| | Media Buyer & Planner Today | | |
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| | | | | #1 Publishers Upset by Delayed Agency Payments | | Digital publishers are upset that as advertisers extend payment terms to agencies, the agencies, in turn, keep putting off paying them for ads that run on their sites, Digiday reports. While agencies are often at the mercy of clients and can’t pay for ads until they, themselves, get paid, some agencies after getting paid off 30-day terms, impose 60- , 90-, or even 120-day payment terms to publishers. Some agencies do dump advertiser clients who delay paying them for as much as 120 days like Grey did with Coty. But publishers contend that other agencies use late client payment as an excuse when they are really using that money for other things, including investing it. Brian Fitzgerald, co-founder of Evolve Media says he had to hire an extra collection person because ads were not being paid for up to 210 days. “They are absolutely using this delay tactic to float their operations or even generate profit in low-yield, fix-term investment instruments,” he says. “It’s outrageous.” | | WHY THIS MATTERS: The agencies say, however, that none of their behavior is illegal and is even included into ad agreements they have with clients and publishers. That was confirmed by P&G CMO Marc Pritchard who has vowed to change the process between his mega, ad-spending company and its agencies. Bill Duggan, VP of the Association of National Advertisers, agrees that the process must be changed, even if it is not illegal. He says it’s up to brands. “Agencies are holding onto the money. I think the brand should absolutely fix this.” | | A Take: Digiday | | | | #2 Chobani CMO Touts Earned Media | | The yogurt maker is launching a new marketing campaign this week featuring TV sports with the theme “Believe in Food,” Ad Age reports. It is the first major campaign for the brand produced by its new creative agency Wieden & Kennedy. The new campaign will also include paid content on assorted websites, including its own, showcasing stories about some of its employees talking about what food means to them and what it means to work at Chobani. CMO and brand officer Peter McGuiness says, however, that in addition to paid ads and native media content, a major part of Chobani marketing is earned media. He points to a recent appearance by Chobani founder Hamdi Ulukaya was feature on 60 Minutes in a feature about the company, and a cover story in Fast Company profiling the chain. “A big part of how we’re getting out message out and our narrative is earned,” McGuiness says. Chobani also plans to participate in at least 50 community events near its factories in New York and Idaho. | | WHY THIS MATTERS: Earned media is free media so that is a great type of exposure for brands. “A beautiful earned story is as important as a TV ad, as important as a community event. They’re all storytelling . . . and they’re all authentic in their own way,” McGuiness says. And the combination of paid and earned media is working for Chobani. It recently surpassed General Mills’ Yoplait as the top U.S. yogurt brand behind Dannon. | A Take: Ad Age
| | | | #3 MRC Accredits Nielsen’s Viewable GRP Digital Ad Ratings | | Nielsen has received accreditation from the Media Rating Council for its viewability integrations with Integral Ad Science and Moat for desktop display and video viewable GRP estimates in Digital Ad Ratings for age and sex demographics, Broadcasting & Cable reports. Nielsen last year offered subscribers choice of viewability monitors, including Integral Ad Science and Moat. It says it is the first company to receive MRC accreditation for viewability providers across display and video ads. | | WHY THIS MATTERS: Viewability has become a major issue as advertisers have become more skeptical that their digital ads are actually being seen by consumers. With marketers calling for more transparency, it is important that every digital ad ratings system includes credible independent, third-party measurement. | A Take: B&C | MediaPost
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| | 57.1 | | Percentage of U.S. digital marketing and media practitioners who say they expect to be engaged in cross-channel measurement and attribution in 2017, according to a study by the Interactive Advertising Bureau and Winterberry Group. That’s up from 33.3% in 2015. Some 47% also expect to use programmatic media buying for established formats, while 40.5% plan to still use traditional general audience analytics. | – Reported by eMarketer
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| Editor's note: Today's ratings were delayed.
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| | • IRENE ROSENFELD is expected to be replaced as chief executive officer of Mondelez. The Wall Street Journal reports that the company has retained executive-search firm Heidrick & Struggles to assist in the search. Rosenfeld was previously CEO of Kraft Foods from 2006 until 2012 when the company was split up and she became CEO of the new Mondelez division. Sources tell the Journal her replacement could come either from within the company or externally |
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