Cynopsis: DIGITAL
06.06.13

Good morning. It’s Thursday, June 6, 2013, and this is your first early morning digital briefing.

A new study from AOL‘s branded content offering, Be On, finds that the majority of online video spend is coming from TV and display budgets. The study, which surveyed more than 770 brand, media, and agency executives in the UK, Europe, and North America, found that 73% of respondents had increased their online video spend in the past 12 months, citing display ads and TV as the two main sources from where the budget has been taken.Other findings include:

• 80% of respondents said reach along with audience and content targeting were the main factors when planning a new branded video campaign.
• For online video spend to increase in the future, 73% said the industry needs better audience targeting and 67% picked better measurement.
• 64% of those surveyed said they were satisfied with video services in the market today.

A CYNOPSIS MESSAGE FROM SHARETHROUGH & THE NATIVE ADVERTISING SUMMIT SERIES

NBCUniversal might buy some multichannel networks on YouTube, especially those focused on programming to women, according to what Lori Conkling, NBCU’s EVP/Strategy and Business Development, said at the VideoNuze Online Video Advertising Summit in NY yesterday, per Variety. No deals are in place, but it’s something that NBCU is “paying close attention to,” said Conkling.
— In other words: This wouldn’t be the first time a traditional media company has bought or invested in an online video network (see: Discovery/Revision3, DreamWorks/AwesomenessTV, and Time Warner/Maker). There can be a lot of value in these types of marriages, where the traditional company can use the online network to incubate future programming and the online network can have access to the reach and marketing power of a major media company.

Paloma, a four-episode drama written and directed by Julia Stiles, debuts this Friday on the WIGS YouTube channel. Starring Grace Summer (Larry Crowne) as the titular character, the show follows a young woman who “deals with the unpredictability of relationships, both in romance and in the workplace.” Other stars include Rhys Coiro (Entourage) and Garret Dillahunt (Raising Hope). Stiles is the star of another scripted drama on WIGS, Blue, which recently completed its second season.

With its popular reality show Big Brother set to return for a new season on June 26, CBS is planning to make show content available across all screens. CBS.com will host the subscription-based 24/7 Big Brother Live Feeds, which include features such as four different live camera feeds, multiple camera angles, quad-camera view, live-stream playback, live feed highlights, and the ability to access a subscriber-only web chat. The live feeds will also be available on the CBS.com mobile website. In addition, CBS will release full episodes of Big Brother on its app for iOS devices. CBS.com will also host a live chat web series in which former Big Brother contestant Jeff Schroeder will take questions submitted by fans via Big Brother Connect, a social hub that aggregates all social media conversations surrounding the show. The live chat series will air on the site every Friday during the season. And finally, CBS.com will offer a mini-series that looks back at some of the show’s most memorable moments over its 14 seasons.

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A CYNOPSIS MESSAGE

Acura has signed on as the sole sponsor for Jerry Seinfeld’s Comedians in Cars Getting Coffee, which returns to Crackle (as well as its own standalone website) this summer. Per the deal, Acura will sponsor 24 episodes of the comedy series, which features Seinfeld picking up his comedy friends and having conversations about a variety of topics while they, as the title suggests, drive around and grab coffee. Upcoming episodes will feature the likes of David Letterman and Chris Rock. Acura says it is producing contextually relevant ads, which will play before and after the end of each episode. The sponsorship deal also covers several product integrations, including one for the new Acura MDX. The 24 new episodes will roll out through this year and next.

CraveOnline’s “Crave Invasion” tent at the E3 gaming expo this year will be sponsored by TNT’s Falling Skies. The tent will feature all sorts of branding related to the sci-fi show, including a green-screen photo booth and charging station. Tied to the on-site branding, Falling Skies will also sponsor a custom hub created to cover E3 and Crave Invasion. The hub will be available across CraveOnline, GameRevolution, and Destructoid, and will feature editorial and video coverage produced by CraveOnline’s on-site content team. The partnership with Turner and Falling Skies will extend to another event at San Diego Comic-Con.

Nielsen and Syncbak, a streaming company that allows users to watch live, in-market broadcast TV, have completed a two-week trial designed to capture and measure TV viewing on mobile devices using Syncback technology. The study was conducted with four CBS-owned TV stations in NY and LA. CBS is an investor in Syncbak. Nielsen says it was able to successfully count all viewing in these markets. “This test was an important step in our commitment to fully measuring television content on mobile and tablet platforms,” said Farshad Family, SVP/Local Media Product Leadership at Nielsen. According to the partners, this trial also confirms that Syncbak technology has the ability to verify online and mobile in-market TV viewing for broadcasters. “With the success of this trial we now know that we can obtain measurable credit for the in-market mobile viewing of our content and do so in a way that is monetizable,” said CBS CRO David Poltrack.

NCM Media Networks has inked an ad deal with FilmCrave.com, an online site for film lovers. NCM will now be responsible for selling all ad inventory and content on behalf of FilmCrave.com. The site lets movie fans check out new trailers and movie information, while also giving them a forum to create movie lists and write reviews.

DG is partnering with Tencent, one of the largest internet service portals in China, to help advertisers access online consumers in the country. The deal will enable Tencent to deliver rich media ads from global and local advertisers via the DG MediaMind ad-serving platform. DG says it has customized its ad servers to be physically located in Mainland China, allowing publishers to control how ads are being delivered while still complying with the country’s technology standards.
 

Vubiquity has partnered with TiVo to launch the AnyVU Streaming video solution for the TiVo platform. The solution, which is integrated into the TiVo user experience, makes it easier for content or service providers to deploy a consistent TV Everywhere experience across TiVo devices and platforms. To show off the capabilities of AnyVU Streaming, Vubiquity has used it to launch its ViewNow subscription movie package on TiVo. ViewNow offers “thousands of hours” of movie content from major and independent studios. 

OK TV, an upcoming half-hour pop culture news and entertainment show, will use software from Youtoo Technologies to allow viewers to interact with the show online. Specifically, viewers will be able to answer questions from show producers and hosts by posting videos online or via a mobile or Facebook app. The producers will then publish the videos to OK TV’s social networking platforms, and give other users the chance to vote and comment on them. OK TV is produced by American Media and Unconventional Partners and will be nationally syndicated, beginning September 9, 2013.

Netflix continues to dominate the SVOD market, according to a report from The NPD Group, which says that Netflix accounted for 89% of TV shows streamed during Q1 2013. Netflix’s primary competitors Hulu Plus and Amazon checked in at roughly 10% and 2% of TV shows streamed during Q1, respectively. Though, to be fair, it appears consumers are seeking SVOD alternatives to Netflix. Last year, Netflix accounted for 93% of TV show streaming, while Hulu Plus and Amazon represented 7% and 1%, respectively. Additionally, the report indicates that 67% of SVOD subscribers streamed only from Netflix during Q1 2013 (down from 76% in Q1 2012), while 10% of SVOD streamers used both Netflix and Amazon, and 8% used both Netflix and Hulu. Overall, The NPD Group says the number of viewers watching TV shows via a SVOD service increased 34% when compared to Q1 2012.

Among the top three blogging platforms, Tumblr, WordPress, and Blogspot, Tumblr is the only one to demonstrate year-over-year growth in unique monthly visitors, according to Compete. Tumblr’s unique monthly visitors grew 12% year-over-year in April to 23.2 million. Tumblr also has the most 18-34 year olds on its platform, with 45.1% of its audience within that demographic, compared to 36.9% for WordPress and 37.6% for Blogspot. Unfortunately, 38.1% of Tumblr’s visitors make less than $30,000 a year, which raises the question of how valuable the platform is to advertisers. In comparison, 29.8% of visitors on WordPress and 31.9% of visitors on Blogspot make less than $30,000 a year.

In news that shouldn’t come as a surprise to anyone, a majority of American adults (56% to be exact) now own a smartphone, according to the Pew Research Center’s Internet & American Life Project. This is up from 46% of all American adults in February 2012 and 35% all the way back in May 2011. In other news, Pew Research says every major demo experienced significant year-over-year growth in smartphone ownership between 2012 and 2013, except for seniors (ages 65 and above) who continue to experience relatively low adoption rates. Other findings:

• 79% of Americans ages 18-24, 81% of Americans ages 25-34, and 69% of Americans ages 35-44 own a smartphone.
• 70% of Americans with a college education (or higher).
• 61% of Americans with a household income between $50,000 and $75,000; 78% of Americans in households earning more than $75,000.
• 59% of Americans living in urban areas; same percentage for those living in the suburbs.

Russell Hampton has joined NBCUniversal in the newly created role of EVP/Franchise Management and Global Consumer Products for the company’s Media Innovation and Cross Company Initiatives Group, which oversees the monetization of cross-platform content and architecting a digital strategy across mobile, social, and online. Hampton is responsible for developing an overarching strategy around the company’s licensing and merchandising efforts, and will work across the NBCUniversal portfolio. He will report to Lauren Zalaznick, EVP at NBCUniversal, and leader of the group.

Cinema advertising company Screenvision has made several new exec promotions, including Mike Henry to the position of SVP. At Screenvision since 2004, Henry has led the company’s digital initiatives, and is currently responsible for all technology, including app development, engineering, service desk, and program management functions.

Entertainment marketing agency Lussier has appointed Rhonda Weddie-Kinosian to the newly created position of VP of Marketing/Supervising Producer. “She will be supervising all live-action shoots and image campaigns, as well as working with clients on digital marketing needs,” said Lussier President/Founding Partner & CCO, Chris Stonich. Recent Luccier projects include those for shows like A&E’s Bates Motel, ABC’s Scandal, and USA’s Suits.

A CYNOPSIS MESSAGE

Here’s a pretty cool video created by AlmapBBDO on behalf of Getty Images. The Brazilian agency took over 100 unrelated stock videos from the Getty Images library to create this 85-second ad, called “85 Seconds,” which tells the decades-long love story of a boy and a girl who meet during their childhood, lose track of each other, and then reunite as adults. It’s similar to another ad created by AlmapBBDO, “From Love to Bingo,” which used 873 still photos to tell the story of man’s life from conception (seriously) to old age.

Later – Sahil
Sahil Patel, Editor for Cynopsis Digital
06.06.13

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