Cynopsis: DIGITAL
02/14/12

Good morning. It’s Tuesday, February 14, 2012, and this is your first early morning digital briefing. If you would like to read this or any other Cynopsis editions online, click here.

YouTube is now requiring its content partners (those who share revenue with the site) to allow YouTube to make their content available on all platforms, including mobile devices and connected TVs, reports AllThingsD. It is a change of pace for the video site as some content owners in the past have not made their content available for some devices (in hopes of striking their own separate deals with the likes of Netflix and Xbox). YouTube reportedly notified partners at the end of January of the change and gave them only a couple of days to agree. In related news, Google has announced an update to its YouTube app for Google TV. Enhancements include a faster app experience with “smoother navigation,” according to the Google TV blog, as well as a new Discovery feature, which lets users browse YouTube channels by categories. The update also includes new channel pages, allowing users to navigate through playlist and videos on their favorite channels. Related content can be viewed by users when they press the up or down arrows on their remote, after which they can utilize the up and down arrows again to access the related video’s info screen; there, users can give the video a thumbs up, add it to their playlists or even leave a comment.

AT&T has extended its multi-year affiliation agreement with Starz Entertainment for the company’s U-verse TV service. The deal covers Starz’s authenticated online services, as well as linear, HD and on-demand channels. The agreement extends U-verse TV’s offering of the Starz Online, Encore Online and newly launched Movieplex Online authenticated web services, which are available to AT&T subscribers on PCs, Macs, tablets and other portable devices via U-verse TV, U-verse Online, U-verse Tablet and U-verse Mobile. Financial terms of the deal were not disclosed.

eXelate has announced the launch of maX (model audience eXtension) data, a real-time audience segmentation solution that can be optimized on a campaign-by-campaign basis. It has been built to help brand marketers more effectively reach targeted audiences, rather than deal with pre-populated audience segments. Through the new solution, eXelate creates custom data segments that are adaptable to the advertiser’s demands and improve through the life of the ad campaign, a process which the company calls Adaptive Audience Intelligence. These data segments are not available to other advertising clients, are scalable (eXelate says the solution delivers modeled segments from day one) and are flexible with any media platform.

InMobi is a Bangalore-based mobile advertising company that is currently in the midst of an aggressive expansion, reports The Wall Street Journal. The international company is focusing on emerging markets in Asia and Africa, and according to the report, owns the second-largest ad network in the world generating 77 billion global monthly ad requests (first place is Google). In the interview with the Journal, InMobi VP and managing director of Asia Pacific, Atul Satija, said the company’s next goal is reaching $1 billion in global revenue. When asked how realistic that goal was, he replied, “The mobile-ad industry is growing three to five times, year-over-year, and we’re growing at the same rate, if not more. Companies that have achieved critical mass in terms of advertiser, publisher and consumer base, product portfolio, technology and business teams, are going to be able to ride the wave.”

The Grovo Guide to Social Media is a new how-to video series from Grovo that aims to teach viewers best practices and tools that can help small businesses foster consumer conversations online. Tips from the videos, which in total are over six hours long, cover how to take advantage of the advertising opportunities offered by Facebook, Twitter, LinkedIn, Foursquare, WordPress, and Klout, along with important information and strategies for using Google Analytics.

European Commission regulators have given Google’s proposed $12.5 billion acquisition of Motorola Mobility the go-ahead. The Commission stated that it is unlikely that Google would restrict the use of the Android operating system to only Motorola phones, as it would hurt the growth of its own services. However, this does not mean the EU doesn’t have some concerns: “This merger decision should not and will not mean that we are not concerned by the possibility that, once Google is the owner of this portfolio, Google can abuse these patents, linking some patents with its Android devices,” said Commissioner Joaquin Almunia, according to Reuters. This follows last week’s news that the U.S. DOJ will likely approve the deal.

Tribeca Film has acquired the North American multiplatform distribution rights for Side by Side, a documentary produced and presented by Keanu Reeves that covers the current digital revolution and its impact on traditional filmmaking. In the film, Reeves speaks with many notable filmmakers, including James Cameron, David Fincher, George Lucas, David Lynch, Christopher Nolan, Martin Scorsese, Steven Soderbergh and more. Tribeca Film, which acquires and markets independent films across multiple platforms, including video-on-demand, theatrical, digital, home video and television, will take care of much of the North American roll-out. However, the filmmakers are also planning a broadcast premiere for later this year, as well as a tour visiting college campuses and film schools across the country.

This past Sunday night’s Grammy’s telecast was the second-biggest social TV event ever, according to the latest numbers from Trendrr.TV. The show generated a total activity score of 17,122,439. In comparison, the 2011 Grammy Awards’ total activity score was just over 2,529,717. For what it’s worth, the biggest social event ever, the most recent Super Bowl (naturally), saw a total activity score of 17,487,241. Trendrr defines Total Activity as the volume of online buzz and social actions (check-ins, tweets, likes and posts) around a specific television show or event, which the company gleans from public profiles on Facebook, Twitter, Miso and GetGlue.

Kantar Video has published the results of a study of online video viewership and social activity surrounding last week’s Super Bowl advertisements. The study finds that within the first three days, the top 10 ads created $862,000 on average in earned video impressions, a 12.7% return on the cost of running a spot in this year’s Super Bowl. This year’s Super Bowl ads in total have created more than $11 million in earned media and witnessed a 267% increase in viewership over last year’s Super Bowl. The infographic on the top 10 list can be viewed here. Additional interesting findings include:

• Longer ads posted online offered much more value to advertisers. According to Kanter, the longer ads online generated more viewership and discussion on average.
• Over $2 million worth of earned viewership was created before the game, largely due to “sneak preview” strategies complemented by media outreach, seed and paid advertising.
• Honda’s Ferris Bueller-inspired “Matthew’s Day Off” and Acura’s Seinfeld/Leno-starring “Transactions” each earned over $2 million.

69% of 18 to 29 year-old men recall seeing a mobile ad on their mobile phone, according to new data from InsightExpress, per eMarketer. Comparatively, only 46% of females of the same age indicated the same. Overall, 59% of smartphone users of any age or gender reported having seen a mobile ad on their mobile phone. In addition, InsightExpress’ study finds that millennial men are also more likely to enjoy mobile advertising, with 40% of men ages 18 to 29 indicating that they actively enjoyed mobile ads (only 15% of women responded as such). The overall average across any age or gender was about a quarter of respondents saying that they liked mobile ads at least somewhat.

CNBC Digital had a record-breaking January, according to the latest data from comScore’s Media Metrix service, Omniture and Rentrak. CNBC.com received 6.2 million unique visitors last month, all-together recording 331 million page views, which is a 6% increase year-over-year. Omniture finds that CNBC’s Real-Time iPhone app achieved a 31% increase in monthly unique visitors over the previous January, and recorded 74 million page views, which is a 58% increase year-over-year. In addition, Omniture data shows that CNBC Mobile Web hit 67 million page views in January of 2012 and saw an 8% increase in unique visitors year-over-year. Finally, CNBC’s Real-Time iPad app had its second-best month ever, according to Rentrak, as it reached 22 million page views.

Here’s an interesting little nugget from NM Incite in regards to today’s holiday: Women tweet about Valentine’s Day almost twice as frequently as men, and are also more positive about the holiday. An analysis of over 70,000 pre-holiday tweets showed that 8% of men’s tweets about Valentine’s Day are positive, compared to 20% of women’s tweets. Conversely, women discuss the holiday negatively in only 11% of tweets, whereas men do so in 23% of their tweets.

Samsung is about to roll-out the Galaxy Tab 2, a 7-inch tablet that will be the company’s first on Google’s Android 4.0, or Ice Cream Sandwich, operating system. Shipments will start with the U.K. in March. New features include a Video Hub, which offers over 1,000 film titles for purchase or rent, as well as reviews, trailers and recommendations for the available content; S Suggest, a new service on the home screen which offers recommendations on apps based on the user’s tastes; AllShare Play, which allows users to play or live-stream content on their Galaxy Tab from PCs, other Samsung smart devices and compatible third-party web storage services; and built-in voice calling that can be used for Google+ Hangouts.

To commemorate The Advertising Council’s 70th anniversary, the non-profit organization has launched Rosify Yourself. It’s a Facebook app that allows users to insert themselves into one of the Ad Council’s most famous creations: Rosie the Riveter, from World War II.

Krishan Bhatia has been promoted to Executive Vice President, Digital Strategy & Operations for the Entertainment & Digital Networks and Integrated Media (E&DN/IM) division of NBCUniversal. In his new role, Bhatia will have overall responsibility for business operations, strategy, business development and partnerships across E&DN/IM’s digital and mobile properties, a network which reaches more than 50 million monthly unique visitors and has seen 23 million mobile app downloads. Bhatia will also continue to lead the advertising strategy and for the portfolio of NBCUniversal digital media properties that includes E! Online, MyStyle, G4, Fandango, DailyCandy and iVillage. He will report to Nick Lehman, president of digital for E&DN/IM.

thePlatform, a white-label video publishing company and independent subsidiary of Comcast has announced three new executive promotions. The company’s current vice president of global operations, Alex Glass, will now assume the role of Chief Information Officer. A newly created position, Glass will manage business intelligence, security, service availability and worldwide system performance. Marty Roberts has been promoted to Senior Vice President of Sales and Marketing worldwide, where he will lead worldwide sales and account management, as well as overseeing all revenue generation, business development, product management, marketing, public relations and thePlatform’s partner program. Finally, Michael Horwitz has been appointed Senior Vice President of Engineering. Horwitz will development operations to his existing responsibilities, which include the company’s core product development, testing and deployment and operational business intelligence, including capacity planning and metric monitoring. All three will continue to report to Ian Blaine, CEO of thePlatform.

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A CYNOPSIS MESSAGE

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In honor of Valentine’s Day, here is iVillage‘s Social Space, which was sponsored by and produced at the behest of Diet Pepsi. The social tool was created by the website to build a central hub for Diet Pepsi’s and iVillage’s social media feeds, covering Facebook, Twitter, YouTube, Pinterest, Tout and (Sahil’s personal favorite) Instagram. The page is tagged specifically for Valentine’s Day and looks to serve as a “social hangout,” constantly being updated with new content from the aforementioned social media channels throughout the day. While it’s presently being used to give a digital boost to Diet Pepsi’s sponsorship of iVillage’s Valentine’s Day section, the Social Space does seem to open up interesting opportunities for other brands and potential sponsors down the road. Check it out. And however you spend this holiday, hope you have a good one.

Later – Sahil
Sahil Patel, Associate Reporter for Cynopsis Digital
02.14.12

Cynopsis Ad Sales:
Mike Farina – VP/Sales and Marketing – 203-218-6480 / [email protected]
Classifieds – Trish Pihonak- 203-381-9096 / [email protected]

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JOB OPENING: PROJ MGR RSRCH/NY: 5+ yrs TV rsrch brdcst/cable exp in data analysis & dvlpng estimates. Kwldg of Star/Nielsen sys. BA deg req’d. To apply, contact: [email protected] (2/21)

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JOB OPENING: SALES PLANNER/REELZ/NYC: 2+ years exp sales assistant/planner/buyer. Apply: [email protected] (2/15)

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JOB OPENING: ACCOUNT EXECUTIVE/WTIC/WCCT/Hartford: Seeking two AE’s: 3+ yrs, 1+ yrs sales/media exp multi-media experience preferred; excellent negotiation skills; strong work ethic; desire to win. Resume: [email protected] (2/15)

JOB OPENING: ASSOC PROD/NYC: AP for feature doc on animal cruelty. 5+ years solid journalism, research, archive, undercover, strong writing, must be passionate about subject. Cov letter [email protected] (2/15)

INTERNSHIPS – These positions are for credit only – nobody gets paid here. These ads are always posted for free, and students work for school credit only. For more information on the specs for posting an Internship ad, email Trish at [email protected].

SITUATION WANTED ADS, POSTED BY THOSE LOOKING TO BE HIRED … There is no charge for placing your Situation Wanted ad … for more information contact Trish Pihonak at [email protected].

SITUATION WANTED: AD SALES EXECUTIVE/LA: 15+ yrs of ad sales exp (National, Regional, Network – Agency, DR and Direct to Client) in Cable TV/Radio w/ desire to sell Digital, covering the Western Region from Los Angeles. [email protected] (2/21)

SITUATION WANTED: Nationwide: COPYWRITING AND CONCEPT CREATION: for On-Air, On-Line, Print and Radio. Former-NBC Promo Gun/Producer. Cost effective – stunningly accurate. Secret weapon of many vendors and Fortune 500 Entertainment entities. email: [email protected] (2/21)

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SITUATION WANTED: Sarah Katz, Exp. INTL. AND DOMESTIC ASSOCIATE PRODUCER/DC: 11 yrs story development, field production, media management, camera, rights clearance; 40+ Credits: Nat Geo, History, Lifetime, Discovery- [email protected] (2/15)

E-mail [email protected] or call Trish Pihonak at 203.381.9096 for rates and specs for Job Openings.

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