597
The Voice(NBC), 5/05,3282, 210
24: Live Another Day(Fox), 5/05,2801, 144
Game of Thrones(HBO), 5/11,2732, 116
Love & Hip Hop: Atlanta(VH1), 5/05,2659, 1665
Catfish: The TV Show(MTV), 5/07,2568, 258
Love & Hip Hop: Atlanta(VH1) 5/07,2178, 898
WWE Monday Night RAW(USA) 5/05,1436, 148
Source: Nielsen. Nielsen Social captures relevant Tweets from three hours before, during and three hours after an episode’s initial broadcast, local time. Unique Audience measures the audience of relevant Tweets ascribed to an episode from when the Tweets are sent until the end of the broadcast day at 5am. The data includes new/live primetime and late fringe episodes only and excludes sports events. Nielsen Twitter TV Ratings are only available for English-language U.S. Broadcast and Cable Networks
Tremor Video has hired Michael Colarossi as the National Sales Director, Consumer packaged Goods (CPG). He was most recently with Owner IQ.
Tablet TV announced it has hired Jeffrey C. Reiss as Advisor and Consultant. Previously, Reiss was called the "father of on-demand television" as an executive for ABC, Viacom, Lifetime and Request TV.
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YouTube‘s Epic Meal Time crew is promoting its second cookbook I Don’t Know How To Cook with a newly released rap. The video features the channel’s crew channeling 90’s hip hop as they tout the book’s title, and that they "don’t even like books." Of course, EMT continues to produce regular shows for its channel, which recently featured Arnold Schwarzenegger. Check out the spot at www.cynopsis.com.
See you tomorrow,
Jessica Reese @JMarieReese
05.13.14
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JOB OPENING: DIRECTOR, COMMUNICATIONS/NBCU/NYC: Drive press strategy, PR campaigns and daily media coverage for Sprout. 7+ yrs publicity exp required. Passion for kids programming a plus. Apply HERE (5/15)
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