Quick Hits: Zynga Users Decline, NuCaptcha Goes Mobile, AdoTube Opens Production Arm

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ADOTAS – The figure making headlines from Zynga’s amended S-1 filing is the 90% drop in profit year-over-year in the second quarter, but apparently the social gaming mainstay was hit by some one-time items. As Business Insider explains, the damning evidence comes in the form of declining monthly user rates — following five quarters of flatness. Has social gaming reached its peak?

• Less than two months after the public launch of its CAPTCHA suite (including in-CAPTCHA rich media advertising), NuCaptcha has introduced a cross-platform mobile extension to allow clients to adopt and optimize security (and CAPTCHA marketing!) across all their online and mobile properties.

• Video ad network AdoTube is leaping into the creative game by opening up A2O Productions, it’s new video production arm. Samples of its first project — Malibu Rum’s Station Invasion Tour featuring DJ SkribbleCiara and Taoi Cruz — as well as a demonstration of AdoTube’s Polite Pre-Roll unit can be found here.

• Multi-channel analytics provider Webtrends has launched Hoverstats, an analytics overlay on brands’ Facebook pages that reveals the Post Strength Indicator. This new metric scores individual page posts based on total reach achieved through fan engagement.

• Mobile ad network Jumptap reports in its latest MobileSTAT report that 56% of tablet traffic on its network comes from outside the U.S., compared to 28% of all mobile traffic on its network. In addition, 91% of that global traffic was over wifi. iOS was the most used tablet operating system with 75% market share, followed by Android at 20% and WebOS at 4%.

• Has your site traffic dropped in the last week? Blame it on Panda! Update 2.5 of Google’s algorithmic refining appeared last week and, according to Searchmetrics, The Next Web, Technorati and PRNewswire were among those initially spanked. On the other side, video sites (including {gasp!} YouTube and Metacafe) along with numerous traditional-based publications fared pretty well, but as we’ve seen in the past, winners and losers can easily shift as the algorithm updates get settled in. Check out the list of victims and beneficiaries at the Searchmetrics blog.

• According to a new Buddy Media and Booz & Company study surveying 100 top brands, 90% of respondents said the biggest benefit of social media was “brand building,” 89% said “interactivity,” 88% said “buzz building” and 81% said “consumer insights.” The whole report is embedded on the Buddy Media blog.

• Social targeting platform 33Across added Sachin Devand as vice president of Platform Products and Carine Roman as vice president of operations, while promoting Pedro Mejia to vice president of finance. Previously Devand was vice president of advertising services at LucidMedia and was integral in launching the company’s DSP; Roman was last seen at Ziff Davis Enterprise, serving as senior vice president of digital media.

• MRM London (part of MRM Worldwide, which is part of McCann Worldgroup) is merging with Meteorite to form a combined agency specializing in direct-response and interactive marketing.

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