Cynopsis: DIGITAL
07.12.13

Good morning. It’s Friday, July 12, 2013, and this is your first early morning digital briefing.

New speakers announced daily! Book your tickets now to the Cynopsis Sports Business Summit and Women of Action as our events have ALWAYS sold out. On Aug. 13, don’t miss our state of women in sports business session that will include: Lesa France Kennedy– Chief Executive Officer and Vice Chairperson of the Board of Directors for International Speedway Corporation; Heidi Ueberroth-President of NBA International; CSN Mid-Atlantic President Rebecca Schulte; Pac-12 Networks President Lydia Murphy-Stephans; and Christina Miller– Turner Sports SVP and GM of NBA Digital. The panel will be moderated by espnW VP Laura Gentile. Tickets are on sale now for WoA as well as the Cynopsis Sports Business Summit on Aug. 14 at http://www.cynopsissportssummit.com.

Want to up your chances of getting your video shared? Research from video-tech company Unruly Media says that posting it on a Wednesday can help. Unruly studied 12 commercials from Super Bowl XLVII and how they were shared. Almost half of the shares  48.3% – took place between Wednesday and Friday. However, the study also showed that share totals usually topped out a couple of days after the video was posted, and about 25% took place in the first days after being posted.

Online video advertising’s effectiveness is on the rise. A recent survey from research company eMarketer says that 75% of U.S. advertising agency executives think online video ads are equally or more effective than traditional TV advertising. One of the biggest draws of online video advertising, the survey concludes, is the ability to target consumers whether by demographics or behavior.

A CYNOPSIS MESSAGE

Instagram is continuing to keep pace with its rival Vine. Instagram added video capability in June and is now allowing its users to embed its videos and images into their own blogs. Vine has allowed for embedding since March. The service is only currently available on desktop computers but mobile devices can’t be far behind.

Barry Diller’s Aereo has raised many hackles of TV execs in the past few months for offering up the content of TV stations on the Internet for a small monthly subscription fee. It’s also swirled some courtroom dust as plenty of lawsuits have been filed against the service. Add another to the list. Hearst’s Boston TV station, WCVB, filed a suit Tuesday to halt Aereo from retransmitting its signal without a license.

Amazon Prime Instant Video continues to add streaming content as it gathers strength to combat Netflix and Hulu. Its latest addition is the films of Miramax. Prime Instant Video subscribers now have access to hundreds of library titles, including Good Will Hunting, Pulp Fiction, and Trainspotting. The deal, however, is not an exclusive one, so Netflix subscribers aren’t being shut out.

When students head back to college, it apparently equals big bucks for Target, so the retailer is investing in a YouTube reality show that will have everyday consumers interacting with YouTube personalities such as Chester See and Tessa Violet/Meekakitty who will be living in college dorm rooms for four days with only Target products. Viewers will of course be able to click on products to buy. The show and back-to-school campaign will kick off this coming Monday. Back-to-school is second only to the Christmas holidays as the most lucrative period of the year for stores, according to the National Retail Federation.

The Sundance Channel series Push Girls is only in its second season but it is already ranked in the top 10 cable primetime programs for social-media usage, according to Trendrr.com. The show, which is about four women who happen to be in wheelchairs, has inspired enough activity on Twitter, Facebook, GetGlue, and Viggle to land it the Top 10 during every premiere night this season. It has already debuted seven new episodes this season and will continue airing new shows on Mondays at 10 p.m.

Mobile advertisements of all kinds suddenly have a standardized form of measurement, thanks to the work of the Interactive Advertising Bureau (IAB), the Mobile Marketing Association (MMA), and the Media Rating Council (MRC), which have announced new measurement guidelines for Mobile Application and Mobile Web advertising. The two sets of guidelines should help relieve confusion in the hearts and minds of ad buyers and sellers and allow for apples-to-apples comparisons to be made between different mobile-advertising experiences.

App-measurement company Flurry has released new data showing that app usage worldwide is exploding, thanks to the ubiquity of mobile devices. According to the company’s data, China has passed America in the race for number of smart devices, with 240 million of them floating around the country. That is, however, only a quarter of the country’s population, so there’s room for a lot of growth. The company also presented fascinating data on one particular demographic: mothers. It turns out that moms with Android phones spend 53% of their app-usage time playing games. Moms with iPads are spending 48% of the app time gaming and iPhone moms are gaming only 31% of the time.
In Other Words: More than the 10% of the $40 billion spent annually on web advertising in the US will start swinging mobile’s way.

Major League Baseball has gotten into the gaming business. The league relaunched its free MLB.com Home Run Derby on iOS and Android Tuesday night, less than one week before the actual Home Run Derby kicks off before this summer’s All-Star Game. The Home Run Derby app was released last month but it was re-launched Tuesday with some tweaks.
In Other Words: The fact that this is the first gaming app for MLB means they are eyeing markets larger than what they have been dabbling in so far – which has been apps targeted toward fans actually attending games. MLB has a few more games in the works, including a casual game and a strategy game.

Anybody lost in the world of Minecraft is about to get some help. The not-yet-released DekkoScan app takes images from the iPhone or iPad of real-life objects and turns them into 3D renderings for Minecraft. The word is that the app is in the iTunes approval process and should be available relatively soon.

Kelly Wallace has joined CNN as a digital correspondent after stints with iVillage and CBSNews. Also joining the CNN team this week is Mimi Schiffman, who will be Wallace’s digital content producer/editor. Schiffman has produced video for NYtimes.com andHuffington Post, among others.

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DirecTV has added DogTV to its slate of options for subscribers. Folks will have to pay the company $5.99 every month, though, to access the channel that has been created to entertain dog while owners aren’t by their sides with such video montages of dogs playing, relaxing, and… well, pretty much everything else. This marks the biggest U.S. carriage deal for DogTV. The channel’s Israeli owners, Jasmine TV, are no doubt howling with joy. Here, Bella mellows out while checking out some fellow pooches frolicking. Whatever you’re into, Bella.

See you tomorrow,
Mark Miller 
07.12.13

Roberta Caploe: Editorial Director
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