CYNOPSISDIGITAL
08.13.14

Good morning. It’s Wednesday, August 13, 2014, and this is your first early morning digital briefing.

 
Microsoft is still eying the TV business, despite shuttering Xbox Entertainment Studios last month, with a new Xbox One update that allows users to stream live TV content to mobile and desktop devices. Last week, the tech giant debuted a digital TV tuner for the console in Europe for $40, which makes a TV signal from the tuner viewable over a Wi-Fi network with Microsoft’s companion app. The software update will be available first to those who own the Digital TV Tuner, and will then expand to more users in different stages in the coming months. Microsoft recently reported console sales increased from 9.8 million in 2013 to 11.7 million in 2014, but still did not make up for a $400 million loss on production costs. 
 

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Twitter began testing Promoted Video with a pay-per-view buying model. When it official launches, advertisers will have to pony up only when a user starts playing the video. They will also be able to better gauge reach and effectiveness with a new set of video tools. Rival Facebook launched video ads in 2013.
 
Agency 2C touts its part in the integrated promo for “Shark Week” beer sponsor Redd’s Apple Ale featuring Bob the Shark (Shark After Dark). The 30-second spot has Bob crashing a tropical party scene. “Bob the Shark is a zeitgeist summing up Discovery’s evolving approach with ‘Shark Week’ as a cultural phenomenon, so our goal with this project was to run with that feeling in finding a creative way to spotlight the Redd’s Apple Ale brand,” said 2C creative director Brian Eloe.
 
 

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Porsche recently enlisted syndicator and cross-platform video producer Philo Broadcasting to create a video campaign to promote its catchphrase, “There is No Substitute.” The digital series features interviews with entrepreneurs from Indiegogo, Flywheel and more, talking about their beliefs and principles. Cynopsis sat down with Philo’s CEO and Founder Kevin Allodi to discuss everything from the series’ creative process with Porsche to the trend of integrated brand video series.
 
How did this brand series come about?
Porsche approached us through their digital agency of record – OMG – looking for custom content ideas that raised awareness of their entire line of sports cars with one holistic concept. Working collaboratively with OMG as well as Porsche’s creative agency, called CK, we decided to remove the cars entirely from the equation, focusing instead on providing content their target consumers would find interesting and sharable. 
 
It has become common for brands to jump into the digital video space (i.e. AT+T, Chipotle, Subway) – why do you think that is?
The short answer would be media fragmentation; as consumers, we’ve become really good at prioritizing our attention, focusing on what’s most important to us. Because advertising is on the low end of that spectrum, it’s become increasingly challenging to connect with consumers in a meaningful way through traditional ads, especially so in the digital realm. Brands are now recognizing that providing and integrating content with entertainment value into video is much more impactful than an advertisement – if it’s done well. The gold standard for this model is Red Bull; one could argue they’ve morphed from a sports drink company into a media company. Their content is excellent, authentic and of really high quality.
 
What’s the biggest challenge when trying to make videos that both appeal to an audience and still capture the brand without becoming a giant product placement?
Being authentic. It’s easy to fall into the "make the logo bigger" or "more product placement" trap. Having clients that understand they must first and foremost create compelling stories/series a consumer will choose to watch is extremely important.
 
Check out the series here.
 
 

 
Collective Digital Studio hired Scott Weller as Chief Revenue Officer. Weller was previously the Senior Vice President of Sales at CNN.
 
CraveOnline Media added Betsy Novak as the Vice President of Sales, West. She joins Crave from Rovio, where she was the Head of Brand Partnerships and Advertising.
 
Simulmedia promoted Julie Nolan to Chief People Officer. She was formerly the company’s Vice President, Administration & Human Resources since 2009.
 
Jon Hsia was appointed Managing Partner, Director of Digital Investment and Activation at MEC. Hsia was most recently the Senior Partner, Managing Director of Digital Investment at Mindshare.
 
Advertising tech company Dstillery opened up a new office in Manhattan. “Our team has grown by 40 percent since the beginning of the year, and the new office allows us to continue to recruit aggressively,” CEO Tom Phillips said.
 
Get ‘em before they’re gone! Networking, keynotes, Commissioners and top brands in the business will all be at the Cynopsis Sports Business Summit and Women of Action on Aug. 19-20 in NY. Our annual sold out conferences continue to deliver with organizations this year that will include Chobani, Twitter, SiriusXM, Mars, CBS Sports, NFL and NBA. For more info and to register, click here.
 

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In memory of Robin Williams, check out this clip from The Jimmy Kimmel show in 2013 in which Williams took over the opening monologue to help his Good Will Hunting co-star Matt Damon get back at Kimmel. The video is available at www.cynopsis.com/#video.

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JOB OPENING: PRICING CONSULTANT/OPRAH WINFREY NETWORK/LA: Develop pricing strategies, business models for OWN’s eCourse business. Strategy, industry experience, analytics, web-based ecommerce required. Apply online at http://careers.own.tv (8/20)

JOB OPENING: VP, BRAND MKTG & ACTIVATION/SPIKE/NY: Oversee off-channel mktg for Spike brand & TV content. Min 10-15 yrs of relevant exp mktg and/or Media Plan’g. Exp in mktg leadership role in a media co, agency or client-side. Full info/apply HERE (8/20)

JOB OPENING: DIR, ANALYTICS & BRAND MKTG/SPIKE/NY: Measure, report, and analyze all key performance indicators across mktg initiatives. BA Deg req’d w/ 8-10+ yrs relevant work exp in a mktg analytics role 3+ yrs mngmnt exp. Full info/apply HERE (8/20)

JOB OPENING: RESEARCH PROFESSIONAL/Litton Entertainment/Charleston SC: Provide rsch/analysis supporting corp sales. TV rsch exp in ad agency or TV ind a must. BS deg & 6 yrs of TV exp req’d. MRI/Simmons, Ad Views & Nielsen sys knwlg req’d. Resumes HERE (8/20)

JOB OPENING: SCHEDULING SPECIALIST/Lifetime/NY: Resp for scheduling, dissemination, tracking & upkeep of all scheduling information & prgrm records. Create & update/maint all Air Schedules. Sched/rsch exp and able to multi task a must. Full info apply HERE (8/20)

JOB OPENING: DIR OF DEVLPMNT/NY: Established Prodco. Create and cast new shows for cable. 3+ yrs exp. mandatory. Must send job specific cover letter. [email protected] (8/19)

JOB OPENING: SVP, BRAND CREATIVE/Comedy Central/NY: Lead team to dvlp all branding/mktg; Min 12 yrs brand-building exp. Digital creative background a must. Strong comedic dvlp background a + Apply HERE (8/19) 

JOB OPENING: DR SALES ASSISTANT/TVI Media/NYC: Part-time. Daily maint of all accts from booking orders, pulling reports & brand allocations. Work closely with traffic depts all areas scheduling/inv mngmnt. Dig media knwlg a must. Resumes HERE (8/15)

JOB OPENING: SR ANALYST/Viacom/NYC: Create, collect, analyze & interpret audience/Nielsen data. 1+ year media research exp. Strong analytical skills. Nielsen based apps/measurements exp. required. Apply HERE (8/15) 

JOB OPENING: ADMIN ASST/NICKELODEON/Minneapolis: Freelance position.Support Nick Target Team w/general admin support incl mng calendar, book travel etc. Self-starter, highly orgnzd & able to multi task.  Resumes HERE (8/14) 

JOB OPENING: ADMIN ASST/LEGAL CLERK/Maya Cinemas/LA: Work directly to support CEO, General Counsel, etc. Highly orgnzd a must for fast-paced & entrepreneurial envir. Script coverage background, bilingual English/Spanish a +. Resume HERE (8/14) 

JOB OPENING: PARTNERSHIP DIRECTOR/NBCU/NYC: NBCUniversal is looking for a Partnership Director for CNBC Digital. Apply HERE (8/14)

JOB OPENING: PRODUCER Nightly News/NBCU/NYC: Description: work with Sr Prods & AP to create original news content, primarily for Broadcast, write and produce segments, pitch original stories, min 5 yrs network news exp. Apply HERE (8/14)

JOB OPENING: MGR SOCIAL & SALES/NBC/Univ. City, CA: Manage advertiser integrations on NBC social channels; 3 yrs exp with social and/or digital advertising required. Job#14229BR Apply HERE (8/14)

CASTING CALL: Companies can showcase their casting notices/casting calls here. For information on rates and specs for posting a casting notice, please email Trish at [email protected]

EXPERT SERVICES ADS: These ads are for companies or people who offer an expertise in the field of media by way of production, voice over artistry, writing, set development, etc. For information on rates and specs for posting an Expertise Service ad email Trish at [email protected]

FALL INTERNSHIP CREDITS ONLY: The Zazoom Media Group/NYC Fall Business Internship program provides a unique opportunity for eligible students to gain broad hands-on experience in a dynamic digital video company. For more and to apply, go to www.zazoomvideo.com (8/14)

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