A CYNOPSIS MESSAGE FROM TREMOR VIDEO

Cynopsis: DIGITAL
04.29.13

Good morning. It’s Monday, April 29, 2013, and this is your first early morning digital briefing.

NOTE: For the rest of this week, instead of the regular newsletter, Cynopsis Digital will be 100% devoted to coverage of the Digital Content NewFronts, from start to finish. We will return to the regularly scheduled newsletter with next Monday’s edition on May 6th.

A CYNOPSIS MESSAGE FROM TREMOR VIDEO

And while we’re on the topic of the NewFronts, comScore has released its latest monthly video rankings, just in time for the event to begin. According to the company’s Video Metrix service, 182.5 million Americans watched 39.3 billion online content videos in March 2013. The top five video properties in terms of unique viewers were: Google Sites (153.9 million), Facebook (63.8 million), VEVO (52 million), Yahoo Sites (50.3 million), and Viacom Digital (43.8 million). Among the top 10, Google, AOL, and Facebook each generated more than 700 million video views at 12.8 billion, 724.4 million, and 705.6 million, respectively.
The number of digital video ad views hit an all-time high with 13.2 billion. Each of the top six video ad properties topped 1 billion views: Google (2.32 billion); BrightRoll (2.24 billion); Adap.tv (1.78 billion); LiveRail (1.62 billion); Hulu (1.59 billion); and Specific Media (1.29 billion). Time spent watching video ads totaled 5 billion minutes, with BrightRoll leading the pack at 1.2 billion minutes. Hulu delivered the highest frequency of video ads with an average of 65.6 per viewer.

The Chernin Group plans to launch @SummerBreak, a new reality series that will only be available on Twitter, Tumblr, YouTube, and Instagram, according to Variety. The “show” will document the lives of a group of graduating seniors from high schools in LA over the course of eight weeks, right before they head off to college. Fans will be able to follow along much in real time via tweets, posts on Tumblr, videos on YouTube, and photos on Instagram. AT&T has signed on to sponsor and fund the program.
In Other Words: this makes total digi-sense, as Chernin is already actively involved within the digital space: he is on the Board of Directors at Twitter and is an investor in Tumblr. Additionally, The Chernin Group has already made a bid for Hulu, the video site Chernin had a huge hand in launching when he was at News Corp.

At Machinima‘s upfront-like presentation to advertisers last week in NY, it unveiled more details around its partnership with independent electronic/dance music (EDM) label Ultra Music. Per Billboard, the deal includes promoting music videos from Ultra artists like Deadmau5, Calvin Harris, and Steve Aoki through ads on Machinima’s owned, operated, and partner YouTube channels. Ultra and Machinima will also develop programming featuring Ultra artists.
In Other Words: While very much like a NewFront, Machinima’s event was not officially part of the program. Earlier this year, the company had elected to opt out of the official NewFront calendar, which is overseen by the IAB.

Blip’s 2013 digital video plans include launching new, standalone online video websites based on various interests and topics, according to paidContent. “I believe in building verticals around interests,” Blip CEO Kelly Day told paidContent. This includes potentially partnering with YouTube content creators to bring their stuff off the world’s largest video site. Blip plans to roll out these new sites, which will likely feature their own branding, as early as this fall.

Trident has signed on to sponsor Trending 10, a nightly countdown series from Fuse and Twitter that features both linear and digital content. The show will bring fans the top 10 trending music-related stories of the day, as judged by Fuse’s Heat Tracker technology, which determines the most talked-about artists on Twitter. Trending 10 will include a broadcast show, which will air every weeknight at 7:30pm ET on Fuse, as well as “sneak peek” digital video shorts and other socially shareable content.

A CYNOPSIS MESSAGE

Havas Media is partnering with DG to offer advertisers an integrated solution for online and TV campaign management. Per the agreement, Havas will integrate its digital and media units like Artemis (a global data management network) with DG’s MediaMind and VideoFusion TV solutions. The deal is described as a way to meet consumers as they increasingly become screen agnostic. DG’s multi-screen capabilities include distribution, reporting, and analytics.

YouTube has shifted its ad sales strategy in advance of its NewFront event this coming Wednesday night, according to AdAge. The video site is dropping the minimum requirement for buying ads and sponsorships up front on YouTube from $10 million to $1 million. The company is also not offering channel exclusivity in a bid to prevent ad fatigue among viewers. In addition, YouTube is selling video content in packages that consist of shows/channels within the same genre. The AdAge report also confirms speculation that YouTube will spotlight channels that are succeeding on the site, rather than just the ones the company has funded.

Opt-in video ad network Jun Group has launched a new product called Clarity, which promises to deliver video ads in brand-safe environments, reports AdWeek. With Clarity, the company says it won’t deliver ads to “undesirable places,” or use practices such as auto-play videos or fake impressions to boost delivery numbers, according to the report. Clarity will allow advertisers too see every site on which their ads ran or are running, and optimize accordingly. What’s more, if by some chance Jun Group fails to keep its promise, it will give advertisers their money back.

Worldwide smartphone shipments hit 216.2 million units in Q1 2013, according to new data released by the International Data Corporation (IDC). This was the first time smartphones accounted for more than half (51.6% to be exact) of total phone shipments in a quarter, says the IDC. The overall smartphone grew 41.6% compared to the 152.7 million smartphone shipments in Q1 last year, but dropped 5.1% compared to the 227.8 million shipments in Q4 2012. In terms of smartphone vendors, Samsung kept the pole position with 70.7 million global shipments, which accounted for a 32.7% market share. Apple remained in second place with 37.4 million iPhone shipments, equaling a 17.3% worldwide market share.

If you’re an advertiser considering a second-screen campaign tied to a popular TV show, here’s some data that might help: According to Experian Marketing Services: TV shows with “high concentrations” of viewers who use the Shazam smartphone app don’t necessarily have the most engaged audience during commercial breaks. For example, Experian finds that Glee viewers are twice as likely as the viewer of an average TV show to use the Shazam app. However, they’re also 33% less likely than the average viewer of other shows to say Glee has ads for things they care about, and 20% less likely than the average viewer to say they pay attention to ads that air during the show. On the other end, MTV’s Jersey Shore, Comedy Central’s Futurama, and E!’s Chelsea Lately, have “exceptionally high concentrations” of Shazam users. All three shows also score well on key ad engagement metrics. For example, Jersey Shore viewers are 88% more likely than the average viewer to use Shazam, and more than twice as likely to say that Jersey Shore has ads for things they care about. Jersey Shore viewers are also 63% more likely to say they often pay attention to ads that air during the show.

Yahoo!‘s NewFront is scheduled to take place tonight, beginning at 6pm. While you’ll get all the dirty details in tomorrow morning’s edition of Cynopsis Digital, I spoke with Erin McPherson, VP & Head of Video Programming and Originals at Yahoo!, for a preview.

How would you grade last year’s Digital Content NewFronts?
I would give all of the participants an “A” for organizing and putting on the events. But we always have room for improvement, and one key area to tackle is standardized metrics and ROI for advertisers vis-a-vis other media. I look forward to seeing what comes out of this year on that. We’re still learning about how users interact with online video — when do they “binge”, when do they watch TV versus a tablet, etc? Distribution and monetization markets will develop in response to user behavior.

One of the more interesting elements of Yahoo’s NewFront last year was Anthony Zuiker’s Cybergeddon, which really wasn’t a web series as much as a feature film that was broken down into bite-sized chunks. How did it do? And is Yahoo still interested in different forms of digital video programming like that?
While we aren’t releasing specific numbers, all of the parties involved with Cybergeddon consider it to be a success, on the basis of the beautiful experience we built for the content, as well as the global audience we were able to reach, in more than 15 countries. Yahoo is absolutely still going to create and/or distribute innovative programming that resonates with our audience.

How do you differentiate what Yahoo can offer to advertisers, compared to the other NewFront presenters, especially the Founding Partners?
Yahoo offers deeply personalized content experiences across video, photo, text, social media, and more. We have 11 #1 media verticals and a global audience of more than 700 million unique users every month. We have an award-winning in-house studio (Yahoo Studios) that creates exceptional video programming, keyed to audience demand. This year, we’re taking all of those ingredients and scaling our reach and the number of solutions we offer advertisers — we now have 18 distinct channels to buy across topical categories, as well as deep targeting capabilities to reach an audience of 120 million video viewers. We are innovating on the product side at an incredible pace and are laser-focused on creating beautiful and compelling experiences for our audience, every single day.

What should we expect from this year’s Yahoo NewFront?
Innovation. Content Leadership. Advertising Performance. The Lumineers live-streaming on Yahoo Music. And a lot of fun!

A CYNOPSIS MESSAGE

From Netflix to the White House, sort of: If you happened to watch the White House Correspondents’ Dinner on Saturday night, you may have noticed a video sketch starring Senator John McCain, NY Mayor Michael Bloomberg, Fox News’ Ed Henry, BuzzFeed’s Ben Smith, and a Democrat from South Carolina, Rep. Frank Underwood. In it, Underwood (who looks a lot like Kevin Spacey) has to deal with the seating chart for the annual event hosted by the White House Correspondents Association. Check out the video, you may find it funny or you may not (I personally thought it had its moments, but at times the humor felt right out of a video for a high school assembly). While you’re at it, also check out President Obama and Conan O’Brien’s speeches (here and here, respectively).

A CYNOPSIS MESSAGE

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Later – Sahil
Sahil Patel, Editor for Cynopsis Digital
04.29.13

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