A CYNOPSIS MESSAGE FROM POPSUGAR

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EVERYTHING WOMEN LOVE, ALL IN ONE PLACE
**** OVER 28 MILLION MONTHLY VISITORS ****

POPSUGAR is a thriving digital, content and commerce media company that is driven by an unparalleled passion for fashion, fitness, celebrity life, shopping, and lifestyle trends.  We deliver current up-to-the-minute editorial and video content that’s culturally relevant to highly engaged, influential women who become a part of a taste making social community.

For more information contact Kristine Shine at [email protected]
sugarinc.com / popsugar.com.

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Cynopsis: DIGITAL
04/27/12

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:

DIGITAS:
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:

• Stars of the Social Screens: A discussion between Piers Morgan, Michelle Phan, Felicia Day, and Kristin Chenoweth covered the importance of authenticity when it comes to connecting with audiences through digital and social platforms.
• Stuck at the Like: Featuring Mashable’s Adam Ostrow and CMOs from brands such as Xerox and J.Crew, as well as Buddy Media’s CEO Michael Lazerow, this panel aimed to provide insight on using premium content to engage with users, which meant going beyond accumulating basic metrics like “likes.”
• DCNF: Why Now?: The most important panel of both Digitas’ event and the Digital Content NewFronts in general, this panel was moderated by IFC’s Evan Shapiro, with representatives from each DCNF founding organization. While the panel itself brought over a lot of the arguments and programming news (as to why digital content was important) that were made at the partners’ respective events, an important point was accepted among all on stage: For effective monetization of digital content, top brands will have to pave the way.

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:

• Status Updates from MTV
• You Snooze You Lose from Electus
• Speakeasy, a talk show hosted by Paul F. Tompkins, from Break Media
• Megan and Liz from The Collective, based on the popular YouTube channel.

DISNEY INTERACTIVE:
Disney Interactive defined its digital content strategy with a succinct tag: entertainment, with heart.

• Daily Shot with Ali Wentworth: The comedienne hosts a quick morning show (generally from her own kitchen, but yesterday at the Disney Interactive NewFront at Soho House New York) that delivers news and her perspective on current events/trends. The show is distributed primarily on Yahoo! and Babble (which Disney owns). However, it was announced that the show will be coming to the iPhone soon.
• Power Up: A series about gaming culture, hosted by YouTube personality Christina Grimmie. Considering the host’s background, the use of social media to engage with the audience will be a focal part of the show.
• Talking Friends: Based on the popular mobile apps; the plan is to develop 10 episodes. Disney mentioned that the apps already have an established and engaged audience, as over 750K videos have been uploaded from the app online.
• Where Is My Water: An animated series, also based on a popular mobile game, follows an alligator who, despite living in the sewers, is a neat freak. It will initially consist of 12 episodes.

Four shows in development:

• Moms Of: An interview series that puts the spotlight on moms of famous people across the world, starting with Heisman-winning athlete Mark Ingram.
• That’s Fresh: A “recipe-based show” hosted by Helen Cavallo that takes a look at a fresh ingredient and offers multiple ways to use that ingredient. The short-form program will air both digitally and on-air, and will be available in English and Spanish.
• Thinking Up: Starring Courtney Watkins, the show will focus on how to creatively solve stressful and difficult parenting situations, such as children being disruptive at a restaurant. The series will also feature a blog on Babble, and some content will also be distributed on-air.
• Dadsasters: A reality show about stay-at-home dads.

ALLOY DIGITAL:
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:

• Chasing Cobra Starship: Premiering in July 2012 (targeted toward the 12-34 demo); a reality series where teams of music fans embark on a Cobra Starship-centric scavenger hunt in order win VIP access to the band.
• 30 Days To Popular: August 2012 (12-24 demo); a comedy series about two best friends and their 30-day journey to the top of the high school social chain.
• Change of My Heart: Premiered in January 2012 (18-34 demo); a comedy series about a career-driven 20-something single woman who, after a heart transplant, enters the dating scene for the first time.
• Style Rules: Ongoing series (18-34 demo); A competition series that pits two best friends against each other to design looks for a variety of occasions. Alloy has already produced nine videos for this series, hosted by celebrity stylist Rachel Zoe. The episodes have collectively racked up 1.7 million views on YouTube.
• Dating Rules: Season 2 to premiere in July 2012 (18-34 demo); A sci-fi comedy that follows a 20-something girl who is contacted via text message by her future self, telling her to change her irresponsible lifestyle. Season 1 generated over 14 million views.
• My Day My Life: Ongoing series (the demo varies by series); The show captures a day in the life of a celebrity. Previous shows have followed the likes of Ashley Tisdale (High School Musical) and Shay Mitchell (Pretty Little Liars).
• SMOSH: Web-based comedy duo Ian Hecox and Anthony Padilla produce videos, photos, games, and blogs. Content distribution points include a YouTube channel.

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.

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A CYNOPSIS MESSAGE

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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.

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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
04.27.12

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