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Cynopsis: DIGITAL
04.15.13

Good morning. It’s Monday, April 15, 2013, and this is your first early morning digital briefing.

YouTube is planning themed programming weeks, ala Discovery’s annual Shark Week extravaganza, reports AllThingsD. These “Destination Moments” will consist of packages of on-demand content as well as live events, and will roll out throughout 2013. The first, a comedy-themed week, has been scheduled for May, and a “Geek Week” is on tap for later this year. More information about this will be announced at YouTube’s NewFront event on May 1.

— In other words: By developing programming packages like these, YouTube will be able to give a megaphone to the studios and channels it’s been funding. Seems like a win-win, especially since YouTube will also be able to sell advertisers on these themed weeks.

A CYNOPSIS MESSAGE FROM TREMOR VIDEO

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VEVO premiered a new web series called The Comment Show late last week. Hosted by comedian and YouTube star David So, the show is a “commentary on the commentary” under music videos. In the show, David So will make fun of the critical comments made by YouTube users under their least favorite music videos. The episodes will feature segments such as “Insult of the Week” and “That’s So Racist,” all designed to spotlight the anonymous keyboard bullies who regularly terrorize YouTube comment threads. A new episode will be available across all VEVO platforms every Thursday.

Scotch whisky brand LABEL 5 is launching WorldmiXperience, a five-part web series this week on Facebook. It’s both a web series and a social media campaign, as LABEL 5 will spotlight five fans from across the world as they undergo a series of five challenges, all to be completed within five days, in NYC. The five challenges are meant to represent the LABEL 5 brand, focusing on the themes of “conviviality, discovery, urban, global citizen, and legendary.” With that in mind, the contestants will compete in missions such as creating a new cocktail in 25 seconds, high-fiving as many people as they can in 15 minutes, and creating graffiti art in 5 Pointz, Queens. Premiering Thursday, April 18, the series will run through Monday, April 22, with new videos/”episodes” showing up on LABEL 5’s Facebook page every day. The videos will be accompanied by photos of the tasks and interviews with the fans.

LoveFilm, the UK-based SVOD service owned by Amazon, struck a licensing deal with Warner Bros. International Television Distribution to add The West Wing, One Tree Hill, and Nip/Tuck, as well as a bunch of other TV titles, to its streaming library. LoveFilm members will also be able to stream both seasons of Terminator: The Sarah Connor Chronicles, as well as past seasons of shows like The Big Bang Theory and Two and a Half Men.

A CYNOPSIS MESSAGE

mDialog has launched adDIALOG, a product that allows advertisers and broadcasters to add social/interactive elements to TV ads on connected devices. With the product, mDialog customers can insert Facebook and Twitter links and other interactive buttons that give viewers the ability to learn more about the brand, collect a coupon, or simply “like” and/or share the ad. This can be done when agencies and broadcasters are booking a campaign via mDialog’s Ad Decisioning Service. adDIALOG is capable of syncing with Apple iOS’ mobile cards and payments app, Passbook. Thanks to the mDialog iOS Smart Stream SDK, the product also supports Apple’s AirPlay mode, which means broadcasters and agencies can deliver promotions to ads actually running on a TV set. adDIALOG currently works with all iOS devices, with Android, Adobe Flash, Roku, and Xbox support to follow “soon.”

ABI Research projects the worldwide tablet market to hit roughly 150 million shipments in 2013, a year-over-year increase of 38%. This would equal roughly $64 billion in potential revenues. In 2012, the iPad kept its strong hold on the tablet market, accounting for about 60% of worldwide shipments. In comparison, tablets powered by Google’s Android operating system represented 37% of the global market. However, ABI believes “the tide is definitely turning toward Android-based tablets,” pointing to Samsung’s recent success in marketing and selling its Galaxy Note products. “A well-executed Samsung tablet strategy could double the company’s market share [among vendors] this year,” says Jeff Orr, Senior Practice Director/Mobile Devices at ABI Research. This doesn’t mean Apple is going to “slouch as it feels the competition approaching,” adds Orr.

The 2013 Digital Content NewFronts, presented by the IAB, begin in two weeks. If they’re anything like last year, you can expect a crop of new shows to be announced, as well as data related to what makes digital video unique, and in some ways, better (you can also expect Sahil to not get any sleep for the duration of that week, but that’s neither here nor there). With all of that in mind, Cynopsis Digital will provide you with a series of interviews with some of the top creators, programmers, and leaders presenting during the weeklong program. Leading off is Tal Simantov, GM/AOL On.

AOL is consistently delivering a lot of video views, most often coming in only second to Google/YouTube in comScore’s monthly charts. I imagine a lot of this has to do with the launch of AOL On. Can you provide us with an update on how the video network is faring across platforms and devices?

We’re excited for the continued growth we’re anticipating. Currently, our library holds 570,000 videos in total, and as of February, we were reaching 35M unique visitors, with six channels that are ranked number one in their categories: AOL On Autos, AOL On Food, AOL On Home, AOL On Style, AOL On Travel, AOL On Tech. We’re also seeing an increase in the length of time that viewers are spending on the network — the average was 57 minutes per viewer in February.

How would you assess last year’s NewFronts?

We saw a lot of interest from partners at the NewFront, so we actually considered it a success. Overall, the partners showcased innovative content and hosted well-attended events. But the NewFronts need to walk before they run, and we think that, collectively, we’re ready to up the ante this year. We plan to introduce our new slate of original programming, as well as some better distribution models, innovative ad packages, and improved measurement metrics.

What differentiates AOL’s video business from the other major content providers?

AOL excels in curated programming, distribution, and measurement of video, powered by the AOL On Network. We offer unmatched reach and scale by distributing content across AOL’s properties and working with top partners across categories. Our unique distribution model allows us to reach huge audiences with the content that’s most relevant and interesting to them. Further, we’re partnering with technology leaders to provide a best-in-class user experience that seamlessly delivers TV-quality programming across multiple devices and screens. We are committed to bridging the gap between premium digital video and TV.

If we were to have a conversation again at the end of the year, what would signal that it was a successful year for AOL’s video business?

When people start calling online video simply “video” and it becomes synonymous with TV, whether in terms of quality, measurement, or scale.

Tom Barreca has joined NPN Media as its new SVP/Distribution. “Barreca’s wealth of experience and relationships across the digital and content landscape will be central to creating both new programming and distribution with broadcast, cable, online, [digital out-of-home], mobile, and other VOD providers,” said NPN Media President John Cuddihy. Previously, Barreca served as Managing Director/New Business Development at NASCAR Media Group, before which he’s had stints at WWE, AMC Networks, and Cartoon Network.

A CYNOPSIS MESSAGE

As we head into the NewFronts, we’ll be highlighting some of the premier digital studios, producers, and creators — the ones who are “killing it” within the online video space. Today, the spotlight goes to Alloy Digital and its Smosh property/YouTube channel, which just last week became the first YouTube channel to top 9 million subscribers. Created and led by comedy duo Anthony Padilla and Ian Hecox, the channel is full of silly, absurd, often adolescent humor. Which is to say, if you have a teenager at home  or you’re immature yourself-  there’s a pretty good chance you know about Smosh. And if you represent a brand that wants to reach this particular group, Smosh is not a bad way to start.

Later – Sahil
Sahil Patel, Editor for Cynopsis Digital
04.15.13

Roberta Caploe: Editorial Director
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