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CYNOPSISDIGITAL
02.07.17
Good morning. It's
Tuesday February 7, 2017 and this is your first early morning
digital briefing.
TODAYâS CODEBREAKER
Keyword Stuffing:
Keyword stuffing is a search engine optimization (SEO) technique in which the meta tags or content of a webpage are loaded with keywords - often, keywords that have little or nothing to do with the siteâs actual content. Itâs considered to be a form of web-spam, giving webpages an unfair ranking advantage in search engines. Google, warning against keyword stuffing, encourages webmasters to instead create âuseful, information-rich content that uses keywords appropriately and in context.â
TOP NEWS
Time Inc. announced the launch of
Coinage, a new digital video brand covering personal finance. The company says that Coinage will feature 600 short-form videos in 2017, running across 22 Time Inc. sites. The brandâs stated purpose: to âhelp guide everyday choices consumers make in spending, saving and investing for themselves and their families across all stages of life in a lighthearted and entertaining fashion.â
Geico serves as the brandâs primary sponsor.
PLATFORMS, APPS + DEVICES
Xumo, an OTT platform that specializes in streaming content from digital networks to smart TVs, announced a new addition to its lineup.
Cheddar, a millennial-oriented financial news network, will be the first network on Xumo to feature daily live shows. Cheddar will broadcast programs from the New York Stock Exchange and the Sprint Flatiron Building Store every weekday, along with an hour of interviews. Xumo is owned by a joint venture of
Panasonic and the
Time Inc.-owned
Viant.
A CYNOPSIS MESSAGE
Are You Up On The New Influencer Strategies?
There's no question influencers can significantly increase awareness when it comes to television. But are you getting all you can out of your brand ambassadors? Have you tracked down the most powerful voices â who are not necessarily the biggest â to champion your content most authentically? Motivate them to create the kind of micro-targeted, customized messages that make a difference?
If the answer is no, then join us on 2/9 to get the answers you need!
REGISTER NOW for the webinar.
SOCIAL GOOD AWARDS
On
March 2 in New York City,
Cynopsis will honor those media pros are committed to giving back. You can be there to celebrate alongside them: Register for the
Cynopsis Social Good Awards Breakfast here.
RESEARCH
You know the media landscape is changing when an ad-free OTT service succeeds in the linear ad space. According to data from the marketing intelligence company
Amobee,
Netflixâs
Super Bowl ad for Season 2 of
Stranger Things generated more online conversation than any other spot during the broadcast. 307 thousand tweets mentioned the ad between 6:30pm and 11:00pm on Super Bowl Sunday, according to Amobee.
T-Mobile came in a distant second, garnering 97.7 thousand tweets â less than third of what the
Stranger Things ad generated. Rounding out the top ten are
Mr. Clean (80.8K),
AirBnB,
Coke â (74.5K),
Audi (73.1K),
Budweiser,(72.2K),
84 Lumber (68K),
Guardians of the Galaxy 2 (54.4K), and
Intel (27.3K).
The video ad tech company
Unruly came at this another way. Judged by number of video shares across
Facebook and the blogosphere,
Budweiserâs spot topped the list. The ad, called
Born the Hard Way, focused on Adlophus Buschâs journey from Germany to America, and his meeting with fellow immigrant Eberhard Anheuser. (One possible reason for heightened interest in the ad: It generated some headlines in the days before the game, garnering criticism from a certain segment of the political right. Apparently it was too pro-immigrant, or something.) The Budweiser spot nabbed 435,892 shares. Thatâs far ahead of the
Mr. Clean ad â
Cleaner of Your Dreams,â which generated 226,767 shares â a distant second. Rounding out the list are
AirBnb (155,971),
T-Mobile (155,070), Audi (132,606),
Avocados from Mexico (103,303),
84 Lumber (67,430),
Coca-Cola (62,421),
Hyundai (59,679), and
Tide (56,884). If youâre wondering why the Stranger Things spot isnât on this list, itâs because, unlike many other brands,
Netflix didnât make the spot available on digital platforms in the days before the Super Bowl broadcast.
OpenSlate Engagement Data for the
Comedy vertical, based on the engagement metric for the week ending
February 5.
Channel (Engagement)
/ Monthly Views
/ Total Subs
/ SlateScore
Luisito Comunica (9.8)
/ 44,155,881
/ 4,303,583
/ 767
DalasReview (9.8)
/ 84,402,498
/ 4,242,765
/ 757
whinderssonnunes (9.7)
/ 71,493,414
/ 16,780,685
/ 734
elrubiusOMG (9.5)
/ 133,395,351
/ 22,973,221
/ 778
AuronPlay (9.4)
/ 32,598,484
/ 4,930,617
/ 711
RiceGum (9.4)
/ 32,874,763
/ 5,195,484
/ 697
h3h3Productions (9.4)
/ 35,542,581
/ 3,284,146 / 694
(9.3)
/ 43,566,806
/ 943,995
/ 677
IISuperwomanII (9.2)
/ 60,674,017
/ 11,001,701
/ 756
Liza Koshy (9.2)
/ 83,220,091
/ 7,293,282
/ 689
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.
EXECUTIVE MOVES
Vox Media has named a
COO â a newly-created position at the company. The role goes to
Trei Brundrett, a Vox vet whoâs been with the company for over 10 years, most recently as
Chief Product Officer. Vox, whose brands include
The Verge,
Recode and others, is turning to Brundrett to help expand its native ad offerings and online video audiences. The hire was first reported by
Bloomberg.
Sizmek, an open ad management company for multi-screen campaigns, has appointed
Dr. Mark Grether as its new
Executive Chairman. Meanwhile, Sizmek announced that
President and CEO Neil Nguyen will be leaving the company after working with Grether through a transition period. Grether has a long history in media and ad tech; he co-founded the programmatic advertising company
Xaxis in 2011, before which he served as
GroupMâs
Global Development Director. At Sizmek, heâll work to oversee strategy and accelerate growth.
The
Interactive Advertising Bureauâs Aussie division has named
Jonas Jaanimagi as an
Executive Consultant. IAB Australia says that Jaanimagi will provide support for the
IAB Technology Council and working groups, among other initiatives. Jaanimagi previously served as
Head of Media Strategy and Operations for
REA Group from 2013 to 2016. Heâs also been on the IABâs
Executive Board since 2012.
TRIVIA
One
Orange Is the New Black actress is the only performer in history to win an Emmy award in both the Comedy and Drama categories â for the same role. Who is it? (
Email trivia@cynopsis.com with your answer and be sure to include your name, company, city and state.) Our Last Trivia Question: Who are the two credited co-founders of
Netflix? (One of them - Netflixâs first CEO - left the company in the early 2000âs. The other one is the current CEO.) Answer:
Reed Hastings and
Marc Randolph. Kudos to Andy Pittman-TAMU/TX, Susan Nessanbaum-Goldberg-Whose Line Is It Anyway?/Angst Productions/CA, David Westberg-SAG-AFTRA Federal Credit Union/CA, Tom Moore-Kalt Productions/CA, and Mathew Tombers-Intermat, Inc./NY
A CYNOPSIS MESSAGE
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DIGITAL SPOTLIGHT
Just in case you missed that
Stranger Things Super Bowl spot that generated so much conversation on social media, you can check it out
here. Be warned â itâs brief, and itâll leave you wanting more. (Which is kind of the point.)
See you tomorrow,
David Teich 02.07.17
Roberta Caploe: Publisher
@robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group
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