Cynopsis: DIGITAL
02.07.13

Good morning. It’s Thursday, February 7, 2013, and this is your first early morning digital briefing.

125.9 million people in the US owned smartphones during the last three months of 2012, and a large majority of them were either powered by Android or iOS, according to newly released data from comScore‘s MobiLens service. Android was powering 53.4% of smartphones in the US during that time period, an increase of 0.9 percentage-points over the three-month period ending in September 2012. Apple’s iOS accounted for 36.3% of the market. One of the biggest stories of the past several months has been Microsoft’s and BlackBerry’s attempts at turning the smartphone market into a three- or four-horse race. According to comScore, Microsoft smartphones accounted for 2.9% of the market in the last three months of 2012, while BlackBerry smartphones accounted for 6.4%. Both companies saw their shares drop (two percentage-points for Microsoft; 0.7 percentage-points for BlackBerry) in that time period.

Apple was the top smartphone manufacturer during the last three months of 2012, capturing a 36.3% share of the US smartphone subscribers. The iPhone-maker actually jumped two percentage-points when compared to the three-month period ending in September 2012, during which it held a 34.3% share of the market. Samsung, the second-place manufacturer, saw its share of US smartphone subscribers increase as well, jumping from 18.7% during the three-month period ending in September 2012 to 21.0% during the last three months of 2012. Growth for Apple and Samsung meant losses for third-place HTC (from 12.0% to 10.2%) and fourth-place Motorola (from 9.8% to 9.1%).

The Xbox 360 will be the official “gaming console launch partner” for Redbox Instant by Verizon. In a post on his Major Nelson blog, Larry Hryb, Microsoft’s Director/Xbox Programming, said that beta users of the subscription streaming and DVD rental service will receive an email “in the coming days” that will give them access to the new Redbox Instant app for Xbox Live. Redbox Instant customers who are also Xbox Live Gold subscribers will have unlimited access to the service’s library of movie content. The app will also allow Xbox 360 users to purchase or rent movies without needing a subscription to Redbox Instant.

3net, a 24/7 3D TV network from Discovery, Sony, and IMAX, will premiere the last episode of a six-episode set of From the Basement on Sunday, February 10 at 9pm ET/PT. From the Basement is an intimate music concert series from Grammy-winning producer Nigel Godrich. All six episodes have also been available on Crackle, but in a 2D format. The episode features performances from the pop group Scissor Sisters as well as a set from jazz-fusion bass man Stephen Bruner, otherwise known as Thundercat. 3net programming is currently available in 40 million US households across five distribution outlets, including DirecTV, Comcast, Service Electric Cablevision, and Netflix.

MTV is partnering with American rock band Paramore to release their new music video, “Now,” on multiple platforms. The network plans to air a special segment called MTV First: Paramore on Monday, February 11 at 7:23pm ET. The three band-mates, Hayley Williams, Jeremy Davis, and Taylor York, will introduce the music video on-air before sitting down for an exclusive interview, which will be available across all MTV websites. Conducted by MTV News’ James Montgomery, the interview will also include a fan Q&A, for which fans can submit their questions via Twitter using the @MTVNews handle. Following the online interview, the music video will also be available on MTV.com.

TubeMogul is expanding into Japan. The real-time video-ad buying start-up has raised $1.24 million (100 million yen) from the Digital Advertising Consortium (DAC) and plans to open up a new division in the country under the banner of TubeMogul Japan. The division, which will be led by newly anointed CEO Masahiro Kano, will work with the DAC, a trading desk for Japanese ad agencies, to offer a custom version of TubeMogul’s video-ad buying platform that’s built specifically for the Japanese market. TubeMogul says the customized platform will feature a “completely-translated” site as well as access to new inventory. TubeMogul Japan has also inked a partnership with ad network and audience targeting company Omnibus. The two partners will work together to grow the video ad market in Japan. Omnibus also participated in this new financing round. TubeMogul Japan says it will use the new capital to scale quickly by making new hires and signing deals with top Japanese advertisers and trading desks. At launch, the company will offer a bunch of ad formats, including standard in-stream video, click-to-play in-display units, and in-app video interstitials.

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Definition 6 has launched the Unified Communications Group, a new division within the agency that will focus on helping brands reach and engage with consumers via content marketing, social media, and influencer communications. The Group will operate as a global practice for Definition 6. While client programs will largely be managed from its Atlanta, New York, San Francisco, and London offices, Definition 6 says the Group will execute content marketing, social media, and influencer communications initiatives from local operations centers in Beijing, Mumbai, and Munich when necessary. Jeremy Porter, Definition 6’s former Director/Marketing, has rejoined the company to lead the Unified Communications Group as its new Director.

SpotXchange is reporting that its RTB video platform saw a 10X increase in revenue and a 596% increase in global bid requests from 2011 to 2012. The company says it has also witnessed a 10X increase in global RTB impressions, largely led by the European market, with EU impressions increasing 35X from 2011 to 2012. Among the other internal data provided by SpotXchange that it says signals the growth of RTB video, the company’s RTB marketplace has increased the number of media-buying organizations purchasing inventory to more than 50, and has expanded its international reach to over 45 countries. In addition to the growth, the platform has brought in an array of new partners, including Google’s DoubleClick Bid Manager, VideoHub, Acuity, Brand.net, Digilant, and Struq.

Interactive video ads demonstrate superior engagement and completion rates when compared to simple pre-rolls, according to Innovid‘s Interactive Video Advertising Benchmarks report for Q4 2012. Per the report, marketers employing simple pre-rolls in their campaigns saw, on average, a 1.21% engagement rate and a 69.59% completion rate. In comparison, those who used interactive video ads saw, on average, 3.09% engagement rates and 71.58% completion rates.Innovid says interactive campaigns also delivered an additional 21.57 seconds in time spent as well as a 70% increase in brand exposure, without requiring any additional investment from the advertiser. For the report, Innovid says it analyzed over 900 campaigns in Q4 2012, examining metrics from “hundreds of advertisers across 15 different categories.” Other findings include:

• 15-second spots demonstrated higher completion rates than 30-second spots, though not by a lot: 74.41% versus 68.91%.
• Consumers were more likely to engage with longer content, clicking on 30-second spots 2.99% of the time and on 15-second spots 2.01% of the time.
• Interactive campaigns recorded a 44.54% “awareness rate,” which Innovid describes as “the number of times the video environment is moused over by the user while the pre-roll plays and then divided by all the impressions served.”

The Weather Company (TWC) has named Denise Chudy to the newly created position of VP/Local Platform Sales Strategy. In the role, she will be responsible for developing the business model, including product and sales strategy, for TWC’s hyper-local platform, a new division focused on expanding the company’s presence in the local and mobile space. She will report to Matthew Corbin, GM/Local Platform & Business Development at TWC.

Shout! Factory, a multiplatform entertain company, has appointed Jeffrey L. Thompson as its new VP/Digital Strategy and Business Development. In the newly created role, Thompson will lead development of strategies and video partnerships for the entertainment company’s digital businesses, while placing a special focus on cross-platform initiatives. He will report to Garson Foos, Co-Founder and President of Shout! Factory.

A CYNOPSIS MESSAGE

I have to give a lot of credit to Fuse and the people behind its YouTube original channel. They’ve managed to combine one of my all-time favorite things (Mystery Science Theater 3000) with one of my all-time most-hated things (the Insane Clown Posse) and turn it into something thoroughly entertaining. If you haven’t yet, check out ICP Theater on the channel. It’s a series of videos in which the people from Fuse sit the two dopes from the Insane Clown Posse in front of large screen, play some sort of music video, and record their comments in real time. The first episode in the series showed the rappers commenting on the music video for Carly Rae Jepsen’s eardrum-shattering single “Call Me Maybe.” Since then they’ve moved on to the likes of Justin Bieber, Katy Perry, and, yes, even Psy.

A CYNOPSIS MESSAGE

Later – Sahil
Sahil Patel, Associate Editor for Cynopsis Digital
02.07.13

Roberta Caploe: Editorial Director
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