Pizza Friday 211

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STARWARSTHAT’S RIGHT…IT’S BACK. numantra.com 214.635.2300

THENEWS numantra.com 214.635.2300

Countering DirecTV Tactic, Viacom Stops FreeStreams for Daily Show, Teen MomViacom has stopped streaming full, free episodes of "Jersey Shore," "Teen Mom," "The Colbert Report" and"The Daily Show" to frustrate a DirecTV tactic in the media giants escalating dispute.DirecTV subscribers lost access to Viacom channels -- which include Nickelodeon, MTV, ComedyCentral, VH1 and Nickelodeon -- late Tuesday night after the companies failed to reach a new carriageagreement.When DirecTV told subscribers they could just watch many Viacom shows for free on Viacomnetworks own sites, Viacom answered by halting free streaming for anyone -- not just DirecTVcustomers.Attempts to access complete episodes of "The Daily Show" on Comedy Centrals site Wednesday afternoon,for example, produced a message saying full episodes were unavailable.DirecTV says Viacom is asking for a 30% price hike. Viacom argues that it is the most-watchedprogrammer on DirecTV, accounting for 20% of all its viewing, but is only paid for about 5%.DirecTVs "Other Ways to Watch" page still lists paid sites where Viacom shows are available, such asAmazon Prime, Hulu Plus and iTunes. numantra.comLink: 214.635.2300

Mobile App Economics: Fruit Ninja Makes$400,000 a Month on AdsHow much can a top mobile game make off of ad-network sales? If Fruit Ninja is any indication, about $400,000 a month.Thats the ad revenue that the popular video game grossed in April on the free versions of its iOS and Android games byselling its inventory on Mobclix, a mobile ad exchange. Mobclixs technology lets a bunch of different ad networks bid againsteach other to place ads on mobile apps. Phil Larsen, CMO of "Fruit Ninja" developer Halfbrick Studios, said that while the 60-person company wants to control what types of ads appear in its games, it doesnt have the time or resources to manage theprocess itself."We want as much control as possible, but the more control you have, the more micromanagement that is needed andwe dont have the bandwidth in-house nor do we really want it," he said in an interview. Mr. Larsen said the game could bringin more ad revenue if Halfbrick didnt work with Mobclix to filter out what he described as "spam ads for dating sites and things likethat...stuff that doesnt have value."Mr. Larsen acknowledged that while $400,000 a month is a decent chunk of change, its not an exorbitant amount for agame that is as popular as "Fruit Ninja." But luckily for Halfbrick, the majority of the games revenue comes in the form ofdownloads of the paid versions of its games and in-app purchases -- not advertising. "People see ad content and freecontent rising and think it must be at the expense of paid [apps]," he said. "At this stage for us, its not true."The paid version of "Fruit Ninjas" iOS app (which doesnt run ads), for example, is currently on the Top 10 list for paidapps on the iPhone. As a result, "Fruit Ninja" grosses more than $1 million a month in total revenue across differentplatforms, Mr. Larsen confirmed. Still, the Brisbane, Australia-based game company doesnt completely outsource all dealingswith marketers. Mobclix handles all the selling of ad units, but Halfbrick works with marketers on bigger brand integrations. Onesuch case saw Halfbrick partner with Dreamworks on a special Puss in Boots iOS version of "Fruit Ninja." Mr. Larsen said more ofthose types of deals are in the works. numantra.comLink: 214.635.2300

Microsoft Reinvents Advertising with NUads onXbox LIVEThrough NUads, Microsoft is transforming the standard 30-second TV spots into an experience that actively involvesusers, and which is based on the voice and gesture controls of Kinect for Xbox 360.“NUads marks the beginning of a new era for TV advertising. It delivers the one thing traditional TV advertisingis missing — engagement,” said Ross Honey, general manager of Xbox LIVE Entertainment and Advertising.“We developed NUads to breathe new life into the standard 30-second spot. With NUads, brands can get real-timefeedback from audiences, making TV advertising actionable for the first time.”Additionally, the company offered a glimpse at some of the NUads meant to air on Xbox LIVE this fall, includingToyota’s “Reinvented” ad campaign that premiered during Super Bowl XLVI.The company is redesigning the ad through adding a layer of interactivity enabled by NUads, thus enabling viewers torespond using Kinect-powered voice or gesture controls. The company will use the feedback from this campaign for thebuilding of the next one.“The creative possibilities of NUads are endless. We can take a 30-second TV spot and customize it for NUadsto get an immediate response from Toyota’s customer,” said John Lisko, executive communications director atSaatchi & Saatchi LA for Toyota.“It allows customers to participate with our advertising, which is really exciting. The interactivity of NUads is leading theindustry and changing the way we’re connecting with our customers.” numantra.comLink: http://news.softpedia.com/news/Microsoft-Reinvents-Advertising-with-NUads-on-Xbox-LIVE-275900.shtml 214.635.2300

Nielson Q2 2012 Smartphone NumbersNielson has released their secondquarter numbers for 2012 showing54.9% of U.S. mobile subscribersopted for smartphones. Android stillhas the lion share of the market with51.8% and Apple is a distantsecond with 34.3%. numantra.comLink: 214.635.2300

With tablets come opportunity, but also piracyWith mobile devices, magazines have more ways than ever to distribute their content - and more ways of getting ripped off.Like the music and movie businesses before them, magazines are getting their own taste of piracy with the spread of tablets and handheldmobile devices. It’s easy for thieves to digitally swipe magazine issues and post to BitTorrent sites.Publishers say piracy is concentrated overseas where no sooner do they get a site shut down than another one pops up in its place. And with allthe focus on distributing their content as widely as possible, they don’t really know the scope of the problem or what it’s costing them in lostsales.“[It’s] a real problem for the future as we get a lot more of these devices out there and it becomes harder to police it,” said DeclanMoore, president of publishing and digital media for the National Geographic Society. “There is a general concern that, among theyounger generation, there is a disregard for intellectual property.”Dan Lagani, president of Reader’s Digest North America, said the pirated editions of Reader’s Digest that he sees tend to be lower-resolutionand lack the interactivity that the magazine has built into its iPad, Kindle Fire and Nook versions. “It’s not the same consumerexperience.”Publishers said it’s their static digital editions, often those sold on digital magazine marketplace Zinio, that are easiest to copy, suggesting thatas they add more enhancements to their digital magazines, the problem will subside. Zinio said it’s aware of the problem. The company said ithas a team tasked with eliminating piracy and is working with the publishing industry and law enforcement to go after large-scale pirates.At least, in one publisher’s view, people are taking an interest. “The glass half-full way of looking at it is that they’re looking at yourcontent,” Lagani said. numantra.comLink: 214.635.2300

Internet Cat Video Film Festival to debut inAugustFeline fans have a reason to rejoice. There’s finally going to be a cat video film festival.Yes, you read that right.Videos of kitties getting into trouble, playing with their pals or just making funny faces have become hugely successfulviral videos in recent years. And now the Internet Cat Video Film Festival is going to gather the best of the web for aback-to-back screening and contest.The festival is set to take place at the Walker Arts Center in Minneapolis, Minn in August. The goal of the festival is to“[test] the social boundaries of the online community with a live, off-line event as we attempt to gather in physical spaceand real time to enjoy one of the internet’s most popular phenomena.”Fans will be able to vote for their favorite and can submit videos until July 30.NOMINATE HERE:https://docs.google.com/spreadsheet/viewform?formkey=dHk0cEl0NE5XRnNkcUdkWlpWSldqaVE6MQ#gid=0 numantra.comLink: 214.635.2300

JAY’STOP 5 numantra.com 214.635.2300

CORPORATESPONSOREDSWEETNESS numantra.com 214.635.2300

FORD: GYMKHANA FIVE numantra.com 214.635.2300

IKEA: PAGE 23 numantra.com 214.635.2300

VIRALVIDEO numantra.com 214.635.2300

TIPP-EX: HUNTER & BEAR BIRTHDAY 2012 numantra.comLink: http://www.youtube.com/watch?feature=player_embedded&v=eQtai7HMbuQ 214.635.2300

GOOGLE MAPS: 8-BIT VERSION numantra.comLink: http://www.youtube.com/watch?feature=player_embedded&v=rznYifPHxDg 214.635.2300

SESAME STREET: SHARE IT MAYBE numantra.comLink: http://www.youtube.com/watch?v=-qTIGg3I5y8&feature=player_embedded#! 214.635.2300

Pizza Friday is Numantra’s weekly venue for reviewing thelatest news, innovations and accomplishments taking place in our industry and the world at large. Our founders each have spent decades working for some of the largest ad agencies in the world. It was experience that was invaluable, ultimately, because it taught us that we just can’t keep following years of tradition if we want to have an impact in today’s marketplace. So we got together for a lot of serendipitous reasons and formed Numantra. Ka-boom! The forever-new marketingbraintrust that maximizes client resources with fresh insights, accountable solutions and kick-ass results was born. Find out what Numantra can do for you. Visit numantra.com for more information. numantra.com 214.635.2300

Pizza Friday 211

by Numantra on Jul 13, 2012

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Pizza Friday 211

by Numantra on Jul 13, 2012

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