A CYNOPSIS MESSAGE FROM E!

Cynopsis: DIGITAL
04.17.13

Good morning. It’s Wednesday, April 17, 2013, and this is your first early morning digital briefing.

Twitter is looking to add video content from NBCUniversal and Viacom, according to a report from Bloomberg. The social networking site has had discussions with both TV networks about hosting some of their TV video clips as well as selling ads to monetize them. Twitter would split the ad revenues with the networks. Bloomberg’s report says one or both of the deals may be completed by mid-May.

— In other words: It’s no secret that video is becoming a big deal for Twitter. Last year it partnered with ESPN to offer highlights and sports clips on the site. Earlier this year it announced a deal with The Weather Company to offer weather-related videos. It makes sense that Twitter would partner with Viacom and NBC next. Videos from Viacom properties (like The Daily Show, The Colbert Report, MTV shows, to name a few) are probably some of the most shareable on the social network. NBCUniversal, too, what with the amount of chatter shows like Community and Parks & Recreation, as well as networks like E! and Bravo, regularly generate on Twitter.

Waywire, a social video start-up co-founded by Newark Mayor Cory Booker and backed by the likes of Google Chairman Eric Schmidt and Oprah Winfrey, is entering beta. In doing so, Waywire has shifted its video philosophy from a portal for user-created videos to one that allows users to curate video content from all over the web. With the new version, Waywire users can grab videos from sources like YouTube, Associated Press, NBC News, The Wall Street Journal, Vimeo, and HuffPost Live and then organize them into subject-based “wires.” Users will be able to control how their wires are presented, including choosing a “key video” to lead off each wire. Waywire has also signed deals with a number of web video producers to actively program their “Waywire presence.” These include Above Average, BedRocket, CollegeHumor, HuffPost Live, NY Mag, Slate, SourceFed, TakePart, and Vox Media.

Blip programming will now be available to Virgin America and Virgin Australia passengers. Beginning this month, passengers on the aforementioned airlines will be able to access an array of Blip-produced web series on LOUD, one of three programming blocks available within the Virgin Produced Channel. Launch series include Julian Smith.TV (a series of comedic short films), Girl Parts (comedy that follows a former child TV star living in LA), and Model Wife (about a regular guy married to a supermodel). Virgin Produced is the film and television arm of Sir Richard Branson’s business empire. The Virgin Produced Channel is focused on providing short-form content. Virgin has plans to extend the channel across its other aviation, mobile, health club, hotel, and rail media assets.

Chill, the digital video platform that lets users purchase and stream film titles, comedy specials, and other content, has landed exclusive rights to distribute Birdemic 2: The Resurrection, a sequel to one of the most so-bad-that-it’s-good movies ever made, according to The Wrap. Per the deal, the sequel will be available exclusively on Chill for 90 days for $9.99, after which it will show up on iTunes and other digital platforms.

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Facebook is readying its video ad units for a June or July launch, according to Ad Age. The social network is going for some serious scale, too: each ad would be 15-seconds long and would be delivered during one of “four daily summer slots,” each of which target a different broad demographic — men over 30, men under 30, women over 30, and women under 30. It won’t matter if the user or any of his or her friends have engaged with the brand on the social network. Ad Age also says that while the format of the units hasn’t been finalized, it’s likely that the ads will automatically play in a video player that spreads across the newsfeed page. Users will at most see three ads a day. For all of this, Facebook is asking for more “upwards of $1 million” per daily slot, according to the report. That’s a pretty big number, especially if you consider how strong the user backlash is going to be if this report is accurate about the auto-play aspect of the ad units.

Unruly has launched Unruly Analytics, a real-time dashboard aimed at helping advertisers gauge the success of their social video campaigns against their competitors. Released in open beta, the cloud-based dashboard measures paid, owned, and earned video content from 1,300 brands across all verticals. The product also tracks a wide array of metrics, including total shares, shares by platform, views, views by platform, comments, and likes, all of which can be toggled on or off to give advertisers the option on how they want to assess their social video performance. Unruly Analytics is available in two versions: the Benchmark Edition is to “measure a brand’s social video footprint against its competitors,” while the Campaign Edition provides real-time data about a specific campaign’s performance and ROI.

Digital ad revenues in 2012 reached a record high of $36.6 billion, according to the IAB’s Internet Advertising Revenue Report, which was prepared by PwC US. This represents a 15% increase over 2011, which held the previous record with $31.7 billion in digital revenues. In Q4 2012 alone, digital ad revenues rose to $10.3 billion, a year-over-year increase of 14.9%. Among the key findings:

• Revenues from digital video hit $2.3 billion in 2012, increasing 29% over 2011.
• Mobile achieved triple-digit growth for the second consecutive year, spiking 111% to $3.4 billion in revenues. In 2011, it had achieved a 149% year-over-year growth to $1.6 billion.
• Retail advertisers accounted for the largest category of digital ad spending, with 20% in 2012. Financial services advertisers came in second, responsible for 13% of 2012’s revenues.

YouTube has updated its iOS app to now allow users to watch live streams (this should come in handy during the second weekend of Coachella later this week). Other updates include the ability for video creators to install the new “One Channel” layout for the mobile versions of their channels.

Cindy McKenzie has joined PwC US’ Entertainment, Media, and Communications (EMC) practice in the role of Managing Director. She will lead PwC’s Southern California efforts in technology, data, and business intelligence consulting, focusing on areas such as IT strategy, digital supply chain, content rights management, third party compensation, and content security. She will be based in the company’s LA office.

Meredith Xcelerated Marketing (MXM) has appointed Matt Turnbull to the position of Managing Director/New Business & Marketing for MXM Mobile. Based in NY, he will lead new mobile business and marketing initiatives, as well as oversee existing accounts.

Spafax Networks, a division of WPP’s tenthavenue that offers a buying solution for digital place-based media, has made three executive-level promotions: Patrick Bonomo to Chief Operating Officer, Cynthia Machata to EVP/Insights, and Katrin Kopvillem to EVP/Global Corporate Development. Bonomo will be responsible for leading the company’s development efforts around its digital place-based marketing solution. Machata will oversee the development and methodology of Spafax’s products. Kopvillem will be in charge of developing a global media network for new product development between companies within tenthavenue.

A CYNOPSIS MESSAGE

We often talk a lot about how web video can do all of these great things from a consumer-centric point of view. But it can also be a powerful resource for when all you’re doing is looking for answers and new information, especially when it comes to tragic events like what happened on Monday at the Boston Marathon. YouTube has launched a YouTube Spotlight: Explosions at the Boston Marathon page, which offers a wide range of videos from and about the tragedy, including President Obama’s speech Monday afternoon, clips from news outlets like the AP and ABC News, and videos recorded by those who were there.

Best wishes to all of our readers in or around the Boston area. We hope you and your loved ones are safe.

A CYNOPSIS MESSAGE

Later – Sahil
Sahil Patel, Editor for Cynopsis Digital
04.17.13

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