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Good morning. It's Friday, April 27, 2012, and this is your first early morning digital briefing. If you would like to read this or any other Cynopsis editions online, click here.
The Digital Content NewFronts keep on chugging along with founding partner Digitas and Disney Interactive holding their respective events yesterday, as well as one Wednesday evening from Alloy Digital. Here are some of the event and/or programming highlights:
A six-hour long event that is now in its fifth year, Digitas' NewFront featured a lineup of panels that aimed to provide a context for what digital content and social media can offer brands and their agencies. Over 500 Digitas clients and partners attended the event, which starred a wide array of celebrities active in the digital space, including Heidi Klum, Anthony Zuiker, and Ali Wentworth. Panels included:
The Digitas event, also offering an opportunity for brands, agencies, and content creators to connect and talk shop, quickly showcased some content that was available for brand partnership, including:
Disney Interactive defined its digital content strategy with a succinct tag: entertainment, with heart.
Four shows in development:
Alloy touted its track record in integrating brands/products into premium online video content, citing awards it has won, including My Day My Life's Digiday Video Award for "Best Branded Web Series" and the Ad Age "Most Innovative Use of Original Web Video for Merchandising" for Kmart First Day. Featured programming included:
CBSSports.com's coverage of the 2012 NFL Draft will include a video show focusing on the social conversation around the event. The CBSSports.com Draft Show Live will feature two sets, one tasked with monitoring social buzz on Twitter and Facebook, interacting with fans, instant polling, and other interactive elements within the online social space. The other set will offer insight, analysis, and opinion. The program will be streamed on CBSSports.com and CBS Sports Mobile from New York City. The social desk will be comprised of CBSSports.com's Senior NFL Columnist Pete Prisco and Senior NFL Blogger Will Brinson, and will be hosted by Lindsay McCormick. The news desk will feature College Football Insider Bruce Feldman, former Rams GM Billy Devaney, NFL Draft expert Rob Rang, and will be hosted by Jason Horowitz.
FreeWheel has unveiled three new extension products for its Monetization Rights Management (MRM) system. Audience Management is designed for publishers to complement their proprietary data with third-party data sources in order to enhance ad targeting to known audience attributes, at scale and across connected devices. MRM customers are currently able to target against specific content and content locations, this will allow them to extend targeting to specific demographics. Scenario Forecasting predicts how inventory availability, ad delivery, and ad sell-through rates will be affected by "what-if" changes to inventory settings, such as increasing commercial breaks. Extended Forecasting will give customers up to two years of visibility on inventory availability, and how it adjusts due to seasonal programming events. FreeWheel says the tools were developed with input from programmer and distributor customers that are participating in the current upfronts.
Unruly Media has inked a deal to use Actian Corporation's Vectorwise database to provide rapid big data analytics and interactive reporting to Unruly's clients. Launched as part of Unruly's Social Video+ Program, Vectorwise enables Unruly to build on top of its existing proprietary platform to run real-time analytics and queries. Through the offering, Unruly clients and campaign execs will be able to deliver insight and intelligence, analyze key trends, and enable real-time campaign optimization against client KPIs at "lightning speed." "We are producing reports to help with strategic decision-making, based on 10 billion events. Before using Vectorwise this took up to a whole night of data processing. Now it takes our campaign managers less than half-a-second to access the data for themselves," said Unruly CTO and Co-Founder, Matt Cooke.
A CYNOPSIS MESSAGE
Google is still the top web brand in the U.S. in terms of total audience, with 174 million unique visitors, according to March 2012 data from Nielsen. Facebook was the other premier web brand as the social network's visitors averaged the most time on the site per person (7 hours, 9 minutes). Facebook, which ranked second in terms of total audience, was followed by Yahoo!, MSN/Windows Live/Bing, and YouTube in that category. Overall, 212 million Americans (out of a possible 275 million) were active online in March 2012, spending close to 30 hours on average browsing the web. Also taking a looking at the online sports space, Nielsen found that two out of every five internet users visited sports websites in March. Yahoo! Sports topped the list with 35 million unique U.S. visitors in March 2012, followed by ESPN Digital Network (30.4 million) and FOXSports.com (24 million).
In advance of the film release of The Avengers on May 4, Marvel and Walmart will give the retailer's customers the chance to play an augmented reality game via the new Super Hero AR mobile app, which is currently available in the Apple App Store and Google Play (Android Market). Once the app is downloaded, users will have access to Hawkeye and his superpowers, with the ability to "unlock" the five other heroes and their superpowers by traversing the aisles of Walmart and employing the app through two modes. For Game Mode, users have to aim their smart devices at specific images on The Avengers signage in the store, which will be dispersed across various departments. The Photo Capture Mode can be activated from a The Avengers DVD pallet in the store. When activated, a 3D model of that superhero on the DVD pallet will become visible on the user's phone, enabling him or her to take a picture with the character.
Weather Central, Adpay, and Inergize Digital have upgraded the News Synergy mobile app to include a new Google Android Widget, push publishing service, analytics integration, weather enhancements, background audio, and slide navigation. The News Synergy app distributes locally branded content to mobile devices. The Android Widget enables users to place news and/or weather widgets on the home screen of their Android devices. Additionally, Adobe mobile analytics, powered by Omniture and comScore Digital Analytix, can be integrated in the News Synergy Admin.
Mobile game publisher Fuse Powered, in conjunction with Hothead Games and Universal Partnerships & Licensing, have released Scarface, a new mobile game based on the movie, available for free in the Apple App Store. The action game allows users to reenact the rise of Tony Montana in Miami's underworld. The game integrates voice and images from the film and features more than 96 missions, as well as six different locations in Miami, including South Beach, Downtown and the Club District.
Jason DeMarco has been promoted to VP/Strategic Marketing and Promotions for Turner Broadcasting's Animation, Young Adults and Kids Media (AYAKM), and will cover Cartoon Network and Adult Swim. In his new role, DeMarco will be tasked with developing promotional marketing programs that extend each network's reach, visibility, and brand messaging both on and off-channel. He will also oversee the development and execution of customized integrated promotions and sponsorships to drive revenues for both networks' sales and marketing efforts. DeMarco is based in Atlanta and will report to Brenda Piper, CMO of Turner Broadcasting's AYAKM group.
Bravo Media has launched the "Fill A Jet Sweepstakes," a new Facebook app that gives users the opportunity to win round-trip tickets to one of the destinations featured on the network's new culinary series, Around the World in 80 Plates. Users have to create a virtual jet on the show's Facebook fan page to be eligible for the prize. The show premieres at 10pm ET on May 9; the same day the sweepstakes' winners will be announced on the show's Facebook page.
Later - Sahil
Sahil Patel, Associate Reporter for Cynopsis Digital
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