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Cynopsis: DIGITAL
04.16.13

Good morning. It’s Tuesday, April 16, 2013, and this is your first early morning digital briefing.

AOL and Vuguru have premiered the second season of Little Women, Big Cars, on The AOL On Network’s Parenting channel. Starring a slew of TV talent including Amy Yasbeck, Julie Warner, Kristy Swanson, Alexis Denisof, and Ed Begley Jr., the comedy focuses on four soccer moms as they juggle their personal and family lives. Vuguru CEO Larry Tanz and Chief Creative Officer Kristin Jones serve as Executive Producers, with Larry Weiss as Consulting Producer. Spanning 19 total episodes, the second season’s sponsor is Allstate Insurance, which will be integrated organically into the storyline throughout the season. A Vuguru rep tells me that while all 19 episodes are available from the beginning, each episode will be promoted individually. “We’re always looking for great video content that speaks to the millions of moms that visit AOL everyday. Little Women Big Cars was a bit hit with our audience last season and we’re psyched to partner with Vuguru to bring them season 2,” said Karen Cahn, Head of Original Video, AOL.

Blip is partnering with Michael Uslan, an Executive Producer on Christopher Nolan’s Dark Knight trilogy, to produce a new superhero web series. Titled The Great S. Cape, the show will follow Stephen Cape, a man who starts a new life as a private detective, hoping to use his skills as a magician and illusionist to stop an “insidious murder plot in today’s Hollywood.” Cape will be played by newcomer Ian Duncan, with the rest of the cast to be announced shortly. Created, written, and produced by Uslan for Blip, the “live-action, film noir adventure series” will encompass 12 episodes, or “chapters.” The series will premiere later this year, though Blip says it will provide a sneak peek during its NewFront on May 1.

Kabillion, a free VOD network for kids, is teaming up with Maker Studios, one of the top multichannel networks on YouTube. Per the deal, full episodes of Kabillion shows Code Lyoko, Bobby’s World, and Mix Master will now be available on Maker’s Cartoonium YouTube channel, alongside original, kid-centric programming from YouTube star Shay Carl. Kabillion also plans to enhance the content library on its own YouTube channel, which offers full episodes of shows like Tara Duncan, DaVincibles, Bunny Maloney, and Pet Alien. “We have been actively growing the Kabillion brand with over six million views on demand each month,” said Shea Fontana, Director/Digital Media at Kabillion, in a statement. “The next step for Kabillion is to expand further into the digital world.”

FutureStates, the sci-fi short-film series from ITVS, will debut its fourth season on April 24. Consisting of seven short films, each of which explores “the future of American society,” FutureStates will be available online at FutureStates.tv and PBS.org, as well as on PBS’ iOS apps. A new film will premiere across those digital platforms every Wednesday, from April 24 through June 5.

A CYNOPSIS MESSAGE

FreeWheel is among the first companies to receive Media Rating Council accreditation for its dynamic ad measurement capabilities in mobile web and apps. This means that the data collection and reporting processes within FreeWheel’s Monetization Rights Management (MRM) and MRM Analytics products comply with MRC standards as well as other industry guidelines. In addition, for the fourth consecutive year, FreeWheel received MRC accreditation for the digital video and display ad impression metrics within its MRM and MRM Analytics products.

— In other words: MRC accreditation is meant to signal that the ad company is trustworthy to do business with. Not that FreeWheel, which works with pretty much every major video content provider, needs that sort of validation. Nevertheless, it continues to solidify the company’s position within the ad delivery and content monetization space. Being one of the first outlets to receive accreditation for its mobile ad measurement capabilities also helps, especially as TV Everywhere and second-screen apps continue to grow in prominence.

CraveOnline, Evolve Media’s male lifestyle publishing unit, has launched an interactive “3D mobile cube” to promote the Henry Weinhard’s beer brand. Featuring six sides, the 3D mobile ad unit allows users to spin and swipe the cube in pretty much every direction, as well as click on the content or links featured on each side. On the Henry Weinhard’s mobile cube, CraveOnline users can watch three video clips about the history of the beer brand, and/or click through to visit the brand’s official website, Facebook page, and YouTube channel. The cube is available on CraveOnline’s mobile channel, and is triggered by a 320×50 banner ad.

72% of video buyers’ budgets for online video increased in the past year, according to the 2013: State of the Video Industry report from Adap.tv and Digiday. The report, which surveyed some 759 digital media and marketing professionals, also found that among the buyers whose video budgets increased, their spending on average rose 53% percent. In comparison, the average spending increase during the previous year was 20%, which means online video budgets have more than doubled in the past year. Of those whose budgets increased, 39% shifted dollars from TV budgets to online video, and 41% shifted money from display ads. It’s important to note that TV is in no real danger — the average amount of TV spending marked for the increase in online video was 11%. In addition, 80% of all buyers said they view online video as a complement to TV, rather than a replacement to TV or neither.

— In other words: As the online video market improves, so does the buying community’s willingness to spend in the space. And instead of online video serving as some sort of game-changing disruptive factor within the video ad space, it appears that in an increasingly multi-screen consumer environment, advertisers are following suit.

Video ad solutions company Genesis Media has appointed Chris Durand to the position of VP/Technology and Engineering. He will lead Genesis Media’s technology team in the development of the company’s core platform, video, mobile, and data products. He will also be responsible for building out the NY-based technology team, key vendor selection, and managing core technology operations and infrastructure.

A CYNOPSIS MESSAGE

Moderator: Arthur Greenwald: President, Greenwald Media, Inc. & Contributing Editor, Cynopsis Media
Speakers:
Seth Shapiro: New Amsterdam Media [Principal]
Karie Ford: Subway [VP of Media]
Mike Freeman: Hallmark Channel & Crown Family Network [Social Media Specialist]
Eleo Hensleigh: The Travel Channel [Sr VP Marketing & Communications]

Machinima has launched an animated fan-fiction series on its Happy Hour YouTube channel. The series, Happy Hour Tales, will consist of animated stories written and crowd-sourced by Machinima’s community of video game content creators and fans. The first product of the Happy Hours Tales project is Trial of the Songbird, a cartoon that’s based on the popular BioShock Infinite video game. The first episode was written by Matt of Two Best Friends Play, two of Machinima’s video game-play content creators. Machinima says it’s now up to the rest of its community to submit story ideas and control the narrative of future episodes. Story ideas can be submitted in the comment section of the video.

In Other Words: Even if the content in general on Machinima isn’t exactly your type of humor, what’s interesting about this is how it represents the emerging dominance of the multichannel networks on YouTube. True, a lot of content companies probably have the resources to program a crowd-sourced animated series. But even among the YouTube original channels, I haven’t seen many that can generate over 50,000 views in less than 20 hours (the video was posted on April 14), especially within such a niche category.

Later – Sahil
Sahil Patel, Editor for Cynopsis Digital
04.16.13

Roberta Caploe: Editorial Director
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