CYNOPSISDIGITAL
11.21.14
Good morning. It’s Friday, November 21, 2014, and this is your first early morning digital briefing.
Despite previous reports, Facebook is not listed as a presenter on the preliminary schedule for the 2015 Digital Content NewFronts this year. The IAB released the program for the NewFronts yesterday, a showcase similar to the annual TV Upfronts, to take place between April 27 and May 6, 2015. Newcomers include Discovery Digital Networks and the multichannel networks Fullscreen and Machinima. The schedule, includes:
Week 1:
– Monday 4/27: The New York Times (9-11a), BuzzFeed (12-2p), Microsoft (3-5p), Yahoo (6-8p).
– Tuesday 4/28: Maker Studios (9-11a), Mode Media (12-2p), Conde Nast Entertainment (3-5p), AOL (6-8p)
– Wednesday 4/29: Hulu (9-11a), Sony Crackle (12-2p), Refinery29 (3-5p), Google/YouTube (6-8p)
– Thursday 4/30: Time Inc. (9-11a), DigitasLBi (2-5p), PopSugar and Vevo (6-8p)
– Friday 5/1: Wall Street Journal (9-11a), Time Warner Cable (12-2p), VICE (3-5p)
Week 2:
– Monday 5/4: Fullscreen (12-2p), Machinima (3-5p)
– Tuesday 5/5: Discovery Digital Networks (9-11a), National Geographic (3-5p), HalthiNation (6-8p)
– Wednesday 5/6: IAB NewFronts Research Lunch (12-2p)
Crackle’s original feature film, The Throwaways, will premiere on Dec. 19. The cyber spy thriller stars Sam Huntington (Being Human), Katie McGrath (Merlin), Jack Kesy (The Strain), Kevin Dillon (Entourage) and James Caan (The Godfather).
Amazon will debut its newest original series Mozart in the Jungle on Dec. 23 in the U.S., U.K. and Germany on Amazon Prime platforms. The show revolves around the New York Symphony, and stars Gael Garcia Bernal, Saffron Burrows, Lola Kirke, Hannah Dunne and others. The series is executive produced by Roman Coppola, Jason Schwartzman, Paul Weitz and John Strauss.
Emmy-winning digital series Top Chef: Last Chance Kitchen will return with a two-part premiere on Dec. 10 at 11p ET on Bravotv.com. In the premiere, the first eliminated chefs from Bravo’s Top Chef will face off, with one chef continuing in the competition until the last eliminated chef is left standing for a spot in the Top Chef finale.
Tribeca Film Institute revamped its digital platform for storytellers, called the Sandbox, and launched with new features and tools for creators. Sandbox content providers include: Mike Knowlton (Murmur), Playmatics’ COO Nickolas Fortugno, Melange Story Architect Michel Reilhac and storyteller and strategist Aina Abiodun. “The Sandbox will not only connect these storytellers with each other and inform them about the industry at large, but it will also provide resources to help create, distribute and market new interactive projects aimed at making an impact in their communities and around the world,” TFI Director of Interactive Ingrid Kopp told Cynopsis.
Unruly named this year’s Top 20 Global Social Video Ads Chart, with one-fifth listed coming from World Cup sponsors or created with the theme of the event. The top 20 countdown include:
20. KLM: Lost And Found Service – 670,401 shares
19. P&G: Pick Them Back Up – 688,364 shares
18. BBC: God Only Knows – 725,867 shares
17. John Lewis: Monty the Penguin – 770,187 shares
16. CoorDown: Dear Future Mom – 804,082 shares
15. Volkswagen: Eyes on the Road – 805,766 shares
14. FCKH8: Potty-Mouthed Princesses Drop F-Bombs for Feminism – 813,436 shares
13. Disney (Frozen): Let It Go Singalong – 896,324 shares
12. Save the Children: Most Shocking Second a Day Video – 973,164 shares
11. Castrol: Footkhana Neymar Jr. v Ken Block 1.05 million shares
10. DTAC: The Power of Love 1.1 million shares
9. Thai Life Insurance: Unsung Hero 1.29 million shares
8. Nike: Winner Stays 1.43 million shares
7. Always: Like a Girl 1.48 million shares
6. Wren: First Kiss 1.55 million shares
5. American Greetings: World’s Toughest Job 1.89 million shares
4. Budweiser: Puppy Love 1.98 shares
3. Nike: The Last Game 2.15 million shares
2. Twentieth Century Fox (Devil’s Due): Devil Baby Attack 2.15 million shares
1. Activia: Shakira La La La (Brazil 2014) ft. Carlinhos Brown 5.82 million shares
“The list is filled with ads from multiple sectors and multiple countries, from brands large and small,” Unruly’s Vice President of Marketing and insight, US Devra Prywes told Cynopsis. “Advertisers this year turned away from hilarity – which was popular in 2013 – to use a number of different emotions including exhilaration, joy, happiness and even sadness. These brands can benefit from the social buzz and increased purchase intent that goes along with top-shared honor.”
From the list, Unruly created the top digital trends from the year:
1. Brands committed to programmatic video: More than half of publishers sold video ad inventory programmatically this year (Adap.tv).
2. Trackvertising boomed: Think Activia’s World Cup collaboration with Shakira, and the rise of a music video co-released with a brand.
3. Fempowerment advertising took center stage: Always’ #LikeAGirl and Under Armour’s “I Will What I Want” ads.
4. Viewability became the standard: The ad-tech industry agreed to a standard on viewability, stating 50 percent of a video ad needs to be in viewable space of the browser page for at least two seconds (IAB and MRC).
5. The speed of sharing doubled: In 2013, 25 percent shares occurred in the first three days and increased to 42 percent this year.
6. The World Cup became the most shared event of all time: The Top 40 World Cup ads brought in three times more online shares and views than the top 40 commercials from Super Bowl 2014.
7. Facebook shook up the digital ecosystem: FB rolled out sponsored video ads with a $1 million-a-day price tag, and made its view counts publicly available on the site.
8. Brands got emotional: Brands recognized the stronger someone feels about an ad, the more likely a person to advocate for the brand.
9. Social video for social good: A third of the top 20 videos promoted social causes.
AccuWeather appointed Edward Van Saders as Chief Financial Officer. Previously, he has held roles as CFO with WRNN, FiOS1 News, Heavy.com and EcoMedia.
A CYNOPSIS MESSAGE
DIGITAL SPOTLIGHT OF THE DAY
The latest PlayStation 4 ads enlisted the most well trained dancers to help gamers do a proper victory dance. With the help of the New York City Ballet, BBH New York created a campaign for PS4 through six new spots. The campaign also features a social element, too, urging gamers to share their own victory dance on Instagram with the hashtag #PS4dancecontest. Check out one of the ads at www.cynopsis.com/#video.
A CYNOPSIS MESSAGE
See you tomorrow,
11.21.14
Roberta Caploe: Editorial Director @ robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group
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JOB OPENING: GSN/NY/SALES PLANNER: BA Degree. MS Office. Deal Maintenance, Sales proposals and admin functions. Please send resume & C/L to: [email protected] (11/22)
JOB OPENING: VP, TV/NYC: Lead brdcst TV team at WideOrbit. 5-10 yrs of biz dev exp in media sales software systems plus 5 yrs in mgmt in brdcst sales ops. Strong industry contacts are required. Resume to: [email protected] (11/22)
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JOB OPENING:MKTG ASST & SALES ASST/COLORFORMS BRAND LLC/NYC: (MKTG) support department of 3, handling licensing, digital & mktg. (SALES ASST) support (2) Sr execs. Both require 1 yr gen business exp (exp @ media agency or toy co a +) Resumes to: [email protected] (11/21)
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