Cynopsis: DIGITAL
09/20/12

Good morning. It’s Thursday, September 20, 2012, and this is your first early morning digital briefing.

In an effort to turn GRPs into the standard for online video buying as well as TV buying, Nielsen expanded the reach of its Online Campaign Ratings initiative with the addition of several new online ad platform partners. They include Adap.TV, AudienceScience, DataXu, FreeWheel, Innovid, Jivox, LiveRail, SET, TubeMogul, Turn, VideoHub, Videology, Vindico, and Zedo. They join existing partners Tremor Video, which signed on last year to include GRPs to its Video Hub online video tool, as well as AOL, which has also been using Nielsen’s online GRPs. Nielsen has been advocating the use of common currency in digital video buying to lure more money into the medium and to enable easier shifts of ad dollars between TV and online. With the current expansion, the new partners will add Nielsen’s metrics to their ad platforms. Marketers can use it to make adjustments on the fly to their campaigns.

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iVillage debuts an online how-to competition series called DIY Beautify on October 1 that will run on the site’s beauty channel and video channel. The show will feature two women competing as they apply beauty and makeup techniques that have been taught on the show. Judges include former Real Housewives of New York star Kelly Killoren Bensimon as well as iVillage’s pop culture expert Pat Sandora. IVillage said it is launching the show because how-to videos have been among the most popular on the site. Upcoming episodes will cover contouring and highlighting, bright lips and cheeks, and shimmering party eyes, iVillage said.

Sister companies multimedia studio Electus and online local guide Citysearch pair up to launch a new Web series on September 21 on Electus’ YouTube Channel Hungry. The new series, called Hungry In, will be based on recommendations from Citysearch’s experts. New episodes will air each Friday and will provide an inside look at eateries around the country including in New York, Los Angeles, San Francisco and Austin. Electus and Citysearch are operating businesses of IAC.

Online health information video programmer HealthGuru said it’s nearly doubled its unique viewership year over year. The programmer reaches more than 4.7 million monthly unique viewers, up 81% over last year, and video views have risen 41% to about 46 million monthly video views, according to comScore numbers HealthGuru shared. The rise is due to syndication deals with Web sits such as Patient Conversation Media, Pregnancy.org, EmpowHER.com and the TheBabyCorner.com, Health Guru said.

For the fourth season of its series The Association, NBA TV will highlight the Brooklyn Nets on-air as well as via original Web episodes on NBA.com. The show documents professional basketball team during the season. The cross platform series begins October 16.

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A record number of Web users in the United States watched online video in August when 188 million Americans viewed 37.7 billion online videos, said comScore. Video ad views in August were 9.5 billion, with Google-owned YouTube leading the way in both viewing and ads. The top ten online video content properties for the month were Google-owned YouTube, Yahoo sites, Microsoft sites, Vevo, Facebook, AOL, Viacom Digital, NDN, Grab Media and Amazon sites. By ads viewed, the top sites were Google-owned YouTube, Brightroll, Adap.tv, Hulu, SpotXchange, TubeMogul, Tremor Video, Specific Media, Auditude and Videology.

Online video technology company Adap.tv is testing a media planning tool called “Unified Planner” that lets marketers and agencies create media plans for digital video against a specific set of targets and campaign goals, with the official rollout later this year. Adap.TV said the tool is integrated into its existing ad platform and it lets planners pull data and info from sources such as Nielsen, as well as from various Web sites. Buyers and planners can target via reach, frequency, performance and cost, as well as by impressions, unique viewers and CPMs. Buyers can also buy via spot, real-time bidding, upfront or direct buys.

Comcast’s ad sales arm Comcast Spotlight inks a deal with technology firm Syncaor that lets Comcast Spotlight sell ad inventory for many Synacor-managed Web portals for TV service providers where the company also sells local spot ads for those providers. The deal lets Comcast Spotlight peddle ads to local marketers so they can reach multichannel video customers on TV and online.

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The global pay-TV market is on track to grow 5% this year to reach 858.1 million subscribers worldwide by the end of 2012, according to ABI Research’s just-released report. Much of that growth will occur in the Asian-Pacific market, which should add more than 27 million paying customers this year, ABI said. In the United States, cable companies lost 800,000 subscribers in the first half of the year, while IPTV providers gained 600,000, the firm said.

The most buzzed about social shows last week were mostly sports related. Rentrak’s weekly stickiness and social media index for the week ending September 9 has Telemundo’s Copa Mundial (soccer) at the top of the charts for social engagement of viewers, based on data from Rentrak and social media measurement firm Bluefin Labs. The top five was rounded out by NBC’s Steelers-Broncos game, followed by NBC’s Cowboys-Giants meeting, then Univisions’s Abismo de pasion telenovela, and finally Fox’s football recap show The OT.

NBCU elevates Cynthia Klar to Vice President, Sales and Operations for NBCUniversal Cable & New Media Distribution. She will oversee sales of NBCU’s TV programming to airlines, non-theatrical markets and will also handle distribution of films from Universal Pictures and Focus Features.

Music and entertainment network Akoo names Sean Finnegan Chief Strategy Officer. Finnegan will work with the company’s CEO and focus on growth of the digital video network.

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Speakers:
Jamie Gutfreund: Sr Dir of Business Development & Strategy [The Intelligence Group]
James Lema: Director, Product Development [Poptropica]
Jim Mollica: SVP, Consumer Marketing [Nickelodeon]
Scott Thomas: VP, Consumer Marketing [Cartoon Network]

Media strategists, Web site publishers, and anyone who enjoys online video voyeurism might want to check out online video ad company Outrigger Media’s recently-launched media buying tool OpenSlate. It’s a video content marketplace that ranks, measures and analyzes more than 10,000 top online video producers. If an advertiser wants to find a fitness video producer to partner with, for instance, the advertiser can search by engagement, influence and other metrics that evaluate the reach and effectiveness of a range of video makers. OpenSlate is worth a gander because it brings together a wide range of video makers in one place so they can be easily assessed.

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Later – Sahil
Sahil Patel, Associate Editor for Cynopsis Digital
09.20.12

Denise O’Connor: Group Publisher, Media Entertainment
Diane K Schwartz: Senior Vice President, Media Communications Group

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JOB OPENING: F’LANCE REPORTER/OPRAH.COM/NYC: Exp covering women/lifestyle topics & a demonstrated ability to est rapport w/interview subjects & suss out info that makes tired topics come alive. Apply at: http://careers.own.tv (9/27)

JOB OPENING: F’LANCE MENTAL HEALTH REPORTER/OPRAH.COM/NYC: Exp. covering psychology/well-being. Proven ability to find studies & rsrch that are most meaningful to our aud & present in a clear, voice-y way. Apply: http://careers.own.tv (9/27)
 
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JOB OPENING: SSE/SALES PLANNER/Current TV/CHI: Seeking exp plan’r to oversee TV & digital sales plan creation. Target new biz, mng your own acct list, actively present/meet w/agencies, mng dvlpmntl acct list. [email protected] (9/27)

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JOB OPENING: VP, HOME ENTERTAINMENT/Consumer Products/NY: Manage sales channels of Home Entertainment. Full Info/Apply: www.aenetworks.com/career.html (9/21)

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JOB OPENING:  VP MKTG CREATIVE/TLC/MD: Oversee creative staff & implement on-air/off-air brand campaigns for ntwrk, mkt creative output for media platforms; 10+yrs on air mktg/ad/promo for a brdcst/cbl ntwrk: www.discovery.com req 6465 (9/21)

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SITUATION WANTED: CHILDREN’S/EDUCATIONAL MEDIA: Former Sesame freelancer and Nickelodeon intern looking for position, 5 years exp. in documentary and educational film distribution. [email protected] (9/27)

SITUATION WANTED: Laila Berzins Voice Overs & Antland Production – Audio Production ‘One Stop Shop’ Corporate, Commercial, Narration, E-Learning, Jingles, you name it! www.lailaberzins.com for demos and booking info (9/27)
 
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SITUATION WANTED: CHILDREN’S/EDUCATIONAL MEDIA. Former Sesame freelancer and Nickelodeon intern looking for position, 5 years exp. in documentary and educational film distribution. [email protected] (9/25)

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