| Today's Top Stories | | #1 | Marketers, Agencies Must Do More to Combat Online Piracy: ANA President
| | | Bob Liodice says despite a May 2012 advisory report to members on how to prevent ads from appearing on rogue sites, little has changed. Worse, he says, is that on these rogue sites, legitimate ads from top brands are being positioned next to pirated content. He again urged marketers and their agencies to become more involved in the piracy issue and to better monitor their online ad buys.
Why This Matters: ANA members spend $250 billion on marketing each year, and there needs to be assurance that the investments, brands and assets of the advertisers are safeguarded. "The future health of digital media is at stake," Liodice writes in Ad Age.
A Take: Ad Age
|
| | #2 | Study Finds Targeted TV Ads Result in Significantly More Product Sales
| | | A study commissioned by targeted TV ad developer Visible World that matched 10 billion individual TV viewing records over an 18-month period found that the ones targeting specific consumers motivated them to make actual purchases at rates 70% higher than a general marketing campaign, MediaPost reports. Viewing records from one of the major cable operators were used, but the MSO was not identified.
Why This Matters: Since the study was sponsored by an ad targeting company, there will be skeptics. However, Visible World's Claudio Marcus says, "The results of this study are significant in that they are based on an enormous amount of data and a large number of campaigns."
A Take: MediaPost
|
| | #3 | 4As Survey Finds Majority of Marketers Still Paying Agencies Within 30 Days
| | | Despite big marketers like Procter & Gamble and Mondelez announcing they would extend payment time for agencies, a majority of agencies are still being paid within a month's time, according to a 4As survey as reported by Ad Age. The survey found that 69% of the respondents said their agency fee and commission invoices are being paid by the client in 30 days or less, 19% are paid within 45 days and 12% exceed 45 days.
Why This Matters: The survey closely mimics the results of a similar 4As survey conducted in 2012, indicating that payment patterns haven't changed much. It seems, however, that when one major marketer extends payment time, and gets a lot of ink for doing so, it may create a false impression.
A Take: Ad Age
|
| #4 Data-Driven Marketing Efforts on the Rise (eMarketer)
#5 Taco Bell Planning First-Time Multiplatform Ad Campaign for Breakfast Menu (Ad Age)
#6 Honda Launches Its Second Vine Video Campaign (MediaPost)
#7 Nielsen Finds Twitter, TV Drive Audiences to One Another (B&C)
#8 Zico Exec Outlines Coconut Water Drink's Transition Into National Brand (Ad Age)
#9 PR Agencies Targeting Smaller Media Buying Accounts (Digiday)
#10 Smirnoff Selects 72andSunny as Its New Creative Agency (Ad Age) |
|  | • 62
Percentage of marketing professionals worldwide who strongly agree that data for segmentation and targeting should play a prominent role in their marketing campaigns, according to a survey by data management platform provider BlueKai.
—Reported by eMarketer
|
| | MBPT Spotlight | Nielsen Study Touts Facebook as a Growing Mass Consumer Reach Option to TV
By John Consoli
The shifting battle for eyeballs—and the search for ever-more creative ways to monetize numbers—continues on all fronts: between networks, broadcast and cable, and between TV and online. As part of the latter struggle, Facebook commissioned a recent Nielsen study that attempts to compare the social network's site reach to that of the Big Four broadcast networks. The conclusion, based on the study's specific demo data, is that Facebook is capable of delivering site reach at comparable levels—particularly during the daytime with millennial demos—as well as solid incremental reach in other dayparts.
The study, titled "Running Digital Audiences, Walking Advertising Dollars: The Untapped Reach Opportunity of Digital Media," concludes that, "Digital publishers with large, robust sets of high-quality user data (like Facebook) can in fact serve as an effective foundation for reach delivery." It adds, "By investing in the online media channel, brand marketers can increase their audience reach while at the same time creating an opportunity for dual screen media exposure." It offers a way that this can be done within "the original campaign budget."
It further points out that the proliferation of connected, digital media devices and options has propelled consumer consumption of that media; however, ad budgets have not followed at the same rate. And Nielsen acknowledges that "a large barrier preventing higher growth of digital advertising spend has been the lack of a consistent measurement framework between TV and other digital media channels."
How exactly does Facebook's Nielsen study try to prove the value of its reach? And what do some see as the limits of the research?
For more, click HERE
|
| | Fates & Fortunes | • JASON PETERSON was named copresident of Havas Worldwide Chicago. He will also continue in his current role as chief creative director in the Chicago office. Peterson succeeds Norm Yustin. Joy Schwartz is the other copresident of Havas Worldwide Chicago. Peterson joined Havas in 2010. Prior to that he was executive creative director and copresident at Translation. He also worked as the creative director and was a founding partner at WPP's Berlin Cameron United.
• ERIN MATTS was named to the newly created position of chief marketing officer at data marketing unit Annalect, a unit of Omnicom Media Group. Matts will oversee all sales and marketing efforts for Annalect in the U.S. and worldwide. Most recently, Matts was chief digital marketing officer at Glam Media. Prior to that she was global director, digital connections at Anheuser-Busch InBev. Before that she was with OMG, where she held the post of chief digital officer.
• DEBRA BERMAN was named senior VP of marketing at J.C. Penney. She was most recently VP, marketing strategy and engagement at Kraft Foods Group. Prior to that, she was strategic planning director at DDB Advertising. Berman has also held positions at Sterling Brands, Young & Rubicam, Swander Pace and Company, JWT, Saatchi & Saatchi and Lintas.
• MICHELLE KWAN will join Fox Sports as a figure skating analyst for the 2014 Winter Games in Russia. She will provide analysis across all Fox Sports platforms, including Fox Sports 1, FoxSports.com and Fox Sports Radio. Kwan is a two-time Olympic medalist in figure skating and was the winner of five World Championships.
• ALISON ADLER MATZ was named publisher of More magazine and STEVE GRUNE was appointed publisher of Allrecipes magazine. Adler Matz joins the Meredith Corp. publication from Martha Stewart Living Omnimedia, where she was senior VP, strategic brand sales. Grune most recently served as VP/group publisher at Bonnier Corporation, where he oversaw multiple magazines including Popular Science.
|
|
| | What They're Watching | BROADCAST RATINGS
'Bachelorette' Finale Hits Low
The ninth-season finale of ABC's The Bachelorette hit a season high on Monday, but it was down from last summer's finale to become the show's lowest-rated finale. The After the Final Rose after-show tied its lowest rating. ABC won the night. CBS, which is locked in a carriage dispute with Time Warner Cable that has knocked the network off the MSO's service, saw Under the Dome fall to a series low to place in second on the night. NBC was in third as American Ninja Warrior fell slightly and Get Out Alive improved. Siberia was even with last week. The CW's Breaking Pointe slipped. Fox aired repeats.
For more, click HERE
CABLE RATINGS
Discovery's 'Gold Rush: South America' Premiere Tops Friday
The premiere of Discovery's Gold Rush: South America was Friday's highest rated cable original with a 0.9 adults 18-49 rating. WWE Friday Night Smackdown on Syfy was second with a 0.8 rating, even with last week.
For more, click HERE
|
| Overnight Ratings: Monday, August 5
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLION) | ABC
| THE BACHELORETTE
| 2.4
| 8.4
| NBC
| AMERICAN NINJA WARRIOR
| 1.4
| 4.9
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.4
| 3.7
| CBS
| HOW I MET YOUR MOTHER (R) (8)
2 BROKE GIRLS (R) (8:30)
| 1.1
1.0
| 3.9
3.9
| FOX
| RAISING HOPE (R) (8)
RAISING HOPE (R) (8:30)
| 0.8
0.7
| 2.1
1.7
| CW
| HART OF DIXIE (R)
| 0.2
| 0.7
|
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| THE BACHELORETTE
| 2.8
| 9.3
| CBS
| 2 BROKE GIRLS (R) (9)
MIKE & MOLLY (R) (9:30)
| 1.3
1.3
| 4.6
4.8
| NBC
| GET OUT ALIVE WITH BEAR GRYLLS
| 1.3
| 3.8
| UNIVISION
| LA TEMPESTAD
| 1.1
| 3.0
| FOX
| NEW GIRL (R) (9)
THE MINDY PROJECT (R) (9:30)
| 0.7
0.7
| 1.6
1.6
| CW
| BREAKING POINTE
| 0.1
| 0.4
|
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | CBS
| UNDER THE DOME
| 2.5
| 10.2
| ABC
| THE BACHELORETTE: AFTER THE FINAL ROSE
| 2.5
| 8.3
| UNIVISION
| QUÉ BONITO AMOR
| 0.9
| 2.8
| NBC
| SIBERIA
| 0.7
| 1.9
|
|
|
|
|
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Barter Kings' Return to Their Trade(s) for Third Season...
Steve McHugh and Antonio Palazzola are back with eight new episodes of this A&E series about two men who prefer the "art of trade" to get their merchandise. This season, Barter Kings will air on Tuesdays at 10 p.m., moving from Wednesdays at 10 p.m. last season, which concluded earlier this year. Business in season three is booming for Steve and Antonio, who open a new store in Utah. The guys have reportedly been earning between $3,000 and $5,000 per week by trading items. The upshot: Barter Kings averaged about 1.7 million viewers and a 0.8 18-49 demo rating last summer and earlier this year averaged about 1.5 million viewers and a 0.6 demo rating. Expect somewhere in that range again this summer.
|
| • ...While 'Swamp Man' Joins History Lineup (You Axed for It)...
History Channel premieres a new reality series on Tuesday at 9 p.m. titled The Legend of Shelby the Swamp Man, a spinoff of the successful reality series Ax Men. The new series follows the exploits of Shelby "Swamp Man" Stanga, who lives and logs in the Atchafalaya Swamp in southern Louisiana. The eight-part series follows Shelby and his dog Willie in the aftermath of Hurricane Isaac as he goes in search of a new houseboat and works odd jobs to help finance it. Shelby has to choose between the world of swamps and gators and driving a car into the real world of business. The upshot: History's Swamp People averages about 4.5 million viewers and a 1.0 18-49 rating, while Ax Men averages about 2.8 million and a similar 1.0 demo rating. Expect The Legend of Shelby the Swamp Man to draw closer to an Ax Men-size audience, which is still a solid number for marketers to tap into.
|
| • ...And 'Double Divas' Wears It Well on Lifetime
The second season of this Lifetime reality series that follows the day-to-day operations of LiviRae Lingerie, a custom lingerie store in Kennesaw, Ga., and operated by Molly Hopkins and Cynthia Richards, returns on Tuesday at 10 p.m. The store's motto is "No bust too big or small, we fit them all." As the network describes the series, Molly handles the customer side and often acts as a kind of therapist, while Cynthia is the chief designer. The series follows the ladies as they go on the road, "traveling across the region in their LiviRae branded truck on their way to fittings, bridal shows and other bustier business." The upshot: The series is from the same production company that produces Say Yes to the Dress Atlanta on TLC. In its first season, earlier this year, after premiering to 1.5 million viewers, Double Divas averaged about 1.1 million viewers for the season. That's not a huge audience, but since almost all of the viewers are women, the series is right in the wheelhouse of Lifetime's target audience.
|
|
|
| |  |  |
|
| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
Brian Moran, Managing Editor, Broadcasting & Cable
Phone: 917-281-4708 | Send Email
|
|
| | |  |
| | | | | | |
