05/31/16: Facebook expands ad reach beyond owned platform; Leaked Snapchat deck reveals revenue and growth; IAB objects to proposed FCC rules



CYNOPSISDIGITAL
05.31.16

Good morning. It’s Tuesday May 31, 2016, and this is your first early morning digital briefing.

TODAY’S CODEBREAKER
 

CPA: Short for cost per action. “Cost per action” is an online advertising pricing model in which an advertiser pays for each specified action – for instance, an impression, a sale, or a click. 
 

TOP NEWS
 

Facebook’s already-intimidating advertising reach is about to increase. The social media giant announced that it will expand the reach of its audience network beyond its own platform, allowing publishers and app developers to serve targeted ads to Facebook users even when they’re not connected to Facebook. So how is that even possible? It goes back to the company’s acquisition of the Atlas ad server from Microsoft, which was finalized three years ago. A year later, Facebook used Atlas to create the Facebook Audience Network, which is linked to third-party publishers and app developers directly affiliated with Facebook.
 
Thanks to a leaked pitch deck recently obtained by TechCrunch, we have some new information about Snapchat’s growth and revenue. According to data in the deck, the company made only $59 million in 2015 – but that’s because it only just barely began monetization efforts last year. The company estimates that revenues will be between $250 million and $350 million for 2016, and between $500 million and $1 billion for 2017. (It’s worth keeping in mind that the 2016 and 2017 numbers are not based on internal revenue figures, but on the company’s own targets.) The pitch deck also revealed that Snapchat had 110 million daily active users as of December 2015. The number was 74 million a year prior.
 
Snapchat also made a recent new SEC filing, complete with information about its latest Series F funding round. The company raised an astounding $1.8 billion in total. Investors including General Atlantic, Sequoia Capital, T. Rowe Price, and others.
 
 

ADVERTISING
 

The Interactive Advertising Bureau (IAB) has come out against the FCC’s recently-proposed broadband privacy rules. The rules would forbid broadband providers from using data about consumers’ Web activity for ad-targeting, unless those users provide opt-in consent. Notably, the rules would only apply to Internet service providers – not to other companies that provide web services, such as Google, Facebook, or Netflix. The IAB’s disapproves of the distinction. "Though there are technical and historical differences between these two constituencies, the fact remains that attempting to apply a regulatory regime to any part of the dynamic data driven environment of the Internet is impractical,” wrote Dave Grimaldi, EVP of Public Policy at the IAB, in an FCC filing. “The interconnected nature of the Internet has fostered the rapid growth of the Internet economy, and should not become subject to government regulations that will slow the innovation the Commission proposes to protect.”
 


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OUT-OF-HOME MARKETING

 
It’s easy to install an ad blocker, click the skip button, or fast-forward. But consumers can’t ignore a solidly executed out-of-home marketing campaign. On average, consumers spend 70% of their waking hours outside the home. And on a weekly basis, out-of-home advertising reaches 96% of U.S. consumers. Successful out-of-home TV and brand marketers are making use of tools such as mobile-based geographical targeting and extensive data sets. And last week, Cynopsis Digital gathered experts to discuss how to craft successful out-of-home campaigns. The Cynopsis Webinar, The New Out-of-Home Marketing: How to Drive Tune-In and Brand Awareness, can be ordered on-demand here: http://bit.ly/1TDXACC
 
 

DIGITAL CONTENT CREATORS

 
On Sunday, 11 YouTube creators met with Pope Francis as part of a summit organized by Scholas Occurrentes, an education-oriented organization led by Francis since 2013. Those involved in the summit discussed ways that they can use their influence to to promote diversity and peace. The YouTubers, who represented ten different countries and over 27 million subscribers, were Hayla Ghazal, Dulce Candy, Matthew Patrick Louise Pentland, Lucas Castel, Matematica Río, Jamie and Nikki, Greta Menchi, Los Polinesios, and anna RF. Over the next few weeks, they will be creating videos sharing their insights about their conversation with the Pope.

 

CYNOPSIS SPORTS 2016 HALL OF FAME

 
A big congratulations to the
Cynopsis Sports 2016 Hall of Fame class for their inductions at this year’s Sports Business Summit. Our inductees, who have each transformed how sports and pop culture intersect, are set to include ESPN founder Bill Rasmussen, International Speedway Corporation CEO and Vice Chairperson Lesa France Kennedy, MLB’s Vice President of Social Responsibility & Inclusion Billy Bean, and Peter King, senior writer for Sports Illustrated, editor of TheMMQB.com and NFL Insider for NBC’s Football Night in America. Please join us on June 22 as we honor this year’s prolific class, but rates increase tomorrow at 11:59PM so register today!
 
 

AUDIO
 

Twitter is getting a little bit more musical, thanks to a new partnership with Spotify. Spotify’s catalogue of songs will now be available through Twitter audio cards. The new Spotify audio cards will serve up thirty-second song clips in both the Twitter Moments section and the regular Twitter timeline; the cards will also come equipped with a link allowing users to listen to complete versions on Spotify’s apps.

 

Igloo Media’s Barry Fitzsimmons announced that his podcast, Promo Cowboys, has quickly established a worldwide audience since its launch, reaching Atlantic and the Pacific. The podcast, which is now four episodes in, covers the world of television marketing and promotion, and features TV-promo writers, producers, voice actors and agents, among others. Fitzsimmons has served as a TV writer, producer and creative Director at networks like NBC and ESPN. The podcast can be found on iTunes and at Podbean.com.
 
 

ESPORTS

 
eSports is set to explode (for a total of $500 million dollars in 2016 revenues), so it’s time to get in the game! Major brands see the benefit to becoming involved: “As a marketer we would be foolish to turn a deaf ear to the size of the [eSports] audience,” said Bob Ruhland, Head of Marketing for Buffalo Wild Wings. “[eSports] is where the future is,” added Rob Lynch, Brand President & CMO for Arby’s (sources: WSJ). Register to attend our June 23 eSports Conference in NYC and learn where the opportunities lie for your business. Rates increase tomorrow, so register today.

 

RESEARCH
 

The analytics company ListenFirst Media took a look at which TV shows and trailers presented during the Upfronts have been generating the most online buzz. Among their findings:

– Between 5/16 and 5/22, FOX’s Prison Break emerged as the most engaging broadcast program presented at Upfronts, garnering more than 10.3 million digital engagements (such as posts, comments, tweets, likes, shares, etc). The series’ trailer generated 1.5 million reactions from fans on Facebook and more than 7 million views on YouTube.
FOX was responsible for five of the top ten most engaging programs coming out of Upfronts this year, including revivals Prison Break, Lethal Weapon, The Exorcist and 24: Legacy.
– The most viewed trailer was NBC’s upcoming series This Is Us. The trailer attracted over 46 million views across Facebook and YouTube – 16 million more views than any other trailer.
– NBC was the most talked about network on Twitter and Facebook, nearly tripling conversation around all other broadcast networks.
 
That second screen is more important than ever. According to a new study from eMarketer, almost 85% of Internet users surf the web on a mobile device while watching television at least once monthly. The number was 80.3% last year, and 75.6% in 2014. eMarketer predicts that the number will hit 92% by 2018. Among other findings, the research firm determined that only 25.5% of TV viewers surfing the web are consuming content related to what they’re watching.
 
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).
 
All Series (5/23/16 – 5/29/16)

[] 
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.
 
 

TRIVIA
 

Back in March, YouTube co-founder Steve Chen launched what he called a “Twitch for food” – a digital platform for cooking- and food-related live broadcasts. What’s the platform called? You can find the answer in tomorrow’s newsletter.
 
Friday’s Trivia Question: In 2013, Netflix launched its first original series for children. The third season launched this past February. What’s the series called? Answer: Turbo FAST
 


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DIGITAL SPOTLIGHT
 

The Chinese smartphone maker Xiaomi recently unveiled its new drone, which is manufactured by the Chinese company Flymi. One thing the device has going for it: It’s cheaper than the competition. It’s priced at around $380 for the entry-level device (which comes with a 1080P camera) and at about $450 for the more advanced model (which has a 4K camera). By comparison, DJI, the market leader, starts at about $800 for its 4K-equipped drone. You can take a look at the new Mi Drone 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 actress Shay Mitchell (Freeform’s Pretty Little Liars), actress Jennifer Beals (NBC’s The Night Shift), and actor Evan Peters (X-Men: Apocalypse)
Seeso: The travel show parody Hidden America with Jonah Ray debuts on NBCU’s comedy streaming service June 2
Netflix: The drama series Hibana: Spark, Netflix’s first Japanese-language original, debuts June 2
plymptoons.com: Hitler’s Folly, a feature-length historical mockumentary from animator Bill Plympton, will stream for free on June 3; it will also be available via YouTube and Vimeo
Netflix
: Bo Burnham: Make Happy, a new comedy special, debuts June 3
Netflix
: The children’s series Word Party, produced by The Jim Henson Company, debuts June 3
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
05.31.16

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

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JOB OPENING: ASSISTANT EDITOR/GSN/Santa Monica: BA Degree req. 2-4 yrs. exp. Mgmt. of video projects, dig media; Knowledge of Final Cut Pro, Premiere Pro, Microsoft Office, shared file storage and file transfer platforms req. Resume/cover: [email protected] (6/3)

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JOB OPENING: SR MGR, PROJECT MANAGEMENT/AccuWeather Network/State College PA: Resp for the management of cross-departmental initiatives for the new AccuWeather cable TV network. 5-7 yrs progressive leadership exp in broadcast, cable or OTT environments. Full info/apply HERE (6/3)

JOB OPENING: VP, BUSINESS & LEGAL AFFAIRS/NICKELODEON, GAMES, MKTG & RECREATION/NYC: Provide daily business & legal affairs services with a focus on mktg & licensing. Qualified candidates must be a member of the NY Bar w/8 + yrs of relevant exp. Full info/apply HERE (6/2)

JOB OPENING: DIRECTOR, PROGRAM RESEARCH/Bravo/Oxygen/NYC: Manage analyses/ratings reporting, audience profiling, for both nets and their competitors. 7 yrs media research req. Full info/apply HERE (6/2)

JOB OPENING: PROGRAMMING & SCHEDULING SPECIALIST/CSI SPORTS/NY: 3-5 yrs TV Network exp. Create/manage logs and allocate inventory. Implement/schedule ad campaigns, promos plus work with Ad Agencies and RSNs nationwide. Traffic software exp. & excel skills req. Res/cvr to Rose: HERE (6/2) 

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JOB OPENING: PRODUCER/NBC Nightly News/NYC: Will work directly with Senior Producers and Associate Producers to create original news content, for broadcast and digital platforms. Full info/apply HERE (6/2)

JOB OPENING: SALES PLANNER DIRECT RESPONSE/HGTV and DIY Network/NYC: Successful candidate will be well-versed in the direct response sales process. Attention to detail and strong customer services skills are a must. Full info/apply HERE J101100 (6/2)

JOB OPENING: SALES PLANNER AD SALES/Travel Channel and GAC/NYC: We are currently seeking strong media sales professionals. A successful candidate will have 2-3 years media sales experience and a strong work ethic. Full info/apply HERE J101100 (6/2) 

JOB OPENING: AD SALES PLANNER/TENNIS CHANNEL/Santa Monica CA: Provide support for all aspects of the ad sales process. Create media plans with pricing and planning direction 3 yrs Ad Sales ind exp. Sales Assistant /Financial Planning /Rsrch exp a +. Full info/apply HERE (6/1)

JOB OPENING: CO-EP/DAILY LIVE SHOW/LA: Oversee/manage all aspects production. Manage team of producers & editors, produce daily content. Focus on pop-culture & entertainment, familiarity w/demos & lifestyle preferred. 5+ yrs exp. Resumes to: [email protected] (6/1)

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