Cynopsis: DIGITAL
03.18.13

Good morning. It’s Monday, March 18, 2013, and this is your first early morning digital briefing.

The February comScore numbers have come out, and here are the top scores:

• 178 million Americans watched 33.03 billion online videos, which is a dip from the January 2013, in which 180 million Americans watched 36.19 billion online videos. However, that can probably be attributed to February being shorter by three days.
• Google remained the top video web property with 151 million unique viewers, followed by Facebook (61 million), VEVO (49 million), NDN (46 million), and Yahoo (44 million).
• Broken down by video views, Google stood tall at 11.35 billion views, followed by AOL (570.38 million) Facebook (557 million), VEVO (540.12 million), and NDN (523.88 million).

On the ad side, Americans watched 9.9 billion video ads in February, and they reached more than 50% of the US population an average of 63 times during the month. Key numbers follow:

• Google led the way here as well, with 2.22 billion video ads. The rest of the top five were: BrightRoll (1.61 billion), Hulu (1.44 billion), Adap.tv (1.38 billion), and LiveRail (1 billion).
• However, BrightRoll delivered the highest duration of video ads, with 859 million minutes during February.

• Hulu delivered the highest frequency of ads with an average of 61.3 per viewer.

Also of note: YouTube multi-channel networks (MCNs) Fullscreen and Maker Studios occupied the second and third spots in comScore’s YouTube partner rankings, grabbing 36.85 million and 30.49 million unique viewers, respectively. Fellow MCN Machinima streamed 374.57 million videos in February, second only to VEVO in the YouTube partner rankings. 

On April 1, Univision will premiere a NASCAR-themed “webnovela” called Arranque de Pasion, La Historia de Ela. A co-production between Univision Studios and Kate del Castillo Productions, in association with NASCAR, the series stars del Castillo, Carlos Ponce, and Christian Meier, and was developed exclusively for Univision’s online and mobile properties. A new five-to-seven minute episode will be available every Monday, Wednesday, and Friday, beginning April 1. The show’s site will also offer behind-the-scenes footage, character bios, episode previews, recaps, and triva. Also, speaking of Univision, the company has joined the 2013 Digital Content NewFronts (DCNF) lineup, and will make its presentation to advertisers on May 1, from 8 to 11 am. The company plans to spotlight its digital video network, UVideos, and debut its next-generation content strategy.

Syndicado, a company that aggregates and distributes film and TV VOD content for digital platforms, has inked a VOD and electronic sell-through (EST) pact with Samsung. Under the agreement, Syndicado will be able to sell or rent new releases as well as its library of films, documentaries, and TV shows via Samsung’s Media Hub. “While we continue to expand [in the US], we’re forging new deals that give our clients not only international distribution but multi-device opportunities as well. Samsung’s unique dominance across mobile phones, tablets, and connected TVs internationally was a natural fit for our long-term distribution strategy,” said Syndicado President Greg Rubidge.

Brainstorm Media is curating a “Fangoria” VOD folder, a monthly collection of horror films, and distributing it to over 20 million US cable households through iN Demand. Per a Bloomberg report, the Fangoria collection will be initially available on Comcast. Both Brainstorm and iN Demand are also in negotiations with cable, satellite and online providers to add the horror-themed VOD package.

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Sports Luminaries To Be Honored at Cynopsis Sports Media Awards in April

Steve Bornstein (President and CEO) NFL Network + (EVP of Media) NFL
John Kosner (EVP & GM) ESPN Digital + Print Media
Scott Blackmun (CEO) US Olympic Committee
Scott McCune (VP, Global Partnerships & Experiential Marketing) The Coca-Cola Company

Cynopsis Sports Media Awards Breakfast
April 17 | 8-10a.m. | The Yale Club NY
Sponsored by: NFL
Last year’s event sold out Register here: http://www.cynopsis.com/events/sports-awards/.

Primetime for online video is the same as it is for television, according to the results of a new survey from TubeMogul. The company, which provides a programmatic video ad-buying platform, says in its latest quarterly report that more pre-roll impressions take place between 8pm and midnight than any other four-hour block. In fact, daily ad impressions on TubeMogul’s platform peak at 11pm, representing 4.5% of the day’s video views. Viewers also tend to be more receptive to brand advertising between 8pm and midnight. Per the report, viewers exposed to an ad during that timeframe were 6.6% more likely to remember a brand message than those who did not see the ad — that’s more than double the daily average of 3.0%. In addition, brand favorability among viewers triples from 2.1% to 6.9% during the 8pm-to-midnight block, and purchase intent inches up from 1.6% to 1.8%.
In Other Words: It’s not surprising that viewing habits are the same for online as it is for TV, but it’s good to have the numbers to back it up.

The election of a new pope generated some strong numbers for CNN Digital. On Wednesday, March 13, CNN.com brought in 10.7 million unique visitors (the highest day of 2013 to date), 5.6 million video starts (second-highest day of the year) and 1.4 million live streams (highest day of the year, topping the 750,000 live streams on Inauguration Day, January 21).

Samsung unveiled its new Galaxy S4 smartphone at a packed event at Radio City Music Hall last week. With the unpacking its newest smart device, the manufacturer also showed off two new content-related services that will be available on the smartphone as well as its other connected devices. The Samsung Media Hub is designed to be an all-in-one app that lets users search for, purchase, and play all types of content, including movies, TV shows, books, games, and music. The second service, Samsung WatchON, functions as a mixture between a content-recommendations engine, a second-screen app, and AirPlay. With Samsung WatchON, users will be able to search for content from multiple sources, ranging from linear TV and VOD providers to video apps available through the Samsung Media Hub, and access the results in one single location. Samsung says the more a person uses WatchON, the smarter content recommendations the service will be able to provide. In addition, WatchON lets users send video content from one Samsung connected screen to another as well as access bonus program-related goodies such as cast bio and reviews.

While we don’t often talk about smartphone manufacturers outside of Apple and Samsung (and in some cases, Microsoft and BlackBerry), LG Electronics has unveiled a cool new feature to optimize the video viewing experience on mobile devices. Available on the Optimus G Pro smartphones in the Korean market next month, the new feature, called Smart Video, will use eye-recognition technology to automatically pause a video when the user looks away from the screen and start it again when he or she looks back. All LG is saying now is that Smart Video, part of the “Value Pack” upgrade, will be available for “some LG premium smartphones in the future.”

The YouTube Capture app is now available on the iPad and iPad Mini. The app allows users to quickly shoot, edit, and upload a video to YouTube, as well as share it across Google+, Facebook, and Twitter. Among the app’s other features: The ability to lock the camera in landscape mode, so you’re not creating vertically framed videos, which, let’s be honest, look ridiculous.

Rich Astley is the GM/Product at video ad tech company Videology. Videology has been actively involved in delivering and optimizing cross-screen video advertising as well as addressable advertising for mobile, and linking online and mobile video to offline purchases.

Cross-screen advertising and measurement seems to be taking center-stage recently. What’s Videology been up to on that front?

We’ve been delivering across screens for quite some time now. What’s changed in the last year is the rise of cross-channel panel solutions such as Nielsen’s OCR and XCR products. These open up opportunities to target and reach TV audiences online. We have the ability to apply TV segmentation and test creative against those different segments to measure and optimize performance.

We’ve also been working on linking user IDs across PC, mobile, and across formats, so that we can match an ID to other offline data sets, such as in-store purchase. That means we can look at how each of those formats affect offline purchases. That gives advertisers the ability to measure and optimize ROI at the channel level.

Can you speak more about Videology’s recent deals with Kantar Shopcom and Korrelate to link multi-screen video to in-store purchases?

For us it’s really about shifting the conversation up a level with TV advertisers. Video has been measured with some relatively shortsighted metrics — click-through and completion rates. We wanted to go a step further and link exposure to impact on purchase intent. With the Kantar and Korrelate deals, we can look at in-store purchase data on CPG goods and autos, down to things like make and model. So we’re able to determine if a campaign drove an in-store or vehicle purchase, and what that means in terms of ROI for advertisers. This raises the bar in the types of conversations we are having with major advertisers.

You recently announced that you now have the ability to provide addressable advertising for mobile video campaigns. How were you able to do it?

In the last year we’ve made a couple of acquisitions in the tech space. One of those was Collider Media, which has given us the ability to identify users across mobile devices. We see it as a unique way to manage targeting and frequency across PC and mobile, which is inherently very difficult to do.

Is multi-screen or cross-screen video advertising the final hurdle, which will result in TV spend shifting to digital video?

It’s obviously very important to have a single-source of truth that allows advertisers to plan against audiences online and offline. But I think we still have work to do on standardizing the metrics of delivery. We’re certainly seeing more interest in reaching TV audiences incrementally through digital channels this year, with all our major agency and advertising partners. It’s an indication that there is some shift happening.

Univision Communications has named John Kelly as its new EVP/Digital Sales. Kelly joins Univision after a dozen years at NBCUniversal in an executive sales capacity.

ABC News Digital has made several changes to its editorial team. Eric Noe has been promoted to Managing Editor. In this role, he will oversee coverage across all of ABC News’ online and mobile platforms. Ali Gazan has been promoted to Head of Lifestyle. Working with the ad sales team, she will continue to oversee GoodMorningAmerica.com on Yahoo as well as have expanded responsibilities over the entertainment, travel, and lifestyle verticals on ABCNews.com. Other promotions include John Shehata to Executive Director/SEO, Andrew Springer to Senior Editor/Social Media for ABC News, and Katie Moisse to Health Editor.

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Not that I’m looking to destroy anyone’s productivity when March Madness gets going this week, but I believe it’s my duty to inform all of you that the NCAA March Madness Live apps are now available on iOS and Android devices. With the TV Everywhere apps, users will be able to stream live games, once they’ve verified their subscription to a participating TV provider. The apps also come with a range of social features, enabling you to check out tweets and converse with others during the three-week collegiate extravaganza, if you so choose. If you haven’t filled out your brackets yet, you might want to get to it.

Later – Sahil
Sahil Patel, Associate Editor for Cynopsis Digital
03.18.13

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

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