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Upfront Digital: Denny’s KidVid Campaign | “Great Website” Nominations | “Time Out” Sells Tickets

Published on April 11, 2012
  • Denny’s Restaurants is targeting younger diners with a YouTube channel and video series, reports the New York Times. The series, “Always Open” features serves films in a youth-sized three-minute chunks, featuring comedian Dave Koechner of “Saturday Night Live” who interviews celebrities as they share a booth at Denny’s. NYT observes a deliberately provocative tone from the family-friendly restaurant, as Koechner makes innuendoes about snuggling for warmth with actress Jessica Biel, and comedian Sarah Silverman makes one of her usual body-function jokes. The ads have taken six million views to date, and were conceived by Gotham and produced by DumbDumb, a production company headed by the actors Jason Bateman and Will Arnett.

  • B2B Media Business is accepting nominations for “10 Great Media Websites,” which it will present in its June issue. “We’re seeking nominations in the following categories: tech, trade (nontech), general business, paid subscription, launch, relaunch, portal, video/multimedia, mobile/smartphone and mobile/tablet,” says B2B. Nominees must prove themselves: B2B is looking for proof of “greatness,” including successful new features, redesigns that improve usability, and ideas that have led to greater social interaction among an audience, or between audiences and editors. Deadline for entry is May 1.
  • Time Out New York is making a “big leap into the digital world,” reports TechCrunch. Also a rather belated one, for an entertainment outlet that specializes in reviews and arts/entertainment/dining listings. Time Out New York is launching its first iPad app, an updated iPhone app, and a new e-commerce model for its properties. The updated iPad app personalizes the user experience, for example, targeting restaurant recommendations based on previous choices, a la Netflix and Pandora. The personalization is based on technology from LikeCube, a semantic analysis company that Time Out acquired last year. Perhaps more exciting, Time Out New York will be selling tickets to events, as Mashable reports, from its own inventory rather than as an affiliate. 
  • VideoHub, the end-to-end analytics and monetization platform for online video, has unveiled video ad verification signals to give advertisers insight into the viewability of their ads (e.g., for where they appear on the page, the size of player, the impact on viewer experience).. The new “Player Position” and “Player Size” signals offer advertisers and publishers “full transparency into video ad position and size for video campaigns running across ad networks, direct publishers and video exchanges,” says the company. Player Position and Size go beyond basic verification metrics by showing advertisers how many video ad impressions are 100-percent viewable, partially viewable, or non viewable. VideoHub promises clients they can also measure viewability alongside brand lift, engagement, and other KPIs, showing the relationship between the viewing environment and campaign results. These new features, following the platform-wide integration of Nielsen GRP reporting, help VideoHub marry verification, reach and ad performance, providing advertisers “a level of measurement and understanding that is unavailable anywhere else,” says the company.