| | Media Buyer & Planner Today | | |
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| | | | | #1 P&G Shakes Up Programmatic Buying Operation | | The consumer packaged goods giant and worlds largest advertiser is making changes in its Hawkeye programmatic ad buying operation, including the dumping of its original tech provider of seven years AudienceScience, Ad Age reports. The move comes as Procter & Gamble looks to save at least $1 billion annually on media spending and $500 million more from agency and production fees globally over five years. But the move is being made not only to make better use of its media dollars, but also to better customize consumer targeting locally and regionally. Replacing AudienceScience will be Neustar, which is expected to provide an integrated data-management platform (DMP), and The Trade Desk to provide the demand-side platform (DSP). The changes do not effect relationships with P&G media agencies Omnicoms Hearts & Sciences and Dentsu Aegis Networks Carat in North America. | | WHY THIS MATTERS: The long-term relationship P&G had with AudienceScience is not the norm in the programmatic arena. With technologies changing rapidly and new companies coming into the mix, many marketers do much shorter contract deals. Some deals with DMPs run only a year, while deals with DSPs can be even shorter. So P&Gs move is conforming more with the rest of the industry. Meanwhile, AudienceScience chief product officer Tim Barnes says his company will work with P&G during the transition period with the contract officially expiring June 30. Losing the worlds largest advertiser is a blow, but Barnes believes there is new business out there as programmatic tech continues to evolve. | A Take: Ad Age
| | | | #2 Facebook First Quarter Ad Revenue Reaches $7.86B | | Despite concerns about fake news and offensive video content, marketers kept investing their ad dollars in the social network with its ad revenue for first quarter 2017 reaching $7.86 billion, up 51% from first quarter 2016. At the same time global users continued to grow. Year over year in March, Facebooks monthly users increased by 17% to 1.94 billion compared to March 2016. | | WHY THIS MATTERS: The positive news for Facebook cant be good for its online competitors, outside of the other giant Google. While other sites try to make inroads into digital advertising, Facebook continues to expand its ad take, even with some missteps. How long that will last is anyones guess, but eMarketer principal analyst Debra Aho Williamson says while marketers are concerned about Facebooks fake news and video content problems, as long as the platform keeps adding users, ad spending will, for the most part, continue at strong levels. | Three Takes: Ad Age | MediaPost | WSJ
| | | | #3 Snapchat Offers Self-Service Ads to All-Sized Brands | | The social media platform is rolling out a self-service ad-buying system with 20 initial brands that include some smaller marketers like online sneaker seller Goat, social app Mammoth Media, movie ticket app Atom Tickets and gift retailer Hollar, Adweek reports. The new Snapchat Ad Manager will be available to all brands in June in the U.S., U.K. France, Germany and Australia. It is the first time that Snap is allowing smaller brands to buy vertical video ads, called Snap Ads. Some of the smaller brand partners who tested the self-service ads provided testimonials for the new service. We are impressed with Snapchats ability to drive quality app installs at affordable CPIs using their new self-service platform and look forward to developing a deep advertising partnership, said Ameesh Paleja, CEO at Atom Tickets. And Sen Sugano, marketing VP at Goat, said, The platform gives us the real-time flexibility needed to run successful campaigns. | | WHY THIS MATTERS: Many times smaller brands are after-thoughts when the larger social media platforms sell self-serve campaigns, largely because they dont spend enough money. Snapchat is trying to make inroads into the digital ad marketplace and steal dollars away from Facebook and Google so it is willing to accommodate these smaller brands. The question is how many of the smaller brands already spending ad dollars in Facebook and Google, and without large budgets, might move some dollars out of the social platform giants and into Snapchat. | | A Take: Adweek |
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| | 1 | | Percentage that national TV sports programming viewership is down year-to-date, according to data compiled by Pivotal Research Group. For the current year, Disney-owned TV networks sports programming is down 4% and NBCUniversals networks are down 9%. Fox-owned networks up 51%, but excluding the Super Bowl are up 11% and CBS is down 3% this year, excluding a comparison to last years Super Bowl telecast. | Reported by MediaPost
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| | CBS Wins on Criminal Minds Growth | by Michael Malone
CBS won Wednesday night among broadcasters, scoring a 1.4 rating in viewers 18-49, per the Nielsen overnights, and a 5 share. Survivor did a flat 1.8, before Criminal Minds grew 8% to 1.4 and Criminal Minds: Beyond Borders went up 13% to 0.9. Fox had a 1.3/5 for the night. Shots Fired had a flat 0.8 and Empire fell 14% to 1.8. ABC did a 1.2/5. The Goldbergs had a flat 1.4 and Speechless a level 1.2, then Modern Family fell 11% to 1.6 and Black-ish scored a flat 1.2. Designated Survivor went down 18% to 0.9. NBC had a 1.0/4, with Blindspot at a flat 0.9 and Law & Order: SVU a 1.0, before Chicago P.D. did a 1.1. The latter two were down a tenth of a point from last week. The CW scored a 0.5/2, with Arrow at a flat 0.5 and The 100 climbing 33% to 0.4. Among Spanish-language networks, Univision had a 0.6/2 on the night while Telemundo was at 0.3/1.
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| CHLOE GOTTLIEB and TARAS WAYNER were promoted to the newly created positions of joint chief creative officers for the U.S. at R/GA. They previously each held the title of executive VP and executive creative directors. The duo has worked as a team for eight years. Gottlieb has been with R/GA since 2000 in assorted creative roles, with the exception of a two-year stint with Razorfish. Wayner has been with R/GA for 10 years. Prior to that he was creative director at Berlin Cameron and before that held the same position at Young & Rubicam.
REEMA MITRA has joined DDB New York as group director of digital strategy, and JOE PANZARELLA was appointed group director of strategy and analytics. Mitra was most recently group director of social at Huge, while Panzarella was most recently head of the digital and analytics department at Javelin.
VICKI HOLGATE was promoted to chief strategy officer at FCB's London agency Inferno. She succeeds Giles Hedger who was recently named CEO of M+C Saatchi London. Holgate has been with Inferno since 2012 and was promoted from executive planning director. Prior to that she was deputy head of planning at FCB London. JOHN PATROULIS was named global chief creative officer at Grey. He was previously creative chairman at Bogle Bartle Hegarty New York. He is also former executive creative director at twofifteenmcann, global creative director at T.A.G. and creative director at TBWA/Chiat/Day. |
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