CYNOPSISDIGITAL
06.03.16
Good morning. It’s Friday June 3, 2016, and this is your first early morning digital briefing.
Client-side: The client-side refers to operations that are performed by the client in a client–server relationship in a computer network. Generally, a client is a computer application (such as a web browser) that runs on a user’s local computer and connects to a server.
Warner Bros. is consolidating many its streaming properties into Warner Bros. Digital Networks, a new division aimed at accelerating the company’s OTT efforts. The division will include the K-drama-focused DramaFever (acquired by Warner in February) and the Warner Archive Instant SVOD service. The unit will also manage the company’s investments in the gaming-centric production company Machinima, Lebron James’s entertainment network UNINTERRUPTED, and Ellen DeGeneres’s platform Ellen Digital Ventures. The goal, ultimately, is to expand on Warner Bros. current OTT offerings, launching new content and forging new partnerships. The company also says that Warner Bros. Digital Networks aims to work closely with Time Warner’s Turner and HBO. Craig Hunegs, who will continue serving as Warner Bros. Television Group’s President of Business and Strategy, will add oversight of the new division to his duties, serving as its President. He’ll continue reporting to Warner Bros. Chairman and CEO Kevin Tsujihara.
Just in time for this year’s NBA Finals, 360-degree video of the Cleveland Cavaliers and Golden State Warriors is coming to Twitter. Sponsored by Samsung in a deal reached through Amplify (Twitter’s video advertising business), the videos will include pre- and post-game footage. (Alas, ABC owns the rights to all in-game footage.) The footage will be distributed after each Finals game via the NBA’s Twitter account. This marks the first time that Amplify has made 360-degree video the focus of a campaign. It should be noted that Twitter, unlike Facebook, doesn’t actually support native 360-degree video content. Instead, tweets will link to Samsung’s website, where the content – all of which will be shot on a Samsung Gear 360 camera – will be viewable.
Mary Poppins may reside in the somewhat distant past, but Julie Andrews hasn’t gone anywhere. The Oscar-winning actress is partnering with the Jim Henson Company for Julie’s Greenroom, a new half-hour Netflix series aimed at pre-schoolers. Andrews will Executive Produce; she’ll also star in the series as “Ms. Julie,” a teacher at a performing arts school. And given the Jim Henson Company’s involvement, the following probably goes without saying: Ms. Julie’s students happen to be puppets. The series, which Andrews co-created with her daughter Emma Walton Hamilton, as well as Judy Rothman-Rof , is slated to debut on Netflix early next year.
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Tuesday, June 7 / NYC
OPS is the best place to connect with other digital media strategists and make the next steps in turning your digital media business into a profitable and efficient enterprise. You’ll hear from longtime industry stalwarts, learn from the sharpest minds in digital advertising, and meet the tech providers shaping the future of digital media marketing and monetization.
Go to www.opsconference.com to learn more.
It just got easier to buy pre-roll video advertising on Twitter. The social media platform initially opened up an online marketplace for pre-roll ad-buying last October. The platform enabled ad-buyers to manually choose content categories to run ads against. But that process is a far cry from the targeted automation that has increasingly come to dominate the digital ad-buying landscape. Now, in an apparent effort to shore up ad revenue, the company is meeting that demand. Twitter is giving advertisers the option to buy Twitter pre-roll ads through automated ad-buying systems provided by the companies AdParlor, Amobee, TubeMogul, and Visible Measures. The new capabilities will enable advertisers to syndicate video ads across Twitter, while managing who gets to see the ad, and how much to pay for it.
Question: Would you be less likely to ignore a display ad if you could have an intelligent conversation with it? IBM is certainly hoping so. The computing company, which acquired almost all of The Weather Company’s assets (other than The Weather Channel) early this year, plans to roll out digital display ads that can coherently respond to written and verbal questions from users. (For instance, an ad would have a fluent response if you asked, “Is this cold medicine right for my eight- year-old daughter?”). The new ads will be powered by Watson, IBM’s cognitive supercomputer. The ads are expected to roll out on The Weather Company’s properties, including weather.com, beginning this fall. The brands Unilever, Campbell Soup Co., and GSK Healthcare are already signed on to participate.
DEALS + PARTNERSHIPS
Like the great Roger Federer, Snapchat skipped this year’s French Open to focus on grass court season. The company has inked a three-year partnership with the Wimbledon tennis tournament. For each year of the partnership, the tourney will be granted a temporary spot in the Snapchat Live section for the U.K. Wimbledon’s Live Story will curate snaps from attendees. In addition, Snapchat will feature “takeover” days following certain players at the event. Some takeaways: Like Twitter and Facebook, Snapchat now seems increasingly intent on pursuing partnerships with major sports leagues and events. (The app already runs content from all four major American sports leagues, as well as others.) Another thing the Wimbledon partnership makes clear: Snapchat is very much interested in growing its international market share.
SOCIAL MEDIA
Speaking of Snapchat: The app has passed Twitter in daily usage, according to sources who spoke to Bloomberg. Bloomberg reports that Snapchat now sees 150 million daily users, compared to less than 140 million for Twitter. And Snapchat is growing at an astonishing rate: That 150 million was only 110 million as recently as December.
The digital production company New Form Digital is bringing Pulse – what New Form Digital is calling an “EDM musical” – to Verizon’s Go90 mobile video service. (EDM stands for “electronic dance music,” by the way.) The series, starring actress Kate Findlay (AMC and Netflix’s The Killing), will debut this fall.
Go90 has certainly been doing a lot of business since it launched last October. The service has just launched FYI, a new series from the gaming-oriented production company Machinima. The series combines whiteboard animation with discussions of subjects like politics and gaming. The first two episodes are now available; more episodes will roll out weekly beginning June 15.
Jack Dorsey serves as CEO of two different companies. One is Twitter. What’s the other? You can find the answer in Monday’s newsletter.
Yesterday’s Trivia Question: Google recently announced an upcoming mobile-based virtual reality platform, releasing specs for a headset and a small remote control. What’s the platform called? Answer: Daydream
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Mark Hamill’s screen time in last year’s Star Wars VII lasted for all of five seconds. Still, it’s Star Wars, and those five seconds accounted for more public exposure than most working actors receive in a lifetime. Now the actor is riding that wave of regained cultural relevance, launching a new series on the Comic-Con HQ SVOD service. Called Mark Hamill’s Pop Culture Quest, the documentary-style show follows Hamill as he explores the world of collectibles and passionate fans. The series will debut this fall. Check out the trailer here.
See you Monday,
David Teich
06.03.16
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