Good morning. It’s Tuesday, March 20, 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.
GroupM and Nielsen have announced a new collaboration to create a new measurement service that will integrate media planning and measurement across TV and the web. Dubbed Nielsen Cross-Platform Campaign Ratings, will leverage the Nielsen Online Campaign Ratings service, as well as the company’s existing TV audience measurement capabilities, to provide GroupM clients with total and overlapped reach and frequency of their marketing campaigns. Per the agreement, the two companies will also partner to develop new measurement tools that extend beyond TV and online to other platforms. Execs from both companies reiterated the necessity of consistent measurement across multiple platforms in calculating total reach and frequency of a cross-platform campaign, something which they said has been previously unattainable due to TV and web measurement traditionally employing different tactics.
Starz Entertainment will offer multiplatform access to a “sampling” of the first three episodes of its upcoming drama, Magic City. The sneak previews will be viewable for free on Comcast’s Xfinity TV, DIRECTV, DISH, Time Warner Cable and many more. Beginning on March 31, the samples of the first three episodes will also show up on Magic City‘s web page on Starz.com, its Facebook page, on-demand services from the network’s cable, satellite and telco partners, as well as the Xfinity TV app for iOS. Overall, Starz says 76 million households will have access to the sampling opportunities through select cable, satellite and telco affiliates in the U.S. The first season of Magic City, which stars Jeffrey Dean Morgan, Olga Kurylenko and Danny Huston, premieres on April 6.
Video content discovery and personalized viewing solutions company, Digitalsmiths, has announced Social Discovery, a new feature enables service providers, CE manufacturers and content providers to incorporate real-time social data into entertainment recommendations that are delivered to users across all of their connected devices. The new feature is added to the company’s Seamless Discovery platform, which draws from a large catalog of time and asset-based metadata, to help clients deliver personalized recommendations to users. A popularity score within the platform can be adjusted to boost certain data inputs, including third-party metadata, critic data, content ratings and, now, social data, over others to deliver these personalized search results and recommendations.
Tribeca Film will release four titles from the 2012 Tribeca Film Festival, The Giant Mechanical Man, Death of a Superhero, Sleepless Night and Booker’s Place: A Mississippi Story, nationwide on VOD in more than 40 million homes during the film festival. These films will also be available online and via digital VOD services such as iTunes, Amazon Instant Watch, Vudu and Samsung Media Hub, a new distribution partner of Tribeca Film. The first three titles will be available as of April 17, while the fourth will be released on April 26.
Spanish Broadcasting System’s (SBS) interactive division, SBS Interactive, has signed a deal with ZoomRadar to provide Hispanic users with real-time weather content on all 17 radio station websites and national web domains, including mega.tv and lamusica.com. SBS Interactive users can access six-day forecasts in their metro area, as well as use ZoomRadar’s hyper-local interactive weather map. Other ZoomRadar tools include live video coverage of severe weather from Storm Chasers.
DoubleVerify has inked partnerships with 12 different ad networks and platforms to use its verification, brand safety and page quality targeting and decisioning services. DoubleVerify’s BrandShield Connect API is currently used by the likes of Collective Media, CPX Interactive and ValueClick, three of the 12 announced partners. BrandShield Connect integrates with ad network, DSP and ad exchange systems, and identifies undesirable and unwanted web pages to prevent incidents before they occur. The solution can be customized based on black list sites, white list sites, inappropriate page content categories and targeted geographies. The company says its solutions help ad networks strengthen relationships with agencies and advertisers, as well as improve ROI of online campaigns, as its technology helps maintain the quality of publishers and inventory, which can be challenging for ad networks and ad platforms that operate at a massive scale.
Online video ad solutions provider SpotXchange has announced that it is the first RTB supply source to offer a loss reporting capability for its partners. With this new capability, the company will provide partners with specific information regarding the success or failure of their RTB bids. For example, if the client loses a bid, SpotXchange will report information such as by how much they lost the bid, thereby enabling the buyer to know when to adjust their bids in order to increase their win rates. SpotXchange, which operates a global marketplace of video ad inventory, reaches more than 110 million unique visitors in over 30 countries.
Halfbrick Studios, the game developer behind Fruit Ninja and Jetpack Joyride, has announced the acquisition of Onan Game, a Valencia, Spain-based game porting and licensing technology company. Onan Game is known for Mandreel, a technology that allows games to support iOS, Android, Flash and HTML5 development from one C++ code base. Halfbrick says the technology will be used for the improved development and distribution of many Halfbrick titles to web platforms and Facebook, including the aforementioned popular game properties.
Zynga is in talks to purchase OMGPOP, the maker of the popular Pictionary-style collaborative game, Draw Something, according to TechCrunch. Draw Something surpassed 30 million downloads last week, and also became the largest game on Facebook in terms of daily users. Per the report, if sold, OMGPOP could net as much as $150-$250 million.
New research from Crain‘s BtoB Magazine, conducted in conjunction with business audience marketing company Bizo, finds that email marketing remains the top tactic for B2B marketers, but is one that is plateauing in its ability to meet sales pipeline demands. 49% of marketers surveyed said they spend more time and resources on email marketing than on other channels. Paid search ranked second with 36%, followed by display ads (35%) and social media (29%). 59% of marketers also perceive email to be the most effective channel in generating revenue. Other data from the survey includes:
- Accurate measurement and attribution of online conversation was cited as the top online marketing challenge (40%).
- 46% of respondents who use email marketing said their program could benefit from increased focus and optimization (e.g., A/B testing).
- 30% of marketers believe email is now a mature and well-optimized part of their mix. Conversely, only 19% and 12% say the same for paid search and display ads, respectively.
U.S. marketers are having a tough time with Big Data, according to a February 2012 study from the Columbia Business School and the New York American Marketing Association (NYAMA). 29% of marketing execs surveyed said that their marketing departments have “too little or no customer/consumer data,” while 39% indicated that the “data is collected too infrequently or is not real-time enough.” Furthermore, in terms of types of Big Data collected by U.S. marketers, only 19% of marketers reported collecting mobile phone/device data, and 35% collecting social media data. The most popular types of data collected by marketers were demographic info (74%), customer transaction data (64%) and customer usage data (60%).
Yahoo! has released the numbers from its promotional campaign for The Hunger Games that ran across Yahoo! Movies and other entertainment properties. Yahoo! witnessed over 7 million streams of The Hunger Games content between March 9 to March 14. This included the live-stream of the film’s red carpet world premiere event on March 12. In addition, more than 10% of the streams came from mobile devices. Viewers from 160 countries streamed the live red carpet premiere, in total generating over 1 million streams on the day of the event.
IAC has announced that Kerry Trainor will be joining Vimeo as its new Chief Executive Officer, starting Monday, March 26. Dae Mellencamp, the exiting CEO will continue on at the company as President and will work closely with Trainor to drive the video site’s continuing growth. Trainor joins Vimeo From AOL, where he most recently was SVP & GM/Entertainment for the Huffington Post Media Group.
Toronto-based interactive agency, Secret Location, has appointed Graham Budd to be its new Director of Business Development, and has hired five new employees in the wake of project wins with Astral’s The Movie Network, Entertainment One, History Television and john st. In his new role, Budd will develop new business opportunities and work with Secret Location’s existing roster of broadcast, brand and agency clients. Secret Location was recently nominated for a Digital Emmy for Endgame Interactive, a “choose your own adventure”-style adventure game.
A CYNOPSIS MESSAGE
There’s still time to enter! Late submission deadline – March 30! Crossing the spectrum of television, radio, and online platforms, our Sports Media Awards Category list tackles all the corners of the industry including best series and savvy marketing tactics as well as top digital content.
We look forward to seeing your submissions!
Click here to visit the awards webpage for information on eligibility, categories & how to enter.
The Academy of Country Music Awards is allowing country music fans to choose their Entertainer of the Year and New Artist of the Year by casting votes on VoteACM.com. The winners will be announced live on the 47th Annual Academy of Country Music Awards, to be broadcast live from Las Vegas on April 1 at 8pm ET on CBS. For its part, CBS is also offering fans Road to the ACM Awards, a five-part original web series, featuring New Artist nominees Brantley Gilbert, Hunter Hayes and Scotty McCreery, that takes fans behind-the-scenes during the final weeks leading up to their trip to the awards ceremony. In past years, the web series has featured the likes of Taylor Swift, Josh Thompson and Lady Antebellum. And finally, fans who vote for either category can enter a sweepstakes to win a trip for two to next years Academy of Country Music Awards, or a new 2012 Ram Truck, which is sponsoring the voting competition and hosting the sweepstakes.
A CYNOPSIS MESSAGE
Gift Certificate winners will be contacted on Friday, March 23!
Later – Sahil
Sahil Patel, Associate Reporter for Cynopsis Digital
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