| Today's Top Stories | | #1 | Forrester Research Exec Says Facebook Is Failing Marketers
| | | Nate Elliott says there is an undercurrent of marketer dissatisfaction that will inevitably diminish the importance of the social platform's ad revenue stream, Digiday reports. According to Elliott's research, only 51% of marketers are satisfied with how Facebook helps them connect with its users. He says marketers say banner ads on other sites work as well as some Facebook ads and ads 84% of the time, Facebook ads don't connect with marketers' target audience as promised.
Why This Matters: Elliott predicts if Facebook doesn't get its act together, "more marketers will realize they don't need to put as much on Facebook as they did in the past."
A Take: Digiday
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| | #2 | 'New York Times' Will Begin Offering Branded Content Units Next Year
| | | Meredith Kopit Levien, executive VP of advertising, said at least one unit on its redesigned website, set to roll out in the first quarter, will be branded content, Ad Age reports. "We believe that marketers have stories to tell and they're looking for atomized ways to tell those stories and ways to amplify their message," she said.
Why This Matters: The Times and The Wall Street Journal are among the larger U.S. newspapers that have not yet introduced sponsored content. However, The Times has suffered 11-straight quarters of declining ad sales, so it is apparently ready to give in.
A Take: Ad Age
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| | #3 | GroupM Exec Gives Interactive Ad Bureau Mixed Grades
| | | Ari Bluman, chief digital investment officer, says the IAB is doing a good enough job supporting better metrics, but adds that the trade group is not yet doing enough to fight fraudulent Web traffic or doing enough to fight ad support of pirated content. Overall, he writes in a first-person Ad Age article, the IAB could be doing better, although it's doing better than anyone else.
Why This Matters: GroupM agencies represent clients that spend lots of money on digital advertising, so Bluman's comments should motivate IAB to work even harder. "Marketers," he says, "would invest more with interactive media if only they were comfortable doing so."
A Take: Ad Age
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#4 Live Glenlivet Events Lead To Broad Social Amplification (MediaPost)
#5 Digital Agency Exec Says Billboards Better For Brands Than Banner Ads (Digiday)
#6 Clinique Consolidates Global Digital Marketing Business With 360i (Ad Age)
#7 Starbucks "Tweet-a-Coffee" Program Motivates With Free Gift Cards (MediaPost)
#8 Crispin Porter + Bogusky Named Hotels.com Lead Creative Agency (Adweek)
#9 U.S. Potato Board Partners With Hungry Girl (MediaPost)
#10 Data Shows Disney Is Most Popular Brand On Tumblr (Adweek)
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Percentage of North American agencies that will buy digital video ad inventory direct from a publisher in 2013, according to a survey by Adap.tv and Digiday.
– Reported by eMarketer
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| | MBPT Spotlight | LiquidThread's New Global President Ready For His Next Branded Entertainment Content Challenge
By John Consoli
Olivier Gers, the recently named global president of LiquidThread, Starcom MediaVest Group's branded entertainment content unit, has an impressive history of helping marketers capitalize on the success of popular TV programming dating back to his days as to top executive at FremantleMedia.
Through Gers' efforts, American Idol, co-owned by Fremantle, was one of the first live performance shows to integrate mobile into the voting on the show, and since that time in the early 2000s, he's done numerous multiplatform integrations of digital with TV, more recently as CEO of Endemol Worldwide Brands. In between, as senior VP and global head of digital media at IMG Media, he helped digitally market some of that company's top sports clients.
While working on Idol from 2003 to 2007, he was responsible for garnering dozens of licensing partners for the show and for playing a major role in keeping the show's initial three on-air sponsors—Ford, Coca-Cola and AT&T (originally Cingular)—on board. He also helped launch versions of Idol in numerous foreign countries.
Execs at SMG say Gers was always very ahead of the curve on digital integration, and not just as an extension of TV, and that this is an area that will be extremely valuable to LiquidThread as it continues to grow its presence outside the U.S.
Gers spent some time talking with MBPT about his background in branded content and digital media and his new role at LiquidThread.
This is a major position within Starcom MediaVest and one that Brian Terkelsen ran as global president before being named to the CEO post at MediaVest in the summer of 2012. In your past positions at Fremantle or Endemol, did you have a relationship with Terkelsen prior to applying for the position?
I actually first looked into the LiquidThread position through a headhunter, but I actually did work with Brian and Brent Poer [president, LiquidThread North America] back in my days at Fremantle. Brian was head of connective tissue [the SMG branded entertainment content unit that is now LiquidThread], representing Procter & Gamble, and Brent was leading integrated marketing at Lifetime network. I was with Fremantle representing the TV series How Clean Is Your House? Together we put together a partnership between P&G, Lifetime and the show.
For more, click HERE
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| | Fates & Fortunes | • RANDY FREER was promoted to president and chief operating officer of Fox Networks Group. He was most recently copresident and chief operating officer of Fox Sports Media Group along with Eric Shanks, who will continue in that role. Reporting to Freer in his new position will be Michael Biard, president, distribution, Fox Networks; Toby Byrne, president, national ad sales, Fox Broadcasting Co.; Lou La Torre, president, ad sales, Fox Cable Entertainment Networks, Fox Hispanic Media Group; and Kyle Sherman, executive VP, Home Team Sports. Freer reports directly to Peter Rice, chairman and CEO of Fox Networks Group.
• JON BARRY was named lead analyst for NBA on ESPN Radio. Barry played in the NBA for 14 years. He will work more than 40 regular-season and playoff games with play-by-play announcer Kevin Calabro. PJ CARLESIMO, who most recently coached the Brooklyn Nets, will work select NBA games on ESPN Radio as an analyst, as will STAN VAN GUNDY, who was previously coach of the Orlando Magic. Van Gundy will also serve as a rotating guest host on the Miami-based The Dan Le Batard Show on ESPN Radio.
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| | What They're Watching | BROADCAST RATINGS
World Series Helps Fox Win Total Viewers, But NBC Still Takes Demo
Despite competition from the World Series, NBC still led Monday night. The Voice dipped 2% while The Blacklist rose 3%. Fox was in second, but led in total viewers from 8-11 p.m. The Red Sox's win over the Cardinals was down 5% from Sunday (there was no fifth game last year). Through five games, the series is trending the highest since 2010. Fox will release official numbers later on Tuesday. CBS was in third. How I Met Your Mother fell 3% to a season low, while 2 Broke Girls rose 4%. Mom was down 9% and Hostages rose 8%. ABC's Dancing With the Stars was flat with last week's lowest-rated broadcast and Castle upticked 11%. ABC was in fourth. The CW rounded out the night. Among 18-49s, Hart of Dixie and Beauty and the Beast were each even.
For more, click HERE
CABLE RATINGS
'Walking Dead' Down From Last Week
AMC's The Walking Dead was down three-tenths from the previous week's broadcast, garnering a 6.8 adults 18-49 rating and 12.9 million total viewers on Sunday night. The series had some stiff competition to contend with, though, with airings of the 2013 World Series and Sunday Night Football.
For more, click HERE
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| Overnight Ratings: Monday, October 28
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 4.0
| 12.5
| FOX
| 2013 WORLD SERIES - BOSTON RED SOX AT ST. LOUIS CARDINALS
| 3.0
| 11.4
| CBS
| HOW I MET YOUR MOTHER (8:00)
2 BROKE GIRLS (8:30)
| 2.9
2.6
| 7.6
7.6
| ABC
| DANCING WITH THE STARS
| 2.0
| 12.5
| UNIVISION
| PORQUE EL AMOR MANDA
| 1.6
| 4.1
| CW
| HART OF DIXIE
| 0.4
| 1.1
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 4.4
| 13.5
| FOX
| 2013 WORLD SERIES - BOSTON RED SOX AT ST. LOUIS CARDINALS
| 4.0
| 13.7
| CBS
| THE BIG BANG THEORY (R) (9:00)
MOM (9:30)
| 2.5
2.1
| 7.9
6.6
| ABC
| DANCING WITH THE STARS
| 2.1
| 13.4
| UNIVISION
| LA TEMPESTAD
| 1.3
| 3.4
| CW
| BEAUTY AND THE BEAST
| 0.3
| 0.9
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE BLACKLIST
| 3.1
| 10.7
| ABC
| CASTLE
| 2.1
| 10.7
| CBS
| HOSTAGES
| 1.3
| 4.9
| UNIVISION
| MENTIR PARA VIVIR
| 0.9
| 2.4
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Restaurant Redemption' Enters Glutted Genre
Restaurant Redemption, the newest in a sizable group of reality series in which a culinary expert tries to help save failing restaurants, premieres on Tuesday night at 8 on the Cooking Channel. This one stars Ching-He Huang who travels the country to help owners of struggling Asian restaurants revitalize their menus and change their decor and customer practices. Huang has been with the Cooking Channel since the network's launch and has hosted the series Chinese Food Made Easy. The upshot: The TV landscape seems overcrowded with shows similar to Restaurant Redemption. Cooking Channel also has Restaurant Takeover. Food Network has Restaurant Impossible and Restaurant Stakeout; and, of, course, there's Kitchen Nightmares on Fox. But this new series focuses specifically on one ethnicity of food—Chinese—so that might make a bit of a difference—good or bad. Whether it'll stand out from the pack remains to be seen.
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| • 'Naked Las Vegas' Hopes To Draw Ratings Blood on Syfy
A six-part reality series that journeys into the world of body-painting art will debut on Syfy channel on Tuesday night at 10. It focuses on the "Skin Team," a body-painting company headed by Nicholas "Nix" Herrera, who also stars in the Syfy hit competition series Face Off. Each hour follows the artists as they collaborate on a major client job. The first episode features a zombie-themed wedding at Eli Roth's Goretorium at Planet Hollywood in Vegas. The upshot: Face Off, in which contestants compete to create a full-makeup character to match a theme each week, draws about 1.4 million viewers and a 0.7 18-49 demo rating. Expect about the same for Naked Las Vegas, although the premiere might draw a higher number.
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| • 'Doomsday Preppers' Returns on Nat Geo
This reality series, which explores the lives of otherwise ordinary Americans who are preparing for the end of the world as we know it, premieres its third season on Nat Geo on Tuesday night at 9. The preppers will go to any lengths to make sure they are set for armageddon. The opening episode follows a family in the Oregon backcountry, which is turning its 80-acre "off the grid" estate into a fortress in the event of an economic collapse. Protective measures include construction of a 3,000 square-foot greenhouse, a lake with 1 million gallons of water, infrared cameras and a high-tech software system. Also, the children are being trained in marksmanship. The upshot: The series has an older audience skew but in each of its first two seasons, it has averaged in the area of 1 million viewers per episode. So clearly there are some folks who either identify with the preppers or are just fascinated with their lifestyle. That's not likely to change.
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| 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
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Phone: 917-281-4708 | Send Email
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