08/21/17: Cynopsis Digital dives into the "skinny bundle” marketing war

Good morning. It’s Monday August 21, 2017 and this is your your first early morning Digital briefing!

TODAY’S CODEBREAKER

Sentiment Analysis: Sentiment analysis is the process of computationally identifying and categorizing the opinions that are expressed in a piece of text, especially in order to determine whether the writer’s attitude towards a particular subject or product is negative, positive, or neutral. Sentiment analysis can often help advertisers avoid placing ads on webpages where their brands and products are viewed negatively.

JUST IN…

For all of its struggles, one area of Snap Inc.’s business looks somewhat promising. The Snapchat parent has licensed loads of original short video content, and if the latest numbers are any guide, Snap may find a ton of eyeballs there. Stay Tuned, the twice-daily news show from NBC News, has pulled in over 29 million unique viewers since its July 18 launch, the companies announced. It’s the first daily news show ever to run on Snapchat. And it’s not the only NBC show on the app, either; spinoffs of The Voice, Saturday Night Live and others have already debuted. NBCUniversal is a major investor in the company, having poured $500 million into Snap as part of its IPO.

The United Nations is making use of Camera Effects Studio, Facebook’s recently-launched augmented reality platform. A new campaign, which launched Saturday for World Humanitarian Day, encourages users to overlay a black-and-white filter with text that tells stories of civilians in conflict areas. VML New York partnered with the U.N. on the campaign, creating 10 separate filters that feature true stories about children, sexual violence, aid workers, and medical workers. Each filter appears on-screen for 19 seconds.

Facing a glut of competition, “virtual MVPDs” are scrambling to set themselves apart. And a couple of companies face an added challenge: They’re in competition with their own pay-TV services. But does that really worry them? And does it affect their marketing efforts? Cynopsis Digital dives into those questions in a new article, The Skinny Bundle Marketing War. Read it here.

A CYNOPSIS MESSAGE

CYNOPSIS ESPORTS MASTER CLASS

Friday, September 15 | Barclays Center | BKLYN

Nielsen is launching a new unit focused on esports, offering global research and consulting services for the exploding industry – in 2017, revenue is projected to increase 41% to $696 million, with a 50% growth in global audience, to 191 million. To learn more about how to get in the game, register for the information-packed event with experts in the esports space AND a VIP/behind-the-scenes tour of ESL One.

Register by 8/30

LET’S MAKE A DEAL

Digital media company Complex Networks is making the leap to television. In a new deal with Fuse Media, the companies will cross-distribute and syndicate original formats on each other’s channels. Both companies will also co-market, as well as co-sell advertising against TV and digital formats. The deal calls for a 90-minute programming block on Fuse that will feature first-run episodes of Complex’s original series, of which there are over 20.

ADVERTISING

Ad giant GroupM announced that it’s imposing its viewability standards worldwide, and beefing up its viewability standard for social and mobile newsfeed environments. The WPP-owned firm already had viewability standards in place in the U.S., requiring that ads be viewable in order to count as a payable impression. GroupM required that 100% of the pixels in an ad be in view for some duration of time for every ad format. Now, the firm says that mobile and social newsfeed environments will require a duration of at least one second for the time a display ad moves through a viewable screen. GroupM also says that pre- and mid-roll video impressions must now be user-initiated, must have the sound on, and must be at least 50% completed. Finally, GroupM says that it’s carrying out new research to study the performance of social and newsfeed video ads. The firm will work with Moat, Integral Ad Science, and DoubleVerify to study impressions across social networks.

PROGRAMMING

Netflix recently ordered more than 20 new Japanese animation titles. Among those are a new reboot of Saint Seiya, a classic manga and anime. Greg Peters, Netflix’s Chief Product officer, has previously said that more than 90% of Netflix’s anime titles are streamed outside of Japan.

INFLUENCERS

Teen girl digital destination Sweety High announced that Tegan Marie, the 13-year old country musician that the company represents, has signed a deal with the Warner Music Nashville label. Sweety High announced the deal on Saturday, during Marie’s debut at the Grand Ole Opry. Marie is the youngest country musician ever to sign a deal with Warner. Sweety High will be on hand for Cynopsis’ September 26 live event, “How to Connect and Engage with Gen Z” – find out more here.

OTT + SVOD

BritBox is building up its content slate. A joint venture between ITV and BBC Worldwide, BritBox has the largest collection of U.K. TV of any U.S. service – but a lot of that content consists of old classics. Now it’s adding some newer programming: BBC drama Broken, starring Sean Bean as a Catholic priest, will debut on the service this fall. (It bowed in the U.K. in May.) Also this fall, BritBox will become the exclusive streamer for Five by Five, a collection of five short films starring and created by actor Idris Elba.

UPCOMING DIGITAL PROGRAMMING…

… for the week of Monday, Monday, August 21, through Sunday, August 27.

– People Now at People.com, Monday-Friday at 8:30a ET and 11:30a ET. Guests include actor Spencer Sutherland (CMT’s Still the King), actor Marlon Wayans (NBC’s Marlon), and actress Sadie Robertson (Hallmark’s Sun, Sand, and Romance)

– Acorn TV: Drama series The Good Karma Hospital debuts today, August 21

– Netflix: Lynne Koplitz: Hormonal Beast, a new comedy special, debuts Tuesday, August 22

– Crackle: Party Boat, a new comedy movie, debuts Thursday, August 24

– Netflix: The Adam Wingard-directed film Death Note debuts Friday, August 25

– Disjointed, A new sitcom from Chuck Lorre, debuts Friday, August 25

– DreamWorks Dragons: Race to the Edge, an animated family series, debuts Friday, August 25

– Amazon: The Tick, a new take on the comedic superhero franchise, debuts Friday, August 25

TRIVIA

Actress Michaela Watkins stars on which Hulu series? Answer: Casual. Kudos to Andy Pittman-TAMU/TX, Matt Meachem-Gracenote/NY, Andrew Bellamy-Producers Guild of America/NY, Tom Moore-Kalt Productions/CA, David Westberg-SAG-AFTRA Federal Credit Union/CA, Lorrie Shilling/CA, Jessica Schiekofer-Vevo/NY, Susan Nessanbaum-Goldberg-M and S Entertainment/CA, and Jaime Brand-Fullscreen Media/NY

Follow-up: Who created Casual? (Email [email protected] with your answer and be sure to include your name, company, city and state.)

A CYNOPSIS MESSAGE

Connecting with Gen Z is a massive opportunity that few can afford to miss.

It’s crucial to understand the largest, most diverse group of media users, that make up 40% of all consumers. Register for Cynopsis Digital’s September 26 live online event: How to Connect and Engage with Gen Z, and learn from experts at Sweety High, Awesomeness TV, Nielsen and Fluent as they address the potential within this demographic and the strategy your team needs to reach them.

DIGITAL SPOTLIGHT

Valve’s upcoming virtual reality controllers, called Knuckles, come with more buttons and a hand-strap; that lets players use them without needing to grip them. Knuckles haven’t officially debuted just yet. But, as part of a new video, the YouTube channel Tested got ahold of a pair and took them for a spin. The video is fairly long, but it’s worth checking out; watch here.

David Teich
Roberta Caploe Publisher @robertacaploe	Diane K Schwartz Senior Vice President Media Communications Group	Cynopsis Ad Sales Mike Farina \| 203-218-6480 VP, Sales	Cynopsis Job Listings Sales Trish Pihonak \| 203-899-8459 Director of Operations

CYNOPSISJOBS – For More jobs, please visit Cynopsis.com

JOB OPENING: VP CONTENT/FlyQuest/LA: Out of the box thinker who thinks strategically and sets directions aligned to company’s strategy, applying external perspective to meet business needs. 8+ yrs’ exp working in a content strategy & editorial function, pref in the gaming, digital or ent space. Full info/apply HERE (8/26)

JOB OPENING: SOCIAL MEDIA DIRECTOR/FlyQuest/LA: Execute SM strategy ensuring goals are met by team and content is continuously optimized for key aud segments. Min 6 yrs of exp in custom social media content creation, digital Exp w/pd search & pd social a must. Full info/apply HERE (8/26)

JOB OPENING: HEAD OF MARKETING & BRAND STRATEGY/PromaxBDA/LA: Be the key creative & strategic digital leader that will drive create mktg strategy & mng brand & creative strategy efforts for the association and all events, initiatives & programs. Mktg exp w/in tech & dig spac a must. Full info/apply HERE (8/26)

JOB OPENING: CLIENT SOLUTIONS SPECIALIST/WIDEORBIT/Portland, OR & Hoover, AL: Come help us launch our newest groundbreaking platform. Looking for broadcasting or software support exp & a passion for client services and troubleshooting. Full info/apply HERE (8/26)

JOB OPENING: FREELANCE OPERATIONS SPECIALIST/NBCU/NYC: Perform duties of a master control operator in a fast paced envir. Monitor/maintain the continuity and availability for mult time zones across 2 TV ntwks. 2 yrs exp in master control or control room TV envir. Nights/wknds/holidays a must. Resume/cover HERE (8/26)

JOB OPENING: MARKETING MANAGER/NBCU SKYCASTLE/LA: Min of 3 yrs mktg exp w/in a media company or agency is req’d. Min 2 yrs exp in Digital media/marketing with a robust understanding of the marketplace and platforms. Full info/apply HERE (8/24)

JOB OPENING: MGR, MULTI PLATFORM AUDIENCE RESEARCH/SHOWTIME/NYC: Resp for analysis, interpretation & reporting of viewership across STB on demand & digital platforms. In depth knwlg media ind. & 4 yrs of relevant exp cross platform prgrm rsrch, digital analytics and/or data analysis. Full info/apply HERE (8/24)

JOB OPENING: DIRECTOR, ANALYTICS (DIGITAL)/GSN TV/Santa Monica: 5+ yrs in rsrch, data analytics/data science; Fam w/syndicated rsrch software. Analyze consumer data (quantitative/qualitative), incl: consumption trends, traffic patterns etc. BA deg statistics, math or applied quantitative field. Res/cover HERE (8/24)

JOB OPENING: ANALYST, RESEARCH & ADVANCED MEASUREMENT/GSNTV/Santa Monica: 2 +yrs research exp in cble net or TV;BA deg; strategic analysis, syndicated daily overnight ratings, universe estimates, audience growth stories, trend analyses, demographic, lifestyle & industry reports. Res/cover HERE (8/24)

JOB OPENING: DIGITAL MARKETING MANAGER/GSNTV/Santa Monica: 2 yrs social media/mktg exp. Dvlp strategies to increase/maintain GSN’s fan base on all current & emerging sm platforms, as well as traffic to GSNTV.com and supporting microsites/online games. Res/Cover HERE (8/24)

JOB OPENING: BROADCAST OPERATIONS MGR/NBCU/NYC: Act as prime representative of On-Air Operations on a 24X7 basis to internal/external clients bus. partners. Resolve tech & op issues w/urgency. 5+ yrs of exp an On-Air brdcst envir w/strong understanding of TV prod & dist. process. Resume/cvr HERE (8/24)

JOB OPENING: MGR, STANDARDS & PRACTICES/TURNER/ATL: Review original series, animation, live action, acquired across Turner networks. Live event delay. Lead projects. Sound decision maker w/7+ yrs exp; Prefer mgmt & S&P exp. Full info/apply HERE (8/23)

JOB OPENING: SR PRODUCTION MGR/SR EDITOR/Ringling College of Art & Design, Sarasota, FL: Manage the production needs for ART Network/Communication Strategies. 5 yrs digital content creation and/or TV broadcast experience Info/Apply: HERE (8/23)

JOB OPENING: FREELANCE COPYWRITER/TRANSLATOR/NFL/NYC: Work w/4 mktg groups & svc all depts in brainstorming/creating ideas into words for initiatives, branding projects & social media executions. Provide Spanish-language messaging and/or translations across the NFL League office. Full info/apply HERE (8/23)

JOB OPENING: INTEGRATED MKTG Sr. MANAGER/FUSE/NYC: Strategic dvlpmt & execution of multiplatform integrated mktg solutions for potential/existing Ad Sales clients. Exp: Mktg/Ad Sales/Mgmt/Media/Dig.Media/Crtv Writing. Apply HERE (8/23)

JOB OPENING: DIR, ACCT MANAGEMENT/TVision Insights/NYC: Lead the Customer Success Team, manage process, people and key relationships. 5+ yrs exp ad-tech/agency/brand, 2+ yrs in leadership position focused on delivering, mngng & retaining business. Full info/apply HERE (8/22)

JOB OPENING: ACCT MGR/TVision Insights/NYC: Interface w/clients, enable them to create compelling insight from our platform. BA degree in quantitative discipline from a top tier. 3+ yrs exp in Consulting, Agency or a media related company/startup in an analytics role. Full info/apply HERE (8/22)

JOB OPENING: MARKETING & COMMUNITY MANAGER, SOCIAL MEDIA/Crown Media Family Networks/LA: Manage community for Crown Media social media platforms. Develop and execute content, engage with community, and cultivate new platforms. Responsible for paid strategy. BS req. Apply HERE (8/22)

JOB OPENING: DIGITAL RESEARCH ANALYST/Crown Media Family Networks/LA: Manage business intelligence and reporting tools to support digital operations. Work with internal clients to gather, document, prototype, test and deliver business intelligence solutions. Must have a passion for data. BS req. Apply HERE (8/22)