| | Media Buyer & Planner Today | | |
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| | | | | #1 Mediavest/Spark Wins H&R Block Account | | The tax preparation giant has consolidated its $146 million ad spending media assignment with Publicis Media agencies, by replacing incumbent media agency Omicoms OMD with Publicis agency Mediavest/Spark. H&R Block also moved its social media duties from WPPs VML to Publicis agency Fallon, which also was incumbent creative agency. Razorfish, another Publicis Media agency, will continue to handle Blocks digital assignment. OMD is expected to stay on through the second quarter. | | WHY THIS MATTERS: The win is a sizable one for Mediavest/Spark which since January has added new media business from brands including KFC, Mattel and Bel Group. | Two Takes: MediaPost | Ad Age
| | | | #2 Ad-Tech Consortium Wants to Counter Facebook, Google | | A bunch of global marketing tech companies including AppNexus, LiveRamp, MediaMath, Index Exchange, LiveIntent, OpenX and Rocket Fuel have set up a consortium to make consumer targeting technologies available that allow marketers to succeed with digital campaigns beyond Facebook and Google, according to MediaPost and Adweek reports. Today, 48 percent of all digital advertising dollars accrue to just two companies Facebook and Google, says Brian OKelley, CEO of AppNexus. The consortium participants are working to pool their data together to create a common cookie so brands will be able to target ads using more information gleaned from multiple publishers rather than just the two giants. That would eliminate the problem with programmatic where cookies are proprietary to only one company, making it hard for marketers to reach the same people across multiple devices or websites. The new system will allow advertisers to target their ads on multiple other sites as precisely as they could on Facebook and Google. | | WHY THIS MATTERS: Many marketers are getting annoyed with the duopoly created by Facebook and Google and how by using proprietary technology and data they not only create transparency problems but also can limit marketers from achieving optimal results with programmatic advertising. | A Take: MediaPost | Adweek
| | | | #3 Moonves Says CBS Will Do More C7 Upfront Deals | | CBS Corp. chairman and CEO Les Moonves told analysts that with the scatter market strong, he believes the network will get high single-digit cost per thousand increases for advertising and that CBS expected to do more ad deals based on the Nielsen C7 (live plus seven day) commercial ratings. He said in last years upfront, the network did 50% of its deals based on C7 and this year we expect almost every deal to be C7, MediaPost reports. This will be found money, Moonves says. Avertisers have been getting those days (4 to 7) for free." Moonves also said with the scatter market strong, you start hearing number like high singles in CPM growth. | | WHY THIS MATTERS: Moonves upfront posturing on rate increases comes less than two weeks before the networks annual upfront presentation. This years pre-upfront for the broadcast networks has been relatively free of posturing from both the network and agency sides. But Moonves is usually one of the more outspoken. | A Take: MediaPost
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| | 166.3 | | Percentage of digital ad revenue growth worldwide to be accomplished by Snapchat in 2017, according to eMarketer projections. Other projections call for Microsoft and LinkedIn to increase digital ad revenue growth by 41.9%, Facebook to increase by 35%, Amazon by 29.2%, Google by 17.8%, Yahoo by 4.9% and Twitter by 1.6%. | Reported by eMarketer
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| | Strong Night Paces CBS to Win | by Michael Malone
CBS was the top broadcaster Thursday, putting up a 1.4 rating in adults 18-49, according to Nielsens overnights, and a 6 share. The Big Bang Theory rated a flat 2.4, then Mom went up 15% to 1.5, and Life in Pieces ticked up 9% to 1.2. The Amazing Race grew 29% to 0.9. ABC had a 1.2/5. Greys Anatomy was a flat 1.7, while Scandal did a 1.3, down a tenth of a point, before The Catch scored a 0.6, also off a tenth. NBC did a 0.9/4. A double run of Superstore rated a 0.6 and 0.8. The latter was the season finale and was level with the week before. Chicago Med climbed 10% to 1.1, and The Blacklist did a flat 0.8. Fox had a 0.7/3, as MasterChef Junior grew 29% to 0.9 before a repeated double run of The Mick. The CW rated a 0.4/2, with Supernatural at a flat 0.5 while Riverdale grew 33% to 0.4. Among Spanish-language networks, Univision did a 0.6/2 and Telemundo a 0.3/1. |
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| RICHARD MORRIS was named to the newly created position of CEO of Initiative UK. He was previously global client president at Dentsu Aegis Network. He had also served as chief growth officer for Europe, Middle East and Asia at Dentsu, and was also managing director of Dentsu's Vizeum agency in the UK.
MARVIN RENAUD has joined The Weather Group, parent of The Weather Channel, as VP, product. He was most recently senior director, product manager at CNN, where he also led CNN Digital's product strategy. In his new role, he will oversee all digital and next-generation product strategies for the network to drive audience growth and revenue across all platforms.
JAY CUTLER, former Chicago Bears quarterback, has joined Fox Sports as an NFL game analyst. He will work in the broadcast booth with play-by-play announcer Kevin Burkhardt as part of Fox's Sunday broadcast team. Cutler in the NFL for 11 years with the Denver Broncos and the Bears. |
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