A CYNOPSIS MESSAGE FROM LIFETIME
Good morning. It's Monday, May 21, 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.
April 2012 data from comScore's Video Metrix service:
A newly announced partnership between NASCAR and Twitter will turn the #NASCAR hashtag into a curated feed of relevant tweets and content from NASCAR drivers, NASCAR families, teams, commentators, celebrities, and other racing fans and personalities. It is being described as an "enhanced live event experience" for fans that want to get behind-the-scenes access to a race while they are watching it unfold. The curated feed will use a combination of algorithmic and editorial signals to select the tweets/content that will be featured; it will be managed by Twitter's media team.
Asian American television network Myx TV's new entertainment and lifestyle show, MashBox, has received the second-screen treatment with the release of the MashBox Live iOS app powered by Mozaik Multimedia. Aside from providing users with additional content and information tied to the show, the free app will also enable them to shop for items that are featured on the program (such as clothes a particular celebrity is wearing or prizes from hotspots), share content through Facebook, and bookmark a part of the show in order to watch it later. MashBox premieres tonight at 10pm ET on Myx TV, which is available in over 8 million homes in the U.S. Mozaik says its companion TV technology is compatible with TVs, smartphones, tablets, computers, set-top boxes, Blu-ray devices, and other internet-enabled devices.
evian and Digitas France have partnered to launch evian the source, a "branded content platform." With the stated goal of being a place for people to find, and be inspired by, interesting stories from around the world, and thereby reawaken their sense of wonder, the project partnered with international artists and filmmakers to develop exclusive content for the site. The first product of these partnerships, a short film by Spanish director Ramon Ayala (Iconoclast) that also serves as an introduction to the project, is available now. Several times a day, evian will also aggregate other content from around the web, including photos, videos, tweets, and more. All content will be shareable across Facebook, Twitter, YouTube, and Pinterest.
The Paley Center for Media has partnered with Livestream to provide live coverage of a panel conversation between the stars and the Executive Producer of MTV's Teen Wolf series, which begins its second season on June 3 at 11pm ET. Broadcast from The Paley Center's Beverly Hills location, the panel discussion, which will be moderated by TV Guide's Michael Schneider, will stream beginning at 10:45pm ET on Wednesday, May 23.
Patrick Meyer has joined Innovation Excellence, a website focusing on the global innovation community, as Global Correspondent. He will host weekly episodes of PatrickTV - Innovation 3.0, a series of video reports documenting what's coming up in business, tech, and innovation. The first episode, which takes a look into evian's "Live Young" campaign, is already live on Innovation Excellence's website. In the past, Meyer has advised on new product development for the likes of Gilette and The Coca-Cola Company.
Time Warner Cable (TWC) has selected BlackArrow to power a system-wide deployment of real-time, dynamic ad insertion within on-demand content. Combining the BlackArrow system with third-party solutions, TWC aims to deliver relevant ads to its on-demand viewing audience. TWC will also be able to use the BlackArrow technology to increase the availability of commercial inventory for local and regional sales efforts. "Our partnership with BlackArrow will lay the foundation for new on-demand business and advertising models, and we ultimately expect that this will extend across a broad spectrum of television distribution platforms and devices," said Joan Gillman, President /Time Warner Cable Media.
Vizu Corporation, an online ad technology company focusing on helping advertisers and publishers measure and optimize brand lift in real time, has released a set of case studies that were developed to evaluate the effectiveness of different approaches to social media advertising. In recent weeks, Vizu partnered with 33Across, BuzzFeed, BlogHer, and others to benchmark the effectiveness of brand advertising using different types of social media tactics, ranging from blogging to working with the social graph, from marketers like Jones New York, GE, and Mary Kay. For example, 33Across built a custom "Brand Graph" to predict large sets of new users for Jones New York by interpreting social habits across the retail category; GE partnered with BuzzFeed to create branded content through custom editorial posts; and Mary Kay partnered with BlogHer to create a branded blogger outreach campaign. The partners used Vizu's Ad Catalyst to measure and optimize brand advertising in these social channels. The case studies can be found here.
China has approved Google's acquisition of Motorola Mobility. The deal, which was made last August, is for roughly $12.5 billion. This was the final step for Google before it could close deal, which is now expected to happen within the next week. Chinese authorities cleared the deal under one major condition: Google will keep the Android operating system free and available to other mobile device makers for five years.
The consumers who filed a lawsuit against Hulu last year for privacy violations relating to the Video Privacy Protection Act (VPPA) are asking a federal judge to reject the video site's claim that it doesn't fall under VPPA's jurisdiction, reports MediaPost. The VPPA, which was passed in 1988, makes it illegal for "video tape service providers" to disclose a customer's movie-viewing history without permission. Hulu, seeking a dismissal of the lawsuit, has argued that it should not be identified as a video tape service provider as it does not have a physical store. The plaintiffs argue that this is like saying "an email is not a document because it exists exclusively in cyberspace." The lawsuit itself focuses on Hulu's relationship with an analytics firm called KISSmetrics, which allegedly used "supercookies" to track people, even after they had deleted their cookies, according to the report. In seeking the dismissal, Hulu has argued that the plaintiffs have been unable to demonstrate that they were actually injured by the tracking.
A CYNOPSIS MESSAGE
According to Viacom's "Social TV: Viewer C's the Moment" study, viewers engage in an average of seven different types of social TV activities, online or offline, on at least a weekly basis. The most common activities are watching TV with others (85%), searching for supplemental content (61%), and viewing TV show clips on social networks (58%). Primarily, the research reveals that consumers engage in social TV activities through the lens of what Viacom calls the "Three C's to the Social TV Experience": By communicating, consuming content, and checking comments. Other interesting data includes:
Q1 data from online video ad management platform VINDICO finds that "premium" content continues to return higher completion rates across all types. Specifically, impressions on Full-Episode Player (FEP) site types accounted for 40% of the delivery share in Q1, which VINDICO says suggests that advertisers are seeing the benefit of premium, video-centric environments. The data also shows that Video Portals, which generally host shorter clips such as music videos and user-generated content, capture the highest click-through rates (CTRs). This is representative of a trend that sees CTRs being higher when attached to short-form videos, while long-form content bears witness to higher completion rates. According to VINDICO, ads running on long-form content (10+ minutes) on its platform averaged a 91% completion rate and a 0.63% CTR, while ads on short-form content averaged a 73% completion rate and 0.85% CTR. Among the other findings:
A CYNOPSIS MESSAGE
Facebook has acquired Karma, a mobile commerce company that makes social gifting apps. In a blog post, Karma said that its service "will continue to operate in full force." By partnering with brands, Karma offers a catalog of products/gift ideas. After a product has been selected, the user can pick and personalize a card to go with that gift. Karma notifies the recipient that a gift is coming via a text message, e-mail, or Facebook. Once the message has been received, the recipient can further personalize the gift, swap it for another product, or even exchange it for a charitable donation. Once that decision has been made, the recipient enters their address and Karma ships it. Terms of the deal were not disclosed.
Later - Sahil
Sahil Patel, Associate Reporter for Cynopsis Digital
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