CYNOPSISDIGITAL
09.08.16

Good morning. It’s Thursday September 8, and this is your first early morning digital briefing.

Share of Voice: An online advertiser measuring its share of voice is gauging how visible its brand is during a specific time period, usually by looking at percentage of total exposures. In other words, let’s say a brand’s ads comprise 25% percent of all advertisements on a website during an ad campaign that lasted from September 1 to September 30. We could then say that the advertiser garnered 25% of the share of voice on that site during its September campaign.
                                                                  
 

It can’t be all growth all the time, even for Snapchat. The company says it has eliminated an undisclosed number of jobs in Los Angeles and New York. (According to a source who spoke with Reuters, about 15 employees were cut.) The employees in question had been responsible for curating user-generated images and videos in Snapchat’s local Stories section. The motivation for the layoffs was simple: Snapchat wants to place a greater emphasis on major events. The now-eliminated local Stories content will be replaced with content surrounding events such as the Super Bowl and MTV Video Music Awards. In addition to being supremely popular, events like those are often sponsored.
 
 

 
Telmar, a company that provides strategic targeting and media planning solutions, has partnered with USA Touchpoints, a firm that provides a nationally projectable picture of how consumers use media. The partnership is designed to help marketers calculate reach and frequency against a database of how people spend their time on activities and media. “Telmar has evolved reach and frequency software to help clients make the best use of their marketing and media audience data with analysis, behavioral insights, and the ability to identify consumer targets and the best media to effectively deliver their marketing messages,” Corey Panno, President of Telmar Group, Inc., told Cynopsis Digital. “The company has developed new software that provides clients very good predictive indicators of reaching consumers using the data they already have. So marketers can determine in advance – without wasteful testing – which combination of targeting parameters and media will be most successful.”
 
 

Sony‘s Crackle is diving into VR originals; so says Crackle GM and SVP Eric Berger.  (The service previously mentioned its intention to delve into VR at its Upfront event earlier this year.) “VR gives us permission to immerse ourselves in the moment,” Berger said yesterday at Variety’s Entertainment and Technology Summit in L.A. According to Berger, Crackle is focused on producing VR videos based on and attached to its existing original series. But he also said that, sometime in the future, Crackle will be making “direct to virtual reality programming.” Perhaps most intriguingly, Berger says that Crackle intends to monetize VR through advertising. Some of that would be standard ad fare, but Berger also says that Crackle wants to create interactive ad experiences. “It’s as if the consumer actually steps into the ad,” he said. It would be a consequential development: While VR companies have begun to dive into VR advertising, only a tiny number of services (and ad creatives) have yet to truly take advantage of the format in the way that Berger is suggesting.
 
 

 
Our Kids !magination Awards breakfast is only a couple weeks away, and we want YOU to be there to celebrate your industry peers. Grab a mimosa and spend your morning in New York City for some celebration, networking and fun!
 
 

 
@The_RealDenzel: Oh my sweet Jesus. This is unbelievable #TEXvsND
Canvs, the language analytics company that measures emotions around content, analyzed tweets about TV and streaming programming from Aug. 31 through Sept. 6 using Twitter data from Nielsen. Trends and insights from the 2,544,109 tweets expressing a specific Emotional Reaction (ER) include:
– ABC was the home of insanity, prompting 20% of all “crazy” ERs across networks, thanks mostly to College Football.
– Comedy Central prompted plenty of laughter, inspiring 7.7% of all “funny” ERs, largely driven by The Comedy Central Roast of Rob Lowe.
– Freeform was the home of tears, prompting 24.4% of all “cried” ERs across networks, mostly due to the Pretty Little Liars midseason finale.
– Comedy Central also drove 5.8% of all “brutal” ERs across networks, driven by, yes, that merciless Rob Lowe roast.
 
Yesterday, the marketing technology company Amobee used its Brand Intelligence platform to take took a look at the digital conversation surrounding Apple’s new iPhone announcement. Initial results showed that, at least for now, audiences are noticeably hesitant about the major changes to iPhones’ wireless solution. One of the iPhone 7’s major new updates – namely, the absence of a headphone jack  – was received with particular skepticism. There were 31K Tweets mentioning Headphone Jack, with Twitter sentiment around Headphone Jack being 29% Negative. It wasn’t all negative, though. Super Mario, Pokemon and Nike got a boost from their inclusion, with audiences online talking about the upcoming Pokemon Go app for the Apple Watch and the new Super Mario Run app for iOS.
Some of Amobee’s findings:
– There were 7K Tweets mentioning either Super Mario, the hashtag #SuperMario or the hashtag #SuperMarioRun between 1:10pm – 1:20pm Eastern Time on September 7, around the time of the big Super Mario Run iOS announcement. Sentiment around Super Mario during that time was 61% Positive, 36% Neutral, and 3% Negative. (Side note: Wall Street agreed. Nintendo’s shares jumped over 28% after the announcement.)
– There were 27K Tweets around either Pokemon or the hashtag #PokemonGO between 1:30pm – 1:40pm Eastern time on September 7. Around the time of the announcement that the game would be coming to Apple Watch, Twitter sentiment around Pokemon was 14% Positive, 73% Neutral, and 13% Negative.
– Between 1pm – 2:45pm Eastern Time on September 7, there were 31K Tweets mentioning the phrase Headphone Jack. Twitter sentiment around ‘Headphone Jack’ was 10% Positive, 61% Neutral, and 29% Negative. During the same time period, ‘AirPods’ (Apple’s new cordless earbuds) garnered 36K Tweets. Sentiment around AirPods was 12% Positive, 73% Neutral, and 15% Negative.
 
 

Looks like Activision Blizzard is taking its foray into eSports very, very seriously. The video game giant named Pete Vlastelica – who currently serves as Fox Sports’ EVP of Digital – as the new President and CEO of Major Leage Gaming, eSports division. Vlastelica, who starts his new role on October 3, will oversee Major League Gaming’s broadcast, content, and distribution business. He’ll report to Activision Blizzard COO Thomas Tippl. Activision Blizzard announced the acquisition of Major League Gaming in January.
 
                                             

 
Corey Stoll, the star of FX’s The Strain, also had a major role in season one of which streaming series? (Email [email protected] with your answer and be sure to include your name, company, city and time zone.)
 
Our Last Trivia Question: Alex Green serves as Managing Director of which major streaming service? Answer: Amazon Video. Kudos to David Westberg-SAG-AFTRA Federal Credit Union/CA

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JOB OPENING: DIRECTOR, MARKETING/SALES RESEARCH & INSIGHTS/Viacom/Chicago: Strong presenter w/forward thinking analytical skills & a background analyzing on-air, digital & convergent rsrch quantitatively/qualitatively. 8+ yrs related media rsrch Proficiency in Nielsen based apps. Full info/apply HERE (9/16)

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