Good morning. It’s Thursday, April 4, 2013, and this is your first early morning digital briefing.
The three best ad models for tablets are: banner to full-page rich media, pre-roll with overlay, and rich media interstitial. This is according to The Pool, a 14-month long research initiative from VivaKi that featured participation from 26 major advertisers and publishers, including Bank of America, Coca-Cola, GM, ABC Television, Crackle, Scripps, Tremor, and Yahoo. The study uncovered that the three aforementioned ad models “significantly outperformed” their respective benchmarks on at least one of three behavioral metrics (engagement rate, click-through rate, or time spent), and those who engaged with the models saw lifts on all six attitudinal metrics (unaided awareness, aided awareness, mobile ad awareness, message association, brand favorability, and purchase intent). For example, pre-rolls with an overlay, which the study determined worked best with video content (obviously), generated a 3.3% increase in time spent when compared to a traditional pre-roll video.
There is an incredible amount of data within this study. If you’re interested, VivaKi has released The Pool – The Tablet Lane app for iOS and Android devices, which will let you peruse the findings, as well as check out ad executions from participating clients, review best practices, and access other tablet market data. The app was created by Melcher Media, the producers of Al Gore’s Our Choice app.
The three winning ad models are currently available via the study’s publisher partners. VivaKi says it eventually plans to rename the models under the “Q Unit” banner, all in order to standardize and scale them (the “Q” would signify that the unit has been tested and verified by The Pool). Tentatively, banner to full-page rich media would be renamed “EBq”; pre-roll with overlay would be renamed “VOq”; and rich media interstitials would be called “FSq.”
The Weather Company (TWC) is venturing into the web programming business: The network unveiled three new original web series, all of which will debut this summer. All three are under working titles, but as of right now: Brink (launches June 3) will follow “eco-heroes” as they try to save endangered species; The Bucket List (July 1) will show viewers the most stunning natural places on Earth; and The Explorers (August 5) will profile “the world’s toughest pioneers.” Each show will feature six, two-to-four minute episodes, with all six episodes being made available on the same day. All three series are co-produced by Emmy and Peabody Award-winning producer Shawn Efran (60 Minutes) and his company, Efran Films.
More from The Weather Company: It is teaming up with Twitter to create and embed video content inside tweets using the social network’s “Video Card” technology. This means that users won’t have to leave Twitter to watch clips of local forecasts, severe weather coverage, user-generated content, or even custom branded content from TWC. Marketers will be able to sponsor the content via pre-rolls as well as tap Twitter’s Promoted Tweets product in order to target users by location, interest, device, and more.
– In other words: For marketers, this could be a great opportunity to reach an audience when there is severe weather on the horizon. Twitter’s already widely used to get up-to-the-minute news and information. If you’re pushing a product that would be relevant during a major hurricane or snowstorm, why not get it in front of users when they’re most likely to be actively following The Weather Channel’s Twitter account?
Break Media’s weekly “infotainment” series For the Win is back, and with a big name sponsor in music streaming service Spotify to boot. The new season launches today and will be available on Break’s lifestyle platform MadeMan.com as well as Made Man’s YouTube channel. The goal of the show is to “teach men on how to win at life.” Spotify’s sponsorship includes an integration in episode four, which is titled “How to Use Spotify for Your Advantage.” In addition, Break Media will also be creating a “Definitive Digital Music Guide” on MadeMan.com. In the past, Break has done similar projects for Kahlua Midnight and Revel Resort & Casino, among other advertisers.
Simple.TV, the creator of a DVR box that allows users to record broadcast TV programming and then stream it via apps for iOS, Android, and Roku devices, has raised $5.7 million from New World Ventures, according to TechCrunch. The box, which is priced at $149, enables users to record individual episodes as well as full seasons via HD antennas. The new capital however will be used toward expanding the company’s products and services. Simple.TV’s Founder and CEO Mark Ely tells TechCrunch that the company is looking to expand its video discovery and access capabilities to include cable TV programming as well as content from OTT services like Netflix and Hulu. The company also wants to partner with device manufacturers to make it possible for users to watch content from the Simple.TV apps, without needing the Simple.TV box.
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Leveraging Social Media and TV Ads: Best Brand Strategies
Tuesday * April 30 * 1:30-3:00p.m. ET
Moderated by: Arthur Greenwald (President, Greenwald Media, Inc. + Contributing Editor, Cynopsis Media), along with:
Seth Shapiro, New Amsterdam Media
Karie Ford, Subway
Mike Freeman, Hallmark Channel & Crown Family Network
Register here: http://www.cynopsis.com/webinars/best-brand-strategies.
Nielsen is expanding its Online Campaign Ratings (OCR) solution beyond the US and UK and into four new markets, Australia, Canada, Germany, and Italy. “These six markets represent the majority of ad dollars spent online annually,” said Steve Hasker, Nielsen’s President/Global Product Leadership, in a statement. OCR is designed to provide advertisers with audience measures in the form of reach, frequency, GRP, as well as demographic data like age and gender. Per Nielsen, the product combines traditional Nielsen TV and online panel data with aggregated and anonymous demographic info from online data providers, which include Facebook.
DG has introduced several new tools on its DG MediaMind platform to help advertisers manage multiscreen campaigns across mobile, video, and desktop. The new features are: HTML5 Factory, an authoring tool for HTML5 Rich Media ads; and Video Ad Designer, a WYSIWYG (what-you-see-is-what-you-get) tool to assemble interactive video ads compliant with DG’s IAB award-winning AdAPPter format. DG has also improved its Analytics product for video as well as its Smart Versioning solution for dynamic creative optimization.
Warner Bros. will soon form the Warner Bros. Digital Entertainment Group, a new, unified entity that will house all of the company’s digital sales operations, according to Adweek. The new Group will oversee all Warner Bros. digital properties, including Flixster.com, RottenTomatoes.com, TMZ.com, and DCComics.com. Christopher Lindquist will in charge of the Group in his new role as SVP/National Sales. “When advertisers want to reach entertainment lovers, they should think of us near the top of the list,” Lindquist told Adweek.
Ericsson is debuting its new Broadcast Services division at the NAB Show 2013 in Las Vegas this month. The division is designed to help broadcasters and content owners outsource operations related to multiscreen video delivery and media asset management. “Most broadcasters do not have the time, the scale, or the infrastructure to adapt effectively to today’s technical challenges such as media asset management, multiplatform multiscreen delivery, archiving, and disaster recovery,” said Thorsten Sauer, Head/Broadcast Services at Ericsson. “We will demonstrate how outsourcing technical and operation management is the natural answer to broadcasters’ challenges, enabling them to focus on engaging their viewers and delivering the TV experiences that consumers want.” The NAB Show begins on April 6 and runs through April 11.
If you’re attending the Discovery Upfront today, you might want to check out its new Ad Sales web app. Accessible online as well as via mobile devices, the app will let the audience follow along during the presentation, providing them with quick facts about Discovery shows and networks. The app will also enable clients and agency partners to mark their favorite programs and make notes for later review. It will be available through the year for Discovery’s clients and media-buyers, and will regularly feature updated information on Discovery shows and networks.
Tubetime has integrated Civolution’s SyncNow Ad Identification service into its companion TV app in Canada. With the integration, the Tubetime iOS app will be able to sync with on-air ads in real time, which means advertisers can tap this new capability to feed viewers additional content and promotions. Similar capabilities for Tubetime’s Android app will be available “shortly.”
Nickelodeon has named Jack Daley as its new VP/Consumer Marketing, the Nickeloden Group. Reporting to Jim Mollica, SVP/Consumer Marketing, Daley will oversee marketing strategies and ad planning for Nick series and special events. He will also lead acquisition efforts in support of Nick’s mobile app and digital gaming business.
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Discovery has launched Animal Planet L!ve (APL), a new 24/7 digital video service that offers live access to 11 different HD animal cameras. Available online and on select Samsung Smart TVs, the 11 different animal cams include a Puppy Cam, a Penguin Cam, a Kitten Cam, a freaking Beluga Cam (whales, people), a Pacific Reef Cam, and a Chick Cam. And for the weird ones among you, APL also has a Cockroach Cam and an Ant Cam. You can thank the Puppy Bowl and the successes of the Puppy and Kitten Cams for the launch of APL. You can also thank the internet’s unending fascination with cute animals for making this launch pretty much an inevitably. You can also thank Discovery — which I would like to do right now — because, come on, PUPPIES. APL, which also offers highlights from Animal Planet TV shows, will roll out on Roku and Xbox Live in the coming months.
A CYNOPSIS MESSAGE
2013 Cynopsis: Digital Model D Awards
The inaugural Cynopsis: Digital Model D Awards competition to benchmark excellence in online and multiplatform video programming, advertising, technology and services in 2012-2013, as well as recognize the leading players propelling the industry into the future.
For more information & to enter, visit the awards webpage:
Later – Sahil
Sahil Patel, Associate Editor for Cynopsis Digital
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