A CYNOPSIS MESSAGE FROM CRACKLE

Cynopsis: DIGITAL
04.18.13

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

Alloy Digital has acquired Digital Broadcasting Group (DBG), a producer and distributor of original and branded video content and advertising. DBG’s portfolio includes a video syndication network that reaches 2,600 publishers, its CLiP video player (which also features original programming produced by DBG), and a suite of pre-roll ad units. Add these capabilities with Alloy’s existing reach among 12-34 year olds, which spans content verticals like women’s lifestyle, men’s lifestyle, comedy, entertainment, and gaming, with an overall reach of over 90 million consumers per month (comScore), and Alloy has a pretty sizeable media offering for advertisers. In fact, the acquisition is described in part as a way to push Alloy into new content verticals, including tech, health, travel, and sports (for ex: DBG Sports currently produces NCAA football and basketball highlight packages), as well as extend the company’s reach to audiences outside of the P12-34 crowd. Per the deal, DBG CEO Chris Young will now head up marketing at Alloy as its new Chief Marketing Officer. Financial terms of the deal were not disclosed.

Funny Or Die has launched its first feature film online. Beating Aaron Sorkin to the punch (but not Ashton Kutcher), the comedy site has premiered iSteve, a biopic about Apple co-founder Steve Jobs. Starring former Apple pitchman Justin Long (Accepted) as Jobs and Jorge Garcia (LOST) as Steve Wozniak, the film runs for a little under 80 minutes. From writer/director Ryan Perez (First Dates with Toby Harris), the film was written in three days and shot in five.

Time Warner Cable is offering customers in NY live out-of-home access to 11 channels on their TWC TV app for iOS devices, according to Bloomberg. Available channels include BBC America, the TV Guide Network, the Big 10 Network, and the Pac-12 Network, as well as some local channels like NY1. I wonder how much of this was influenced by the rise (and legal successes) of Aereo.

Flixster has launched an app for the Xbox Live platform, allowing subscribers in the US to buy and rent “thousands of movie titles” as well as access their UltraViolet digital libraries. The app also offers movie reviews and information from Rotten Tomatoes.

Vox Media’s tech and culture publication, The Verge, has launched a new science section called “Verge Science,” which will look to tackle the “biggest ideas, the boldest research, and the most astonishing discoveries in all of science, from medicine and space exploration to physics and the environment.” Leading the edit will be Katie Drummond, who has joined the company as Editor/Verge Science. Here’s a video from Drummond introducing the section. Vox Media has an in-house production team that creates original videos for its publishing properties, which also include SB Nation and Polygon. I imagine Verge Science will also be able to reap the benefits of those capabilities.

A CYNOPSIS MESSAGE FROM NATPE

Stipple has launched Stipple Shopping, an e-commerce solution that allows consumers to explore pricing and product information and demo videos, and ultimately even make purchases, from within the image. For brands, the solution is available across the web on publishers’ sites, as well as on Facebook and Twitter. Information can also be updated so that when an advertiser adds a new video to the interactive image, that image will be updated wherever it’s been delivered to online.

In news that should come as no surprise to anyone, Aereo’s legal battle with broadcasters is far from over. Per a Variety report, the broadcasters that are currently suing Aereo for copyright infringement have requested a re-hearing of this month’s Second Circuit Court of Appeals’ decision that allowed Aereo to continue to operate its live TV streaming service. The Second Circuit’s ruling stated that Aereo’s process of retransmitting live TV via mini-antennas to individual subscribers did not constitute a public performance (the broadcasters obviously argued that it did). In a petition filed this week, the broadcasters argued that Aereo’s existence threatens the loss of “a revenue stream critical to supporting free, over-the-air television.” If you remember, after Aereo’s second victory earlier this month, News Corp. COO Chase Carey came out at NAB and said that Fox might move its broadcast network to a subscription-based model if Aereo were to win this legal war.

TV and digital video advertising are complementary, and advertisers should approach them as such, according to the findings of a joint UK study from Tremor Video, IAB UK, Nielsen, and Performics, the performance-marketing arm of ZenithOptimedia. The findings, which are based on 1.5 years of research into how people in the UK consume TV and digital video content, indicate that digital video advertising provides a cost-effective way to increase reach, brand awareness, and message association, even after the TV campaign has ended. For example, one of the campaigns covered in the study was from UK insurer Aviva, which ran TV spots until the end of October 2012 and continued to run digital video ads in November 2012. Among UK consumers who were exposed to the digital video ads in November, 32% correctly associated Aviva with its messages. Among those who were not, only 26% made the connection. TV is still king though, obviously, as message association hit a high of 48% when the TV campaign was running.

Roku has named Erik Bardman as its new Chief Financial Officer. “I look forward to joining (Roku) and helping it achieve significant scale in the years ahead,” said Bardman in a statement. Most recently, Bardman was SVP/Finance and Chief Financial Officer at Logitech International.

Larry Shapiro is the new Head of Talent at Fullscreen, one of the largest multichannel networks on YouTube. He will oversee the company’s talent department, which manages an array of YouTube content creators including Devin Super Tramp, MisterEpicMann, Michael Buckley, and Tyler Ward. Fullscreen’s former Head of Talent, Sami Kreigstein, is sliding over to serve as VP/Talent Integrations. Kreigstein will focus on facilitating branded entertainment opportunities for Fullscreen talent.

Conde Nast Entertainment (CNE) has named Whitney Hill as its new SVP/Business Development and Strategy, effective immediately. Reporting to Fred Santarpia, EVP and Chief Digital Officer at CNE, she will be responsible for developing and managing CNE’s digital content and distribution business, which includes the expansion of the recently launched digital video network.

Data center, cloud computing, and managed services provider ViaWest has appointed Christopher Rajiah to the position of SVP/Sales and Marketing. He will oversee the company’s direct sales and channel efforts. He will also lead the company’s marketing organization.

A CYNOPSIS MESSAGE

We’re nothing if not team players here at Cynopsis. That’s my clever way of saying the Cynopsis Sports Media Awards took place at the Yale Club in NYC yesterday, and awarded a bunch of deserving companies and individuals contributing to and excelling in the sports media business. When you get the chance, check out the full list of winners. But allow me to highlight one here right now, the MLB Fan Cave, which won the award for Best Marketing Initiative. If you don’t know what this is, shame on you. The MLB Fan Cave is an actual location in NYC, specifically at 4th Street and Broadway. In its third year, the space hosts MLB players, celebrities, music concerts, fan events, and more throughout the season, documenting it all for you to follow online and across its various social media accounts. The Cave is also the home to a bunch of Cave Dwellers — fans who live day and night in the Cave and attempt to watch every baseball game during the season, capturing their experiences via videos, blog posts, and social media. Among these Dwellers, one winner will be crowned by the end of the World Series. Basically, they’re living my dream right now. So congratulations go out to MLB on a very cool marketing initiative, as well as to rest of our other 2013 winners and honorees.

Later – Sahil
Sahil Patel, Editor for Cynopsis Digital
04.18.13

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