A CYNOPSIS MESSAGE FROM TREMOR VIDEO

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Cynopsis: DIGITAL
05.06.13

Good morning. It’s Monday, May 6, 2013, and this is a special digital briefing covering the 2013 Digital Content NewFronts.

The last day of the 2013 Digital Content NewFronts was anchored by Crackle, which unveiled a slate of new and returning original series, as well as two original feature-length films.

Programming

Comedians in Cars Getting Coffee: Season 2 (24 episodes). Debuting this summer, this comedy/interview series (a true show “about nothing” as Larry David famously said in a season 1 episode) is created, written, and produced by Jerry Seinfeld. Guests will include David Letterman, Sarah Silverman, Chris Rock, and Mr. Warmth, Don Rickles.

Chosen: Season 2 (6 episodes). Premiering next February, the second season is currently in development and will begin production in the summer. Starring Milo Ventimiglia as a father who finds a mysterious box that instructs him to kill a stranger within three days, or risk losing his daughter.

The Bannen Way: Season 2 (6 episodes). Scheduled to premiere this year, the second season continues to follow the adventures of a con man whose father is the chief of police and uncle is a mob boss. The first season won a Streamy Award in 2010.

Cleaners: New (6 episodes). Debuting November 2013, with all six episodes being released simultaneously. This half-hour action/comedy is about a pair of attractive female contract killers, who must fend off their boss, his other hired guns, and the FBI after a job goes awry. Starring Emmanuelle Chriqui, Emily Osment, Gina Gershon, David Arquette, and Missi Pyle. Written and directed by Paul Leyden, the series is produced by Sam Worthington and Full Clip Productions.

Play It Forward (wt): Music documentary (6-8 episodes). The show will document a series of spontaneous street performances from top artists to raise support for music education in public schools. The performances will be captured via strategically placed, hidden cameras. The show will be hosted and produced by Robert Downey, Jr. Other producers include Susan Downey, Kevin Lake, and Tony Berg.

Strand Street: New (6 episodes). Debuting sometime next winter, with all six episodes to be released at once. This half-hour action/crime series follows an LAPD informant as he infiltrates his former Venice surf gang, after get in trouble with a ruthless international gang. Directed and produced by Milo Ventimiglia.

Extraction: Feature film (90 minutes). Premiering in September 2013. This action/thriller follows a member of a US Black Ops team, imprisoned during a botched prisoner extraction mission, as he and the targeted prisoner fight their way out of a maximum-security prison in Russia. Starring Danny Glover, Sean Astin, and Vinnie Jones. Written and directed by Tony Giglio, and produced by Ranger 7 Films.

Sequel to “Joe Dirt”: Feature film. Starring David Spade in the title role of a mullet-clad redneck. The project will be written and executive produced by Spade and Fred Wolf, and directed by Wolf.

Marketing, Promotions, and Distribution

Some Crackle stats:

• Available in 22 countries, on four continents, in three languages
• 22 million monthly unique viewers
• Consuming, on average, 100 minutes per month
• 60% male/40% female
• Less than 15% of duplication between Hulu and Crackle’s audiences (the only two ad-supported video services featuring long-form programming)
• Ad completion rate over 90%

cRoll ad unit and campaign with Disney: cRoll is an interactive video ad unit that Crackle launched earlier this year. The unit is available across Crackle apps for the web, iOS and Android devices, connected TVs, gaming consoles. Developed in partnership with Innovid, cRoll was first implemented by Disney for a campaign promoting “Oz: The Great and Powerful.” The interactive unit provided users with more content and information about the film if they chose to interact with it. Crackle revealed some numbers about the Disney/Oz campaign: 98.3% completion rates, 6.7% engagement, and more than 60 seconds of earned media time.

Video Everywhere partnership with comScore: Provides advertisers with unduplicated audience size and demos across all 20 Crackle apps.

Opportunity for Cleaners: James Smith, SVP/Digital Media Sales at Sony Pictures Entertainment, described a nifty little product placement opportunity for brands during the first five minutes of the first episode of Cleaners (in other words, the largest audience for any TV show). Smith described how the show opens with an introduction of Emmanuelle Chriqui’s character: she wakes up, walks around her home, gets ready, and then walks out to her car. This entire time, the camera never shows her face. Smith, showing storyboards of the scene on the screen behind him, described all of the places where brands could integrate their product, including the car.

Curated Watch-lists: Every time Crackle previewed an original program, they also mentioned other films and TV shows in the Crackle library that would appear alongside it in curated, themed watch-lists. These watch-lists are handpicked every week and editorialized about why they were chosen. Earlier in the presentation, Eric Berger, GM of Crackle, spoke about how this made Crackle a content programmer, not a content aggregator. These watch-lists are available for sponsorships.

James Smith also announced how Crackle is offering $1 in media for every $1 in ad spent on the video network, as well as guaranteed views on product placements and guaranteed ad placements for all upfront advertisers.

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A CYNOPSIS MESSAGE FROM TREMOR VIDEO

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Fullscreen announced a partnership with Ryan Seacrest Productions (RSP) last week to develop “new content opportunities for YouTube and beyond.” With this deal, RSP, which is well known for unscripted series like Keeping Up with the Kardashians and Jamie Oliver’s Food Revolution, will bring its production capabilities to Fullscreen’s global network of YouTube talent, and ostensibly develop web (and maybe even TV) franchises for them.

Some additional NewFronts stuff: Money Where Your Mouth Is, a new game show hosted by comedian Jay Mohr unveiled at Hulu’s presentation, comes from Believe Entertainment Group (BE Group) and Executive Producers Dan Goodman, William H. Masterson III, and Danny Fishman, along with Barry Katz and Mohr. While the show is set to premiere on Hulu and Hulu Plus later this year, BE Group is handling the financing, selling, and distribution of the show to worldwide audiences. BE Group says ad partnerships for Money Where Your Mouth Is will be unveiled soon.

CraveOnline, Evolve Media’s male lifestyle publisher, has unveiled a new studio facility for the development and production of original video and branded entertainment. Housed in CraveOnline’s LA headquarters, the facility features everything from a large green-screen wall to an acoustic model that is designed for Crave’s CO2 Artist Lounge music performance series. A new production team consists of 10 members with talents in all aspects of production, from writing to cinematography.

BBC.com has launched a new Culture section, focusing on cultural, design, and style trends. The section will feature columns, relevant video clips from BBC World News, content from the BBC archives, and special events sideline reporting.

Woven Digital has acquired men’s lifestyle site Guyism for an undisclosed price. This adds to Woven’s owned-and-operated male-centric digital media network. Per the deal, the Guyism crew will join Woven’s NY operations. Guyism founder Chris Spagnuolo will come on board as Editorial Director, reporting to Woven’s Chief Strategy Officer Alex Boyce, and continuing to oversee the retained Guyism editorial team.
In Other Words: “A key driver of the acquisition” was apparently Guyism’s investment in original video, which includes a segment called “The Guyism Speed Round” as well as plans to add producer K. Ryan Jones from Newsweek.

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Vox Media, the publisher behind SB Nation, The Verge, and Polygon, has launched a new in-house advertising and creative services unit called Vox Creative. At the helm: Creative Director Chad Mumm and Chief Product Officer Trei Brundrett. The unit will offer advertisers the same publishing technology and capabilities (including Vox’s original video production team) that is available to Vox’s editorial/content side.

In-cinema advertising company Screenvision is offering demo guarantees based on Nielsen’s Cinema Audience Reports, as it looks to help advertisers “mitigate the significant ratings decline across broadcast and cable TV,” said Travis Reid, CEO. Jim Tricarico, Screenvision’s new CRO (and former EVP/Sales at Nickelodeon), added that the company’s new offering fully aligns with the TV and video buying process, with offerings such as “seasonal pricing, show-parting, and creative flexibility,” alongside the demo guarantees.
In Other Words: By guaranteeing audience delivery to its Upfront advertisers and using a method that’s comparable to TV, Screenvision hopes more advertisers will jump into the fold and buy in-cinema ads, which the company says are “the perfect complement to any TV ad buy,” as they help advertisers reach audiences when they’re most likely to be away from the TV — the weekend. Screenvision also announced a commitment from Taco Bell under the new plan.

Powered by Unruly Media and its Viral Video Chart, here are the Top 10 Social Video Brands of April, as measured by shares across the social web (Facebook shares and likes; tweets and re-tweets; and the number of times a video has been embedded on a blog). If you click on the link, you will be directed to each brand’s most-shared video/ad of the month.

BRAND                                 SHARES                                LAST MONTH
1. Dove                                 3.12 million (+1,150.2%)       #10
2. Evian                                 2.98 million (+14,364.1%)     #60
3. Kmart                                2.32 million                           (Not in Top 250)
4. Google                              509,922 (+34.2%)                 #6     
5. Daft Punk                          490,148                                (Not in Top 250)
6. Pepsi                                 371,324 (-82.7%)                 #1
7. YouTube                            215,392 (+26.3%)                #11
8. Samsung                           203,289 (-42.0%)                 #8
9. Oakley Sunglasses            210,610                               (Not in Top 250)
10. Neft Vodka                     136,745 (-86.3%)                  #3

A couple of things I’d like to note:

• Dove’s “Real Beauty Sketches” campaign that showed artist renderings of how women describe their faces compared to how others see them
• Google and YouTube’s top videos were related to their annual April Fools pranks.
• Daft Punk recently released the first single for their upcoming album, Random Access Memories. That single (“Get Lucky”) served as the band’s top video. The music duo also had a nifty marketing strategy to get fans excited for the release, including debuting a short performance clip featuring other musicians on the song at Coachella, as well as debuting bits and pieces of the song during several SNL broadcasts.

Branded content made exclusively for the web is as strong as repurposed TV spots in supporting advertisers’ brand-building initiatives, according to a new report released by Tremor Video. Tremor Video compared engagement rates, ad completion rates, and click-through rates of video ads across five publishers that repurpose TV content and four made-for-web content publishers during Q1 2013. Here’s what the research team uncovered:

• Engagement rates were higher for native web content (2.72%) than for TV content for the web (2.68%).
• 91% of ads on TV content online were watched in their entirety, compared to 83% of ads shown during native web content.
• Click-through rates for TV content online and native web content were pretty much identical: 1.1% and 1.09%, respectively.
• The data was unveiled during the IAB’s NewFronts Insights Breakfast last Friday.

25% of all broadband households owned a smart TV in 2012, versus just 14% owning a “dedicated streaming device” like Apple TV or Roku, according to The Diffusion Group, per a GigaOm report. Smart TV ownership is spiking as it stood at 12% of all broadband households in 2011. Adoption of streaming devices is not as sharp, with 12% of all broadband households owning such a device in 2011. The Diffusion Group’s study also notes that only 69% of smart TVs are actually connected to the web, which means the disparity between smart TVs and streaming boxes is not as big as the numbers above initially indicate. Gaming consoles are still the most popular devices for internet/TV connectivity, present in 62% of broadband households. Overall, 56% of broadband households now own at least one device that is connected to the web, according to the report.

Game of Thrones Ascent, a Facebook game from HBO and Disruptor Beam, is joining the Zynga Partners program to reach new users. Since its open beta launch in February, Game of Thrones Ascent has topped 500,000 installs. In the strategy game, players assume the role of a noble and swear an allegiance to one of the great houses, after which it’s all about building your profile and power in Westeros and beyond. The game is set around the same time as the books and the TV show.

Netflix has launched an interactive map on Facebook tied to its latest original series, Hemlock Grove, from producer Eli Roth. The map allows users to take on the role of Shelley Godfrey (a character in the show played by Nicole Boivin), and explore multiple landmarks in the town of Hemlock Grove.

DailyCandy has appointed Maha Al-Emam to the position of VP/Product and Technology. Coming over from Bloomberg.com, Al-Emam will lead the development of product strategy for products and services that span multiple platforms, including web, email, mobile, and social. She will also oversee the analysis and technical design of DailyCandy’s site architecture, as well as its software components, processes, tools, and methodologies. She will report to Alison Moore, GM and EVP of DailyCandy.

Code and Theory has hired John Gilles as its new Director/New Media. He will focus on developing new products and experiences for brands across platforms, including mobile entertainment, OTT solutions, second-screen apps, connected TV apps, social TV, interactive TV, and game console experiences. Gilles will be based in SF.

ChoiceStream, a provider of ad tech and services, is appointing Eric Bosco to be its new Chief Executive Officer. He succeeds Steve Johnson, who will remain at the company as Founder and Chairman of the Board.

Real Media Group (RMG) has made several new additions to its North American sales team, including Casey Squier as Director/West Coast Sales. Reporting to Heather Draney, RMG’s VP/West Coast Sales Gill Brown, he will be based in LA. RMG is also expanding its offices in LA, SF, and Chicago.

John Connolly is taking on a new role at tenthavenue, a division of WPP, as its new Director/Media Development. He will assist Kinetic and Spafax Networks’ management in their media vendor relationships, and will also be responsible for evaluating new media opportunities and developing new products and services.

Permission Data (PD) has hired Christopher Ambrosio as its new Chief Revenue Officer. He was previously the VP/Performance Media at ValueClick. Other new exec moves at PD include the hiring of Edward Shannon as VP/Media and the promotion of Stephanie Wyand as SVP/Operations.

Epic Meal Time is one of the most popular channels/series on YouTube, featuring a bunch of dudes creating some of the most horrifying (but delicious-looking), over-the-top meals you or anyone you know can imagine. Essentially, it’s a cooking show for the “Jackass” generation, and it’s been doing well enough to score 4.5 million subscribers and more than 550 million programming views to date.

Last week, the team behind Epic Meal Time, NextTime Productions and Collective Digital Studio (CDS), greenlit a second season of a spin-off cooking competition series, Epic Chef, which will return to YouTube and EpicMealTime.com later this year. The first season of the series grabbed 10 million views over its eight episodes.

And on top of that, NextTime and CDS have announced another extension of the brand with Epic Tool Time. This series, which features a partnership with West Coast Customs (the car shop from MTV’s Pimp My Ride), will look to upgrade gadgets and other items around the house.

What’s interesting about this is that NexTime and CDS are also fashioning a programming schedule for the Epic Meal Time YouTube channel and website, offering access to a new Epic-branded episode each day. For example, the producing partners say Tuesday will spotlight a new episode of Epic Meal Time; while Thursday’s will pull up a classic episode “with a new spin”; and Saturday’s will offer original episodes of how-to cooking program, Handle It.

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A CYNOPSIS MESSAGE

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Later – Sahil
Sahil Patel, Editor for Cynopsis Digital
05.06.13

Roberta Caploe: Editorial Director
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A CYNOPSIS MESSAGE

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