05/23/16: Yahoo’s bidders may offer less than expected; RNC prepares huge digital ad buy for presidential election; IMAX plans virtual reality lounges



CYNOPSISDIGITAL
05.23.16

Good morning. It’s Monday May 23, 2016, and this is your first early morning digital briefing.

TODAY’S CODEBREAKER
 

Geotargeting: In online marketing, geotargeting refers to determining the geographical location of Internet users (such as their country, region, state, city, or even zip code) and then delivering ad content to them based on where they are. If you’ve ever seen a display ad for an event or merchant in your city or town, odds are you’ve been geotargeted.
 
 

TOP NEWS
 

And the Yahoo sales saga continues. According to sources who spoke to the Wall Street Journal, Yahoo’s prospective buyers are expected to offer somewhere between $2 billion and $3 billion during the next round of bidding. Yahoo had been expecting something closer to $8 billion (or more). It’s worth noting that bidders in any auction will often understate what they’d be willing to pay, and it’s by no means certain that Yahoo won’t sell for a price closer to $8 billion than $3 billion. Much also depends on just how much of its business Yahoo ultimately sells off. Among others, bidders include Verizon and a consortium that includes Bain Capital, Vista Equity Partners and Ross Levinsohn.
 
 

DIGITAL + PROGRAMMATIC ADVERTISING
 

Are we going to have a President Trump? If so, this is a key step: The Republican National Committee is finalizing $150 million worth of digital video ad inventory for the presidential election – buy far its largest-ever digital ad spend. The buy will be made in partnership with dozens of partners, the largest being Google. The plan will focus on premium digital video, mobile video, and prominent placements on web pages. The RNC particularly aims to reach Hispanics, millennials, independents in swing states, and women.

 

The MDC Partners media agency Assembly announced that it has won a major new account from 21st Century Fox. Under the new partnership, Assembly – which prides itself on its tech and data stack and its focus on programmatic buying – says it will handle all media planning, search, and programmatic buying for 20th Century Fox, Fox Home Entertainment, Fox Searchlight, and FX Networks.  21st Century Fox will consolidate its full media planning and buying business under Assembly, as well as the agencies Vizeum and Zenith


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VIRTUAL + AUGMENTED REALITY
 

The highest quality VR headsets are mega-expensive. The Oculus Rift, for example, will run you $600, and the HTC Vive costs $800. And that’s not even counting the high-end PCs you need to operate them. Safe to say, they’re beyond the reach of most consumers, at least until manufacturers manage to bring the prices down. But what if you could essentially rent them, like you do a seat at a movie theater? That’s the idea behind the new VR lounges that IMAX is constructing: The company has partnered with Starbreeze, a Swedish VR and gaming company, to develop location-based VR experiences at shopping malls, IMAX theaters, and other locations. The companies will first test the idea at one “IMAX VR” spot; if it goes well, the companies aim to launch internationally. The partnership with Starbreeze will give IMAX access to games and other content; IMAX also intends to produce its own content through a recently-announced partnership with Google.
 
 

OUT-OF-HOME-MARKETING
 

Out-of-home ad revenues rose 3.3% year-over-year – from $1.59 billion in Q1 2015 to $1.64 billion in Q1 of 2016 – according to the Outdoor Advertising Association of America. (The industry group’s analysis is based on data provided by Miller Kaplan and Kantar Media.) That marks OOH’s 24th straight quarter of year-over-year growth. The OAAA cites an increasing demand for digital out-of-home ads, as well as print formats, as the key drivers of new growth. The increasing sophistication of mobile ad technologies (which allow advertisers to directly interact with consumers in an out-of-home setting) also factors into the growth of OOH.
 
Speaking of which: OOH is a vital marketing tool, allowing advertisers to reach consumers with precision and creativity. Tomorrow, May 24, hear from Starz, Kinetic Worldwide, Boingo and Billups on how to craft attention-grabbing cross-platform OOH marketing campaigns. Register for the newest Cynopsis Digital Webinar, The New Out-of-Home Marketing: How to Drive Tune-In and Brand Awareness, here: http://www.cynopsis.com/?p=59401
 
 

LIVE-STREAMING
 

To complement its sponsorship of the 2016 Copa America Centenario football tournament (or “soccer” tournament to us boorish North Americans), Sprint will be partnering with the sports-focused virtual MVPD fuboTV. FuboTV, whose content is heavily geared toward soccer fans and Hispanics, will stream (via Univision) every live match during the tournament over Sprint’s LTE network. In addition, Sprint, Boost Mobile and Virgin Mobile will grant US customers temporary free access to a fuboTV subscription, after which customers can choose to keep the subscription for $9.99 per month.
 
 

KIDS !MAGINATION AWARDS

 
The Kids !magination Awards recognizes outstanding achievements in content creation across platforms, and the campaigns that promote it. Throw your name in the hat by submitting your entries by tomorrow, 5/25: http://www.cynopsis.com/?p=58458
 
 

RESEARCH
 

According to a new study from the Association of National Advertisers (ANA), a hefty majority the US’s biggest advertisers still need to be educated about the role that “sourced traffic” is playing in their digital ad buys. Here’s why this is significant: Sourced traffic – which refers to publishers acquiring audiences from third parties and then representing them as their own in order to fulfill advertiser commitments – often results in a significant amount of fraudulent traffic generated by bots and other shady practices. “Sourced traffic needs to be monitored carefully and marketers must be increasingly diligent about their digital media buys,” wrote ANA Presisdent and CEO Bob Liodice. Liodice also wrote that media agencies must  “educate clients, safeguard client investments, and challenge media companies to be much more transparent.” According to the study, almost two thirds of major advertisers are “only slightly familiar with – or completely unaware of – the concept of sourced traffic in the digital advertising ecosystem.”
 
 

EXECUTIVE MOVES

 
Time Inc. EVP Evelyn Webster has named MaryAnn Bekkedahl to the position of President of Fashion & Luxury. Webster also promoted Charlie Kammerer, who formerly served as Group Publisher, to President of Lifestyle. Bekkedahl will oversee InStyle, StyleWatch, Food & Wine, Travel + Leisure, and Departures, while Kammerer will oversee Real Simple, Cozi, Cooking Light, MyRecipes, Health, Sunset, and Coastal Living. (Time, Fortune, Money, Essence and Southern Living will still report to Webster.)
 
 

TRIVIA
 

Last year, Snapchat introduced a new feature that adds animated flourishes to selfies. (One of the most commonly seen iterations makes it look like the user is vomiting rainbows.) What’s the feature called? You can find out in tomorrow’s newsletter.
 
Friday’s Trivia Question: CollegeHumor and Vimeo are owned by the same parent company as Match.com and OkCupid. Which company is it? Answer: IAC
 


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NEW FOR 2016
CYNOPSIS HR AWARDS
Saluting Excellence in Media-Related Human Resources

The program shines a light on leaders at every level, who do more than help attain strategic business objectives – they shape corporate culture. Enter yourself or the most promising professionals on your team before JUNE 30, 2016.

[Check out the categories and enter today]



 

DIGITAL SPOTLIGHT
 

Brands and agencies the world over are staffed with millennials, Gen X-ers and baby boomers. Yet their message to Gen Z-ers is usually something to the effect of: We get you. Do they though? In its hilarious new campaign from the agency Droga5, Clearasil answers that question with a resounding, self-deprecating “no.” You can check out the launch spot here.
 
 
Watcheroo Premieres and Tune-in Alerts for the week of May 23
:
People Now at People.com, Monday-Friday at 8:30a ET and 11:30a ET: Guests include Kevin Hart and Dwayne “The Rock” Johnson (Central Intelligence), actor B.J. Britt (Lifetime’s UnREAL), and TV personality JoJo Fletcher (ABC’s The Bachelorette)
Netflix: Season two of the cooking series Chef’s Table debuts May 27
Netflix: Season two of Bloodline debuts May 27
Netflix: The Do-Over, an original comedy film starring Adam Sandler and David Spade, debuts May 27
Watcheroo
is Cynopsis Digital’s tune-in guide, categorized alphabetically by platform or network. Programming includes digital premieres, ongoing shows, live-streamed events and linear TV digital integrated series.

See you tomorrow,
David Teich
05.23.16

Roberta Caploe: Publisher @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group

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JOB OPENING: CONSULTANT, AD SALES MARKETING/Pivot TV/NYC: Manage development of branded content mktg pitches for advertisers on TV, digital, & social. BA, 5-7 yrs exp, strong writing & ppt skills rq’d. Full info/apply HERE (5/28) 

JOB OPENING: SR. MGR/DIR. SOCIAL ANALYTICS/A+E Networks/NY: will better utilize, organize social digital data, provide insights & analyses, & create best practices for data alignment & optimization across social content & social media plans. Full Info/Apply HERE (5/28) 

JOB OPENING: MANAGER DIGITAL SALES OPS/NBC/LA: Experience trafficking video ads in an ad server DFPP, FreeWheel, Digital Trafficker, Operative, Rich Media, 3rd Party Tags, and Ad Ops. Full info/apply HERE (5/27)

JOB OPENING: JUNIOR ACCOUNT EXEC/Adspace Networks/LA: Entrepreneurial spirit wanted! 1-3 years experience with media agency sales; presentation experience; supports SVP of West Coast Sales, manage developmental accounts. 65K+. Resumes to: [email protected] (5/27)

JOB OPENING: ACCOUNT MANAGER/WIDEORBIT NETWORK/NYC: Strong knwldg cable network bus. practices. 3+ yrs exp Cable Ntwrk Sales, Traffic, or Vendor Equiv. 1+ yr exp on WideOrbit products is strongly pref’d. Advanced knwldg. Cable Network Traffic & Sales systems is req’d. Full info/apply HERE (5/27)

JOB OPENING: EXECUTIVE PRODUCER/History/NY: Manage the development of unscripted series & specials; oversee current series. 5+ yrs exp as a developer/show runner at a cable/brdcst network. A think out of the box type. Apply HERE (5/27)

JOB OPENING: MGR, PUBLICITY/History/NY: Responsible for the development & implementation of PR strategies & campaigns. 5+ yrs exp in TV/entertainment publicity on non-fiction prgmng. Apply HERE (5/27)

JOB OPENING: MARKETING MGR/truTV/NYC: Identify, plan & execute lrg-scale truTV events & targeted client events. Dvlp innovative creative campaigns for priority shows to drive awareness. 5+ yrs mktg exp BA deg req’d. Temp position Jul-Nov 2016. Resume to: [email protected] (5/26)

JOB OPENING: BUSINESS DEVELOPMENT RECRUITMENT SPECIALIST/Michael Page/NYC: Entry-level sales role for ambitious, driven & passionate sales professionals that are career-minded to join global, publicly traded co. BA Degree req’d. 0-3 yrs of Sales/Mktg exp. Uncapped earning potential. Resumes HERE (5/26)

JOB OPENING: BUSINESS DEVELOPMENT/BUSINESS ANALYST-VIDEO/McClatchy/DC: Work closely w/Dir of Video Business Ops to mng third party partner relationships & optimize rev opportunities. Bus Deg pref’d Min 3 yrs digital and/or media bus. exp. Full info/apply HERE (5/26)

JOB OPENING: MANAGER, CONSUMER MARKETING (FREELANCE)/VH1 & LOGO/NYC: Manage planning & execution of all media plans for programming & brand initiatives. 3-5 years television marketing exp. Media agency & Dig. Mtkg exp, preferred. Full info/apply HERE (5/26)

JOB OPENING: MANAGER, CONSUMER INSIGHTS & RESEARCH/NFL/NY: Mng mkt, audience, fan, & media research info for all divisions w/in the co. Analyze & interpret data for NFL ratings & media perf. Identify fan behv/media usge @ all lvls. 3-5 yrs rsrch exp.More info/apply HERE (5/25)

JOB OPENING: FREELANCE DIGITAL ASSOCIATE PRODUCER/HBO/NYC: Support dig content/mktg for HBO Sports Orig Programming. Execute strgy, adhere to publishing process, scope dvlmt, proj mgmt, status reprting. 2+ yrs web/mobile/tablet exp. Apply HERE (5/25)

JOB OPENING: AD SALES ASST/FUSE Media/NY: Recent grad w/previous ad sales/adv internship exp. to asst ad sales dept. Strong Excel & multi-tasking a +. Good comm, interpersonal & organzt’l skills. Full info/Apply HERE (5/25)

JOB OPENING: SR. DIRECTOR, DIGITAL AD SALES/Fuse Media/NY: Leader for WC Digital Sales role, TV, Digital, Mobile, Bus. Dev. 8+ yr media exp in TV, advertising. Full info/Apply HERE http://www.fuse.tv/ (5/25)

JOB OPENING: DIGITAL SALES PLANNER/NBCU/LA: Digital Sales Planner w/Entertainment group to build & implement campaigns, handle client services & partner closely w/AEs. 2+ yrs exp. Full info/apply HERE (5/25)

JOB OPENING: SR SOFTWARE ENGINEER, BIG DATA SYSTEMS/AppNexus/NYC: Optimize software to utilize Hadoop, HBase, and Vertica resources efficiently, ensuring data consistency and accuracy across geos. Full info/apply HERE (5/25)

JOB OPENING: SENIOR SOFTWARE ENGINEER, AD SERVING/TubeMogul/Emeryville CA: 5+ yr’s experience in Java or other OOP languages like C++ and Scala. Full info/apply HERE (5/25)

JOB OPENING: SENIOR MANAGER, AD OPERATIONS/Yume/Redwood City CA: Manage, mentor, and nurture YuMe’s global Ad Operations team. Full info/apply HERE (5/25)

JOB OPENING: DIGITAL ANALYST/Warner Bros/LA: Exp’d digital analytics rock star to work on The Ellen DeGeneres Show’s newly launched Ellen Digital Ventures. Serve as go to person resp for analytics & insights across The Ellen DeGeneres Show’s dig. properties. 2 yrs dig. analytics exp. Resume to: [email protected] (5/24)

JOB OPENING: SALES OPERATIONS ANALYST/AT&T AdWorks/NYC: Ad Sales exp a must!! Support users of the DealMaker sales system. Create system test plans, conduct system testing, & monitoring vendor release schedules. Liaison w/Sales Planning, Finance, Traffic, Rsrch & IT teams as necessary. http://attlinks.com/1TKyi2G (5/24)

JOB OPENING: DIR, BUSINESS MANAGEMENT & CONTENT ACQUISITION/AT&T Ent Group/El Segundo: Negotiate prgrm acquisition deals for Orig Content team. Partner w/sr leaders to est/execute bus. strategy. Must be able to monetize our content thru dist partners. Represent the Aud Ntwk to TV comm. Full info/apply HERE (5/24)

JOB OPENING: DIRECTOR, DIGITAL SALES OPS/NBC/NYC: Lead team of Mgrs & Campaign Sp. Resp for setup, traffic & opt of ad sales campaigns across apps, websites, mobile, set-top box, & emerging platforms. 7+ yrs Ad Ops exp; ad serving/ad tech exp req w/strong background in digital video. Full info/apply HERE (5/24)

CASTING CALL: Companies can showcase their casting notices/casting calls here. For information on rates and specs for posting a casting notice, please email Trish at [email protected]

EXPERT SERVICES ADS: These ads are for companies or people who offer an expertise in the field of media by way of production, voice over artistry, writing, set development, etc. For information on rates and specs for posting an Expertise Service ad email Trish at [email protected]

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