A CYNOPSIS MESSAGE FROM NBCUNIVERSAL

AMPLIFY YOUR BRAND MESSAGE.

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Content. Consumers. Collaboration. AMPLIFIED.

Cynopsis: DIGITAL
04.24.13

Good morning. It’s Wednesday, April 24, 2013, and this is your first early morning digital briefing.

Aereo is coming to Boston. On May 15, users who have pre-registered for Aereo in the area will get the chance to preview the live-TV streaming service. On May 30, Aereo will roll out to everyone in the Boston DMA. The company says there are 28 over-the-air broadcast channels in Boston that will be accessible via Aereo. These include the major networks (CBS, ABC, NBC, Fox, CW, PBS); “special interest channels” like The Country Network, PBS Kids, ION, and Qubo; and Spanish-language broadcast channels like Univision and Telemundo. Thanks to an existing content deal, consumers in Boston will also have access to Bloomberg Television, bringing the total number of available channels to 29.

A CYNOPSIS MESSAGE FROM NBCUNIVERSAL

Innovation. AMPLIFIED.
Social. AMPLIFIED.
Digital. AMPLIFIED.

See amplification in action at amplified.nbcuni.com.

NBCUNIVERSAL
Content. Consumers. Collaboration. AMPLIFIED.

Beginning today, Golf Live Extra will live stream the Golf Channel around the clock. This includes the channel’s tournament coverage as well as its lineup of news, instructional, and original programming, all of which will be available 24/7 on Golf Channel’s online and mobile platforms. Customers of Cablevision, Comcast Xfinity TV, Dish Network, Mediacom, Suddenlink, and Verizon FiOS will also have access to Golf Live Extra, provided that they subscribe to Golf Channel as part of their TV package.

The New York Times is now offering free, unlimited access to all of its digital video content on NYTimes.com, its mobile website, and mobile apps. Sponsored by Acura and Microsoft, the video views will not count against the 10-article per month content limit for non-subscribers. NYTimes.com offers live and on-demand video, categorized by titles such as News/TimesCast, Editor’s Choice, World, US, Business, Science, Opinion, Arts, Style, Sports, and Latest News.

A CYNOPSIS MESSAGE

Second-screen app provider Viggle is commissioning Nielsen to conduct two studies related to the second screen, one to assess its influence over TV tune-in and engagement and the other to measure its impact on ad effectiveness. Nielsen is tapping its Innovation Lab, which launched last summer to spur “better, faster advancements in the area of advertising effectiveness.” Both studies will be issued later this year.

Bizo has launched Bizo Data Solutions, an extension of the company’s digital marketing platform designed to help B2B companies better target business professionals across their marketing channels. Bizo says the new Data Solutions offers access to an audience of more than 120 million business professionals, broken down by various demographics. With the product, B2B marketers will be able to identify which audiences are visiting their websites and social pages, use the demographic data to inform online video, display, and social campaigns, as well as deliver targeted display and social ads as well as personalized content and messages, an Bizo Data Solutions is also compatible with a number of digital marketing solutions, including Adobe AudienceManager, Salesforce, BlueKai, [x+1], and Google Analytics.

Digital management firm The 614 Group has formed a collaborative partnership with ad operations consultancy DMW MediaWorks. The two businesses will work together to serve each other’s global client base. Working for both publishers and agencies, DMW’s core services include selecting and deploying ad platforms, creating more efficient workflows, and project management on behalf of clients, which have included The New York Times, Discovery Channel, IPG, and Rubicon, among others.

Flurry’s Crash Analytics feature is now available in public beta. The feature enables mobile developers to investigate and determine the causes for app crashes and errors. This can be done via a new “Errors” tab, which breaks the data down by three different subsections titled “Crashes,” “Errors by Stack Trace,” and “Errors by Name.” This new functionality requires an SDK update, which are now available for iOS and Android devices on the Flurry dashboard.

Outrigger Media has unveiled a list of the Top 500 Brands on YouTube, which evaluates the performance of YouTube channels operated by brands/marketers. Using its OpenSlate video analytics platform, which tracks and measures more than 50,000 YouTube channels, Outrigger’s report found that the top 500 marketer brands on YouTube generate 442 million views every month. Technology, automotive, and apparel brands are attracting the largest audience, as they represent more than half of the Top 500’s monthly views. Brands in the food & beverage category have the highest concentration of repurposed TV ads, with 15% of videos posted to their channels being of that type. In addition, the top brands are averaging just 35,000 subscribers on YouTube, which is way less than their number of Twitter followers (more than 200,000).

— In other words: If anything, that last bit indicates how far brands have to go with respect to their YouTube strategies. The Google-owned video site is consistently one of the top sites AND search engines on the web, whether it’s measured by comScore, Nielsen, or Kantar. The audience is there, and is constantly growing. And while there is still some work to be done in terms of improving YouTube’s channel and content discovery capabilities, the video site definitely belongs in the social/online marketing mix.

Speaking of brands and video: success of a branded video on the social web is dependent on the brand’s ability to capture audiences during the early stages of the video’s social lifecycle, according to Unruly Media. This finding is based on the company’s new Social Diffusion Curve, which measures the average number of shares a video generates across the social web throughout its lifetime. Using data from Unruly’s Viral Video Chart, the company found that 25% of shares occur in the first three days after the video’s launch. In fact, the second day is the most important, with 10% of total shares occurring on day two, on average. In addition: 50% of shares happen within the first three weeks, and 66% happen win the first three months. Unruly says there are “strong correlations” between shares generated in the first three days with days one through six and all-time shares.

The horrific, tragic, and sometimes bizarre events of last week in Boston had many people glued to their TV sets. It just so happens many of you were also glued to other screens inside and outside the house. CNN Digital reports that it generated 65 million video starts last week. The number is second to only the week of the Japanese tsunami in March 2011 (73 million video starts). As for last Friday, when a massive manhunt for the second bombing suspect forced Boston as well as nearby towns to shut down, CNN Digital reports 173+ million page views (third-highest day on record following Election Days 2008 and 2012), 20.4+ million unique visitors (fourth-highest in history), 21 million video starts (third-highest), 2.3+ million live video streams, and 1.41 million mobile video starts (top day on record). CNN Digital says its unauthenticated live-TV coverage received more than 163,000 mobile video plays on Friday.

Oxygen Media is partnering with Tumblr to air animated GIFs during premiere episodes of select Oxygen shows. The partnership begins with the premiere of Best Ink, a tattoo competition series hosted by musician Pete Wentz. Scheduled to air on Wednesday, May 8, at 10pm ET/PT, the season premiere will feature animated GIFs created by fans of the show, popular Tumblr GIF artists, and Oxygen’s Digital Media team. Oxygen says it will work directly with Tumblr to source top GIF artists and feature their work during on-air segments.

Next week is “Addicted to ID Week” on Investigation Discovery. Every weeknight at 8pm ET/PT, the channel will air an enhanced episode of an ID original series, which will feature pop-ups that highlight show facts, additional commentary, and even tweets from ID fans. On the social front, ID is encouraging users to go to its Facebook page and submit why they’re “addicted to ID.” One entry will be spotlighted on-air every day next week, which will lead to a new weekly fan appreciation program called “Addict of the Week.”

A CYNOPSIS MESSAGE

I was late to Maker Studios’ web series, Epic Rap Battles of History. As a self-professed rap, history, and history of rap geek, I am automatically on the fence when anyone decides to make a “funny rap video,” because, inevitably, they will fail and it will be difficult (and maybe a little infuriating) to watch.

Now in its second season, Epic Rap Battles of History has done a fairly remarkable job in consistently putting out funny videos — er — battles. What began with a biblical smackdown between Adam and Eve on February 11, later followed by a civil rights showdown between Martin Luther King, Jr. and Gandhi and a music throwdown between Mozart and Skrillex, now ends with the fight all of Russia has been waiting for: Rasputin vs. Stalin. Enjoy.

Epic Rap Battles of History, available via its own YouTube channel, is one of the most subscribed-to channels on the site. It averages 30 million views per episode (think of how viral/shareable the subject matter is), and the channel’s subscribers number past 4.4 million.

A CYNOPSIS MESSAGE

Later – Sahil
Sahil Patel, Editor for Cynopsis Digital
04.24.13

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