Cynopsis: DIGITAL
05.24.13

Good morning. It’s Friday, May 24, 2013, and this is your first early morning digital briefing.

Twitter‘s push toward video (and video advertising) continues: The company announced new partnerships with TV and online video content providers, including A&E, Bloomberg TV, Clear Channel, Conde Nast, Discovery, MLB.com, NY Magazine, the PGA Tour, Time, VEVO, WWE, and VICE. This follows existing and previously announced deals with the likes of ESPN, Turner, NBA, Fox, and The Weather Channel, among others, to distribute and promote video content on the social network. The name for this video content partnership program is Twitter Amplify.

Alongside the new media deals, Twitter also unveiled a solution called “TV ad targeting,” which will allow marketers to find and send ads to Twitter users who tweeted about a show during which one of the marketer’s TV spots ran. “We believe a user engaged enough with a TV show to tweet about it very likely saw the commercials as well,” said Michael Fleischman, Product Manager/Revenue, in a blog post announcing the solution. The solution users a “video fingerprinting” tech that automatically detects when and where a brand’s commercial ran on TV, without requiring the advertiser to do any manual tracking or upload media plan details.

Discovery and Revision3 have launched a new digital video network called TestTube, which will focus exclusively on non-fiction original and owned content. “This is another step in our mission to be the #1 non-fiction video and media company on all screens,” says JB Perrette, Chief Digital Officer at Discovery Communications. With that in mind, TestTube content will be available online, on YouTube, through Revision3’s mobile site and apps, and on Xbox, among other distribution partners. The network’s launch slate consists of 15 short-form series, including DNews (daily news videos on science-related topics), Stuff You Should Know (hosted by Josh Clark and Charles Bryant of HowStuffWorks), Nature Hates You (a weekly show that outlines all the ways nature tries to kill you), and Stuff Mom Never Told You (a show for girls about bodies, boys, and the female brain). More shows are in development, including Blow it Up, a series starring MythBusters co-host Tory Belleci that will arrive in late summer. 

CBS Interactive’s gaming site GameSpot.com plans to stream more than 100 hours of live video content from next month’s E3 gaming convention (June 11-14). This includes a live stream of all major press conferences, including those from EA, Microsoft, Sony, and Ubisoft, as well as Konami (for which GameSpot is the exclusive provider). The site will also offer routine coverage of product announcements and industry news from two stages on the show floor. What’s more, in the weeks leading up to the annual expo, GameSpot will also produce a 30-minute E3 pre-show for television. This show will air on select CBS TV stations in NY, LA, Chicago, SF, Boston, Atlanta, Seattle, and Sacramento, as well as CW stations in SF, Atlanta, and Seattle, beginning Monday, May 27.

Cablevision has inked a TV Everywhere deal with Scripps Networks Interactive to offer Food Network, HGTV, and Travel Channel to its Optimum TV subscribers, per Multichannel News. The channels will be available on the Optimum TV to Go service as well as each channel’s individual website. As is the case with any TV Everywhere offering (and something I feel like I’m contractually obligated to mention), access to the Scripps channels is only available to those who verify their TV subscription.

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Several major digital video ad companies, including TubeMogul, Innovid, LiveRail, and SpotXchange, have teamed up to launch Open Video View (OpenVV), a new open-source solution designed to measure the viewability of in-stream video ads. Developed by TubeMogul, the code has already been tested “across hundreds of impressions and thousands of publisher sites,” and is freely available for anyone to adopt and/or adapt. Written with ANA-4A’s-IAB 3MS principles in mind, OpenVV follows 3MS’ display-based guidelines for viewability — 50% of a video player is “in-view” on a user’s screen for the first second of the video. The partners plan to submit it to the 3MS leadership and the Media Rating Council as a template for creating the viewability standard for digital video. If/when that measurement standard is finally, fully defined, TubeMogul says it will be able to update OpenVV to support it.

ABC, NBC, and Fox will control “as much as 90%” of ad inventory tied to episodes of their current-season shows on Hulu, according to a report from Variety. Hulu will still oversee ad sales for all archived programming, including old shows from each of the aforementioned networks. This new arrangement is likely to go into effect beginning with the coming fall TV season.
— In other words: Now ABC, NBC, and Fox can sell ad packages that include TV as well as one of the top premium video sites available across all of the screens that viewers are increasingly watching video content on.

Real Media Group (RMG), a division of 24/7 Media, has launched Acceso, a new premium digital ad marketplace for Spain and Latin America. RMG says the marketplace consists “exclusively of hundreds of millions of impressions” on well-known publishers’ sites, including those from muchoviaje, ara.cat, eitb, and vozpopuli. Publishers on Acceso will be able to access ad spend via the Microsoft Ad Exchange as well as WPP agencies and Real Media Latin America.

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The biggest TV (yes, TV) story of Memorial Day Weekend is going to be the resurrection of Arrested Development on Netflix. I’m sure you’ve heard a thing or two about it. But before you shut yourself off from your friends and family as you try to binge-watch all 15 episodes, check this out: Arrested Development has generated 170,431 social mentions since April 26 (a full month before its return), according to social analytics firm NetBase. Of those 170,000+ comments, 77% were positive. In comparison, Netflix’s other major original show, House of Cards, only generated 51,045 social comments (68% of which were positive) during the month prior to its release. So people are excited for a new season of Arrested Development. But before you all come at me with pitchforks and knives, I’ll acknowledge that Arrested Development has the benefit of being a critically acclaimed TV show with a rabid fan-base that has been eagerly anticipating a new season (or film) for several years. House of Cards, while an adaptation of a British series, did not have access to the same type of “pre-season” frenzy. 

It’s the final countdown. Have a great Memorial Day, everybody.

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Later – Sahil
Sahil Patel, Editor for Cynopsis Digital
05.24.13

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