Cynopsis: DIGITAL
05.03.13

Good morning. It’s Friday, May 3, 2013, and this is a special digital briefing covering the 2013 Digital Content NewFronts.

The penultimate day of the second annual Digital Content NewFronts featured Disney Interactive, Digitas, and VEVO.

Programming

Blank: A Love Story: In this web series based on Vinylmation, the vinyl collectible toys based on Disney characters, a blank toy is left unpainted by a factory machine and sets out on a dangerous journey to find the only other toy that may hold the answer to his destiny.

Celebrity Pet Psychic: Sonya Fitzpatrick, the most sought-after animal communicator in the world, shares her talents with animal-loving celebrities.

Citizen Kid: In this series, we profile ordinary kids who are doing extraordinary things with their lives and in their communities.

Unfiltered with Cole Plante: Follow 18-year-old electronic dance deejay Cole Plante as he prepares to take the stage at Lollapalooza, while balancing school and teen life.

D’Fied: A weekly show highlighting the best of Disney-inspired style. From sneaker culture to DIY fashion to upcoming trends, it’s the latest in style with a Disney-fied edge.

Digitales: In this finger puppet theater series, kids bring laughter to an ageless audience as they retell stories from classic Disney films, attractions, and fairy-tales.

It’s a Small World: Based on the “It’s a Small World” theme park attraction and successful e-book series, this series follows a magical hot-air balloon as it befriends a group of kids and embarks on an unforgettable adventure across the globe.

Making it Up: From crafts to baking, renowned Hollywood mom Kerri Kenney-Silver offers how-to tips from her two-acre Malibu home.

Stunt’d: In this mockumentary series, we follow an indie film crew as they shoot stunt scenes that have the most unexpected and outrageous outcomes.

Swampy’s Underground Adventures: Season 2. Based on the protagonist from Disney’s mobile franchise Where’s My Water, season 2 will continue to highlight the unpredictable adventures of Swampy the alligator and the quest for friendship and adventure.

That’s Fresh with Helen Cavallo: In this cooking show, viewers will learn how to make food that the whole family will love. It will be hosted by Heather Cavaloo, chef and the host of Disney Junior show, That’s Fresh: Recipes so Easy, You’re Laughing

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Digitas’ NewFront continued with a message that I heard from Arianna Huffington at AOL’s NewFront and pretty much everyone on stage at YouTube’s Brandcast: digital content is about participation, not presentation.

For Digitas, the main goal of its event was to educate the audience, many of which were clients, on how to approach digital media. “Today’s conversations are going to be all about context,” said Tony Weisman, CEO of Digitas North America. “Because in the right context, your brand content will thrive, and it will be alive. Today’s presentation is to inspire and simulate. We want to help you navigate this terrain and come out better equipped to beat your competitors in this fast-moving space,” he added.

Partnerships

Native ads offering with The Huffington Post: The Huffington Post’s “Brands as a Newsroom” solution will now be exclusively available via Digitas’ BrandLive service. BrandLive is an agency model and technology suite that offers everything from social listening and real-time analytics to a dedicated “newsroom” that helps develop content strategies as well as distribute and amplify earned and paid content. With this deal, BrandLive teams will be able to publish “sponsored stories” on behalf of brands on The Huffington Post within two hours. Digitas clients will be able to choose from a variety of native ad formats, including articles and slideshows, all of which will be available to distribute to The Huffington Post’s home page as well as on verticals like HuffPo Healthy Living or HuffPo Tech. The “Brand as a Newsroom” solution will also offer Digitas new tools and products related to real-time data and social media scheduling, as well as custom RSS feeds that indentify and evaluate “pre-trending” articles — content that is “accelerating” in user engagement and social activity.

Emerging Talent Tracker with Outrigger Media: This measurement product is designed to identify emerging YouTube stars. It will plug into Outrigger Media’s OpenSlate platform, which currently tracks and evaluates more than 50,000 professionally produced YouTube channels, to find channels (and the creators behind them) that possess characteristics predictive of future success on the world’s biggest video site. In other words: channels/creators showing growth across measures like engagement, reach, and influence. Available exclusively to Digitas and its clients, the Emerging Talent Tracker is scheduled to launch in June, monitoring audiences and engagement across more than 25 million videos. The product extends beyond YouTube as well. “When a video is shared on another social media platform, whether it’s Facebook, Twitter, Tumblr, or Reddit, we’re able to follow it and track what happens there. Brands can get a real sense of not only the topics that these creators have an authoritative voice in, but also how much engagement is actually happening online,” said Outrigger Media CEO Mike Henry.

Other Interesting Tidbits

Peter Vesterbecka, Chief Marketing Officer of Rovio (the creator of Angry Birds) said that Angry Birds Toons, an animated web series that’s only available via Angry Birds mobile apps, hit 100 million views within the first 30 days of its launch.

Adam Bain, President/Global Revenue at Twitter, stressed how Twitter is positioning itself as something that is complementary to TV. “Twitter is a bridge” between digital video content and consumers, he said, citing among other things Twitter’s partnerships with the NCAA and Turner (for March Madness highlights) and ESPN (for college football bowl game highlights and other video content).

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Programming

Lyric Lines: Starring Tommy Woolridge, a shy, awkward 22 year old who tries to pick up women using song lyrics from the likes of Justin Bieber and Ed Sheeran. A new season is launching this week, sponsored by Coca-Cola.

The Comment Show: Hosted by comedian David So, this recently launched show places a spotlight on (and makes fun of) the comments fans (and haters) make under music videos on YouTube.

VEVO TV: A 24/7 “linear” music channel that curates music videos into short, themed blocks based on different genres. The channel is available on VEVO.com as well as VEVO’s apps for smartphones, tablets, Xbox, and Roku devices. It also features original programming from VEVO as well as live concert events. Launched in March, Adidas Originals, McDonald’s, Red Bull, and State Farm signed on as launch sponsors.

VEVO also showcased some of its other existing video/programming franchises, including VEVO Go Shows (musicians perform at a location that is personally relevant/significant), VEVO Certified (interviewing and spotlighting artists who have topped 100 million views on VEVO), and Ask: Reply (musicians answering fan questions).

Weekly Programming Strategy:

• Monday through Wednesday: VEVO premieres episodes of series and specials, including specials/programs that may not have a new episode every week (such as Music Is My Sport).
• Thursday: New episodes of Lyric Lines and The Comment Show.
• Friday: Hot This Week, a recap of music news and content from that week. The show “tees up” audiences for the weekend, which Scott Reich, VP/Programming and Original Content at VEVO, said is the “peak viewing period” on VEVO.
• Overall: VEVO debuts, on average, about 40 new music videos.

Stats (March 2013)

• More than 50 million US viewers each month, 60% of which are under the age of 34
• Half of video views on VEVO in the US are now happening on smartphones
• Mobile app viewers average 50 minutes per month
• VEVO reaches a quarter of all US women watching videos online today
• Almost 4 million Facebook fans

Later – Sahil
Sahil Patel, Editor for Cynopsis Digital
05.03.13

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