| | Media Buyer & Planner Today | | |
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| | | | | #1 Facebook to Remove Links to Pages with Low-Quality Ads | | The social media giant says it will begin to de-emphasize links that drive users off its platform to webpages with little substantive content and large number of disruptive, shocking or malicious ads, The Wall Street Journal reports. It is also considering preventing ads on Facebook that drive users to those pages. Facebook says it will use artificial intelligence to locate those links and sites. The changes will take place over the coming months. | | WHY THIS MATTERS: The latest announcement is part of Facebooks continuing effort to improve user experience and keep legitimate advertisers happy. For publishers who produce high-quality content, this is great, says Warren St. John, CEO of local news publisher Patch. Its always good news if you dont have to compete with lower-quality clickbait. | Three Takes: WSJ | Adweek | MediaPost
| | | | #2 Zenith Rebrands with New Mission Statement | | The media agency unit of Publicis Media is rebranding for the first time since 2002 to better showcase its research and forecasting offerings to potential clients, MediaPost reports. Called ROI+, the new approach still uses Zeniths original The ROI Agency slogan, but offers a new follow up mission statement that reads: We blend data, technology and brilliant specialists to scout out new opportunities, solve complex challenges and grow client business. Zenith will also introduce a new logo with new colors and fonts and the agency website has also been refreshed with a new interactive section called Global Intelligence. The rebranding was led by global brand president Vittorio Bonori and agency execs from the U.S., U.K., Germany and China participated. | | WHY THIS MATTERS: The competition for new clients in the media agency business is fierce and anything an agency can do to distinguish itself from its competitors that might give it an edge is a necessity today. Zeniths Bonori believes the new proposition and brand identity builds on our distinctive ROI positioning and sets us further apart from the competition. | A Take: MediaPost
| | | | #3 Programmatic Marketplace Links Brands with E-Tailers | | Exact Connections is a new service rolling out of beta testing that links offers from brands with online retailers that ship some 9.6 million packages out weekly, Ad Age reports. The service is from Exact Media, a Toronto-based company that has been shipping product samples from marketers like Procter & Gamble, Unilever and Johnson & Johnson through 120 online retailers, including Toys R Us, Gilt, Zulily, Kohls and Saks Off Fifth. This new service will now distribute coupons and gift cards along with the e-commerce parcels it sends out. A new dashboard will enable marketers to programmaticly target the insertions. | | WHY THIS MATTERS: If the service succeeds, it will give newspapers and direct mail competition for delivering coupons. The thinking is that since the coupons will be included in e-commerce packaging, the receivers will open them and see the coupons rather than tossing a newspaper insert or direct mail piece aside. That could lead to a higher redemption rate. Right now the redemption rate for newspaper coupons is 1%, direct mail ranges from 2.9% up to 5.3%, while e-mail, search ad and social media ad click-through-rates are all less than 1%, according to the Direct Marketing Association. | A Take: Ad Age
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| | 58 | | Percentage of agency and marketing professionals who say they will definitely use short-form pre-roll digital video ads in 2017, according to research by Trusted Media Brands. Another 39% say they might use the format this year. As for premium pre-roll digital video advertising, 38% say they will definitely use it, while 53% say they might. And 28% say they will definitely use live stream digital video ads, with 45% saying they might. | Reported by eMarketer
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| | Fox Wins on Rebounded Empire | by Michael Malone
Fox was top of the ratings heap Wednesday, putting up a 1.5 rating in viewers 18-49, according to Nielsens overnights, and a 6 share. Shots Fired rated a flat 0.8 before Empire grew 17% to 2.1. CBS was just off the pace at 1.4/5. Survivor was off a tenth of a point from last week at 1.7 and the season finale of Criminal Minds scored a flat 1.5, then Criminal Minds: Beyond Borders too was off a tenth at 0.8. After that was ABC at 1.2/5. The Goldbergs was down 7% at 1.3, and Speechless fell 17% to 1.0. Then Modern Family was down a tenth of a point at 1.5, and Black-ish, featuring DeVonte Johnsons introduction to the world, was up 8% to 1.3. Designated Survivor climbed 11% to 1.0. NBC had a 1.0/4. Blindspot fell 11% to 0.8 and Law & Order: SVU picked up 10% for a 1.1, then Chicago P.D. grew 9% to 1.2. The CW rated a 0.4/2 on the night. Arrow climbed 20% to 0.6 while The 100 dropped 25% to land at 0.3. Among Spanish-language players, Univision had a 0.5/2 for primetime and Telemundo a 0.3/1. |
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| JOEL STILLERMAN was named chief content officer at Hulu. He was most recently president, original programming and development for AMC and Sundance TV. Stillerman joined AMC in 2003 and prior to that was with independent film and TV production company Yolo, where he produced content for networks including HBO, MTV and VH1.
STUART KRONAUGE was promoted to business unit president of USA Operations and senior VP of marketing at Coca-Cola. She was most recently co-head of marketing for Coca-Cola trademark brands and will continue to also be responsible for brand and strategic marketing.
CHANTEL LENARD is leaving her position as executive director of U.S. marketing for Ford Motor Co., a position she has held for the past two years. She has been with Ford for more than 25 years. TONY GONZALEZ has joined Fox Sports as a studio analyst for the upcoming NFL season. He will appear each Sunday on Fox's hour-long NFL pre-game show Fox NFL Kickoff. Gonzalez, a 14-time NFL Pro Bowl selection played 17 years in the NFL. He was previously a regular studio analysts for the CBS NFL pre-game show The NFL Today.
CHOI KYUNG-SIK was promoted to head the Samsung mobile division's strategic marketing department. He succeeds Lee Sang-Chul, who was reassigned.
MICHAEL SUSSMAN was named CEO of the newly formed Y&R BAV Group. The new unit consolidates business operations of BAV Consulting, BAVLabs and BAV study. Sussman was previously president of BAV Worldwide, where he was head of both BAVLabs and BAV Study. DAVID ROTH was named BAV Group chairman. He will continue in his present role as CEO of WPP global retail unit The Store. |
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