05/18/16: NBA to launch online video network; Time Inc. announces video publication focused on digital celebs; Study finds Vine is losing influencers



CYNOPSISDIGITAL
05.18.16

Good morning. It’s Wednesday May 18, 2016, and this is your first early morning digital briefing.

TODAY’S CODEBREAKER

 
Repurposed content: Repurposing refers to the reformatting of existing content in order to extend the content’s use. For instance, if a thirty second ad runs on linear TV, and is then shortened to ten seconds and reformatted in order to run on Snapchat, that ad has been repurposed.

 
 
TOP NEWS
 

The NBA is upping its digital footprint. In partnership with the multiplatform video network BroadbandTV, the league is launching NBA Playmakers, a basketball-oriented online video network geared toward millennials. Under the new program, digital creators – chosen by an informal editorial committee from a pool of applicants – will create content to be distributed across the NBA’s digital platforms, including its YouTube channel. NBA Playmakers creators will have access to select NBA games and other footage, as well as special access to NBA merchandise and production facilities. For the NBA’s first Playmakers content – set to debut during the 2016 Finals – YouTube creators will create versions of this year’s Every Second Counts playoffs campaign.
 
Time Inc. is launching Instant, a video-only publication focused on the lives of digital celebrities. The content will have a “significant presence” on the EW and People websites, according to Time Inc. Instead of running traditional advertising, Instant will exclusively run native and branded content. Kirstin Benson, who hails from the celebrity social media service WhoSay, will oversee Instant’s production team as Editorial Director.
 


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AD TECH
 

Yesterday at its Datafront event, Viacom announced that it will launch a new ad-targeting product in partnership American Express. According to the company, the product will allow advertisers to more accurately target consumers across Viacom’s networks.  Called Vantage Intent, the new tool uses AmEx’s purchase data to help advertisers predict when consumers might be in the market for a specific product.
 
The native advertising company Vibrant Media is now offering its clients access to In-View, its out-stream ad format. (Out-stream ads are ads that appear outside of the main video content, instead running between paragraphs of text, or on the side of a page, etc.) Vibrant calls In-View “the industry’s first intentionally-initiated out-of-stream ad format.” In other words, it launches only after being actively initiated by the user. According to Vibrant, the In-View format can present not just video ad creative, but also rich media and static images, on both desktop and mobile devices.
 
The digital marketing company Connexity announced the launch of AudienceView, its new audience segmentation and analytics platform. Using online behavior data from Hitwise and survey-based audience attributes collected by Simmons Research, AudienceView is designed to create a map of where people go online, who they are, and what they like. Connexity says that the new platform enables clients to define and then find audiences based on search intent, frequency of action, or life stage.
 

PLATFORMS + DEVICES
 

Amazon announced a new update for its Fire TV streaming devices. The update includes improved voice integration for the Alexa voice assistant, allowing users to launch streaming apps (as well as playback of Amazon Video streams) with voice commands. In addition, the update will allow Fire TVs to play 4K Ultra HD video content from YouTube.
 
 

LIVE VIDEO
 

BitTorrent is going live with its live-streaming product. The P2P company’s new app, which has been in the works for some time, will be available for Mac OS computers, as well as the next gen Apple TV, starting this week. To start, the app will carry free live streams of 13 niche channels, including FightBox, Newsmax TV, and TWiT. The company first tested the technology in March, for an election special covering the New Hampshire presidential primary.
 
Count the folks at YouTube among the Americans interested in live soccer. Google’s video platform has reached a deal with Spain’s national pro soccer league, Liga Nacional de Futbol Profesional (or LFP). Later this summer, the league will broadcast a number of free games on YouTube. Other LFP content on YouTube will include behind-the-scenes footage and highlight packages, according to The Drum. The LFP deal comes shortly after YouTube reached a content deal with the NFL. YouTube joins a growing list of digital giants – Twitter, Yahoo, Snapchat, Facebook, et al. – that are pursuing live-streamed sports and competition content.
 
 

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).
 
 
Streaming Series (5/9/16 – 5/15/16)
 
[]    
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.

 

One of the first major hurdles for companies working in the virtual reality space: Making consumers aware of the technology. According to new research from Parks Associates, only 7% of general consumers are aware of the new virtual reality headsets that have been entering the market over the past several months. Still, VR’s reach is increasing. PA finds that 2.3 million U.S. households with broadband currently own a VR headset. And about 5% of consumers with broadband intend to purchase one this year. “There are very few things that grow exponentially like the smartphone,” Barbara Kraus, PA’s Director of Research, told Marketing Daily. “Part of the issue with VR is that it’s got very low awareness.” She added that, as new VR headsets arrive on the market this year, awareness is likely to tick up. Adoption, she said, will ramp up fastest for gamers and tech-enthusiasts.
 
Vine, the Twitter-owned app for short video content, seems to be shedding influencers. The influencer marketing company Markerly took a look at 9,725 Vine users with more than 15,000 followers, and found that more than 52 percent of them had exited Vine since January 1. Instead, they’ve migrated to YouTube and Snapchat. As digital creator Esa Fung put it to Digiday: “Facebook and YouTube have much larger scale than Vine, so you can reach more people and make the most money there.”
 
 

INTX CONFERENCE

 
Monetization of digital content was a hot topic on opening day of INTX in Boston. “Facebook is without question the biggest [digital] video platform out there, and they don’t have monetization, which makes a company like us tentative,” said Kay Madati, BET NetworksEVP and Chief Digital Officer, said on a panel. “Maybe we’ll use it as marketing platform and not an editorial platform.”
 
How does Vikki Neil, SVP/GM, Online Brands, Scripps Networks Interactive, rate Facebook Live? “I’ve seen some really interesting responses from our audience,” she said at INTX. She cited a recent dispatch from Travel Channel host Josh Gates from base camp at Mt. Everest as “a great use of Facebook Live to showcase our talent and brands to show people how to experience something going on in the world.” “There’s real promise there,” she added.

 
 
EXECUTIVE MOVES
 

Debra Lee, BET’s Chairman and CEO, has been appointed to Twitter’s Board. Lee, who has served as BET’s CEO for more than ten years, will be Twitter’s first African American Board member.
 
The digital ad services vendor Exponential Interactive (formerly Tribal Fusion) has named Danielle Cravatt as its new US Head of Sales. Cravatt will be tasked with building and growing US revenue across the company’s five major regional markets: Southwest, Northwest, Southeast, Northeast and Central. Cravatt has been with the company since 2008; she previously served as Vice President of Sales for the Southwest.
 
Astronauts Wanted, the digital-first production company founded by former MTV Networks CEO Judy McGrath in partnership with Sony Music Entertainment, announced a couple of new hires. Kim Rosen, formerly the VP of Feature Film & Digital Development at Alex Kurtzman and Roberto Orci’s Secret Hideout Productions, will join AW as VP of Development. Rosen will oversee development of original films and series. Meanwhile, Christine Murphy, most recently the SVP of Studio71’s Creative Lab, will serve as SVP of Branded Entertainment. She’ll oversee brand partnership strategy.
 
Blueshift, a company providing marketing automation technology for B2C companies, has hired Brian Monahan as an advisor. Monahan, who also serves as Co-founder & Chief Evangelist at NewCo Festivals, previously spent three years as VP of Marketing for Walmart.com.
 


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DIGITAL SPOTLIGHT
 

What does a musical performance from Nashville’s Lennon and Maisy Stella look line in 360-degree video? Courtesy of ABC Television Network, you can find out here. Just remember to click and drag.
 
 

TRIVIA
 

The digital media company Fullscreen Media owns a production company known for titles such as RWBY, Red vs. Blue, and Lazer Team. What’s it called? You can find the answer in tomorrow’s newsletter.
 
Yesterday’s Trivia Question: Which company is slated to live-stream 180 MLB games this season? Answer: Yahoo.

See you tomorrow,
David Teich
05.18.16

Roberta Caploe: Publisher @robertacaploe
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