A CYNOPSIS MESSAGE FROM Placemedia

CYNOPSISDIGITAL
07.21.16

Good morning. It’s Thursday July 21, 2016, and this is your first early morning digital briefing.

Nielsen’s Digital Ad Ratings division is giving customers the gift of authenticated viewability. The division will now support DoubleVerify, Integral Ad Science, and Moat, arguably the three most prominent companies when it comes to third-party ad viewability measurement. The three companies, all of which have some form of authentication from the Media Rating Council, will help Nielsen clients calculate “viewable, human, demographic ad metrics within Nielsen Digital Ad Ratings using a single tag,” according to Nielsen.
 
 

There’s immersive, and then there’s ten thousand square miles immersive. Over the last several months, the virtual reality startup HelloVR has been designing a massive outdoor virtual world filled with trees, lakes, and campfires. Called MetaWorld, the world allows users to pitch tents, go fishing, and generally explore. It even has a time zone, sunrises, and sunsets. The MetaWorld experience will be made available to early adopters through a “Pioneer Edition” program, set to debut on high-end virtual reality headsets later in the year. 
 
It’s your last chance to join us for our today’s webinar, Virtual & Augmented Reality, from A-Z. The webinar starts at 1:30pm ET today. Listen and learn from IBB Consulting Group, National Geographic, Virtually Live & The Weather Channel. One registrant will win a FREE Samsung Gear VR headset! Register now.
 
 

A CYNOPSIS MESSAGE

Above Average, the digital comedy platform of Lorne Michaels’ Broadway Video, raised $15 million in new funding. The funding comes from Turner Broadcasting and Advance Vixeid Partners. (The later is an investment arm of Condé Nast and Advance Publications.) Above average, which features web series and other programming, was initially launched in 2012. “This funding further validates our efforts and productions, and we’re excited about the new opportunities for growth it provides,” said Above Average President Jennifer Danielson.
 
 

 
Viral content aggregator Jukin Media, which specializes in licensing user-generated clips, has launched a new digital marketplace. The marketplace, which Jukin calls a “second generation licensing platform,” is a database designed for marketers, producers and creators to search for viral clips. (The clips’ owners will have already given Jukin the greenlight to license them.) As part of the licensing deal, the clips’ owners will share revenue with Jukin. “Our platform offers the fastest and easiest way to discover great user-generated content and license it for use on any medium,” said Greg Bond, Jukin’s VP of Global Licensing, in a statement.
 
Influencer marketing platform Reelio launched Reelio Greenlight, a service that enables marketers to browse through a library of creators’ prospective projects before those projects are publicly distributed. Marketers and creators can then connect over the platform to agree on potential brand integration partnerships. Clients currently using Reelio’s enterprise platform will be the first to gain access to the new service.
 
 

Spotify, in partnership with the programmatic specialists AppNexus, Rubicon, and The Trade Desk, is opening up its audio ad inventory to real-time programmatic buying. The move will allow advertisers to buy inventory for the free, ad-supported version of Spotify’s mobile app, targeting users based on criteria such as gender, age, and musical preferences.
 
 

During the 2016 Olympic Games, NBC’s coverage will be highly active across digital platforms. (For the third straight year, NBC will make every event – outside of the Opening Ceremony – available for live digital viewing.) But according to a June survey from the product discovery and reviews platform Influenster, one major younger demo – millennial women – isn’t swayed. The survey, which featured 4,000 interviews, concludes that 75% of millennial women will simply watch the Olympics on TV. Only 18 percent said they would live-stream the Games.
 
To determine the TV ads generating the most digital response, iSpot.tv measures digital actions across Facebook, Twitter, YouTube and all major search engines. Below, a look at the brands that backed the major-network coverage of the Republican National Convention.
 
“The Trump Show”
“There are lots of ways to watch the Republican National Convention, which kicked off at the Quicken Loans Arena in Cleveland on Monday, including live-streaming and wall-to-wall cable news coverage. But marketers interested in reaching the most mainstream audiences are advertising during the primetime convention specials airing each night on ABC, CBS and NBC. So far during the first two nights of the convention specials on the nets, Entresto, a heart drug, has had the highest spend (12.67%, with its ads running on NBC and CBS). Right behind it: Pfizer (9.20%, on CBS and ABC), which chose to call general attention to its R&D efforts with a spot titled "Before It Became a Drug," and Tylenol (6.76% for an ad run on NBC). Entresto also tops iSpot’s digital share of voice (SOV) ranking.”
– iSpot.tv
 
 
The online video analytics company Tubular Labs took a look at the most watched online video publishers in June 2016. Some of their findings:
– Overall: The top 100 video brands and influencers together generated 40.4 Billion total cross-platform views in June, with an average V30 (views per video) of 3.6 Million and an average ER (engagement rating) of 1.2x, meaning these creators and brands produced content that’s 1.2 times more engaging than the average.
– Facebook: Facebook rankings are separated into two categories: Facebook Publishers and Facebook Personalities. Food and entertainment continued to reign strong in Facebook Publishers category. Buzzfeed’s Tasty remained at #1 with 1.8 billion views. Unilad took the #2 spot with 1.7 Billion views while The LADBible took the #3 spot with 1.4 Billion views.
– Instagram: Fueled by Euro 2016 games, soccer ruled on Instagram with 433 Football (Soccer) maintaining its #1 rank with 204 Million views. Hoodclips took the #2 spot with 122 Million views, followed by Justin Bieber, new on the rankings, with 964 Million views.
– YouTube: Family content and entertainment dominated YouTube rankings in June. Ryan ToysReview was at #1 with 596 Million views. Webs & Tiaras – Toy Monster Compilation ranked at #2 with 536 Million views. Netd Muzik came it at #3.
 
 

Refinery29 announced a new hire. The female-oriented digital media company has named Amina Canter as EVP of Partnerships and Distribution. In the new role, Canter will work to expanding distribution of Refinery29’s video and brand content, across both traditional and digital media platforms. Canter most recently served as COO of the digital studio Astronauts Wanted.
 
 

A CYNOPSIS MESSAGE

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