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STARWARS

THAT’S RIGHT…IT’S BACK.

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THE NEWS

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Countering DirecTV Tactic, Viacom Stops Free Streams for 'Daily Show,' 'Teen Mom'Viacom 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, Comedy

Central, VH1 and Nickelodeon -- late Tuesday night after the companies failed to reach a new carriage

agreement.

When DirecTV told subscribers they could just watch many Viacom shows for free on Viacom networks'

own sites, Viacom answered by halting free streaming for anyone -- not just DirecTV customers.

Attempts to access complete episodes of "The Daily Show" on Comedy Central's 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-watched

programmer on DirecTV, accounting for 20% of all its viewing, but is only paid for about 5%.

DirecTV's "Other Ways to Watch" page still lists paid sites where Viacom shows are available, such as Amazon

Prime, Hulu Plus and iTunes.

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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.

That's the ad revenue that the popular video game grossed in April on the free versions of its iOS and Android games by

selling its inventory on Mobclix, a mobile ad exchange. Mobclix's technology lets a bunch of different ad networks bid against

each 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 doesn't have the time or resources to manage the process itself.

"We want as much control as possible, but the more control you have, the more micromanagement that is needed and we

don't have the bandwidth in-house nor do we really want it," he said in an interview. Mr. Larsen said the game could bring in more

ad revenue if Halfbrick didn't work with Mobclix to filter out what he described as "spam ads for dating sites and things like that...stuff

that doesn't have value."

Mr. Larsen acknowledged that while $400,000 a month is a decent chunk of change, it's not an exorbitant amount for a game

that is as popular as "Fruit Ninja." But luckily for Halfbrick, the majority of the game's revenue comes in the form of

downloads of the paid versions of its games and in-app purchases -- not advertising. "People see ad content and free content

rising and think it must be at the expense of paid [apps]," he said. "At this stage for us, it's not true."

The paid version of "Fruit Ninja's" iOS app (which doesn't run ads), for example, is currently on the Top 10 list for paid apps

on the iPhone. As a result, "Fruit Ninja" grosses more than $1 million a month in total revenue across different platforms, Mr.

Larsen confirmed. Still, the Brisbane, Australia-based game company doesn't completely outsource all dealings with marketers.

Mobclix handles all the selling of ad units, but Halfbrick works with marketers on bigger brand integrations. One such case saw

Halfbrick partner with Dreamworks on a special Puss in Boots iOS version of "Fruit Ninja." Mr. Larsen said more of those types of

deals are in the works.

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Microsoft Reinvents Advertising with NUads on Xbox LIVEThrough NUads, Microsoft is transforming the standard 30-second TV spots into an experience that actively involves

users, 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 advertising is

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-time

feedback 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, including Toyota’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 to

respond using Kinect-powered voice or gesture controls. The company will use the feedback from this campaign for the

building of the next one.

“The creative possibilities of NUads are endless. We can take a 30-second TV spot and customize it for NUads to

get an immediate response from Toyota’s customer,” said John Lisko, executive communications director at Saatchi &

Saatchi LA for Toyota.

“It allows customers to participate with our advertising, which is really exciting. The interactivity of NUads is leading the

industry and changing the way we’re connecting with our customers.”

http://news.softpedia.com/news/Microsoft-Reinvents-Advertising-with-NUads-on-Xbox-LIVE-275900.shtml

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Nielson Q2 2012 Smartphone Numbers

Nielson has released their second

quarter numbers for 2012 showing

54.9% of U.S. mobile subscribers

opted for smartphones. Android still

has the lion share of the market

with 51.8% and Apple is a distant

second with 34.3%.

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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 handheld

mobile 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 all the 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 lost sales.

“[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

Declan Moore, president of publishing and digital media for the National Geographic Society. “There is a general concern that,

among the younger 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-

resolution and lack the interactivity that the magazine has built into its iPad, Kindle Fire and Nook versions . “It’s not the same

consumer experience.”

Publishers said it’s their static digital editions, often those sold on digital magazine marketplace Zinio, that are easiest to copy, suggesting

that as they add more enhancements to their digital magazines, the problem will subside. Zinio said it’s aware of the problem. The

company said it has 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

your content,” Lagani said.

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Internet Cat Video Film Festival to debut in AugustFeline 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 successful

viral videos in recent years. And now the Internet Cat Video Film Festival is going to gather the best of the web for a

back-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

space and 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

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JAY’S

TOP 5

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CORPORATESPONSOREDSWEETNESS

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FORD: GYMKHANA FIVE

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IKEA: PAGE 23

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VIRALVIDEO

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TIPP-EX: HUNTER & BEAR BIRTHDAY 2012

http://www.youtube.com/watch?feature=player_embedded&v=eQtai7HMbuQ

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GOOGLE MAPS: 8-BIT VERSION

http://www.youtube.com/watch?feature=player_embedded&v=rznYifPHxDg

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SESAME STREET: SHARE IT MAYBE

http://www.youtube.com/watch?v=-qTIGg3I5y8&feature=player_embedded#!

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Pizza Friday is Numantra’s weekly venue for reviewing the

latest 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 marketing

braintrust 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.