Cynopsis: DIGITAL
11/13/12

Good morning. It’s Tuesday, November 13, 2012, and this is your first early morning digital briefing.

YouTube is planning on reinvesting in only about 40% of the current original channels on the video site. This doesn’t mean that the channels that are cut off will be kicked off the site, just that they will no longer be an active part of YouTube’s original content initiative. The new deals will most likely be similar to the original ones, in that YouTube will front up to $5 million to produce original content, will recoup that money via advertising, after which the site and the content owners will split ad revenues 50/50. According to AllThingsD, for all the channels that haven’t yet earned back all of the money YouTube invested in them, the video giant will continue to collect all of the ad revenue generated by those channels. There’s also an understanding that any content that is produced as part of the original content initiative will be exclusive to YouTube for a year or so.

Yahoo Finance and CNBC have launched a new weekly video series online called Off the Cuff. The talk show will feature sit-downs with C-level executives to discuss their journeys to the top of the business world. The first episode features Becky Quick, co-anchor of CNBC’s Squak Box, interviewing Warren Buffett, Chairman & CEO of Berkshire Hathaway. In the episode, Buffett discusses what he eats for breakfast, what his biggest extravagance is, and what he would pay half his fortune for. Future guests will include Robert McNair, owner of the NFL’s Houston Texans franchise, Indra Nooyi, Chairman and CEO of PepsiCo, and Mohamed El-Erian, CEO and co-CIO of PIMCO. Off the Cuff is the first original show to be co-produced by Yahoo Finance and CNBC, and a result of the content and distribution partnership the two media properties forged this past June.

Wikia has launched a new Lightbox streaming media player for the site’s 50 million monthly global visitors. In launching the new multimedia product, Wikia is also offering users access to nearly 100,000 videos and 14 million photos, including premium content coming courtesy of new syndication deals with the likes of AnyClip, IDG, IGN, RealGravity, and ScreenPlay. In total, users will have access to over 5,000 hours of premium content. Through the Lightbox, users will be able to stream trailers, previews, clips, and exclusive studio videos at up to 1080p HD video quality. The Lightbox will allow users to curate this available licensed content and insert it into wiki pages. During the beta phase, Wikia says the Lightbox offered multimedia collections on wikis for Shrek, Mortal Kombat, Hunger Games, and The Lord of the Rings. The Lightbox is now available to all 250,000+ Wikia communities across its video game, entertainment, and lifestyle categories. This video content will also be shareable on Facebook, Twitter, and via email, with the ability to embed these videos on other websites and blogs to come soon. For advertising opportunities available via Lightbox, check the Digital Advertising section below.

Adam Sessler, the former host of G4’s X-Play as well as a regular correspondent on the channel’s long-running Attack of the Show program, has joined Revision3, a digital video network owned by Discovery Communications, as Executive Producer/Games Content. He will be incorporated into the existing daily and weekly content on Rev3 Games, the digital network’s gaming channel that offers the latest video game news, reviews, demos, and exclusive trailers. He will work with other Rev3 Games hosts such as Max Scoville, Tara Long, and Anthony Carboni. Sessler will also tap into his existing audience and influence within the gaming industry to create new, interactive video programs. Revision3 says the addition of Sessler coincides with its strategy to double-down on its game content as it looks to turn Rev3 Games into one of the most credible sources for video game news, reviews, and entertainment.

Speaking of Discovery Communications, the media company is partnering with Mashable to bring articles and videos from Discovery News to Mashable.com and the site’s mobile platforms. Beginning later this month, Mashable’s editorial staff will be able to select Discovery News articles and videos to share with readers and complement their existing editorial content.

Health video content provider HealthGuru has launched a new series featuring former pro athletes such as Tiki Barber, Larry Holmes, and Chris Armas discussing health issues both inside and outside the world of sports. Barber, a former running back for the NY Giants, discusses his decision to retire from football while still in his prime as well as his mother’s battle with breast cancer. Holmes, one of the greatest heavyweight boxers of all time, opens up about head injuries in boxing, and his battle with gout. Armas, a former MLS all-star, speaks about topics such as early arthritis, hip replacement, and injury prevention. The series was developed in partnership with Thuzio.com, an online platform for connecting the public with athletes.

LiveU, a provider of portable video-over-cellular solutions for broadcast and online media companies, has raised $27 million in a funding round led by new investor Lightspeed Venture Partners, with participation from existing investors Canaan Partners, Carmel Ventures, and Pitango Venture Capital. The company says the new funds will be used to expedite product development and global expansion. “As we move from being product-based to a solutions-based company, this substantial investment will enable us to expand our mobile offerings, continue our technological innovation, and extend our geographical presence,” said Samuel Wasserman, CEO of LiveU, in a statement. To date, LiveU has raised $50 million.

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Wikia is offering advertisers the ability to reach its 50 million monthly global visitors via a selection of video ad offerings tied to its new Lightbox streaming media player. These include pre-rolls and companion ad units within the Lightbox’s interstitials, as well as a full sponsorship option to create a fully “branded video player.” Wikia says current beta testing across 450 wikis shows that users who engage with the Lightbox player are 20% more likely to view the next video in the collection. In addition, select beta campaigns have shown nearly an 8% click-through rate on pre-roll video ads and a 75% video play rate on pushdown video ads, according to the site. As for its top content verticals, the site says its Video Games arm topped 25 million global unique visitors in September 2012 and experienced a 28% year-over-year growth rate. Its Entertainment vertical is also showing some momentum with 27 million global unique visitors in September 2012 and a year-over-year growth rate of over 60%.

AXE has teamed up with Paramount and GorillaSpot Media to launch a new digital campaign to ask the brand’s male consumers: “What Type of AXE Man Are You?“ The campaign is presented in the form of a Facebook app that allows users to personalize and share video clips from Paramount Pictures’ film library to answer that question. Approximately 100 clips from movies such as Mission: Impossible III, Nacho Libre, Shooter, and Failure to Launch are available for users. The campaign taps GorillaSpot’s ReelCards application, which enables users to add custom messages and music to short-form video clips. They can then share the clips with others on Facebook, Twitter, Tumbler, or via email. Users will also be able to purchase the full-length version of the film directly from within the app.

Nielsen has acquired SocialGuide, a provider of social TV measurement, analytics, and audience engagement solutions. SocialGuide currently offers real-time social TV data covering 232 TV channels in the US. Its technology and data streams will be integrated immediately into NM Incite, a joint venture between Nielsen and McKinsey & Company that currently serves as Nielsen’s hub of social media measurement and analytics. Going forward, Nielsen says this acquisition will help the company, NM Incite, and SocialGuide in developing and providing new research metrics to understand social TV’s impact on consumer behavior and viewing habits. Terms of the deal were not disclosed.

A new study from VEVO and Interpublic Group’s media agency UM makes the argument that music video programming generates higher ad impact than traditional television. The Music Video vs. TV Neuroscience Research Study was conducted in July/August 2012 by market research firm Neuro-Insight, which used brain-imaging technology to measure differences in audience engagement and emotional intensity when watching music videos, TV clips online, full TV episodes online, and full TV episodes on TV. The study consisted of collecting data from over 100 participants over a two-week period, in which they watched their favorite music videos and TV clips/shows in environments that mimicked the home (groups of four watching TV episodes in the living room; individually watching online content in the home office, bedroom, and living room). Here are some of the findings:

• Online TV and music videos scored higher than conventional TV on the engagement scale: Online TV episodes (0.70); online TV clips (0.61); music videos (0.59); and TV (0.53)
• Music video scored the highest on the emotional intensity scale (0.70), followed by online TV clips (0.67), online TV episodes (0.66), and conventional TV (0.63)

• Music videos had the highest memory encoding during ad breaks (0.69), followed by online TV clips (0.67), online TV episodes (0.62), and conventional TV (0.61)

Cross-analyzing these findings, VEVO notes that music videos generate a 15% increase when going from engagement to memory encoding during ad breaks. Conventional TV also sees a 15% increase, while online TV clips see a 9% upward shift. Online TV episodes, however, generates an 11% drop, which VEVO says demonstrates that content engagement alone doesn’t translate to ad effectiveness.

Beleaguered smartphone-maker Research In Motion plans to unveil its new lineup of BlackBerry 10 devices on January 30. As the company has seen its market share dwindle with the rise of the iOS and Android operating systems, it’s hoping that the new BlackBerry 10 software, and the devices that run on it, will reverse its recent fortunes.

Syncapse, a social media performance management solution provider for multinational corporations, has appointed Chris Burggraeve, the former CMO of Anheuser-Busch InBev, and Ted McConnell, the former Director/Marketing Innovation at P&G, to its newly formed Board of Industry Advisors. They will assist in providing strategy and insights to advance the company’s product marketing and business development initiatives. Syncapse looks to help global marketers measure and optimize the convergence of paid, owned, and earned media in real time. Its clients include brands from global corporations like Amway, Anheuser-Busch InBev, The Coca-Cola Company, and Diageo, among others.

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Coca-Cola has decided to jettison its old corporate website and replace it with Coca-Cola Journey, a new digital magazine that will provide a mix of original and curated content focusing on “universally important topics, social causes, and company news.” The launch issue of Coca-Cola Journey includes a cover story on the beverage company’s commitment to supporting schools in India, an article on “Five Keys to Innovation” from Chairman and CEO Muhtar Kent, an interview with NASCAR driver Danica Patrick, and more than 70 other pieces of original content. Overall, the content on the site is broken down by type (Stories, Opinions, Brands, Videos, and Blogs) and/or topic (Brands, Business, Community, Entertainment, Environment, Health, History, Innovation, and Sports). It’s a notable change from what the old Coca-Cola corporate site used to be, maybe mostly because this is a major consumer brand taking a step toward becoming a content creator/publisher. “Coca-Cola Journey is the most ambitious digital project Coca-Cola has ever undertaken, and we are doubling-down on our commitment to be a quality publisher of compelling content,” said Clyde Tuggle, SVP and Chief Public Affairs and Communications Officer at The Coca-Cola Company.

Later – Sahil
Sahil Patel, Associate Editor for Cynopsis Digital
11.13.12

Denise O’Connor: Group Publisher, Media Entertainment
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