| | Media Buyer & Planner Today | | |
|
| | | | | #1 Agencies Change Approach to Digital | | Three major holding companies that operate media buying agencies – Omnicom, WPP and Dentsu Aegis – are responding to clients who are demanding more transparency in their digital ad buys, The Wall Street Journal reports. Based on client desires, the agencies are moving away from past practices of buying digital ad inventory in bulk and then doling it out to clients. Instead they are making more custom digital buys for each client. The new process brings more transparency to the clients. | | WHY THIS MATTERS: The new process may be more transparent, but according to The Journal it is taking a bit of a toll on the agencies’ bottom line. Omnicom says its first quarter buying revenue from its digital ad buying group Accuen was “basically flat” and “down slightly” in North America, a shift from previous quarters of growth. | | A Take: WSJ | | | | #2 Upfront Accounted for 76% of National TV Spending | | Data from research company Standard Media Index says 76% of the national TV spending this season through March was purchased during the 2016 upfront, Broadcasting & Cable reports. Another 18% of the national ad dollars was bought in the scatter market, with the rest as direct response. SMI says upfront spending for this season through March is up 3.7%, while scatter is down by 11.5%. According to SMI, NBC has had the biggest share of upfront spending at 17.3%m up from 15.6%, followed by CBS with a 13.2% share, down from 16.1% a year ago when it had the Super Bowl. ABC had a 12.1% share, down from 12.7%, while Fox, helped by the Super Bowl, had a 9.3% share, up from 8.2%. Top cable network was ESPN, whose upfront take was 3.4% of the total. | | WHY THIS MATTERS: The SMI data shows that the upfront is still very important part of the TV ad buying process, despite all the rumblings taking place year after year that the upfront has outlived its usefulness. | | A Take: B&C | | | | #3 Chief Creatives Disappearing at Brands | | Over the past five years, many brands added newly creative chief creative officer positions to their staffs, but in recent months some of those brands have started eliminating them. As Ad Age reports, in the past two months two major companies, Best Buy and General Mills, parted ways with their CCOs. And the trend is starting to develop as more brands begin to tighten costs. Most are expanding the duties of their chief marketing officers to encompass more creative duties. While creative and design may demand more attention than ever because brands need to succeed in marketing on many different media platforms, the assumption at many brands is to hire CMOs with creative experience or continue to lean on their creative agencies. | | WHY THIS MATTERS: Not all brands are doing away with their chief creatives. Target is still a big believer in the CCO and Chobani just hired its first CCO last year. And with CMOs now focused not just on marketing, but also on technology, data and analytics, it seems logical to have an exec soley dedicated to creative. However, at a time when shareholders are putting pressure on the larger companies to turn more profits, a post like CCO is seen by some brands as one that can be sacrificed. | A Take: Ad Age
|
|
|
| |
| | 35.6 | | Number in millions of Americans who will use a voice-activated assistant device at least once a month this year, according to data from eMarketer. That’s up 128.9% over last year. Amazon Echo will have the most users with 70.6% of the total market. Google Home will be next with 23.8% of total users. The remaining portion will be shared among smaller players including Lenovo, LG, Harmon Kardon and Mattel. | – Reported by eMarketer
|
|
|
|
| |
| | ABC, NBC Win | by Michael Malone
ABC and NBC tied for the broadcast win Sunday night, both with a 0.9 rating in viewers 18-49, according to Nielsen’s overnights, and a 3 share. ABC had America’s Funniest Home Videos falling 9% to 1.0, then Once Upon a Time slipped 11% to 0.8, before two hours of The Last 100 Days of Diana scored a 0.9. On NBC, a Little Big Shots repeat led into a new one, which was down 20% at 1.2. Chicago Justice was a flat 1.0 and Shades of Blue was off 13% at 0.7. CBS had a 0.8/3. 60 Minutes grew 13% to 0.9, then NCIS: Los Angeles rated a flat 1.0. Madam Secretary did a flat 0.7 and Elementary climbed 20% to 0.6. Fox rated a 0.7/3. Bob’s Burgers was a 0.9, up 29%, then The Simpsons did a flat 1.0. Making History rated a 0.6, same as last week, and a double run of Last Man on Earth a 0.7. Last week’s Last Man did a 0.8. Among Spanish-language networks, Univision had a 0.5/2 and Telemundo a 0.3/1. |
|
|
|
| |
| • MARIANNE GAMBELLI was named president of Fox News advertising sales. She replaces Paul Rittenberg who held the title of executive VP, ad sales for Fox News, and who departed in April. Gambelli was most recently executive VP and chief investment officer at Horizon Media, a post she held since May 2013. Prior to joining the media buying agency, she was president of NBC broadcast ad sales. Gambelli originally joined NBC in 1989. Prior to that she held positions at ad agencies Backer Spielvogel Bates and Grey. In her new role, she will oversee ad sales for both Fox News Channel and Fox Business Network.
• KATHLEEN DUNDAS has joined analytics and information services company Neustar in the newly created position of VP, global agency partnerships. Her responsibilities will include strengthening the company's relationship with ad agencies. She will report to Neustar chief marketing and communications officer Steven Wolfe Pereira. Dundas was most recently agency development director at AOL. Prior to that she spent more than a 12 years at Starcom MediaVest Group, where she rose to executive VP and managing director.
• MARCIEN JENCKES was promoted to president, advertising at Comcast Cable, where he will oversee all the company's advertising assets, including Comcast Spotlight. He was most recently executive VP, consumer services. |
|
|
|
| |
| VIDWeek
June 12-16, 2017
Learn More
The Programmatic Summit
June 12-13 | The Stewart Hotel, NYC
Learn More
Social TV Conference
June 12, 2017 | The Stewart Hotel, NYC
Learn More
Next TV Summit
June 15, 2017 | Convene Conference Center, NYC
Learn More
Next Wave Of Leaders
June 16, 2017 | The Stewart Hotel, NYC
Learn More
The Digital Media Tech Leadership Summit
June 20-21, 2017 | Tampa Airport Marriott, FL
Learn More
| | more events » |
|
|
|
|
|
|
