Cynopsis: DIGITAL
11.27.12

Good morning. It’s Tuesday, November 27, 2012, and this is your first early morning digital briefing.

The second annual Digital Content NewFronts (DCNF) will be held from April 29 through May 3, 2012, in New York City. Headlined once again by the six Founding Partners of the original DCNF — AOL, Digitas, Hulu, Microsoft Advertising, Yahoo, and YouTube — next year’s iteration will also see the Interactive Advertising Bureau (IAB) come on in the role of Managing Partner. IAB will be responsible for managing the calendar of events during that week, which will feature TV upfronts-like presentations from the Founding Partners and other invited publishers. IAB says it will determine which other publishers it chooses to invite to present based on the results of a survey it will conduct of 300 leading ad agency buyers. Among the criteria that IAB will look for include: If the publisher produces original digital video content and distributes it at scale through interactive channels; if the publisher has an internal sales force to manage video ad sales; and if there is a strong demand for the publisher’s content from marketers and agencies. Those invited will be responsible for planning and producing their own DCNF events. The Founding Partners will serve as the Board of Directors for the initiative.

Verizon has updated its FiOS Mobile iPad app to make 75 TV channels available for users to stream live, as long as they’re hooked up to their home Wi-Fi network. Here are the other requirements: Users must also be subscribers of both FiOS Internet and FiOS TV, and must access the service via a router provided by Verizon. Other features of the app include the ability for users to program their DVRs and search TV listings.

The African Movie Channel (AMC) has launched a new iPad app, on-demand Roku channel, and online video portal, all of which are dedicated to offering on-demand Nollywood and African films and TV series. The service is available for $5/month, allowing users to have unlimited access to thousands of movies and TV episodes from any of the aforementioned outlets via just one account. AMC says its On-Demand service is refreshed with at least seven movies every Friday.

The “Gangnam Style” music video from K-pop superstar Psy surpassed 800 million views on YouTube over the weekend on its way to becoming the most watched video of all time on the site. Since it first appeared on YouTube some four months ago, the video, the song, and the dance associated with it has taken this country by storm. The former YouTube king and new runner-up is the music video for “Baby,” a song by Canadian pop star Justin Bieber.

Veenome powers an online video platform that identifies visual content in videos — objects, brands, faces — and then translates that into actionable data points. It’s designed to help advertisers and ad networks figure out what type of content their ads are running against as well as improve their targeting and brand safety efforts. Recently, the start-up raised $600,000 in additional financing from a group of investors that include India Venture Partners, Piedmont Investment Advisors, and Virginia’s Center for Innovative Technology, according to a report from The Washington Post. In addition, Veenome has signed a deal with BrightRoll, one of the biggest video ad networks, to provide it with data about the online video content that the network attaches its pre-rolls to. Networks “have a limited amount of information on the content that their ads are running on,” Veenome founder Kevin Lenane told The Washington Post. “We can provide all of this extra information and their advertisers are asking for it,” he added. The start-up previously raised $500,000.

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comScore has launched Brand Survey Lift Pulse, a solution for measuring the breakthrough and impact of an ad campaign in real-time so agencies, publishers, and brands can optimize campaigns in-flight in order to improve targeting, maximize yield, and reduce wasted ad spend. “BSL Pulse goes beyond answering basic effectiveness questions about the ability of a campaign to generate lifts in breakthrough, intent-to-purchase, or likelihood-to-recommend, by also revealing the drivers of that impact, whether it’s the strength of the creative, publisher, or placement, as well as the audience segments posting the strongest lifts,” said Anne Hunter, SVP/Advertising Effectiveness at comScore, in a statement. The company says BSL Pulse offers an efficient survey set-up by leveraging a single tag in a single study through a single partner, thereby eliminating the need for users to comb through multiple studies from multiple vendors. It also balances all survey results against actual ad delivery to ensure that the results are representative of the audience exposed to the ad campaign, rather than of those who are most likely to take surveys. A part of comScore’s AdEffx suite, the solution is currently available in 23 markets worldwide, with plans to bring it to other markets in the coming months.

Here’s some more holiday shopping data: Thanksgiving Day 2012 saw a 17.4% increase in online sales, while Black Friday 2012 witnessed a 20.7% growth, when compared to last year, according to data from IBM. What’s more, IBM says mobile devices accounted for over 16% of those sales, up from 9.8% in 2011. Overall, 24% of online consumers used a mobile device to visit a retailer’s site, up from 14.3% in 2011. And when it comes to mobile shopping, Apple is the current king. IBM’s data shows that the iPad generated more traffic than any other tablet or smartphone, as it was used in nearly 10% of all online shopping. In comparison, the iPhone accounted for 8.7% of online shopping, while Android devices represented 5.5%.

The top five US web properties in October 2012 were Google (189.7 million unique visitors), Yahoo (169.7 million), Microsoft (169.2 million), Facebook.com (149.1 million), and AOL(114.2 million). This is according to the latest data from comScore’s Media Metrix service, which also found, rather unsurprisingly, that the Political News and the Flower, Gifts, and Greetings categories witnessed significant spikes in terms of monthly visitors. The Political News category jumped up 30% versus September 2012, attracting more than 60 million visitors during October. The Flowers, Gifts, and Greetings category grew 31% to 26.7 million visitors during last month. Other relevant data from the report includes:

• Among ad networks and buy-side networks, Google Ad Network ranked #1 with a 93.7% reach of Americans online.
• Among DSPs, SSPs, and ad exchanges, Rubicon Project’s REVV Platform reached 96.9% of Americans online.

Last night during Watch What Happens Live, Bravo debuted Play Live, a new interactive TV experience designed to let viewers engage and play along with on-air programming on the network. Here’s how it works: To participate, viewers must visit Play Live on their computers, phones, or tablets or download the Bravo Now app, which can then be used to make predictions about what will happen next on the Bravo show they’re currently watching as well as answer a variety of polls on different topics. Voting results are then displayed on the TV screen in real time. This feature isn’t restricted to just the viewers either, as Bravo says advertisers will be able to use Play Live technology to create live interactive ads that would run during Bravo’s “high-traffic” shows. These interactive ads can feature anything from polls to e-coupon deals. Bravo is beginning the initiative with special episodes of Watch What Happens Live, but plans on extending it to other Bravo shows in the coming months.

Research In Motion (RIM) announced yesterday that more than 50 carriers have implemented integrated carrier billing on the BlackBerry App World storefront. This means that when customers purchase apps or other digital goods on their BlackBerry smartphones, the purchases will show up on their regular monthly bill from the carrier. RIM says it has also integrated carrier billing with the BlackBerry Payment Service, which enables developers and content providers to offer in-app purchases, as well as supporting one-off purchases and subscriptions, without interrupting the customer’s app experience. BlackBerry App World is currently available in 170 markets and territories worldwide, and houses over 100,000 BlackBerry smartphone apps.

Pulse Films, a London-based “cross-media” production company, has added Cory Berg to its leadership staff as its LA-based Executive Producer. He will initially focus on developing commercial production opportunities for Pulse’s roster of directors, while also seeking stateside opportunities for Pulse’s UK-based directors. Berg will work from Pulse Films’ partner Caviar’s LA office.

A CYNOPSIS MESSAGE FROM NATPE

The new Live Nation website is designed to become a central hub for music fans to share live concert experiences as well as access a slew of music-related content. The site aggregates and curates all social media content, including photos, videos, and tweets from Facebook, Instagram, YouTube, and Twitter, posted by fans at live music events in real-time. To do this, Live Nation Entertainment, the company behind the website, employs a proprietary geo-fencing technology for latitudinal and longitudinal pinpointing of music venues from around the globe. Additionally, Live Nation says it is working with brands to develop short-form music-related programming to live on the site, which can be fully licensed, cleared, and white-labeled to live on brands’ social media channels and sites. For advertisers, among the things Live Nation offers is an in-house data tool called Live Analytics, which features a database of over 100 million ticket buyers of live events, and matches their event history to demographic and household information in order to help advertisers better target offers, benefits, and rewards.

A CYNOPSIS MESSAGE

Later – Sahil
Sahil Patel, Associate Editor for Cynopsis Digital
11.27.12

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