07/21/15: Lorne Michaels' film to land on Netflix on July 30

CYNOPSISDIGITAL
07.21.15

Good morning. It’s Tuesday July 21, 2015, and this is your first early morning digital briefing.

TODAY’S TOP NEWS

Netflix will premiere Staten Island Summer, the new film from Saturday Night Live’s Lorne Michaels, on July 30. The comedy includes plenty of SNL vets, including Cecily Strong, Bobby Moynihan, Fred Armisen, Will Forte and Kate McKinnon. Limited theatrical run begins this Friday.

YouTube enlisted video marketing company Pixability to evaluate the top 100 brands on the platform. The findings: branded video views of companies pulled from Inerbrand’s 2014 list increased 85 percent from just a year ago, to 40.1 billion views in June 2015 compared to 21.7 billion in June 2014. The brands also saw a spike in subscribers year-over-year, from 49 million to 72 million. The most successful brands posted a new vid every 18.5 minutes, and collected 16 million total comments.

Eli Roth’s CryptTV hosted a live murder mystery on Snapchat, pegging Vine, Twitter and Instagram influencers as the killer’s victims. The celeb’s deaths were captured in short videos and bundled into a single Snapchat Story, which lasted 24 hours – and going poof! after the Monday evening reveal.

SVOD + OTT

International streaming service DramaFever is back on the market. According to the Wall Street Journal, Japanese media giant Softbank has put a stake up for sale just one year after the $100 million acquisition. Warner Bros. and Barry Diller’s IAC are reportedly eyeing the buy.

CONTENT MEDIA

EXCLUSIVE: Audiences that tuned into MTV’s Teen Wolf marathon and the Miss USA Pageant on Reelz not only sounded off on Twitter, but also on iPowow’s voting technology. Teen Wolf took in 10.5 million page views from 158K unique viewers, with viewers playing along on average of 3.1 episodes and staying on their device for an average of 27 minutes; more than 49,000 logged in through Facebook to score more on the trivia. The Miss USA Pageant had 110K viewers, 12 percent of the total audience, engaged in the tech. “In both cases, our experience shows that the closer you bring audiences into what’s on their screen, the closer you are to making TV a truly participatory activity that benefits fans, producers, networks and sponsors,” said Gavin Douglas, CEO of iPowow.

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ADVERTISING + AD PLATFORMS

TV Insider chose SpotXchange to power the programmatic sale of its video library, including content from Newsy, an E.W. Scripps Company brand. “As we ramp up our video content with partners like Newsy and Whip Clip in addition to our own exclusive behind-the-scenes and on-location videos, we’ll look to the SpotXchange platform to fill our premium pre-roll inventory as a supplement to our direct sales efforts,” said Alain Begun, TVI’s Vice President of Marketing.

Yesterday, Simulmedia released the INSIGHTS application from its VAMOS platform to offer post-campaign reporting and analytics. In its first version, for clients in the tune-in space, Simulmedia will disclose information about who tuned into a program after being exposed to a promo for that episode.

Ad tech company Technorati will launch the SmartWrapper programmatic solution as part of the Contango platform. “We see most ad technology focused on the buy side, leaving publishers scrambling to find ways to bring demand together and support/grow it effectively,” Shani Higgins, CEO of Technorati, told Cynopsis. “We decided to solve that problem and built software to scale it. Our new beta product, SmartWrapper, eases the integration, management and optimization of advance bidding/header bidding partnerships for publishers, allowing them to level the playing field across all of their partnerships and see the true highest bidder win on each impression.”

Supply side platform placemedia teamed with demand-side TubeMogul to create an integrated platform. “This partnership bolsters the amount of linear TV inventory available to our advertisers and accelerates the meaningful strides programmatic TV has already taken,” said Keith Eadie, Chief Marketing Officer at TubeMogul.

RESEARCH

NIELSEN TWITTER TV TOP TEN for the week of 7/13-7/19. Program, Date, Unique Audience (000), Tweets (000)
The 2015 ESPYs (ABC) 7/15, 9,321, 1,234
The Bachelorette (ABC) 7/13, 2,673, 111
Kids’ Choice Sports 2015 (Nickelodeon), 7/16, 1,982, 26
WWE Battleground (Pay-Per-View) 7/19, 1,980, 292
Premios Juventud 2015 (Univision) 7/16, 1,597, 773
WWE Monday Night RAW (USA Network) 7/13, 1,521, 189
Pretty Little Liars (ABC Family) 7/14, 1,411, 149
Celebrity Family Feud (ABC) 7/19, 1,334, 9
Teen Wolf (MTV) 7/13, 1,325, 251
True Detective (HBO, HBO Latino) 7/19, 1,076, 18
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.

OpenSlate Engagement Data for the Health vertical, based on the engagement metric for the week ending 7/19.
Channel/(Engagement)/Monthly Views/Total Subs/SlateScore
highlifeworkout (8.5) / 4557900 / 357265 / 542
themffitness (8.4) / 4191960 / 624797 / 610
karlessdotcom (8.4) / 4627740 / 355104 / 547
semenikhindenis (8.3) / 834990 / 402469 / 525
thetigerfitness (8.2) / 3592200 / 246824 / 563
elliottsaidwhat (8.2) / 2954550 / 551185 / 562
gymvirtual (8.1) / 12738180 / 1183769 / 614
furioustalks (8.1) / 2584350 / 338376 / 585
hipertrofiando (8.1) / 2024040 / 225627 / 546
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 OpenSlate Engagement 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.

EXECUTIVE MOVES

Hulu brought Jordan Helman on to the Hulu Originals team. Helman will lead the development and production of Hulu’s upcoming slate of drama series. Prior to joining the streaming service, he was the Vice President of Scripted Programming at SundanceTV, where he worked on Rectify, The Honorable Woman and The Red Road. Aaron Klemanski also joined the Hulu Originals team. Klemanski is the former Director of Development at CBS TV Studios-based production company Timberman/Beverly Productions (Masters of Sex).

Time Inc.’s PEOPLE promoted Candace Tischer to the newly created role of Director, Sales Partnerships. Most recently, she was the NY Digital Sales Director.

Cross-cultural agency The Community hired Andy Amendola as Director of Digital Strategy. Prior to joining the company, Amendola was Director of Digital Strategy at the Miami office of Y&R/Bravo, where he developed the U.S. Hispanic digital strategy for Coors Light and SC Johnson brands Glade and Scrubbing Bubbles.

TV ad tech company Visible World, Inc. appointed David Line as President and Chief Operating Officer. Prior to Visible World, Line was COO at Ensequence.

DIGITAL SPOTLIGHT OF THE DAY

AT+T released a new spot for its It Can Wait campaign, and the digital four-minute short film is chilling. This time, the PSA doesn’t focus on the issue of texting while driving, but instead on searching through social media while behind the wheel. AT+T is working with Reel FX to develop an app simulation for the campaign, which will use virtual reality. Check it out before it goes on tour this summer with the Samsung Gear VR headset. www.cynopsis.com/#video.

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07.21.15

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