Media Buyer & Planner Today

 

May 10, 2017

 
 

Media Buyer & Planner Today
 
Twitter   Facebook  
 
 

Top Stories
 
 
 
#1 Sinclair-Tribune Could Create Addressable TV Giant
The recently announced acquisition of Tribune Media Co. by Sinclair Broadcast Group, down the road, could put the combined company in a position to sell more ads when addressable TV becomes a reality for broadcast television, The Wall Street Journal reports, citing media executives opinions. The combined company gives Sinclair more scale in major markets like New York, Los Angeles and Chicago, where advertisers will be able to buy targeted local ads on Sinclair-owned stations. But right now Sinclair needs an FCC regulatory change to allow broadcasters to sell addressable TV ads. What we cant do right now is place an addressable TV ad on a broadcast TV signal, says Rino Scanzoni, CEO of WPPs addressable TV unit Modi Media. But down the road if the system is changed, Sinclair would have the ability like Google does, to send its ads to targeted households, Scanzoni says. Tracy Scheppach, CEO and co-founder of Matter More Media, says, once addressable for broadcast becomes a reality, an advertiser will likely spend more money through Sinclair.
WHY THIS MATTERS: Adding addressable TV selling to broadcast sales arsenals would be a major shot in the arm in their ad revenue battle with digital. And it would allow the traditional TV networks to keep more of their ad dollars from moving into digital platform giants like Google and Facebook. And Sinclairs acquisition of Tribune gives it more stations in more major markets which Dave Morgan, CEO of TV ad-targeting company Simulmedia describes as another major one-stop-shop that's been brought to the TV ad targeting table.
A Take: WSJ
 
#2 Gap Summer Campaign Features Real People
The apparel retailer is initiating its summer marketing campaign with print and video ads that feature real people, not models, and celebrates the diversity of America. Adweek reports that the new campaign, titled I Am Gap and created by Untitled Worldwide features people from all walks of life wearing Gap clothing. Videos include 15- and 30-second clips. One ad features a woman named Hybutalla and wearing a hijab, with the copy talking about her love of swimming and emoji. In a video ad a cowboy named Chance talks about riding bulls, hitting balls and being tall. There are dozens of ads and clips.
WHY THIS MATTERS: More and more brands are beginning to use real people in their campaigns, Chevy being one that has been airing spots on TV. But Gap sister company Old Navy also recently ditched its practice of using celebrities like Amy Schumer and Elizabeth Banks in its ads and replaced them with more product-driven ads. The use of professional models in ad campaigns is far from outdated, but many brands feel they can be more relatable to younger consumers by using real people who look like the people who they want to buy their products.
A Take: Adweek
 
#3 Branded Content Units Seen as Complimentary to Agencies
Dave Penski, CEO of Publicis Media Exchange, in a question and answer session with Broadcasting & Cable, says he sees the growing number of branded content units being formed by media companies as being complimentary to agencies. I look at it as more of a positive thing versus competition [with ad agencies], he says, adding that these units are a way for the ad agencies, the clients and the media to all be involved in the creative process. He praises Fox, Viacom and Snapchat as all having "done a strong job in the area of content creation for clients," adding, "There's not one silver bullet."
WHY THIS MATTERS: Penski says he does not think clients taking their creative business away from agencies. He says really well done branded content can help client campaigns by offering consumers a better experience and to have a better consumer experience, thats good for everyone in the food chain.
A Take: B&C

 
 
 
 
 
#4 Asian-American Women Influence Brands (MediaPost)

#5 Coke CEO Wants To Be More Aggressive (WSJ)

#6 Marijuana Marketing Data Grows (Ad Age)

#7 Tech Vendors Teach Marketers About Programmatic (Digiday)

#8 Zimmerman Wins Pure Barre Account (Ad Age)

#9 McDonalds Stops Advertising on App (MediaPost)

#10 MTV Awards Show Promos Get 238.7M TV Ad Impressions (B&C)

 
 

Stat Of The Day
 
 

24
Percentage of marketing professionals worldwide who are concerned about digital ad fraud, according to a survey by investment bank Credit Suisse, which polled 97 marketers with an aggregate marketing spending of $21 billion. They were more concerned with viewability with 31% saying it is a concern, and with ad blocking software with 37% listing it as a concern.
Reported by eMarketer

 
 

Ratings
 
 

CBS, NBC Split the Win
by Michael Malone

CBS and NBC were top of the broadcaster heap Tuesday, both scoring a 1.2 rating in viewers 18-49, according to Nielsens overnights, and a 5 share. Both shared the ratings title a week before too, also with a 1.2.

CBS had NCIS at 1.4 and Bull at 1.2, then NCIS: New Orleans at 1.0. All three were level with last week.

For NBC, it was The Voice at a flat 1.6, before comedy Great News did a 0.8 and a 0.7; last weeks double run did a 0.8 and 0.6. Chicago Fire scored a flat 1.2.

ABC was at 0.9/4 for the night. The Middle was up 9% to 1.2 and American Housewife did a flat 1.2, then Fresh Off the Boat was also flat at 1.0 before Imaginary Mary grew ratings 29% to 0.9. Marvels Agents of S.H.I.E.L.D. did a level 0.7.

Fox and The CW were both at 0.7/3. The CW had The Flash at its usual 1.0 and iZombie at 0.4, up 33%.

Fox had a double run of Brooklyn Nine-Nine at 0.6 and 0.6, then Prison Break at 0.9. Both shows were flat with last week.

Among Spanish-language networks, Univision did a 0.5/2 and Telemundo a 0.3/1.


 
 

Fates & Fortunes
 
 

JOE MARCHESE has been named president of ad revenue at Fox Networks Group. He succeeds Toby Byrne who left Fox last year. Marchese reports to FNG president and COO Randy Freer. Marchese joined Fox in 2015 when his advanced advertising company true[X] was acquired by 21st Century Fox. He was most recently president of advanced advertising products for FNG. Marchese's appointment comes less than a week before Fox's upfront presentation on Monday which kicks off ad selling for the 2017-2018 TV season.

JORDAN LEVIN was named CEO of teen-oriented multiplatform media company Awesomeness. Levin joins from the NFL where he was chief content officer, and succeeds Brian Robbins, who was a co-founder of Awesomeness and who departed earlier this year. Levin has also served as executive VP and general manager of Microsoft Xbox Entertainment Studios, president of Alloy Digital, was founder and CEO of Generate, and CEO of The WB broadcast network, where he spent 10 years in assorted executive roles.

Innocean has made a series of hires as part an expansion of its creative team. JEFF BOSSIN was named VP, group creative director in charge of integrated national campaigns for the Hyundai account. He was most recently a freelance creative director, but previously worked in creative at Deutsch Los Angeles. MICHAEL EVERARD was also named VP, group creative director and will co-manage the Hyundai Dealer account. KELLY KLIEB was named group creative director on the Genesis account, joining Innocean from Garage Team Mazda at WPP. LORI MARTIN was also promoted from associate creative director to creative director and will work on digital creative on the Hyundai account.

MELISSA COVARRUBIAS was named VP and general manager of Azteca Houston, KYAZ-TV. She was most recently VP of sales and marketing for ZipCast. Prior to that she held assorted executive roles for Univision in the Houston market for 13 years.

JENNIFER DORIAN was promoted to the newly created position of executive VP of Turner Portfolio 360 Brand Strategy. She will continue in her current role as general manager of Turner Classic Movies and FilmStruck. In her new role, she will lead a company-wide initiative to identify new opportunities for revenue growth from the 360-degree brand extensions across Turner networks, franchises, talent and characters. She has also served as chief strategy officer for Turner Entertainment Networks. Prior to Turner, she held marketing positions at Coca-Cola and Pizza Hut.


 
 

Events
 
 

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

 
 

Jobs
 
 

Lecturer/Sr. Lecturer/Executive in Residence
Wartburg College Waverly, IA, United States
 
Creative Director
Fox Networks Group Los Angeles, CA, United States
 
Creative Services Director
KCCI-TV Des Moines, IA, United States
 
Creative Services Director
KPRC - TV Houston, TX, United States
 
more jobs

 
 
 
 

 
Advertise
Contact Us
Send this to a friend
 
 

 

 
 
2017 NewBay Media, LLC
 

Manage Your Email Preferences/Unsubscribe
Change Your Email Address

To report abuse.

You have received this message because you previously gave your email address to NewBay Media LLC.
© 2017 NewBay Media LLC, 28 East 28th Street, 12th Floor, New York, NY 10016 | 212.378.0400