CYNOPSISDIGITAL
06.14.16 Good morning. It’s Tuesday June 14, 2016, and this is your first early morning digital briefing.
Video Ad Completion rate: Video ad completion rate is a measurement referring to the percentage of all video ads that play through their entire duration. It’s also known as Video Completion Rate (VCR) or View Through Rate (VTR).
TOP NEWS
A recently leaked pitch deck revealed that Snapchat only began monetization efforts last year – but now the company is spearheading those efforts with gusto. The company has announced the launch of Snapchat Partners, a new advertising API (application programming interface). The API will connect with over 20 tech-heavy companies, and it promises to massively expand Snapchat’s advertising presence. Snapchat ads will now be sold by third parties – the first time that’s ever been possible. The third parties will be divided into two groups: Ad Partners and Creative Partners. The former will develop software for Snapchat advertisers, allowing for the buying, optimizing, and analyzing of campaigns. Ad Partners include 4C, Amobee, Adaptly, and others. The Creative Partners, on the other hand, have expertise in social content, including Snapchat’s vertical “3V’ video ad format. (In the coming weeks, Snapchat plans to rebrand the format with a new name: Snap Ads.) Creative Partners include Big Spaceship, Stun Creative, Unit9, and others. As part of its new plans, Snapchat will, for the first time, begin running ads in-between between user-generated messages (or “Stories”) from friends. (Initial launch partners include will include Verizon, Hollister, P&G, and Warner Brothers.) Simply put, it’s a massive expansion of Snapchat’s advertising ambitions. That aforementioned leaked deck noted that Snapchat aims to take in $1 billion in revenue in 2017. Now it’s a lot easier to see how they get there.
Sling TV, Dish’s Internet-based live TV service, has launched on Apple TV. It’s the first live TV service to come to Apple’s streaming device. And under the new partnership between Dish and Apple, people who pre-pay for three months of Sling TV’s (the subscription is priced at $20 per month) will see their new Apple TV slashed to $89. (The device usually starts at $149.) For a while there, it looked like Apple would try to launch a service of its own – but that never quite came off the ground, and the move to integrate Sling TV seems like a fairly clear confirmation that Apple won’t be relaunching those efforts anytime soon. In addition to Sling TV, Apple TV will feature the Fox Sports Go TV Everywhere service beginning this summer.
Some more Apple TV news: It will now be easier to use TV Everywhere services like HBO Go and Showtime Anytime on the device. Before, users needed to sign into all TV Everywhere accounts separately. It was, needless to say, a hassle. Now, users who sign into their pay TV provider account – just once – will automatically be signed into all available TV Everywhere apps featured on the device.
A CYNOPSIS MESSAGE
– Eric Ginsberg, Director, TEAM EPIC The 2016 Rising Star Awards is open for entries.
*Young I Talented I Ready to Shine*
Click here to nominate your star. Deadline to enter: Tuesday, June 24
Microsoft has reached a deal to acquire the professional networking company LinkedIn. The deal will come in at a whopping $26.2 billion – the most expensive acquisition in Microsoft’s history.
When it comes to high-end VR headsets, the Oculus Rift, HTC Vive, and Playstation VR (which ships in October) are the big kahunas. OSVR – short for Open-Source Virtual Reality – is hoping to insert itself into the mix. The OSVR program, which was founded by the gaming hardware company Razer and the VR company Sensics, aims to create an open standard for VR hardware, allowing products from different companies to operate on a single platform. And now it’s been announced that OSVR’s second headset – which is of significantly higher quality than the first – will go on sale in July. The headset, called the HDK 2, will cost $399, less expensive than the Rift and the Vive, and the same price as the yet-to-debut Playstation VR. The headset will support games and software, as well as its own online virtual reality experience portal.
PROGRAMMING + CONTENT ACQUISITIONS
Netflix’s ambitions as a first-run distributor show no signs of abating. The streaming giant has acquired The Discovery, a new sci-fi film starring Robert Redford, Jason Segel, and Rooney Mara. The film was directed by Charlie McDowell (The One I Love). The film will premiere on Netflix – and in select theaters, next year.
As advertisers and brands dive deeper into digital, many are cutting TV budgets to fund digital campaigns. Find out the latest information during The New Ratings 101: How to Use Data to Make Your Case webinar on Thursday, 7/12 at 1:30 PM ET. Register now!
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 ListenFirstDigital 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 (6/6/16 – 6/12/16)
![[]](https://www.cynopsis.com/wp-content/uploads/2016/06/ListenFirst-All-Series-6.13.16.jpeg)
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.
OpenSlate Engagement Data for the Gaming vertical, based on the engagement metric for the week ending 6/12.
Channel (Engagement) / Monthly Views / Total Subs / SlateScore
PewDiePie (9.8) / 312,397,890 / 45,371,665 / 826
LeafyIsHere (9.8) / 103,459,380 / 3,327,452 / 719
elrubiusOMG (9.8) / 143,844,990 / 18,670,322 / 797
juegagerman (9.8) / 165,169,890 / 13,424,612 / 749
jacksepticeye (9.8) / 210,759,090 / 10,776,111 / 764
rezendeevil (9.8) / 168,508,770 / 7,281,520 / 784
markiplierGAME (9.7) / 200,964,420 / 13,351,631 / 768
fernanfloo (9.7) / 203,706,540 / 12,708,243 / 735
challengeacceptedinc (9.6) / 58,445,580 / 1,868,455 / 711
popularmmos (9.5) / 201,220,200 / 8,024,474 / 735
Source: The Engagement metric is one of OpenSlate’s component scores, and is a measure of a producer’s ability to evoke meaningful interaction with their audience. It is calculated on a scale of 1-10 with higher being better. The OpenSlateEngagement score uses a subset of the data incorporated in the SlateScore to perform a set of unique calculations. It factors in views, comments, likes, and more.
CBS Corp. has promoted Jim Lanzone to Chief Digital Officer, a newly created position. He previously served as CEO of CBS Interactive. “[A]s our first-ever Chief Digital Officer, Jim will bring…expertise and influence to all of CBS’ businesses by working hand in hand with digital operations across the corporation,” said CBS Corp. Chairman and CEO Leslie Moonves. It should come as no surprise that CBS is building out its digital team. The network is, after all, set to dive into digital-first TV to a degree that surpasses the current ambitions of its network competitors. Most notably, CBS will debut a new Star Trek series, as well as a new spin-off of The Good Wife, on the CBS All Access service next year.
The ad management platform Sizmek, which specializes in supporting multiscreen campaigns, has made a new hire. Alfredo Sanchez, who most recently served as Yahoo’s Head of Sales for Travel, Education, Online Services, Retail and Government, will now serve as Sizmek’s Mexico Country Manager. In the new role, Sanchez will be tasked with expanding local market business and driving key partnerships in the Mexican region.
The cross-device marketing technology firm Tapad has named Kelley Gibson as its new VP of Sales (Self-Service). In the newly created role, Gibson will be responsible for sales of Tapad’s Self-Service offerings, as well as media business. She most recently served as Director of Strategic Accounts at RadiumOne, a specialist in programmatic media buying services.
In 2014, Facebook spent nearly $22 billion to acquire a mobile messaging app. Which app was it? You can find the answer in tomorrow’s newsletter.
Yesterday’s Trivia Question: How much did Google pay to acquire YouTube in 2006? Answer $1.65 billion. A worthy investment? Last year, a Bank of America analyst pegged YouTube’s worth at about $70 billion.
A CYNOPSIS MESSAGE
You now have the chance to get an ALL ACCESS PASS to the 2 most important events in the sports industry! Sports Business Summit & eSports Conference
When: Thursday, June 23 | Where: Three Sixty, NYC
Includes: access to both conferences, networking lunch & breaks, executive summary report, tickets to ESL One NY in October, a chance to win a photo-taking drone & more.
For more information on the upcoming events please click here.
Netflix revealed that season 2 of Narcos, its drama about the infamous Colombian drug lord Pablo Escobar, will debut September 2. The service also released a short teaser – you can check that out here.
See you tomorrow,
David Teich
06.14.16
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SUMMER INTERNSHIP CREDITS ONLY: AmericanVideoGroup.com is seeking interns for Summer. Interns are required to be on site. Schedule flexible; 4 day-16 hour week. Please send resume to: [email protected] (6/18)
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