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Cynopsis: DIGITAL
04/23/12
Good morning. It’s Monday, April 23, 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 Digital Content NewFronts (DCNF) are slated to jump into overdrive this week, with a bulk of the presentations taking place over the next four days. I spoke with Chris Young, CEO of the Digital Broadcasting Group (DBG) regarding the online video production and distribution network’s presentation, which is tonight, starting at 7pm ET at the Helen Mills Theater in New York.
What made you want to participate in the DCNF? What was the process like?
DBG has been doing an upfront of its own in New York, Los Angeles and Chicago, every spring since 2008. Separately we have always supported the Digitas’ annual NewFront event, since 2009. We have live-streamed it, we have produced it and we have distributed it. So quite simply: Digitas got in touch with us and said, “Hey I know you have your annual upfront. We have this idea to make it a two-week event, would you like to time yours to fit within this event?” It just made a lot of sense, given what we have done in the past on our own and our partnership with Digitas.
As for what made us want to participate. Aside from experience, we think it’s important to create this marketplace and we want to help. Digitas has been working on aggregating everybody into an event and encouraging its clients to participate. It’s very nice to see the industry maturing.
What differentiates DBG?
One of our major attributes is that we started as a production company, and we then built up a content syndication and distribution platform. We produce all of our programming in-house, which is different from a lot of companies in this space, and then we distribute it across a lot of different properties. It’s a decentralized viewing approach. And we have a lot of experience doing this.
Additionally, we are “concepting” programming. We develop it in-house and we secure advertisers against that programming.
Can you explain that further?
When people think of digital video, they think of 30-second spots. What we have been doing is encouraging brands and agencies to think beyond that. Nowadays, in order to reach and empower a consumer, who is much harder to find in the increasingly fragmented video space, you have to offer what we call “utilitainment” provide utility and entertainment. It’s a better way to engage them.
We have a lot of experience doing this. DBG has done three seasons of programming for the Air Force, programs for Diet Coke and HP that were aired live from Times Square, just to name a few.
What sort of programming did you produce for those brands?
For the Air Force, their challenge was: How do we get tech savvy and young audience we’re talking high school students and teenagers interested in pursing a career in the Air Force? We created The Circuit, which was the first season. The five-part series was all about going around the country and meeting the best young innovators, and learning about their interesting innovations. We then distributed the series to DiscoveryChannel.com, SciFi.com and Yahoo! Technology, among other destinations in our network. We ran relevant programming that would resonate with the core target audience, and then we placed it where that demographic is expected to be.
For Diet Coke, we created Style Series, for which we did two seasons. Diet Coke’s brand is focused on being modern, stylish and sophisticated. This was a talk show series that was shot live in Times Square, and featured influential guests, including Edward Norton and Hillary Duff, Robin Thicke performed, just to name a few. Its distribution strategy was different than what he had planned for the Air Force. First, it was available through dietcoke.com. Then, aside from publishing it across select sites on DBG’s content distribution network, we live-streamed it to the NASDAQ and Reuters billboards in Times Square. After the live show, we created a series of highlights episodes and syndicated those out.
What kind of information will you be presenting at your DCNF event?
Aside from highlighting some programs that we are bringing to the market, we’ll be showcasing CLiP (content library platform). We syndicate content across a wide network of publishing partners. The network consists of over 2,500 websites, 2,200 of which DBG doesn’t own or operate. There are about 300 sites where content is being distributed through CLiP. We also program our own channels through the platform, all featuring branded and licensed content. It is a player environment that we control. We have Editors and an Editor-in-Chief who choose what gets curated into which channel, as well as a whole staff that updates our players. We will be talking about what we can do with that.
The MiTu Network is a new YouTube-based video network focused on lifestyle content for Hispanic audiences that will debut on April 30. Founded by Beatriz Acevedo and Doug Greiff, the network was created to “cater to the growing Latino demand for creatively packaged how-to, help-oriented content for bilingual and bicultural audiences in the U.S. and abroad.” To that end, programming will feature a mix of Spanish and English language content focusing around six content verticals: Health, Beauty, Food, Family, Style, and Design. At launch, MiTu will feature more than 30 established lifestyle channels that already have loyal followings, and will also offer original programming produced in-house. “Our content is organized around audience passion points and our viewers will be able to actively relate to and interact with our programming hosts,” said MiTu CEO Roy Burstin. “We are going to be able to give brands a whole new way of engaging Latino audiences, mixing branded entertainment, online advertising, and social media conversations.” With advertisers in mind, MiTu has joined the roster of presenters at the Digital Content NewFronts, where it will ostensibly premiere its content and advertising offerings on May 2, at 3:30pm ET, at Calle Ocho in New York.
Independent distribution company Echo Bridge Entertainment has acquired the domestic digital distribution rights for The CW’s new series, The L.A. Complex. Distribution deals have been inked with multiple platforms, including those from Amazon, Comcast and Time Warner Cable, as well as with iTunes, Vudu, Xbox and PlayStation. Viewers will be able to purchase individual episodes or a season pass. The series will be available on April 25; one day after its U.S. premiere on The CW. Echo Bridge already had international distribution rights from a deal signed earlier this year. The series follows habitants of an apartment complex in L.A., all of whom are performers looking to make it big in Hollywood.
u look haute, EQAL’s fashion and beauty channel that is a part of YouTube’s ongoing original programming initiative, surpassed 1 million video views within 16 days of its launch. The channel currently offers 35 videos that amount to over 100 minutes of original programming. EQAL says 60% of u look haute’s audience is in the U.S., with a majority of the other viewership coming from Canada, the U.K. and Australia.
Shazam and British commercial broadcaster ITV have signed a deal through which ITV’s ad sales team will have exclusive rights to offer the Shazam for TV functionality to broadcast advertisers in the U.K. Using the popular mobile app’s audio-tagging functionality, Shazam for TV allows viewers to tag television content when they see the Shazam symbol on the screen in order to access promotions and/or additional content. Content creators and advertisers in the U.S. have employed the service to engage viewers during shows and events such as American Idol, the Grammy Awards and the Super Bowl. Shazam has a U.K. installed base of over 10 million.
In an effort to help create a strong competitor to Apple and Google within the mobile space, Verizon Wireless is planning to give Microsoft’s next mobile operating system a marketing boost, according to Reuters via the Chicago Tribune. Microsoft has not publicly disclosed details on Windows Phone 8.0, but the operating system is expected to appear on phones by this upcoming holiday season. Microsoft currently accounts for about 2% of the global smartphone market, according to research firm Gartner. Reuters makes a point to note that Verizon was influential in giving Google Android phones from Motorola Mobility, Samsung and HTC a boost after putting its marketing weight behind them.
Hulu is seeking the dismissal of a lawsuit that, among other claims, says it violated the Video Privacy Protection Act (VPPA), reports MediaPost. The VPPA, which was passed in 1988, makes it illegal for “video tape service providers” to disclose a customer’s movie-viewing history without permission. Netflix recently had to pay a settlement for a lawsuit that alleged it violated this privacy law. Hulu has argued that it should not be identified as a video tape service provider as it does not have a physical store, and therefore does not fall under the law’s jurisdiction. The lawsuit itself focuses on Hulu’s relationship with an analytics firm called KISSmetrics, which allegedly used “supercookies” to track people, even after they had deleted their cookies, according to the report. In seeking the dismissal, Hulu argues that the consumers who have filed the lawsuit are unable to demonstrate that they were actually injured by the tracking.
Monetate, a provider cloud-based marketing technology, has added OfficeMax and Patagonia to its list of clients, which also includes the likes of Best Buy, QVC and Urban Outfitters. OfficeMax and Patagonia are two of a record-breaking number of new clients that Monetate says it landed in the first quarter of 2012. Monetate’s flagship offering is its Agility Suite, which is designed to help brand marketers optimize and personalize their website in order to deliver a more relevant online experience for the customer. Through the Agility Suite, Monetate says can clients test an unlimited number of marketing campaigns, react in real-time to customer demands, maintain messaging consistency across multiple marketing channels and optimize merchandise and display products.
A CYNOPSIS MESSAGE
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Here come comScore‘s latest online video numbers from: 181 million people watched nearly 37 billion online videos in March 2012. The leaderboard on this front was comprised of the usual suspects: Google/YouTube, Yahoo!, VEVO, Facebook and Viacom Digital ranked at the top in terms of unique viewers, while Google/YouTube and Hulu remained the kings of online video in terms of average minutes per viewer. On the video ad front, Americans watched more than 8.37 billion online video ads, a new record, with Hulu delivering more than 1.75 billion video ad views on its own, which is also a new record. Google slotted in at second with nearly 1.27 billion video ads during March, followed by BrightRoll Video Network (953 million), Adap.tv (892 million) and Specific Media (775 million). Other interesting findings from the report include:
- 83.5% of the U.S. internet audience viewed online video.
- The duration of the average online video was 6.4 minutes, while the average online video ad was 0.4 minutes.
- Video ads represented 18.5% of all video ads viewed, and 1.5% of all minutes spent viewing online video content.
BBC Worldwide Digital Entertainment & Games and 6waves, a social and mobile game publisher, will collaborate to develop new Facebook games, some of which will be based on BBC brands. One of the first games to launch will be Top Gear: Speed World, which will allow fans to compete in races and other challenges, incorporating recognizable stunts and vehicles from the popular show in the U.K. Another title, which is slated for a spring release, is Jane Austen’s Rogues & Romance. Developed in partnership with Legacy Interactive, the game will recreate the world of Austen’s novels and will allow players to follow the lives of Elizabeth and Mr. Darcy post-marriage. Additional games will be announced throughout 2012.
A CYNOPSIS MESSAGE
Digital NewFronts Wrap-Up [May 7]
Upfront 2012: Spanish Language [May 9]
Upfront 2012: Sports [May 15]
Space is limited. To reserve your ad space, contact Mike Farina | 203.218.6480
For the TV Land Awards 10th Anniversary celebration, which will air on April 29 at 9pm ET on TV Land, the network is rolling out a social initiative that will allow fans and viewers to access and engage with content across multiple social networks. It features:
- The TV Land Facebook Page: The “flagship” location for all of the content, including sneak peek videos, red carpet interviews, Instagram photos and more.
- The TV Land Tumblr Page: Revamped, the site will feature content such as top 10 lists and photo galleries that will be released 10 days prior to the awards show. The content will focus on the show, as well as all of the classic series that are being honored this year, including Laverne & Shirley, In Living Color and Murphy Brown.
- Behind-the-scenes photos of stars and series that are being honored this year will also be available through TV Land’s Instagram account (@laughmoretv), while photos from the night will be published on its Pinterest page.
- GetGlue: Viewers will have access to an array of limited edition badges when checking in to this year’s telecast.
- TVLand.com: The website will host content, including performances from Aretha Franklin, who is being honored this year with the Music Icon Award. Content will also courtesy of Huffington Post Celebrity’s Rob Shuter, who has signed on to serve as a special correspondent on the red carpet.
Later – Sahil
Sahil Patel, Associate Reporter for Cynopsis Digital
04.23.12
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