OTT + SVOD
The Africa Channel is getting into SVOD. The cable net, which focuses on English-language African programming, will launch a new service on October 1. Called Demand Africa, it’ll feature more than 300 hours of original and acquired lifestyle content at launch. The network plans to add hundreds of hours of scripted movies and shows in the following months. Demand Africa will cost $6.99 per month; it’ll also be available at a reduced $69.99 price if subscribed to on a yearly basis.
MEASURING UP
OpenSlate Engagement Data for the Science & Technology vertical, based on the engagement metric for the week ending September 10.
Channel (Engagement) / Monthly Views / Total Subs / SlateScore
Wylsacom (9.2) / 31,599,953 / 3,707,986 / 704
Linus Tech Tips (8.9) / 48,612,228 / 4,498,958 / 707
Unbox Therapy (8.8) / 56,350,953 / 8,589,837 / 718
Droidtutos (8.5) / 5,574 / 11,164 / 351
8ashka (8.5) / 104,406 / 7,144 / 388
Hyphy SF (8.5) / 31,379 / 6,068 / 393
leonivacuo (8.5) / 32,555 / 6,217 / 380
ElectroBOOM (8.5) / 3,559,308 / 1,120,019 / 566
Gooferking Science (8.5) / 26,453 / 7,825 / 367
Brother Brasil (8.5) / 33,057 / 5,335 / 374
Source: The Engagement metric is one of OpenSlate’s component scores, and is a measure of a producer’s ability to evoke meaningful interaction with their audience. It is calculated on a scale of 1-10 with higher being better. The OpenSlateEngagement score uses a subset of the data incorporated in the SlateScore to perform a set of unique calculations. It factors in views, comments, likes, and more.
The ListenFirst Television Interest (TVI) Rating (TM) is a standardized measurement of the most buzzed-about TV programs on linear TV and streaming services. A complement to ListenFirst’s other syndicated data products (such as the ListenFirst Digital Audience Rating – TV), the metrics included in the rating capture organic actions that are largely unaffected by paid media. Programs that surface on the TVI leaderboards are the most hashtagged on Facebook, Twitter, Google+, and Tumblr, as well as most searched for on Wikipedia (used as a proxy for organic search volume).
Streaming Series (9/4/17 – 9/10/17)
Source: ListenFirst. The TVI Rating aggregates metrics that measure organically generated activity by fans of the TV show. The metric includes total volume of official hashtag mentions on Facebook, Twitter, Google+, and Tumblr, along with Wikipedia page views (as a proxy for organic search volume) for a show as a percentage of the total volume of the same activities for all shows.
RESEARCH
Marketing technology (aka martech) is now a massive industry – and London-based WARC has some numbers on the subject. The market intelligence firm surveyed more than 500 North American and UK brand marketers, finding that the martech marketplace currently sits at about $34.3 billion in annual expenditures for marketers. In other words, marketers are now spending an average of 16% of their marketing budgets on martech, according to WARC’s survey. The firm found that marketers are most likely to use martech tools for email marketing – indeed, about 85% of them are currently doing just that. A majority of respondents also said that they use martech tools for social media, and for managing CRM (customer relationship management) programs.
EXECUTIVE MOVES
Kay Madati, who’s been EVP and Chief Digital Officer at Viacom’s BET Networks since 2014, is heading to Twitter. He’ll serve as the social media company’s new Head of Content Partnerships. Madati will be filling a position previously held by Ross Hoffman, who stepped down in May. His role will be more expansive than Hoffman’s was; Madati will oversee all efforts to engage media companies in marketing, sales and advertising opportunities. Before BET, Madati served as Head of Entertainment and Media Global Marketing Solutions at Facebook from 2011 to 2014. And from 2008 to 20011, he served as VP of Audience Experience at CNN Worldwide, where he helped ramp up CNN’s social media efforts.
National Geographic Partners announced a couple of new digital hires. David Miller will serve as SVP and General Manager of NationalGeographic.com, overseeing day-to-day experiences for both ad partners and consumers. And Kyle Christensen joins as VP of Channel Social and Digital Strategy; he’ll oversee social strategy for National Geographic’s broadcast channels. Miller joins Nat Geo from AOL, where most recently served as VP of Product Management. And Christensen joins the company from Netflix, where he served as Manager of Marketing and Social for Netflix’s original films and series.
Cross-device marketing technology company Tapad is building out its APAC team. The company has hired Akiko Yoshitake as its Commercial Director for Japan. In the newly created role, she’ll oversee the company’s operations and new business development efforts with marketers, tech companies, and digital ad agencies in the region. An industry veteran, Yoshitake joins the company from the marketing technology company Kenshoo, where she served as Director of Sales for Japan.
TRIVIA
Writer/Director/Producer Steven Conrad created which streaming series? (Email [email protected] with your answer and be sure to include your name, company, city and state.)
Our Last Trivia Question: The creator of Amazon’s Alpha House is better known for his long-running, politics-heavy comic strip. Who is he? Answer: Garry Trudeau of Doonesbury fame. Kudos to Andy Pittman-TAMU/TX, Andrew Bellamy-Producers Guild of America/NY, Stephen Kelley-9 Story Distribution International Ltd./Dublin, Ireland, Susan Nessanbaum-Goldberg-M and S Entertainment/CA, David Westberg-SAG-AFTRA Federal Credit Union/CA, Tom Moore-Kalt Productions/cA, Lorrie Shilling/CA, and Aaron Paquette-Screen Engine/ASI/TX
