06/24/19: Cynopsis Media Tech Update

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Cynopsis MEDIA TECH UPDATE

Good morning. It’s Monday, June 24, 2019 and this is your first Media Tech Update. Join us every Monday morning!

A new survey of media planners released by DPAA indicates continued revenue growth for digital out-of-home media, citing mobile tie-ins, inclusion in more media planning systems, the availability of attribution studies and programmatic opportunities as keys to grabbing larger shares of media budgets. Planners were asked to select the factors they believed to be important in driving DOOH growth in location-based buys, and the leading responses were:

* Attribution of purchase in multi-touch attribution models: 89%

* Attribution of traffic in stores: 86%

* Marketing mix models showing positive impact of DOOH on business outcomes: 85%

* Third-party metrics that guarantee DOOH ads were served and viewable: 83%

* Use of mobile data to track location of consumers before and after their exposure to DOOH screens: 82%

“These latest results will prove invaluable in helping our industry deliver more value to the ad community, sell more effectively and increase budget shares,” said Barry Frey, president & CEO, DPAA. “Digital out-of-home is consistently among the fastest-growing media sectors, and this survey provides us with great insights and direction on how to ensure that this growth not only continues, but accelerates, in the coming years.”

Comcast, Charter and Cox have teamed for a new initiative, On Addressability, aimed at building a “sound, scalable and sustainable addressable” advertising solution for TV. “TV is a tremendous, resilient medium with unparalleled reach and engagement, but data has changed the way that marketers use media. Historically, TV has lagged digital in this area, and this must change,” said Marcien Jenckes, president of advertising at Comcast Cable, in a statement. “Our industry needs to find a way to fully participate in, and lead, the data-driven future of advertising as only TV can. We’re fully committed to making this happen.”

In another industry collaboration, sixteen advertisers, including Procter & Gamble, Unilever, General Mills and Mastercard, are joining with agencies and media companies – Facebook, Google/YouTube, Dentsu, and Publicis Media among them – to fight unsafe digital media. The initiative, discussed in a panel at Cannes Lions last week, is being led by the World Federation of Advertisers and has the support of industry groups including ANA, 4A’s, IAB, Mobile Marketing Association and others. “The status quo is untenable, and our work through the Alliance will allow us to shift from driving reach at all costs to building reach with responsibility,” said Robert Rakowitz, Global Head of Media for Mars. “The uncommon collaboration and shared accountability we are starting here is essential.”

An Allen Institute study analyzed more than 2.87 million computer science papers published between 1970 and 2018 and concluded that if current trends continue, parity between the number of male and female authors will not be reached in this century. “Under our most optimistic projection models, gender parity is forecast to be reached by 2100, and significantly later under more realistic assumptions,” said the study.

Smithsonian Channel is launching an immersive AR app today that allows viewers to experience and interact with the full timeline of the Moon program through moments from the net’s six-part series Apollo’s Moon Shot. The app’s interactive features and access to Apollo 11 artifacts from the Smithsonian’s National Air and Space Museum reveal new secrets from the mission and put users in the action of NASA in 1969. Users with AR-compatible smart phones and tablets can download the Apollo’s Moon Shot app for free.

By year’s end, the U.S. will be the world’s largest gaming market, replacing China, reports Newzoo. Driving the rise is the domestic growth in consoles, as well as a shift toward the games-as-service model. Although a nine-month freeze on game licenses in China hurt that country’s results, China’s Tencent remains the largest publicly-listed gaming company, followed by Sony, Microsoft, Apple and Activision Blizzard.

YouTube and Universal Music Group are partnering to remaster classic music videos, many of which were only available in the “outdated standards originally intended for tube televisions with mono speakers,” said YouTube. Videos from the likes of Billy Idol, Beastie Boys, Kiss, Meat Loaf, Smokey Robinson and more will be updated to the highest video and audio standards, and take the place of the old versions but retain the same URL and view counts and likes.

YouTube is also testing a new split-screen feature, AR Beauty Try-On, that shows a beauty video at the top of the screen with a stream of the user below. Viewers can access makeup and apply it to their face during the video. M.A.C Cosmetics is the first brand to launch an AR campaign.

Facebook revealed plans for its global digital currency, Libra, which will let users send money or make purchases with minimal fees. “Just as people can use their phones to message friends anywhere in the world today, with Libra, the same can be done with money – instantly, securely and at a low cost,” said the company in a white paper. By 2020, Facebook plans for users to be able to make transactions via a standalone app as well as its own family of apps. The currency will be overseen by the Libra Association, made up of more than a dozen companies including Visa and Mastercard.

The WarnerMedia Innovation Lab announced its physical space in New York City will be powered by AT&T’s 5G network, making it one of AT&T’s first permanent 5G experience centers. The Lab also announced further details on its partnerships with WarnerMedia Ad Sales and with Xandr, AT&T’s advanced advertising and analytics company. The Lab will be a new construction 20,000 square foot facility located in the Chelsea neighborhood, featuring an immersive zone for showcasing experiences visible to the public, flexible indoor and outdoor event spaces, dedicated R&D environments and an open and collaborative modern work space. “The Lab is more than a technology incubator, but also a dream factory for us to create the wonderment that fans have come to love and expect from WarnerMedia,” said Jesse Redniss, GM, WarnerMedia Innovation Lab.

A CYNOPSIS MESSAGE FROM VIDEA

INCYMI

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PRIVACY

On Wednesday, Google rolled out the open-source availability of Private Join and Compute, a new type of secure multi-party computation that allows agencies and brands to share sensitive data without revealing information about individual customers. “Many important research, business, and social questions can be answered by combining data sets from independent parties where each party holds their own information about a set of shared identifiers (e.g. email addresses), some of which are common,” said the company in a security blog post. “But when you’re working with sensitive data, how can one party gain aggregated insights about the other party’s data without either of them learning any information about individuals in the datasets? That’s the exact challenge that Private Join and Compute helps solve.” Using this cryptographic protocol, two parties can encrypt their identifiers and associated data, and then join them. All identifiers remain fully encrypted throughout the process. Neither party ever reveals their raw data, but they can still answer the questions at hand using the output of the computation.

With people growing more aware of – and concerned about – privacy issues, Twitter informed users it is turning off location data. “Most people don’t tag their precise location in Tweets, so we’re removing this ability to simplify your Tweeting experience,” tweented Twitter Support. “You’ll still be able to tag your precise location in Tweets through our updated camera. It’s helpful when sharing on-the-ground moments.”

MEASUREMENT

Data and insights company Kantar announced four new big data and AI-based solutions aimed at helping brands, advertising agencies and media companies more efficiently and accurately build and measure campaigns that have global impact. Solutions include:

Context Lab: A new platform that creates synergy between creative and media strategies. The platform will optimize elements of a sponsorship, assess the value of branded content, evaluating boutique sites, choose the right creative for the right environments, understand potential for influencer or social performance within a live feed or optimize ad units for the environment in which they’ll run.

Creative Transport: A new toolset capable of forecasting how well creative executions designed for one country will perform if transported to other markets.

Balanced Attribution: A new solution that allows companies to find the right mix of channels, both online and offline, helping clients optimize their marketing to the ideal balance between upper funnel brand objectives and lower funnel sales.

Enhanced Visual Analytics: A new online platform that analyzes social media imagery at scale to help brand owners understand how their brand and products are being visually represented in broader culture.

Nielsen’s Gracenote announced the launch of Gracenote Video Popularity Score, a data offering to help entertainment providers understand the TV shows and movies that viewers want to watch so they can promote them accordingly. “Our new Video Popularity Score empowers entertainment providers to identify and put the most relevant, watched and talked about TV shows and movies front and center,” said Simon Adams, Chief Product Officer. “By enhancing content targeting, Video Popularity Score allows for sharper search results, highly topical recommendations and more relevant viewing options from cold-starts where data on user preferences or previous consumption is not available.”

A CYNOPSIS MESSAGE FROM VIDEA

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STREAMING

Tru Optik announced at Cannes Lions the launch of the Tru Optik Political Data Cloud, enabling political advertisers to use both OTT and streaming audio to target specific voter groups on a local, state or national level across factors like party affiliation, past voting behavior and issue orientation. “The reality is consumers no longer only utilize traditional TV and radio and instead are viewing CTV/OTT and streaming audio more than ever,” Andre Swanston, CEO of Tru Optik, tells Cynopsis. “From the anticipated $10 billion or more being spent on advertising for the 2020 U.S. election cycle, we project $2.9 billion from digital, a range of $500 to $720 million from OTT/CTV and a range of $70 to $90 million from streaming audio. These numbers in ad spend demonstrate that in order to succeed, candidates will need to leverage these new avenues of voter streaming consumption as they provide much more precise targeting power and exceptional reach to desired audiences.” Political data can be combined with behavioral, demographic and interest-based information, to create custom voter segments actionable across over 80 million U.S. homes through leading publishers and ad tech platforms.

Live Nation will begin streaming live events in augmented reality in September, starting with the Music Midtown festival in Atlanta. The event promoter and venue operator announced its new initiative at the Cannes Lions festival, where it also introduced Hyundai as the sponsor of the AR experience. The music content will still be streamed in traditional 2D, but will be presented alongside a few AR features. Live Nation also noted there will be a dedicated AR VIP mode that will offer fans access to unique camera angles.

DEVICES

TiVo is preparing to introduce the next generation of its DVR, if a new FCC filing is any indication. The new device, called TiVo Edge, is being made by set-top-box manufacturer Arris. Documents included in the filing indicate this is a “Series 7” device, and it would represent the first major refresh of the TiVo line-up since the introduction of the Series 6 Bolt devices in 2015.

Grammy-nominated rapper Jeezy is teaming with telecom businessman Freddie Figgers, founder of Figgers Communications, to create and distribute tech products including a “F3” cellular phone and the “F-Buds” earpods at lower price points than found on many products in their verticals. The F3 phone features an edge-to-edge 4K display with 18 Megapixel dual cameras, and will retail for $449. F-Buds, at $49 a pair, are equipped with built-in microphones and designed to pair up with any Bluetooth device.

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