Cynopsis: DIGITAL
06.17.13
Good morning. It’s Monday, June 17, 2013, and this is your first early morning digital briefing.
comScore‘s May online video rankingsare out, and it was a good month for AOL, which jumped up seven spots to #2, when measured by unique viewers (36.12 million in April to 53.85 million in May). As you’ll see below, it was also a good month for the online video ad industry, especially BrightRoll. And, as always, Google/YouTube:
- 182 million Americans watched nearly 41 billion online videos during the month, which hewed pretty close to the April rankings (181.9 million Americans watched 38.8 billion online videos).
- The top online video content properties were (by unique viewers): Google/YouTube (154.54 million), Facebook (60.43 million), AOL (53.85 million), VEVO (52 million), and NDN (46.6 million).
- The top video properties (by video streams): Google/YouTube (13.96 billion), AOL (838.93 million), and Facebook (727.38 million).
- Americans watched more than 15.8 billion video ads during the month, a pretty noticeable spike from 13.3 billion video ads watched in April.
- The top video ad properties (by number of views/impressions): BrightRoll (2.62 billion); Google/YouTube (2.55 billion); LiveRail (2.13 billion); Adap.tv (2.10 billion); and Hulu (1.67 billion).
- Time spent watching video ads totaled over 6 billion minutes, with BrightRoll accounting for the highest duration at 1.3 billion minutes.
- Hulu, as always, delivered the highest number of ads to viewers with an average of 71 per viewer.
I am sure this, plus a bunch of other stuff, will be covered tomorrow during our first-ever BIG Monetization Summit. Looking forward to seeing all of those planning to attend at the Time Warner Center, bright and early.
Last Friday, Fandango launched Summer of Action, a new five-part web series hosted by former mixed martial arts superstar Chuck Liddell and actress Tiffany Smith. In the videos, Liddell and Smith provide their take on this summer’s action fare. The first episode puts a spotlight on Zack Snyder’s Man of Steel. Upcoming releases the series plans to tackle include World War Z, White House Down, The Lone Ranger, Pacific Rim, Red 2, The Wolverine, and Elysium. Along with the host’s movie commentary, the videos will feature movie clips, behind-the-scenes footage, and man-on-the-street interviews. In addition to Fandango.com, the series will also be available on the company’s YouTube channel.
Sony Pictures Television plans to debut a new ad-supported digital video entertainment network (in the vein of Crackle) for women in Latin America. Designed for “18 to 44 year old modern, connected women,” Kalixta will launch in Latin America during the second half of 2013. At launch, the network will offer original Hollywood content in genres like romance, comedy, drama, and thrillers, with the option to select dubbed Spanish audio or subtitles. It will also have integrated social media capabilities, allowing users to comment on and answer editorial questions while they watch a movie or TV show. It seems the decision to launch Kalixta is influenced, at least in part, by the success of Crackle in the region. Sony Pictures says Crackle has generated more than 50 million visits and over 1 billion minutes watched across Latin America since the streaming network launched there last April. Half of those visits came from Brazil.
Ad-supported movie streaming service Popcornflix will now also offer “TV and specialty programming,” beginning with mixed martial arts action from Hard Knocks Fighting. The MMA content features athletes from numerous regional camps, including Jackson’s MMA in Albuquerque, Team Tompkins and Wand Fight Gym in Las Vegas, and Extreme Couture in Toronto. Popcornflix is owned and operated by Screen Media Ventures.
A CYNOPSIS MESSAGE
2013 Cynopsis: Digital Model D Awards Deadline is this Thursday at midnight EST!
Awards Event: November 2013 TBD
Click here to learn about the Awards program & enter online!Be On, the branded content service that AOL launched during its NewFront in April, has partnered with Realeyes, a provider of a technology that measures people’s emotions when they are watching a video. Via the partnership, Be On’s Insights service will be able to plug into consumer panels such as CINT and Toluna and offer biometric tracking to help brands determine the impact of their video content. The companies say Be On clients will be able to access a frame-by-frame analysis of how consumers are reacting to their content at launch or even before it goes live. AOL and Realeyes also announced that LG had signed on as one of the first brands to test out this enhanced offering. For its “So Real It’s Scary 2” campaign, LG trialed over 600 viewers in several markets to see how they responded to a branded video. According to the results, the video performed better than 95% of ads and resonated best with the 18-34 demo (which was also LG’s target audience for the campaign).
Procter & Gamble’s CoverGirl and Pantene will be the first brands to test out ZEFR’s newest SaaS product, BrandID, which allows brands to identify user-generated videos about the brand (or that mention the brand) in order to monetize all of that unofficial activity/content. Right now on YouTube, brands are only able to gather insights about their owned content/channels and paid assets. With BrandID, ZEFR says brands will have access to all of the “earned assets” being created by fans; assets that often outnumber paid content 10:1. BrandID is powered by ZEFR’s content-identification technology, Inception, which is also used by film studios and other content providers to identify their assets (movie clips, sports highlights, etc.). According to ZEFR, the product allows brands to see who is talking about them, the type of content that they produce, and the impact that can be achieved if the brand chooses to partner with that fan. In addition, brands can compare their YouTube presence versus those of their competitors. Brands can probably also use a product such as this to determine which videos and channels they should ran their ads on.
Outfit7’s Talking Friends mobile app franchise has surpassed 1 billion downloads since it launched with the Talking Tom app three years ago. Since then, the property has expanded to over two-dozen apps (each allowing users to interact with an animal character via talk/touch, played by people across more than 200 countries and territories). Notably, the Talking Friends characters have also expanded to other content streams. Outfit7 partnered with Walt Disney Records to create animated music videos of songs sung by the characters. These videos have amassed over 100 million views to date on YouTube. In addition, last year Outfit7 partnered with Disney Interactive to launch a 10-episode web series starring the Talking Friends characters. Outfit7 says that series generated 100 million views across the globe “in just a few months.”Looking ahead, Outfit7 plans to launch a new Talking Tom app this summer, which will feature a “multi-level game concept” designed to increase user engagement.
A CYNOPSIS MESSAGE
Panel Sessions Include
Get Ready: YouTube’s Next Wave of Content
Next Generation Digital Programming Models
“How We Monetize” Debate
Sponsored By: Yahoo!
On Sunday, June 23 at 8pm ET, Discovery Channel plans to air Skywire Live with Nik Wallenda, a live special event during which the tightrope artist will walk above and across the Grand Canyon. Naturally, with this being a live, one-time programming event, Discovery is rolling out a bunch of digital/social campaigns to not only get people to tune in, but also keep them entertained through the event.
The central hub for pretty much everything is SkywireLive.com, which features “Wired In”: a companion-viewing experience that allows users to access five live camera angles before and during the walk (which, by the way is taking place 1,500 feet above the Colorado River, a height greater than the Empire State Building). During programming breaks, Wired In’s host Chris Jacobs will offer a behind-the-scenes perspective live from the walk site. He will also interview special guests and pull up social media chatter about the feat.
During Discovery Communication’s upfront in April, Wallenda walked on a tightrope above the crowd at Jazz at Lincoln Center. It was incredible (and crazy), and that was just (I’m estimating) 100 feet in the air. Not that I need to sell you on this live special (you already know after reading this if you plan to watch), but it’s definitely something to check out.
Later – Sahil
Sahil Patel, Editor for Cynopsis Digital
06.17.13
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