Cynopsis: DIGITAL
12.11.12

Good morning. It’s Tuesday, December 11, 2012, and this is your first early morning digital briefing.

Kantar Media analyzed ads appearing on national TV and “leading online video sites” in October, and found that among the 4,100+ brands advertising on either platform, 23% used online video. Breaking that percentage down, Kantar reports that 12% of the brands used both national TV and online video, while the remaining 11% used online video exclusively. This data comes from a new online video tracking service from Kantar Media, which the company says is the industry’s first to track actual occurrences and creative for video ads. The service, aptly named Online Video Measurement, captures pre-roll, mid-roll, and post-roll video ads playing within videos shown on more than 90 top video sites. It enables monitoring of the ads by property, brand, and creative, and allows clients to download the actual video ad as well as trend analysis of ad unit volume. Here’s some more data from the new service:

• Among the industries that used both national TV and online video advertising, the restaurant and automotive sectors were the top two, accounting for 43 and 30% of brands advertising, respectively.
• “Internet communications and content companies” as well as resort and travel companies were the most likely to use online video advertising exclusively, at 39% and 28% of brands advertising in this fashion, respectively.

The producers of 12-12-12, a benefit concert at Madison Square Garden to support victims of Hurricane Sandy, want to make it the most widely distributed live musical event ever. With that in mind, they’ve secured partnerships with a number of TV, radio, and internet broadcasters to air the concert. On the online front, top platforms such as YouTube, AOL, Yahoo, and Hulu have signed on to live stream the concert event, which will feature performances from the likes of Eric Clapton, Alicia Keys, Bruce Springsteen & the E Street Band, Paul McCartney, Roger Waters, Rolling Stones, Kanye West, and The Who. The list of celebrity presenters scheduled to appear includes Steve Buscemi, Jessica Chastain, Chelsea Clinton, Billy Crystal, Leo DiCaprio, Jimmy Fallon, Seth Meyers, Chris Rock, Adam Sandler, Jon Stewart, Quentin Tarantino, and Brian Williams. The concert producers are James Dolan, John Sykes, and Harvey Weinstein. Every dollar raised from ticket purchases and donations will go to serve the victims of Hurricane Sandy through the Robin Hood Relief Fund. The event begins Wednesday night at 7:30p ET.

Yahoo Sports and NBC Sports Group have forged an alliance to distribute and promote each other’s content on-air and online. While the partners will continue to maintain separate sites and editorial control over their respective newsrooms and digital assets, they will work together on sports news and events coverage across multiple platforms going forward. Per the deal, Yahoo Sports’ investigative reporting will now get some airtime on NBC Sports’ TV networks/programs. The two will also develop original web video programs that will appear on both Yahoo Sports and NBCSports.com. The initial batch are: Emmy Award-winning commentator Bob Costas will provide video sports news, interviews, and editorials; Football Night in America’s Tony Dungy and Rodney Harrison will host video segments during the NFL season; Mike Florio of ProFootballTalk will host a daily NFL web show called Pro Football Talk Live; and Rivals on Recruiting, a weekly college recruiting show featuring both Rivals and NBC Sports talent. In addition, Yahoo Sports has agreed to link to and promote the NBC Sports Live Extra video player, which will live stream live sports content such as Sunday Night Fooball and the NHL Game of the Week. Going the other way, NBC’s Alli Sports will provide youth-focused, action-sports video content to Yahoo.

The nominations for the Third Annual Streamy Awards will be announced via a live stream next Monday, December 17. The announcement special, which will be available on the Streamy’s website, will feature appearances from The Fine Brothers, One Republic, Brandy, Morgan Spurlock, Larry King, The Wanted, Shira Lazar, and Flo Rida, among others. The awards show looks to recognize the best in original online video programming and honor those who create it. It is scheduled to take place live from the Hollywood Palladium on February 17, 2013, for which there will also be a live stream.

A CYNOPSIS MESSAGE

AKQA has been named Adweek’s 2012 Digital Agency of the Year, the second consecutive year it’s received the honor from the publication. Earlier this year, WPP purchased AKQA for $540 million. Other winners include Wieden + Kennedy as the 2012 Agency of the Year and Droga5 as the 2012 US Agency of the Year.

Online ad inventory for CBSSports.com’s live stream of the upcoming Super Bowl is almost sold out. “We only have a few packages remaining,” David Morris, Chief Client Officer at CBS Interacive, tells AdAge. According to the AdAge report, ads during the live stream will primarily be one of two types: Videos during commercial breaks and branded ads around the CBSSports player. Morris declined to reveal which TV advertisers and ads will show up on the live stream as well as the sort of prices CBS and CBS Interactive charged for the ad packages.

Yahoo plans to change how it sells online ads, opting to restructure the entire organization around a category-centric model, according to a report from AllThingsD. This means that sales reps would sell Yahoo ads based on categories such as automotive, entertainment, parenting, and technology, among others. Up until now, Yahoo’s sales force has been fitted to sell ads based on geography. If you’re wondering if the category-centric model is the way Google sells ads, it is. The changes could go into effect as early as January 1, according to report.

Discovery Communications has selected video processing service Encoding.com‘s cloud transcoding platform and Vid.ly universal video delivery solution to enable video playback across web, mobile, and STB platforms for Discovery’s TV and digital brands. This deal covers websites for TV networks such as Discovery Channel, TLC, and Animal Planet, as well as digital video properties like Revision3.com, HowStuffWorks.com, and Petfinder.com. Discovery will also have access to a suite of editing and customization features, closed captioning support, and various content packaging options.

According to social video ad provider Unruly Media, the following are the top 10 most shared social video brands of 2012.The rankings are based on the number of times each brand’s videos were shared throughout this year.

• Google: 5.89 million shares (+196.8% over 2011)
• Nike: 5.47 million (+166.2%)
• TNT: 4.35 million (did not appear in top 100 last year)
• DC Shoes: 4.12 million (-19.9%)
• Red Bull: 3.8 million (+45.6%)
• Coca-Cola: 3.26 million (+485.4%)
• Abercrombie & Fitch: 2.44 million (did not appear in top 100 last year)
• Samsung: 2.42 million (+85.5%)
• P&G (not counting brands owned by P&G): 2.36 million (+94.0%)
• Volkswagen: 2.25 million (-57.9%)

The worldwide smart/connected device market grew 27.1% year-over-year in the third quarter, reaching a record 303.6 million shipments valued at $140.4 billion, according to the IDC. Looking at the current holiday season, IDC expects it to propel Q4 numbers to even greater heights. The research firm projects 4Q smart device shipments to reach 362.0 million units, which would represent a growth of 19.2% over Q3 and 26.5% year-over-year.The holiday numbers are expected to receive a boost from growing smartphone and tablet sales, which IDC projects to increase 39.5% and 55.8% year-over-year, respectively. PC shipments, on the other hand, are expected to dip slightly. Looking even more into the future, IDC forecasts that worldwide smart device shipments will top 2.1 billion in 2016, hitting a market value of $796.7 billion.

• The PC is quickly losing market share to smartphones and tablets. In 2011, PC shipments, which include desktop and portable/laptop computers, accounted for 39.1% of the smart device market. By 2016, that market share is expected to dwindle to 19.9%.
• In its place, smartphone shipments, which accounted for 53.1% of the market in 2011, will grow to 66.7% in 2016. Tablet shipments will jump from 7.7% in 2011 to 13.4% in 2016.

Mobile ad company Medialets has appointed Stephen Dove to the position of SVP/Product. He is tasked with leading all Medialets product development initiatives and will play an instrumental role in the services the company offers, which span every phase of the mobile ad process, from planning and buying to ad creation and ad serving and measurement. He will be based in Medialets’ global headquarters in NY.

A CYNOPSIS MESSAGE

Baeblemusic, a creator and distributor of music video programming, is rolling out a WordPress plug-in that offers access to over 3,000 pieces of music-related content, ranging from indie/alternative concerts and sessions to interviews and music videos. Some of these exclusive concerts and sessions feature a number of well-known acts, including Mumford & Sons, Foster the People, and Ellie Goulding. Available to all WordPress sites, publishers can use the plug-in to add all or portions of the Baeblemusic original video library in the form of a complete music video section on their site, or isolate videos for individual posts. Baeblemusic says the plug-in is mobile ready as the HTML5 player works well on iOS devices. The plug-in is, also, free. Baeblemusic content is also available via its own branded channels online, on Google TV and Roku, and apps on the iPhone, Android devices, Google Chrome, and Facebook.

Later – Sahil
Sahil Patel, Associate Editor for Cynopsis Digital
12.11.12

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