CYNOPSISDIGITAL
09.09.15

Good morning. It’s Wednesday September 9, 2015, and this is your first early morning digital briefing.

 
Quite literally a big deal: Media General acquired Meredith Corp. for a whopping $2.4 billion. Media General already owned or operated 71 television stations nationwide, and will now be the third largest TV station operator in the country. Meredith owns or operates 17 TV stations and publishes several magazines, including Better Homes and Gardens. Meredith CEO Steve Lacy, who will become the CEO of the combined company, sees a huge upside when it comes to digital. The company, he said, will “[put] the major brands Meredith has into the very big digital distribution system that Media General has built.”
 
YouTube’s trying to block the ad-blockers – or at least compel users to turn them off. How’s this for irony: If you use Google Chrome and you’re running an ad-blocker, the Google-owned site will no longer allow you to skip pre-video advertisements, whether they’re 10 seconds or ten minutes long. Tech companies have grown understandably worried about the rise of ad-blockers, given their reliance on ad revenue. Those fears will only intensify this week, when Apple announces iOS 9, which will feature the option to block ads on iOS devices.
 
Snapchat’s content only lasts so long, but the app itself? Its influence in the digital entertainment space seems more permanent by the day. Yesterday, Comedy Central debuted Swag-A-Saurus, an exclusive series released solely on Snapchat Discover. (Comedy Central was actually a founding partner in Discover, a group of media networks with daily content.) According to Comedy Central, Swag-A-Saurus will be “enlightening fans to what they’ve been pretending to know all along” about modern day phrases and slang. The network also has plans to release four other Snapchat-only series.

 
Viacom International Media Networks is committing to digital in a major way. The company announced that it will launch separate mobile apps for all of its major brands, in all of its international markets. The suite of apps, which will cover Comedy Central, MTV, Nickelodeon, Paramount Channel, Spike and BET, will be called Viacom Play Plex. In the U.S., Viacom Media Networks already offers a range of mobile apps for its TV brands.
 
 

 
We know these facts to be self-evident: Google’s mastered the online ad space, and football is immensely popular. So perhaps this was inevitable:  Google has created an advertising tool that will place football-related ads alongside football-related search results. The ads will run before NFL videos. The videos will appear in a box at the top of a search results page, next to other items such as news and scores. Aside from the NFL itself, brands selling football-related goods and services can benefit from the ad tool. The opening game of the NFL season will be played this Thursday, September 10. 
 
YouTube is launching the next phase of the ad campaign it started in April 2014. The effort, aimed at promoting YouTube’s original content creators, features print, TV, digital, and billboard ads. This time around, the centerpieces will be vloggers Lilly “Superwoman” Singh and Tyler Oakley. 
 
Snapchat ads are ten seconds long, but according to advertisers who spoke with Digiday, that’s still way too long for most users. One anonymous agency executive said that about 70 percent of users hit the skip button on their ads by the three-second mark. “When marketers think they are buying a 10-second ad,” the source said, “they really have to get their message out in two seconds, or else most won’t see it.” 

A CYNOPSIS MESSAGE FROM CHIEF MARKETERS IM+T SUMMIT

 
Disney’s taking up more space in the cloud. The company has partnered with Amazon and Microsoft to expand Disney Movies Anywhere, its cloud-based digital movie service. The service, which was founded in February 2014, is now available on Microsoft Xbox 360, Amazon Fire TV and Fire TV Stick, and Amazon tablets. It will soon be available on Roku and Android TV. Disney Movies Anywhere, which features more than 450 digital movies (including Pixar and Star Wars titles), was already available on platforms including VUDU, Chromecast, and Apple TV’s AirPlay.
 
Facets, the child-oriented media arts organization, has launched SVOD service Facets Kids. The service’s short- and long-form content targets kids aged 2 to 17. Facets, which operates the Chicago International Children’s Film Festival, aims to connect kids to indie films that are more intellectually challenging than the average children’s fare. “So many feature films for kids are manipulative,” said Facets Director Milos Stehlik, “while many indie films are open-ended and ask a child to bring in their imagination.”
 
 

 
YouTube’s original content creators will soon have their very own production space in the City of Light. In addition to film shoots and editing, YouTube Space Paris will be used for meetings between members of the local YouTube community. For those keeping score, that’s YouTube’s 9th production facility.

NIELSEN TWITTER TV TOP TEN for the week of August 31, 2015
Program, Date, Unique Audience (000), Tweets (000)
WWE Monday Night RAW (USA) 8/31, 1802, 160
Mr. Robot (USA) 9/2, 1123, 41
Love & Hip Hop: Atlanta(VH1) 8/31, 1009, 159
Big Brother (CBS) 9/3, 969, 115
Bachelor in Paradise (ABC) 8/31, 888, 22
Bachelor in Paradise (ABC) 9/6, 859, 33
Awkward. (MTV) 8/31, 810, 25
America’s Got Talent (NBC), 9/1, 649, 35
Hard Knocks: Training Camp With the Houston Texans (HBO) 9/1, 626, 11
Scream (MTV) 9/1, 610, 87
Source: Nielsen. Nielsen Social captures relevant Tweets from three hours before through three hours after broadcast, local time. Unique Audience measures the audience of relevant Tweets ascribed to a program from when the Tweets are sent until the end of the broadcast day at 5am. The data includes new/live primetime and late fringe programming only and excludes sports events. For multicast events, networks are listed alphabetically and metrics reflect the highest Unique Audience across all airing networks

Andrew Regal has been promoted to Global Head of Wall Street Journal Video. Regal had been Sr. Executive Producer of WSJ Video.

A CYNOPSIS MESSAGE

Maisie Williams AKA Game of Thrones’ Arya Stark just debuted a YouTube channel, and her maiden video is pretty hilarious. Warning: mild GoT spoiler at 2:20. You’d think she’d know better by now. Check it out here.

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