Cynopsis: DIGITAL
05/04/12

Good morning. It’s Friday, May 4, 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 television is still king, but the means by which video content is being delivered may be shifting, according to the latest Nielsen Cross-Platform Report. In the past year, Nielsen found that the number of homes with an HDTV grew by more than 8 million to 80.2 million. Moreover, traditional TV viewing (live and/or timeshifted) still accounts for more than 33 hours per week, despite a 0.5% decline in time spent viewing when compared to Q4. This suggests that the TV screen still remains the top platform on which to consume video content. However, the resulting gap from the aforementioned slight decline in time spent viewing traditional TV, coupled with other findings from the report that show gaming consoles are becoming a “secondary gateway to TV content” (consoles can be found in 45% of TV homes, +3% over last year), and that 33.5 million mobile phone owners now watch video on their phones (+35.7% over last year), demonstrates that consumers are shifting to new technologies and devices that make it easier for them to watch video when they want, wherever they want.

Time Warner CEO Jeff Bewkes had several interesting things to say for the digital space during the company’s Q1 2012 earnings report, per GigaOM. Specifically, that it “makes sense” for Hulu to adopt an authentication model, where the video site would require users to have an existing cable subscription. One of the popular authenticated digital content offerings, HBO Go, is performing well on Time Warner, he said, with consumers who use HBO Go watching more HBO than they used to. According to Bewkes, HBO Go will soon come to additional platforms, especially connected TVs. And finally, on the UltraViolet front, Bewkes said, “more than 2 million accounts have been created and 5,000 titles area available,” signaling that while it’s still nascent, there is potential for growth.

Facebook has unveiled a set of what it calls “action links” to provide new ways for users to interact with a brand’s Timeline app. An example of what Facebook means and how this offering works comes courtesy of foursquare’s Timeline app: when a user checks into foursquare and then publishes that story on their Timeline, the normal interaction options (“Like” or “Comment”) appear alongside a new one, “Save This Place.” This link enables the user to save the location to their foursquare to-do list directly from the app on Facebook. Similarly, Fab.com is allowing people to add a product to their favorites with a “Face this Product” action link. Facebook says developers can designate an action link for any action they define, which will then appear on the social network.

Tumblr has launched two ad products, Tumblr Radar and Tumblr Spotlight, which are available to sponsors for a minimum package price of $25,000, according to VentureBeat. Radar follows a similar format to other social network ad offerings in that sponsor posts are integrated into a curation platform that highlights top/popular posts on the blogging network. Radar posts appear on the right side of the dashboard page, and generate more than 120 million daily impressions. Spotlight, which as its title describes shines a light on Tumblr accounts that may be worth a follow, would as its title describes promote the sponsor via a display that hangs above the follow recommendations. Tumblr says Spotlight drives tens of millions of follows each week for new and existing users. VentureBeat notes that brands looking to use these tools will need to be approved by Tumblr.

Discovery Communications has bought online video network Revision3 for an undisclosed price. Per the deal, the Revision3 team will remain intact, operating as a standalone unit for now under the new ownership structure. The deal is expected to close on or before June 1; AllThingsD reports that Discovery paid around $30 million to buy the web video start-up. Revision3 attracts more than 23 million monthly unique viewers across 27 digital channels.

PlayNetwork and Roberts Communications have joined the Digital Place-based Advertising Association (DPAA). PlayNetwork aims to help brands connect with consumers via multiple customer touch points, such as in-store messaging, branded music, and video. A select group of PlayNetwork networks offer third-party advertising opportunities; these ad networks run on more than 7,000 screens across 2,500 locations in the U.S. Roberts Communications focuses on reaching the hardcore male sports fan in the Americas and Western Europe, across multiple devices.

A CYNOPSIS MESSAGE

Digiday and Adap.tv banded together in April to conduct a “State of the Industry Survey” in online video, for which the two companies polled an array of digital agencies, brands, publishers, ad networks, and other marketplace intermediaries. According to the respondents, the rate of planning TV and online video ads together will brow by more than 50% this coming year. 48% of advertisers and agencies are already planning TV and video together, and 25% more will be doing so within the next 12 months. In other words, among leading video ad buyers, nearly 75% of all online video buyers will be planning TV and interactive video together by this time next year. In fact, when offered the choice of which ad format online video should be most aligned with, TV beat out display by more than 23%. And of note as we slide out of the DCNF marathon, 62% of respondents indicated that their use of online video will most likely complement TV, rather than replace it.

More than 106 million people in the U.S. owned smartphones during the first quarter of 2012, up 9% versus the previous quarter, according to data from the latest comScore MobiLens report. Google’s Android operating system kept its top spot with a 51% market share (+3.7% over previous quarter), with Apple’s iOS coming in second with 30.7% (+1.1%). RIM, while still third, dropped even further as it fell from 16% market share in Q4 2011 to 12.3% market share in Q1 2012. Microsoft (3.9%; -0.8%) and Symbian (1.4%; 0%) rounded out the top five. Here is some data about mobile content usage during the first three months of 2012:

• Downloaded applications were used by 50% of U.S. mobile subscribers (+2.4%).
• Browsers were used by 49.3% of U.S. mobile subscribers (+1.8%).
• 36.1% accessed a social networking site or blog (+0.8%).

Samsung has unveiled the Galaxy S III. It features a 4.8-inch Super AMOLED display; a 1.9 megapixel front-facing camera; Google’s Ice Cream Sandwich operating system; 16GB or 32GB of storage; face, gesture, and voice recognition technology; the ability to share some content between Galaxy S III devices without the need for a Wi-Fi connection or cellular reception (by using NFC file sharing technology); the ability to stream video, share files, and share screens across multiple devices on the same Wi-Fi network (via AllShare); and last, but not least, a new “pop-up video” feature that will allow users to watch a video while multitasking on the phone. 4G versions of the phone will be coming to North America and Japan this summer

Global digital marketing technology provider AudienceScience has hired Rob Gratchner as its new VP/Privacy. Gratchner is a veteran of the digital space as it pertains to privacy-related matters, having led privacy initiatives for brands and companies such as Microsoft, Intel, Network Advertising Initiative, and the Interactive Advertising Bureau.

California-based advertising and marketing agency Pitch, which counts Burger King and Nickelodeon among its roster of clients, has bolstered its creative team with the addition of John Davis as Creative Director; Marius Gedgaudas as Design Director; Sheldon Melvin as Senior Art Director; Scott Hanson as Senior Copywriter; and Ritzelle Cayabyab as Designer. All five will report to CCO Eric Springer, who described the new hires as part of a larger shift at Pitch. “We are going from a small-ish think tank to a full-service ad agency,” he said.

As announced at its Digital Content NewFront event on Tuesday, NBCUniversal has released the NBC Politics app. In advance of the coming election season, the app offers a collection of videos and reports from the network’s political news team, including David Gregory, Chuck Todd, and Andrea Mitchell, as well as NBC News’ lineup of news broadcasts. Other features include an interactive Battleground Map, which will allow users to test out different electoral scenarios/outcomes, a daily Tip Sheet of memorable headlines and moments, live election results on the big day, in-depth profiles of each presidential candidate, and, of course, the ability to share content on Facebook and Twitter. The app joins NBC News and NBCPolitics.com to create a multiscreen platform for NBC Politics.

Later – Sahil
Sahil Patel, Associate Reporter for Cynopsis Digital
05.04.12

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JOB OPENING: MGR, MULTIPLATFORM PROGRAMMING/Disney/Burbank: Video windowing/scheduling across all digital platforms for kids nets. 5+ yrs exp in TV prog/digital media. Mangment exp req. Apply www.disneycareers.com REQ 40000 (5/11)

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JOB OPENING: SR DIRECTOR, BA/LA OWN: Oprah Winfrey Network/LA: Negotiate and draft complex, multi-component deals and agreements for TV and digital. JD required, impeccable judgment & experience. Apply at http://careers.own.tv (5/11)

JOB OPENING: DIRECTOR BRANDED ENT/OWN: Oprah Winfrey Network/LA: Work w/Ad Sales to concept, develop and execute sponsorships and value earned packages. Exp. creating for paid advertisers a must. Apply at http://careers.own.tv (5/11)

JOB OPENING: ASSOC. RSRCH MGR/Media Behavior Inst/NYC: Consumer rsrch/insight. Analyze USA TouchPoints. Supp rsch, sales, & mktg. Exp w/ MRI & Nielsen. 3+ yrs rsrch exp. Agncy/netwrk++ Kwldg MRI must. Res: [email protected] (5/10)

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JOB OPENING: SEGMENT PRODUCER/LA: Seeking established segment producers with proven track record in daily/weekly television production  sports/gaming expertise encouraged. Resume & reel to: [email protected] (5/5)

JOB OPENING: MGR, AFF MKTG/ION Media/NY: Seeks Mgr to work w/Distribution team, create mktg plans, implement campaigns. 3-5 yrs in cable aff mktg & B.A. deg a must. EOE http://www.ionmedianetworks.com/page.php?p=careers&job=1388 (5/5)

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SUMMER INTERNSHIP CREDITS ONLY: LA: Interested in PUBLICIST/EVENT PLANNER career? 10 hr/wk w/ Vicki Abelson’s Women Who Write. Guests like Marlee Matlin Robert Klein. Exp. in video editing/web page dvlpmt needed. Send resume to [email protected] (5/11)

SUMMER INTERNSHIP CREDITS ONLY: PR INTERN/LA: Skng motivated self-strtr to join team. Unpaid, pt time intnshp for college cred Resp incl contact search, drafting bios, pitches. Stng wrk ethic, motivated. Resumes to: [email protected] (5/11)

SITUATION WANTED ADS, POSTED BY THOSE LOOKING TO BE HIRED… There is no charge for placing your Situation Wanted ad… for more information contact Trish Pihonak at [email protected].

SITUATION WANTED: WRITER’S ASSISTANT/LA: Has worked as a Page on The Big Bang Theory, Mike & Molly, 2 1/2 Half Men. Attending UCLA’s TV writing program. Experienced with Final Draft. Has BS in journalism. [email protected] (5/9)

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