| | Media Buyer & Planner Today | | |
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| | | | | #1 Snapchat Launching Self-Serve Ad Platform | | The social app is expected to roll out during the upcoming IAB NewFronts conference in New York a new self-serve platform for its Snap ads product, sources tell Digiday. An agency buyer, who wants to remain anonymous, says Snapchat is launching a self-serve option at least for Snap ads which are full-screen vertical videos that brands can run on Snapchat between users curated stories or on the Discover section, or both. A version of the self-serve platform already exists, but you still have to go through a third party which makes it more expensive and more restrictive. Snapchats own native tool, according to the source, would reduce friction since we would no longer have to go through a partner. | | WHY THIS MATTERS: Jill Sherman, head of social media at DigitasLBi says agencies have been pushing for a Snapchat self-service for a long time since many agencies are creating in-house self-serve teams in order to execute buys with more agility and in real time. Snapchat does have self-serve options for sponsored geofilters and Brian Cristiano, CEO of Bold Worldwide, says self-serve for Snap ads would be the next step in Snapchats evolution enabling it to compete with the other large social media players for more ad dollars. | | A Take: Digiday | | | | #2 Rebooting Spike for Mass Audience Appeal | | Viacom announced in February that it was changing the name of its male-oriented cable network Spike to The Paramount Network and the executive in charge of the rebooted network went into detail on why. In an interview with MediaPost, Kevin Kay, says the number of advertisers who want to solely target the young adult male audience is dwindling. Movie studios werent releasing as many young male titles anymore, he says, and studios are no longer spending the way they were. He added that video game marketing budgets have also flattened out. Spike slowly began to add more general audience programming, but the name of the network still scared away most female viewers. In its new show lineup, Paramount Network will have two scripted programs targeted to women. The network may also tap into the Paramount film franchises to televise some classic movies aimed at drawing in older viewers, along with movies targeting both younger men and women. | | WHY THIS MATTERS: Stacy Lynn Schulman, executive VP of strategy & analysis at Katz Media Group, says, Viacom hasnt had a tentpole, mass-reach network brand like USA (NBCUniversal) or TNT (Turner) to expand its reach and use for cross-promotion. Not only can Paramount draw a more diverse audience to its own network, but it can also drive viewers to Viacoms niche networks. | | A Take: MediaPost | | | | #3 Natural Personal Care Marketing Gets Aggressive | | As more people use organic and natural personal care products, the companies that make them are becoming more aggressive in how they market to them, the New York Times reports. Honest Company, founded by actress Jessica Alba in 2012, ran its first brand campaign in February. clair Naturals is advertising for the first time, while Burts Bees, founded in 1984 as a manufacturer of honey and beeswax products, is now producing 350 natural health and beauty care products and is on TV for the first time since 2014. Burts Bees has a new agency, mcgarrybowen. clair Naturals, which sells hair, skin and personal care products, is running a 4 minute video, as well as a 30-second version on social media and online and full page print ads in several national womens magazines. Honest is running 30- and 60-second commercials and recently ran a dozen 15-second spots promoting various products on assorted broadcast and cable networks and on social media. | | WHY THIS MATTERS: National body care products is a growing sales category. According to consulting company Spins, U.S. sales in the category grew by 10.6% to $1.1 billion over the past year. In addition, the Organic Trade Association says organic personal care products are only 1.25% of total U.S. sales of personal care products, so there is a lot of room to grow. | | A Take: NYT |
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| | 78 | | Percentage of U.S. high school and college students, a majority of whom are women, who say they use Snapchat on a daily basis, according to a survey from advertising and public relations agency SCG. Thats a slightly higher percentage that said they use Instagram (76%) or Facebook (66%) every day. | Reported by eMarketer
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| | Bee Gees Special Powers CBS on Slow Night | by Luke McCord
On a Sunday filled with repeats, CBS took the ratings crown with a 1.0 rating/4 share among adults 18-49, according to Nielsen overnight numbers. 60 Minutes (down from last weeks 1.6) scored a 0.9. Stayin Alive: A Grammy Salute to the Music of the Bee Gees earned a 1.2, while a special airing of Elementary scored a 0.6. NBC finished in second with a 0.8/3. Following repeats of Little Big Shots, Chicago Justice dipped a tenth to a 0.9. Shades of Blue matched last weeks 0.7. ABC came in third with a 0.6/2. Special Inside Disney Nature: Wild Lives scored a 0.6. Once Upon a Time was flat at a 0.7. Match Game shaved off a tenth for a 0.6. American Crime was even at 0.4. Fox placed in fourth with a 0.5/2. Ice Age: The Great Egg-Scapade pulled in a 0.3, followed by repeats of Foxs comedies. Spanish-language broadcasters Univision and Telemundo scored a 0.5/2 and 0.3/1, respectively. |
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| | CRAIG MILLER was named group creative director of BBDO Atlanta, while MARC CALAMIA was appointed to the newly created position of head of integrated production. Miller was most recently working as a freelance creative director and copywriter. He previously held creative positions a VCCP London, Arnold Boston and Crispin Porter + Bogusky in Boulder. Calamia was previously executive director of production and head of the content studio at R/GA New York. |
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