CYNOPSISDIGITAL
06.19.15 Good morning. It’s Friday June 19, 2015, and this is your first early morning digital briefing.
Snapchat launched its first “geofilter” advertising deal with McDonald’s this week. The set of sponsored filters from the fast food chain includes a cheeseburger and fries, and other brand-specific images. Assuming the audience takes to the branded filters, this is likely just the beginning – the majority of Snapchat’s users are young and female, a demo advertisers are hungry for.
Twitter marches on despite its recent CEO shake-up. Native videos, Vines and GIFs will autoplay in timelines and across Twitter feeds, and videos will appear in a larger format. The big news for advertisers: a new, transparent standard for how brands will be charged. Now, a video view will only be chargeable when it’s 100 percent in-view on the user’s device, and has been watched for at least three seconds. “We’re putting this standard of 100 percent viewability in place because we think it’s simply the right thing to do,” David Regan, Senior Product Manager at Twitter, said in a company blog.
Netflix cast the leading roles in its upcoming original royal drama The Crown, following the story of Queen Elizabeth II and the prime ministers who helped shape post-war Britain. Claire Foy (Wolf Hall) will play the Queen, Matt Smith (Dr. Who) landed the role of Philip Mountbatten, Duke of Edinburgh, and John Lithgow (Third Rock from the Sun) portrays Sir Winston Churchill. The ten-episode series premieres on the streaming service in 2016.
YouTube unveiled a new section called Newswire, a collection of eyewitness videos curated by news verification startup Storyful. YouTube has collaborated with Storyful, acquired by News Corp. in 2013, since 2011.
Above Average introduced a new web comedy series, Ten Year Reunion, yesterday. Produced by Above Average and written by the members of BOAT Comedy, the show follows three childhood friends who catch up with the nerds, goths, cheerleaders, prom kings and serial killers they went to school with at their ten-year high school reunion. New episodes will be released every other Thursday on aboveaverage.com and YouTube.
Collective Digital Studio (CDS) and YouTuber Colleen Ballinger (aka Miranda Sings) teased How to Makeup, a six-episode series slated to air every Friday on CDS’ I Love Makeup YT channel, launched with beauty brand Bobbi Brown Cosmetics in 2013. Ballinger’s Miranda Sings channel boasts more than 4.2 million subscribers.
Free movie and TV streaming service Popcornflix kicked off an Extreme Sports programming genre. The new content features eight series, including Wild Spirits (currently broadcast on NBC Universal Sports), Wild Spirits H2O, Wild Surf, Better than Four, fighting series Hard Knocks and Ultimate Combat Experience. Popcornflix programming is available on multiple platforms, including Roku, Sony PlayStation consoles, Xbox consoles, iOS, Android and other devices.
History channel’s new children’s entertainment brand, Planet H, launched its third game yesterday. Age of Explorers joins A+E Networks’ Frontier Heroes and Empire Run, and is available for free on iOS, Android and Kindle Fire platforms.
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ADVERTISING + AD PLATFORMS
Pinterest announced a list of the first Marketing Developer Partners helping businesses manage advertising on the social platform using its auction-based Ads API, which operates on a click-per-cost model. MDPs include 4C, Adaptly, Ampush, Brand Networks, HYFN, Kinetic Social, SocialCode and SocialFlow. A study by MillwardBrown revealed that 96 percent of active users have used Pinterest to research and gather product information, 93 percent have used it to plan for purchases, and 87 percent have purchased something because of Pinterest.
Audience-targeting television advertising company Simulmedia is partnering with Oracle Data Management Platform (DMP). Through the technology integration, marketers and advertisers who currently use Oracle DMP to synchronize their offline and online customer data can track the performance of their Simulmedia TV campaigns to determine how they influence direct business outcomes.
Nielsen named technology veteran James Powell as Global Chief Technology Officer. Powell joins the company from Thomson Reuters, where he was Executive Vice President and Chief Technology Officer.
Two-time Emmy winner and newly appointed Promax UK Board member Frank Radice will join creative agency Definition 6’s London office, locally known as TheNewsMarket, to advise on marketing and media strategy.
A CYNOPSIS MESSAGE
DIGITAL SPOTLIGHT OF THE DAY
The PBS Digital Studios original YouTube series First Person returned with a new episode yesterday after a short hiatus. In the ep, “What’s So Queer About Non-Monogamy?,” host Kristin Russo speaks to Lola Pellegrino, a writer at RookieMag.com. The LGBTQ-friendly series not only premiered a new ep, but debuted a new format and look. Check it out at www.cynopsis.com/#video.
See you Monday,
Jessica Reese @JMarieReese
06.19.15
Roberta Caploe: Associate Publisher @robertacaploe
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