Cynopsis: DIGITAL
03.11.13

Good morning. It’s Monday, March 11, 2013, and this is your first early morning digital briefing.

Measurement News: FreeWheel’s Stream Stitching solution now supports devices and platforms powered by Microsoft Smooth Streaming. This means that FreeWheel customers now have the ability to insert ads dynamically (meaning viewers watching the same piece of content can receive different ads, based on what’s relevant to them) into VOD content on devices that support the Microsoft Silverlight and Xbox Lakeview platforms, which include the Xbox 360, select Android-powered devices, Roku players, and other OTT boxes. Stream Stitching is built to work with Nielsen’s Online Campaign Ratings and comScore’s validated Campaign Essentials.

Fandango is premiering a new weekly series called Weekend Ticket on March 14. Hosted by Chief Correspondent Dave Karger, the series will feature movie previews/reviews, interviews with celebrities, and advanced ticketing opportunities through Fandango. Weekend Ticket will also feature “Fanticipation,” a new tool that taps into Fandango’s online and mobile traffic, user engagement on its social media channels, and advance ticket sales to gauge excitement around current and upcoming movies. This is Fandango’s second original web series, following the awards season-centric The Frontrunners.

Barnes & Noble’s Nook Media has inked a series of licensing deals to bring more film and TV content to its Nook Video service on the Nook HD seven-inch and nine-inch tablets. New content partners include Lionsgate, MGM, Paramount, Relativity Media, National Geographic, Little Pim, and Film Buff, enabling users to purchase film titles such as The Hunger Games, the Twilight movies, and Skyfall, and TV shows like Mad Men, Border Wars, and Amazing Planet. Nook Video is also integrated with the UltraViolet digital locker service, which will allow UltraViolet customers to link their accounts to the Nook Cloud to access previously purchased and downloaded movies from the locker.    

CNN’s Dr. Sanjay Gupta is joining Everyday Health, a digital media company that reaches 38 million monthly visitors and creates programming for both the web (YouTube) and television (ABC). Beginning March 15, Dr. Gupta will work with the Everyday Health to produce video segments, articles, and two daily newsfeeds. The content will be split between the Everyday Health website, which focuses on consumers, and MedPage Today, which targets healthcare professionals.

The ACC Digital Network has launched the ACC Affiliate Program, a new online tool that allows local TV stations, blog sites, and other media outlets to access and embed video highlights from the ACC Digital Network’s collegiate games. Features include the ability to: Create a full page experience to provide all ACC highlights; embed a small video player on the right side of sports pages; place highlights within articles; and customize the players by school. 

Facebook is working on a number of video products that would make ads more prominent on users’ Timelines, according to a report from Adweek. These include a player service that would allow users to browse all the videos they’ve watched on Facebook, as well as the videos liked and shared by their friends.

A CYNOPSIS MESSAGE

Ad tech company DG is consolidating its TV and digital ad solutions under one umbrella to provide marketers with the ability to manage video campaigns across screens and channels. Armed with a new tag-line, “Spot On,” DG’s offering includes: DG MediaMind (online ad management); DG VideoFusion (cross-platform video management); DG Peer9 (semantic ad technology); DG SourceEcreative (creative resource library); DG Mijo (post-production content optimization); DG TreeHouse (direct response production); DG PathFire (long-form content syndication).

The Weather Channel (TWC) has reached a deal with multiscreen video solutions provider Elemental Technologies to use its Elemental Live video processing systems for the delivery of live video online and on TWC’s mobile apps. This includes delivering live streams of major weather events and other breaking news to TWC’s YouTube channel. In fact, TWC used Elemental Live to power its live streaming coverage of Hurricane Sandy last fall, which the network says generated more than 12 million live streams in total across its website and YouTube channel.

Netflix’s House of Cards did not generate as much social buzz as TV shows that debuted around the same time. A new report from social analytics company General Sentiment indicates that the show inspired 44,004 mentions on February 2, the day after it debuted on Netflix. In comparison, The Carrie Diaries and The Following, which both premiered in mid-January, saw 174,721 and 150,640 daily mentions, respectively.
In Other Words: Despite the hoopla, the Netflix model has a long way to go to catch up with TV.

129.4 million Americans owned smartphones during the three-month period ending in January 2013, according to comScore. This is up 7% versus the previous three-month period. Broken down by vendors, Apple stood tall with 37.8% of the smartphone market (up 3.5% versus the previous three-month period). The iPhone-maker was far ahead of its biggest competitor, Samsung, which grabbed 21.4% of the market (+1.9%). In terms of smartphone operating systems, you don’t need us to tell you that Android (52.3% of the market) and iOS (37.8%) ranked one and two, but here we are.

John Shea is EVP and CMO of NBCUniversal Integrated Media and the Executive Producer of Indie Women, a 10-minute online documentary that defines and analyzes a new consumer segment that Shea says is 31 million strong. This is the second documentary NBCU Integrated Media has produced through its in-house production arm, Curve Films, with the goal of visualizing some of the data uncovered in The Curve Report, NBCU Integrated Media’s bi-yearly book on upcoming consumer and cultural trends.

Describe the characteristics of Indie Women; what makes them unique?

They are over 27, unmarried, without kids, and not living with a partner. This is a powerful consumer segment with disposable income and free time. They spend $1 trillion annually, including $22 billion on vehicles, $20 billion on entertainment, and $50 billion on food. Indie Women are highly influential among their peers — they are 11% more likely than the average woman to follow their favorite brands on social media, and 10% more likely to be the first among their friends to shop at a new store. I’ve been in marketing for more than 20 years and thought I knew every demographic or life stage out there, so to uncover this untapped, powerful group was such a fresh twist.

This is your second documentary tied to The Curve Report. Why present the findings in this way?

The response to the first Curve Report and Curve Film (Y Now) confirmed that our proprietary data, presented in the form of a film, can be a great marketing tool. We ended up emailing the film to over 5,000 people in the ad/marketing community, which yielded such a robust response that — by request — we took our road show to more than 20 agencies. This new film shows a profile of this audience intercut with experts discussing how powerful they are as a demographic. We were able to get valuable insights from marketers like OMD’s Claudia Cahill, JWT’s Toby Barlow, and former BBH US chief Cindy Gallop; as well as analysis from academics like NYU sociologist Eric Klinenberg.  

You say that NBCUniversal has the capacity to reach 93% of Indie Women through custom, targeted marketing opportunities that span the company’s linear and digital platforms. What’s an example?

“NightlyCandy.” It’s based on several insights: Indie Women over-index on television viewing by 12%; they over-index on reality, news, and late night shows — in fact, they view 15% to 64% more late night programming on NBCUniversal than average women; and Indie Women are avid multiscreen multi-taskers.

Armed with this intel, we created “NightlyCandy,” which features a short form series anchored in DailyCandy, with on-air content extensions across the NBCUniversal late night slate. It also integrates innovative second-screen experiences via Zeebox. The customizable, sponsorable “NightlyCandy” multi-platform opportunity would be hosted by DailyCandy’s Chief Correspondent, SuChin Pak,who would curate items inspired by NBCUniversal’s late night shows.

What’s next for Curve Films?

We always want to keep us and our clients ahead of the next new thing, and connect the insights and implications to actionable marketing opportunities for our ad partners.

Discovery Communications has named Leslie Grandy as the new SVP/Product & Development within the company’s Digital Media division. In the newly created role, Grandy will oversee Discovery’s US channels’ digital product, mobile, development, design, and project management teams. She will be based in NY.

Variety has promoted Steven Gaydos to VP and Executive Editor. He will oversee all editorial for features, events, creative partnerships, custom publishing, and other special projects.

A CYNOPSIS MESSAGE

YouTube is offering channel owners a new layout called One Channel. The tool delivers a consistent design across all screens that YouTube is available on. Other features include the ability to: Curate sections without needing to create sub-channels or pages; offer a “preview video trailer” for the channel that would only appear to non-subscribers; and link to other channels.

Later – Sahil
Sahil Patel, Associate Editor for Cynopsis Digital
03.11.13

Roberta Caploe: Editorial Director
Denise O’Connor: Group Publisher, Media Entertainment
Diane K Schwartz: Senior Vice President, Media Communications Group

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