Cynopsis: DIGITAL
10/17/12

Good morning. It’s Wednesday, October 17, 2012, and this is your first early morning digital briefing.

comScore has launched validated Campaign Essentials Multiplatform (vCE MP), a new solution aimed at measuring campaign effectiveness across TV, web, and mobile. In measuring reach for web and mobile, vCE MP will encompass both display and video on the web and smartphones and tablets on mobile. For any ad campaign, comScore says vCE MP calculates both the total ad reach across all platforms, along with incremental reach broken down by each medium. Reporting centers on person-based, instead of cookie-based, measurement of demographic, reach, frequency, and GRPs. The company is also taking a shot at traditional panel-based measurement approaches, which employ smaller sample sizes than what comScore says it’s offering with vCE MP. “To get meaningful campaign insights, sample sizes in the millions — not the thousands — are required, and comScore’s census-based multiplatform methodology delivers exactly that,” Cameron Meierhoefer, the company’s COO, said in a statement. vCE MP is available in beta in the US for broadcast and cable TV networks, marketers, ad agencies, online publishers, and any other member of the “multiplatform advertising ecosystem,” says comScore.

MTV has debuted its planned reboot of the network’s famous fashion series from the 90s, House of Style, on MTV Style. The new “digitally-driven” series, which the network says will first be available on the MTV Style blog before showing up in some way on television and across its other digital and social channels, will focus on the fashion of today and project the fashion of tomorrow. “The new House of Style will intertwine video segments with expanded content on social platforms to truly bring fans into our world,” said the reboot’s hosts, supermodels Karlie Kloss and Joan Smalls, in a statement. With new episodes premiering every week, the hosts plan to guide viewers in chronicling the fashion industry, from “city streets around the world to the mania backstage at fashion shows.” MTV announced its intention to bring back the series this past July, launching an archive of video clips and still images from the TV show to serve as a placeholder until House of Style returned.

In other MTV news, the network has debuted a new series of web videos featuring Mike Sorrentino from the Jersey Shore and Tyler Posey from Teen Wolf asking CNN’s Wolf Blitzer questions concerning young voters and the election. Appropriately titled Ask Wolf, the first two spots/episodes were made available online yesterday. The two MTV stars will ask Blitzer questions on topics such as the pros and cons of voting for a third party candidate, the importance of voting even if one is not in a swing state, and other ways young people can influence the election. MTV is also teaming up with documentary filmmaker Andrew Jenks to launch Andrew Jenks on the Road. The filmmaker will provide coverage from the remaining presidential debates (last night and the final one next week). The reporting will appear on-air on MTV and online on MTVNews.com.

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Nielsen has launched its Online Campaign Ratings service in the UK. Online Campaign Ratings is Nielsen’s attempt at establishing a common currency for online ad campaign effectiveness by bringing reach, frequency, and GRPs, as well as real-time measurement and in-flight optimization, into the fold. Nielsen says that early tests of Online Campaign Ratings in the UK show that on average less than half of all online ad impressions in the country are reaching the advertiser’s intended audience, based on age and gender. In addition, this trial showed that there is also a wide variance in campaign performance between different online publishers and networks, with some sites hitting 80% of intended audiences while others reaching as low as 15%. With Online Campaign Ratings, advertisers will get real-time results about which sites are most effective in delivering campaigns, allowing them to allocate their budgets more efficiently, according to the company. Prior to the launch, Nielsen has already secured commitments from media agencies like OMD and PHD and digital networks like Unanimis to use the service.

Rovi has unveiled a new polling feature on the Rovi Advertising Network for connected TVs. Through the network, Rovi delivers ads in the form of rich media banner ads to connected TV viewers while they’re searching for something to watch. The banner ads can include rich graphics, multiple videos, and other interactive features such as RFI options, click-to-call, and social media activities, all of which can lead viewers to a branded destination. With this new polling functionality, Rovi says advertisers can present viewers with a question or multiple questions, which they can answer via their remote control. For example, a brand can set up trivia contests or programmers can ask viewers to vote on show-related elements, such as favorite character. The company then combines all of the viewer responses across the ad network’s connected device footprint, offering advertisers post-campaign data such as results by country location and day-part. 

In other international news from Nielsen, the company is rolling out its Online Brand Effect solution in Australia. Launched earlier this year in the US, the solution is designed to let brands, agencies, and publishers collaborate on measuring and adjusting online ad campaigns in real time (Nielsen says that publishers who participate in “the collaborative optimization process” with brands and agencies generate on average 30% higher brand lift for their site). Nielsen Online Brand Effect enables the monitoring of overall campaign performance, as well as insights on performance drivers like different creative, messages, audience segments, and frequency. It also offers an expanded view feature so clients can customize the process and deliver metrics specific to their needs. This solution is a combination of brand advertising measurement tools from Vizu, which Nielsen acquired in July 2012, and other Nielsen capabilities.

Livestream is now offering a new pricing plan that it says doesn’t punish brands and producers for streaming successful live video events. Available at a flat rate of $399/month, this new Premium Plan offers unlimited bandwidth, storage, and an embeddable video player. This is a departure from the established practice of charging event producers a base fee plus cost-per-viewer hours or gigabytes streamed, says the company. The Premium Plan comes with seven-day customer support, including before, during, and after events, as well as Livestream’s suite of Live Video and Live Blogging tools and the ability to use Live Event Pages on Livestream, Facebook, or almost any other site.

The Shadow Gang — an entertainment studio focusing on developing transmedia campaigns for brand, film, television, publishing, and gaming partners — has launched Galahad, a proprietary multiplatform distribution engine. Galahad is a turnkey platform that allows users to preload and run “entire story-worlds” and campaigns from a central hub, spanning online and mobile content, gaming, social media, and e-commerce. The studio says it’s also capable of producing original content to expand a client’s property across multiple platforms. Among its features, Galahad offers users the ability to create “choose your own adventure”-style video experiences (here’s an example), logic games, interactive comics, and points/rewards systems. It also enables users to monitor and optimize audience engagement and sell and manage virtual and real-world merchandise.

The Cynopsis Digital Video Measurement Summit is less than a month away, scheduled to take place on November 14 in NYC. The goal is to assess where the industry is on the path to effective measurement of digital video and where it’s headed (with a dash of what’s needed to get there). REGISTER HERE to see executives from the likes of Adap.tv, AOL, Media Behavior Institute, Rhythm NewMedia, Starcom MediaVest Group, VideoHub, Videology, Vuguru, and many more discussing this all-important topic.

General Sentiment’s Q3 2012 Global Brands report, which “analyzes the brands that had the most significant impact online,” says Facebook was the top brand in the third quarter of this year, with an estimated “impact media value” of $751.1 million. It’s the first time the social network has appeared on General Sentiment’s rankings. However, it’s important to note that General Sentiment’s philosophy around impact media value is that “all news is good news.” It measures a brand’s reach by placing a value on the overall level of discussion and exposure surrounding the brand, regardless of if it’s good or bad. Apple was #2 ($657.2 million), according to the report, followed by Google ($547.3 million), MTV ($536 million), and Amazon ($258 million) to round out the top five.

The Boxee TV is official. Last week, photos were leaked to The Verge that indicated Boxee was planning to release a new connected set-top device that will let users watch and record over-the-air live TV, as well as access a slew of web apps. The start-up has now officially unveiled the product, which will be available in November for $99. The Boxee TV offers access to HD channels from ABC, CBS, FOX, NBC, PBS, and Univision, among others, and comes with two tuners, allowing users to watch and record shows at the same time. Its DVR capabilities ($14.99/month) also reside in the cloud, which the company says means there are no limits to how much you can record and no limits to where you can watch. Boxee has mobile apps that let you access content when away from the TV. This “No Limits DVR” functionality will roll out to eight markets in the US, specifically NYC, LA, Chicago, Dallas, Houston, D.C., Atlanta, and Philadelphia. Boxee says it will expand availability to additional markets in 2013.

“iPad mini” update: Apple has announced an October 23 event, with a message that said, “We’ve got a little more to show you.” Scheduled to take place at the California Theatre in San Jose, it’s there where the company is expected to unveil an iPad mini, a smaller version of its market-dominating iPad tablet.

Henrique de Castro has joined Yahoo as its new Chief Operating Officer. Responsible for strategic and operational management of Yahoo’s sales, operations, media, and business development worldwide, he will report directly to CEO Marissa Mayer. Most recently, de Castro was VP of Google’s worldwide Partner Business Solutions group. Yahoo says de Castro will join the company on or before January 22, 2013, or “as soon as he has satisfied his obligations to his current employer.”

NY-based digital media tech company PulsePoint has named Greg Bayer SVP/Product. In the role, which is a new position at the company, Bayer will oversee the company’s product strategy, planning, management, and delivery. PulsePoint says it offers a holistic marketing platform that integrates analytics and ad-serving solutions that power predictable audience engagement across display, social, mobile, video, and email.

It goes without saying that the women vote in this coming election is going to be a pretty big factor in deciding who gets to live in the White House for the next four years. With that in mind, NBCUniversal’s iVillage property recently launched an iVote section on its website to keep its monthly audience of 28 million women informed on the election season. It’s got a wealth of content, offering the latest news and coverage of events from the election cycle as well as analysis like “The 50 Best-to-Worst States for Women” and features such as “Why I Vote.” No matter your political inclination, it’s not a bad site to check out to get an idea of how an influential group of voters views the current political landscape.

Later – Sahil
Sahil Patel, Associate Editor for Cynopsis Digital
10.17.12

Denise O’Connor: Group Publisher, Media Entertainment
Diane K Schwartz: Senior Vice President, Media Communications Group

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