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CYNOPSISDIGITAL
10.15.15
Good morning. It’s Thursday October 15, 2015, and this is your first early morning digital briefing.
Twitter may have sent some employees packing Tuesday, but it looks like the company’s in the hiring business, too. Twitter announced that it’s bringing on former Google exec Omid Kordestani to serve as Executive Chairman of Twitter’s Board. A Google veteran, Kordestani recently served as the search giant’s Chief Business Officer.
On Tuesday, at YouTube’s Brandcast event in London, the company pitched itself as a powerful alternative to primetime TV. Eileen Naughton, Google‘s UK and Ireland Managing Director, urged advertisers to shift a huge portion of their ad budget to YouTube. “Advertisers reach their target audiences far more efficiently by adding YouTube to their media plans,” she said. “Especially the hard-to-reach 16 to 34-year-olds, where cost per reach point is optimized when 24% of your TV budget is allocated to YouTube.” Naughton cited research from Ipsos & GfK, which found that ads seen on both YouTube and TV are more effective than the same number of ads seen on TV alone. (Google itself commissioned the research.)
Editor’s Note: Please join the Cynopsis team and your industry peers for the half-day Programmatic TV Summit on Nov. 5. Register now.
Nestle Toll House’s latest offering has arrived, and unfortunately you can’t eat it: The company has launched a baking-centric branded web series. Bake My Day, created by ad agency J. Walter Thompson, will be available exclusively on Very Best Baking, a YouTube cooking channel. The episodes, hosted by YouTube star Ashley Adams (also the co-host of YouTube cooking show Feast of Fiction), are five to seven minutes long. Three episodes have already been released; about eight more will follow
GoPro wants you to use its cameras. And if you wield them skillfully, the company might just pay you. The action-camera manufacturer announced that it will begin granting up to $5 million dollars each year to users who use their cameras to record and submit content for potential programming and licensing for the GoPro Channel, the company’s photo and video site. GoPro will pay $500 for outstanding photos, $1,000 for outstanding raw videos, and $5,000 for outstanding video edits. “We believe this program enables our customers to further pursue their passions,” said Nicholas Woodman, GoPro’s founder and CEO.
Mobile ad tech company AppLift has launched an internal task force to help with user acquisition and engagement. AppLift CIO Vaibhav Gupta will head the program. The program will focus on ad fraud, viewability, data privacy, and ad relevancy.
A CYNOPSIS MESSAGE
We know the Cynopsis community is a vibrant group of engaged professionals who work hard, committed to evolving the media industry to be first and best at serving the consumer. But this is not all you and your organization are dedicated to. You’re also a collection of civic-minded citizens who want to give back to the public through their profession.
WITH THAT IN MIND, CHECK OUT THIS YEAR’S CATEGORIES AND START YOUR ENTRY TODAY!
Analytics company Millward Brown released an informative new survey. Titled AdReaction: Video Creative in a Digital World, the survey polled more than 13,500 multiscreen viewers (i.e., people who own either a smartphone or tablet as well as a TV). Among other things, the study found that consumers between ages 16 and 45 watch an average of 204 minutes of content a day – about half on TV, and half online. Only 19% of online viewers respond favorably to ads; the number is 27% for TV viewers. The study also found that 49% of people respond favorably to mobile-app videos that offer virtual incentives – for instance, points for playing a game. 31% of consumers responded favorably to skippable mobile pre-roll ads. And – surprise surprise – only 14% of people said they like mobile pop-ups, and only 15% respond favorably to video ads that aren’t skippable. 41% of people responded favorably to ads tailored to their interests, though only 25% liked ads that continue to target them throughout their browsing session. The full study is dense with useful info. Check it out here.
This year, mobile ad tech company S4M analyzed one billion mobile ad impressions across 30 campaigns from January to July of 2015. The study noted viewability issues in nearly 20% of ads in the HTML 5 format: The ads were either not fully seen, or closed before they were displayed. The study also found that 40% of ads appeared in unfavorable contexts for brands. Cynopsis Digital spoke with Frederic Joseph, Global COO and UK CEO of S4M. “The solution is pretty simple,” he said. “Raise the industry standard of viewability, and to stick to it.”
JW Player, the company behind the widely used video player of the same name, conducted a sprawling mobile study between January and July. Among other findings, the company determined that only 10 percent of ads are currently delivered in mobile-compatible HTML5 formats, despite the fact that over 30 percent of viewers use mobile devices to consume video. Cynopsis Digital spoke with Franklin DeMent, Product Manager of Data & Analytics at JW Player. “For some publishers and advertisers, there’s not a real well of understanding about how the mobile ecosystem works,” he said. “So they’re kind of sticking with traditional methods that they’ve always been using. And we’re in a transition period where new formats are arising.” Check out the full study here.
Lots of data from Tuesday’s Democratic presidential primary debate. Nielsen found that 8.9 million people in the U.S. saw one or more of 2.8 million Tweets sent about “CNN Democratic Debate.” Some more data:
In the U.S., Tweets about the TV event were sent by 584,000 people and seen more than 325 million times (Twitter TV Impressions).
The most Tweeted minute of the night was at 9:50pm ET, when 33,500 Tweets were sent following Bernie Sanders’ comment about Hilary Clinton’s emails.
The top @mentioned candidate of the night was @BernieSanders who was mentioned in 233,200 Tweets around the TV event.
– Source: Nielsen Social
Media analytics company ListenFirst weighed in on the debate as well, using their ListenFirst Digital Engagement Rating (DER™) for Politics, which measures voter behavior across Facebook, Google+, Instagram, Tumblr, Twitter, Wikipedia, and YouTube combined. Among other findings, ListenFirst determined that:
“Guns” was the most talked about debate topic on Twitter amongst viewers using #DemDebate, garnering almost 35.4K tweets during the debate (8pm – 12am EST) and consuming 28% of conversation amongst the top five topics.
Altogether, #DemDebate was tweeted over 2.1 million times, driving over 9.8 billion potential impressions on Twitter, with a peak occurring at 9pm EST.
Though there was growth in digital and social engagement around each debate participant from the previous day (10/12), Jim Webb’s DER™ – Politics saw the largest growth of the day with his rating 1,355% higher than the previous day (10K to 145K).
Looking at the debates so far, Bernie Sanders is the candidate with the highest search volume score (from both parties) on the actual day of the debates. On Tuesday, Sanders received a score of over 94K, a 400% increase from the previous day. Hillary Clinton received the lowest score of all participants with just under 3K, a 175% increase from the previous day. (Donald Trump had the highest search volume score for participants on both the day of the Fox debate [8/6[ and CNN Debate [9/16]. Trump received a score of 56K the day of the Fox debate, and a score of 13.4K the day of the CNN debate.)
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United Talent Agency (UTA) has signed YouTube star Dane Boedigheimer, aka Daneboe. Boedigheimer is best known for his YouTube series Annoying Orange, which also inspired a linear series that ran on Cartoon Network from 2012 to 2014. The series, about an anthropomorphic orange who’s – you guessed it – super annoying, has amassed over 4.6 million YouTube subscribers since its launch in 2009. Boedigheimer’s signing marks the first time he has had representation.|
8i just raked in 8 figures. The New Zealand and San Francisco-based 3D virtual reality startup raised $13.5 million in Series A funding. Investors included RRE Ventures, Horizon Ventures, Samsung Ventures, Bertelsmann Digital Media Investments, and Dolby Family Ventures. The company specializes in capturing 3D video of real people for use in virtual reality experiences. To see what that looks like, check out this video.
The social live streaming platform YouNow has hired Gregory Strompolos as its new Director of Business Development. Strompolos will be responsible for forging content partnerships with figures in the entertainment industry. Most recently, he worked as Senior Manager of International Networks at Fullscreen.
The women’s lifestyle-centric multi-channel network Kin Community – whose talent roster includes, among others, YouTube megastar Hannah Hart – has launched a dedicated distribution arm. Kin Network Distribution will bring Kin videos to Twitter, Facebook, Amazon, Scripps’ Ulive platform, and linear TV. The company has hired Sarah Passe to head up KND. Previously, Plasse worked in the digital division of Creative Artists Agency.
Mobile app data and insights provider PushSpring announced that Preston Hillman has joined the company as Principal Data Scientist, a newly created position. Previously, he served as Principal Data Scientist at Marchex, a local call analytics company.
A CYNOPSIS MESSAGE
At a time when consumers trust word-of-mouth over brand messaging, harnessing the powerful online influencers who can share content and encourage action is key. The latest Cynopsis webinar, Finding the Social Media Influencers to Boost Ratings & Brands, on Thursday, October 22, will show you how to identify and reach the tastemakers you need to get to the next level.
Bill Murray seems to be getting sprightlier with each passing year. His new Netflix Christmas special has a release date. It also has a new trailer, and Murray is positively joyful. A Very Murray Christmas (amazing how such simple wordplay can be so satisfying) debuts December 4. And it’s loaded with celebs. Check out the trailer here.
See you tomorrow,
David Teich
10.15.15
Roberta Caploe: Associate Publisher @robertacaploe
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JOB OPENING: SR ANALYST/Benenson Strategy Group/Santa Monica: Support new business initiatives, focusing on media/ent ind. 3+ yrs exp comm, consulting, mkt-rsrch, etc. 1+ yrs exp ent rsrch on behalf of movie studios, TV ntwrks & streaming svcs pref’d. Full info/apply HERE (10/21)
JOB OPENING: PRODUCTION MANAGER/IFC/LA: SCRIPTED experience is a must! Supervise production on IFC fully scripted originals. 5+ years in production supr/mmgt at ntwk or studio lvl. Full info/apply HERE (10/20)
JOB OPENING: WRITER PRODUCER/Crown Media Family Networks/LA: Write, produce and execute promo spots for Hallmark Channel & Hallmark Movies & Mysteries. Includes promos, episodics, campaigns, etc. Min 5 yrs exp. Full info/apply HERE (10/20)
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JOB OPENING: PUBLICIST/DISCOVERY/NYC: Top notch self-starter dedicated to driving awareness and positive press for corporate Discovery initiatives. Devel strategy/ messaging, media list creation, press announcements. Superb written/verbal skills. 2-4 yrs publicity/media exp. Full info/apply HERE (10/20)
JOB OPENING: MGR DIGITAL AD SALES MKTG/DISCOVERY/NYC: Strong sales storyteller to develop/execute digital and intgrtd sales solutions for both online and tv sales mktg teams. Support digital sales strategy. 5 yrs digital or intgrtd mktg exp, 3-4 in digital req’d. Full info/apply HERE (10/20)
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JOB OPENING: SCHEDULING SPECIALIST (NON-STAFF)/A + E Networks/NYC: Schedule, contribute to long term strategy, keeping up to date on competitive info & assisting w/ FYI budget. Contribute to several levels of sched dept. 1-2 yrs scheduling exp. Full info/apply HERE (10/17)
JOB OPENING: VP, DESIGN & DEVELOPMENT/Fox/LA: The VP, Design & Development will manage creative projects from concept to completion, translate objectives into creative strategies and direct the creative team in production Full info/apply HERE (10/16)
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