CYNOPSISDIGITAL
07.17.14

Good morning. It’s Thursday, July 17, 2014, and this is your first early morning digital briefing.

 
Conde Nast Entertainment launched the new digital video hub The Scene yesterday. Previewed at this year’s Digital NewFronts, The Scene will premiere the second season of Glamour’s The Single Life starring YouTube’s Taryn Southern, Teen Vogue’s Strictly Ballet, Wired’s Teen Technorati and weekly videos from BuzzFeed. Procter & Gamble’s Gillette Deodorant is sponsoring the debut of the platform that include more than 12,000 videos with more than 200 shows from 20 CN brands.
 
AOL’s new behind-the-scenes digital creator series Follow Me will debut on July 29. Mashable reports the first two episodes of the ten-eps will first hit the AOL Originals home page and then its YouTube page 24 hours later. The show will feature Brittani Louise Taylor (1.1 million subs), the filmmaking team behind 5 Second Films, two members of video boy band Our 2nd Life (O2L), gaming YT channel ScrewAttack! and more. New episodes will premiere every Tuesday.
 
With Yahoo’s Marissa Mayer “not satisfied” with the company’s second-quarter earnings report this week, Yahoo also stifled a rumor that they were looking to acquire AOL. Variety reports Yahoo’s Chief Development Officer Jackie Reses said they would not be snatching up the media company in the next two years (or at all). Yahoo’s revenue was $1.1 billion in Q2, which is down from four percent from the year prior, with its average price for display advertising falling 24 percent and revenue declining eight percent.
 
 

If you’ve got happy news, weddings, babies, engagements you’d like shared with your industry colleagues for a new feature going up soon on our web site, send to [email protected].
 
 

 
Facebook will start sending age and gender data of TV viewers to Nielsen in the fall. “The world is shifting radically, so we had to evolve our measurement so that we could captures all this fragmented viewing…it’s all anonymous and privacy-protected,” Nielsen’s Executive Vice President Cheryl Idell told The Los Angeles Times. A Facebook spokesperson also told the Times, “We have worked with Nielsen under strong privacy principals, and we don’t believe that audience-measurement systems should be used to adjust targeting; they should only be used for measurement.”
 

 
Adult Swim is teaming with its advertising partners for on-air, on-site and online fan experiences at Comic-Con. Among the efforts are a campaign with State Farm featuring Super Steve Frost, a superhero invented for the occasion; free rides in Adult Swim and Lexus-branded CT Hybrid vehicles and a site from Intel showing full-length panels at the event. Each video will feature Intel pre-roll messaging and will be housed in a branded environment presented by Intel. “Advertisers recognize Adult Swim’s relationship with young adults and look to us to better align themselves with marquee events like Comic-Con,” said Joe Hogan, EVP, young adult ad sales for Turner Broadcasting.
 

A CYNOPSIS MESSAGE

Adap.tv secured a patent for its programmatic TV platform and its ability to tie consumer sales in-store and online to TV ad airings. “The industry is just in the beginning stages of applying automated, data-driven approaches to TV,” Senior Vice President of Programmatic TV Dan Ackerman said. “This patent is a recognition of the work our teams have done to develop technologies that will accelerate this shift towards more efficient TV advertising predicated on ROI and accountability. The ultimate goal is to tie TV closer together with digital, and provide a more holistic view of marketing investments across all online and offline channels.”
 
Mobile supply side platform SponsorPlay rebranded to Fyber yesterday. “We’ve been enhancing our product offerings over the past eighteen months, and it’s our mission to unify the fragmented mobile advertising ecosystem,” Co-founder and CEO Andreas Bodczek said. Fyber reaches 100 million unique users a month, and enables publishers like GREE International, Inc., Glu Mobile Inc., Cie Games, Inc. and more.
 
Nielsen reports its expanded Online Campaign Ratings have been met with “significant client adoption,” including Adap.tv, BrightRoll, Torrential and YuMe, among others. “With this adoption, the enhanced Nielsen Online Campaign Ratings stands to transform the mobile advertising industry,” said president, US Media Lynda Clarizio.
 
ReactX announced updates to its platform to offer advertisers 100 percent viewability on ad units, and access to real time pre-auction impression qualification. “This gives advertisers peace of mind when turning to high impact custom ad units, and guarantees only high quality impressions reach the exchanges,” CEO Chip Meyers said. “It [assures] advertisers that budgets achieve the highest yields without the usual loss due to inferior traffic prevalent with standard RTB formats.”
 
Sizmek’s Audience Suite will now integrate data from comScore vCE and Nieslen Online Campaign Ratings. “This ability to easily merge demographic and ad server performance metrics such as video completion rate will be an enormous advantage for our platform users,” Senior Vice President of Strategic Business Development Andrew Bloom said.
 
 

 
Maker Studios appointed Charles Gabriel as Chief Advertising Officer and Executive Vice President of Global Sales. He was previously the Senior Vice President of Video Sales at AOL.
 
A+E Networks created the new division A+E Research & Analytics Team, which will be comprised of four divisions: Brand Research, Digital Analytics & CRM, Multiplatform Analytics and Revenue Research. Joining the new team are Marcela Tabares as Senior Vice President, Revenue Research, Tom Pellegrino as Senior Vice President, Brand Research, Lee Boykoff as Vice President, Digital Analytics and CRM and Julya Fridman as Vice President, Multiplatform & Distribution Analytics.
 
Ogilvy Public Relations named Jennifer Banovetz as Senior Vice President, Brand Marketing Group Director. Most recently, Banovetz was the Senior Vice President in the Consumer brand Practice at Edelman Los Angeles.
 
Please take a moment to participate in Cynopsis Media’s first ever Salary Survey, and help us provide you and your industry colleagues with a trusted benchmark for salaries and benefits among TV and Digital Media professionals. Deadline is TODAY! https://www.surveymonkey.com/s/cynsalary
 

A CYNOPSIS MESSAGE

 
Once a coveted gaming device, Nintendo’s classic Game Boy is now just a relic to today’s tech-savvy kids. In a new video from Fine Brothers Entertainment, the duo presented the 25-year-old device with the game Tetris, which one child went as far to say, “I kind of feel sad for the people in the past.” Since it was released on July 6, the vid has hit more than 7.5 million views. Check out their hilarious reactions at www.cynopsis.com/#video.

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